In October 2014, the Hewlett-Packard Company announced its intention to split into two separate entities, signaling the largest corporate demerger in history. The two resulting companies would each remain Fortune 100 industry leaders—with HP, Inc. focused on personal systems and printing, and Hewlett Packard Enterprise (HPE) focused on enterprise IT.
With a need to move fast, Hewlett-Packard tapped Siegel+Gale to help define the new brand experience for this next stage of its evolution. Our team quickly got to work on brand separation strategy, brand positioning and identity, working rapidly to support a complicated separation.
That visual identity, which was created in parallel with the business strategy, tells a story of HPE’s brand promise—“Together we propel your business further.” That idea, coupled with the campaign “Accelerating Next” sums up HPE’s dedication to being a true business partner to customers and delivering advanced technology solutions that transform businesses. From this “The Element” was born—a visual platform that could move and evolve with the company. While rectangular in its demonstrative form, it is a metaphor for many things: a frame to create a point of focus, the basis for a pattern, a window on partnership. At its simplest, the new visual identity is indicative of HPE’s imperative to remain agile, decisive and fast in an ever-changing world.