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Moving Brands reveals proposed HP brand redesign, HP remains noncommittal

Donald Melanson, @donmelanson
December 14, 2011
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HP has gone through some big changes in the past year, and it turns out it's also been considering a rather drastic change to its identity -- one that may or may not yet be adopted. That's been revealed by the team at Moving Brands, who began working with HP on a complete redesign of the company's brand in 2008, and have now shown off what they've come up in an exhaustive case study on their website. At the heart of it is a new logo, which traces its history to HP's original 1941 design, but takes on a decidedly more modern appearance; gone are the familiar circle and rounded corners, and in are some sharp lines and hard edges. According to Moving Brands, the goal was to make the brand "digitally native, context-aware and ever evolving," with the lines in the logo itself echoing the same 13 degree angle of the original while also "recalling the forward slash used in programming." Just what would this new HP look like? You can get a pretty good idea of that at the source link below -- we've also included a small taste after the break, including two of Moving Brands' videos.















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