This is a brief article detailing the origin and evolution of computer manufacturer, Hewlett Packard’s logo. It touches on the founder’s history as well as describing the design logic behind their trademark and identity usage.

Hewlett-Packard Company, more commonly known as HP, is a brand that many of us are already familiar with. In fact, it is a safe presumption, that you might have one of their products in use; at your home today. They manufacture a wide range of products that reach out to both consumer and business-to-business marketplaces. It’s hard to believe when looking back—their business flourished to a thriving enterprise from the beginning inside a typical garage in Palo Alto, California.

Founders Bill Hewlett and Dave Packard decided to risk all uncertainties shortly after college graduation in 1939. They quit their jobs and moved into a rental property with their wives. Co-existing on the same property, they made what they could of their new home and managed to change their lives by creating the first Audio Oscillator.  Early customer, Walt Disney used this device throughout the development of their renowned, “Fantasia” animation. In the 1990’s HP began to develop more compact and portable computing and measurement devices.  Today, HP continues to propel innovations in digital imaging, printing, and information technology.

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The HP brand mark consists of a rectangular shaped box, surrounding a lower case and sans serif, “h” and “p.”  Their logo has gone through many subtle evolutions over the years; two examples of this are witnessed in color changes and use of the type with the surrounding box omitted.  The company initials, represent founders’, Bill and Dave.  It is said that the order of naming was resolved with a coin toss.  I think it’s also possible that, “HP” had a better zing to it than “PH.” 

Closer examination of the logo shape, reveals a resemblance to a symbolic gateway, portal, or doorway.  I wondered if this couldn’t be an artistic inference to the HP garage, listed today as California Historical Landmark No. 976, “The Birthplace of Silicon Valley.”  The small captioned-text, “invent,” positioned beneath the mark, captures a core value of invention through innovation. 

Another complimentary, branding element is the “+” sign.  HP often uses this symbol to represent a message of change and flexibility.  It is incorporated in print and television advertising as a repetitious, graphic element.  Photographic collages are manipulated to mimic this shape and direction, propelling an undercurrent of their “change” concepts. 

HP’s mark appears in a wide variety of bright colors throughout all advertising, communications, and product packaging.  It is most dominantly seen in black, but they don’t restrict the use of this mark, in alternate colors when necessary for more compelling design.