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  • Hewlett Packard
  • Consumer Tech
  • Branding

The vision of a brand built for the moving world

HP invented the type of connective technology that we take for granted and has touched so many lives and businesses (a 13-year-old Steve Jobs learned to code on Bill Hewlett’s computer). It is the symbolic founder of Silicon Valley and the company that coined the term ‘personal computer’. We worked with HP to help create a compelling vision, a unified purpose and behaviors that would go on to inspire various businesses and over 300,000 employees worldwide.

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Unpacking 'Human Progress'

HP was founded on the belief that technology will improve people’s lives, and HP should always aspire for better. This founding principle was unearthed through co-creation workshops with the key stakeholders across the business groups, the HP Labs, product design and insight groups. The first step in transforming HP was to define a strong, authentic story. A story that would embrace the proud heritage of a Silicon Valley pioneer but lean forward to the future. The brand story was articulated as ‘Human Progress’, and symbolized by the ‘Progress mark.’ 

A multi-sensorial identity and design system

Driven by the brand story of ‘Human Progress’, the identity and design system was created to ensure that HP maximized its opportunities to connect with people, to tell and to inspire great stories, to listen and respond, and to adapt to its environment. A multi-sensorial system was created to allow the brand to spring to life in print and in pixels, on screen and across devices.

The defining signature of the system is the 13º angle found in Bill Hewlett and Dave Packard’s original company logo. 13° represents HP as a company, ingenious in spirit and optimistic for the future. It also refers to the world of computing by recalling the forward slash used in programming. 13° is deeply embedded within the brand identity, driving the design of graphics, products and UI.

The system is structured to deliver familiarity and recognition through the use of a tight set of core brand assets. The contextual brand assets add flexibility and relevance for specific target audiences. Expression Principles guide the creation of ownable HP experiences across spoken and written language, static layouts, information graphics, motion, sound, interaction, form factors and materials and physical spaces.


The system was documented into a Brand Book (printed with the print-on-demand HP Magcloud service) and a set of application-specific toolkits. The toolkits provide the relevant assets and detailed guidance for design practitioners to apply the system.


“One of the things that has been so successful about the engagement with Moving Brands and HP has been the number of languages, mediums and types of experiences that MB are accustomed to talking through. Whether you are dealing with the best ad agencies in the world or the most robust direct marketing agencies, the ability to talk about why the program is relevant to them creates a sense of partnership. It’s that ability to play in a lot of different spaces that is important."

Greg Johnson, Former HP Global Creative Director

Perfect Timing

  • Moving Brands created a system from which HP’s partner agencies, totalling several thousand agencies worldwide, could create stunning, on-brand experiences. 
  • To support the internal HP team, we created and produced spirit and mood films and physical assets to bring the brand to life.
  • We designed immersive in-person workshops and interactive learning tools to support the brand ambassadors.
  • We conducted creative workshops, briefings and reviews with other agency partners across a number of execution areas, as well as engaged in implementing some of the in-market expressions of the brand.

In 2016, the Progress Mark was officially launched on HP’s Spectre range of laptops and has since gone on to adorn many of its flagship consumer products.