HP Brand Book

contentS forward Skip to next chapter HP brand identity standards How we look and how we talk May 2006

introduction back forward Skip to next chapter  Our brand identity is a foundation on which How to use these guidelines: we build to tell powerful, consistent stories 1 first read these standards in full to better understand our about our products and services. core brand elements. It combines how we look and how we talk 2 to learn how to apply brand elements, read the standards and the template user guides for your specific type of to express our brand promise and character. communications piece (e.g., collateral, point-of-sale, It differentiates us from the competition advertising, interactive and event signage). and helps us stand out in crowded markets. 3 download the appropriate template for your communications piece from www.hp.com/go/onevoice. And our brand identity is the most powerful What should you do if templates do not meet your design needs? way to leverage the combined strengths of templates are provided for many—but not all— communications types. if templates do not satisfy your communications goals and you need to create a unique our company. By unifying the way we look piece, you must first receive approval from ellen Maly at hp corporate Marketing. if granted approval, read these and talk, we send a signal to the world that guidelines in full before creating your communications piece. Guidelines for all applications and touchpoints are available HP truly is a world-class global brand—one on the hp one Voice website: www.hp.com/go/onevoice. that is clear, consistent, different and better in everything we say and do.

contentS back forward Skip to next chapter  Table of contents 1.1 .0 Introduction 1 3.3 Color 28 3.7 Typography 61 . Table of contents 2 One dominant color 29 HP Futura 62 Color palette 30 Color 63 .0 The HP brand 3 Print specifications 31 Localization 64 . Brand promise 4 Web and screen specifications 32 Placement 65 . Brand character 5 3.4 Photography 33 All caps 66 .3 Alignment across touchpoints 6 HP image and video library 34 Tables and charts 67 People and lifestyle 35 3.0 How we look 7 Products 37 4.0 How we talk 68 3. Composition 8 Products in an environment 40 4. Creating copy 69 Asymmetry 9 Products and people 42 Brand positioning 70 The grid 10 Instructional 44 Messaging 71 Filled gutters 13 Supporting imagery 45 Voice and tone 72 3. The Stretch 14 Scaling and cropping 47 Building connections 73 Color 15 Combination of images 49 4. The company name 74 Vertical placement 16 3.5 Illustration 51 4.3 Product, solution and service names 75 Horizontal placement 17 Dynamic storytelling 52 4.4 Capitalization and punctuation 76 Size and height 18 Technical and diagrammatic 53 4.5 Editorial style sheet 78 Position of the HP circle 19 Charts and graphs 54 Placement 20 Icons 55 5.0 Legal and trademark 79 Cropping 21 Unacceptable styles 56 Type within the Stretch 22 3.6 HP invent logo 57 5. Copyright 80 Outlining with white 23 Qualities 58 6.0 Contact information 82 Examples 24 Color, scale and size 59 Placement 60

contentS > the hp brand back forward Skip to next chapter 3 The HP brand 2.0 The HP brand is one of the most powerful assets .0 introduction 1 .0 the hp brand 3 we own. We capitalize on this asset by sharing . brand promise 4 . brand character 5 an understanding of what our brand stands for .3 alignment 6 3.0 and how we bring it to life in our work everyday. how we look 7 4.0 When the elements of our brand identity— how we talk 68 5.0 Legal and trademark 79 6.0 how we look and how we talk—are aligned contact information 82 and consistent across all applications, we can leverage the power of our brand to differentiate our offerings from our competitors, attract customers and enter new markets. This is how we connect our work in business groups and regions with the essence of our company and our brand. And this is how we drive customer recognition —and build loyalty—in all of our markets.

contentS > the hp brand > brand proMiSe back forward Skip to next chapter 4 Brand promise 2.1 everyone at hp is united by a single promise we make to every customer— regardless of who they are, where they are or what they want to achieve: We can help you do that. What our brand promise means: we build true partnerships with customers, and our work always begins with their goals and challenges. we are straightforward in all that we do, because we respect people and deliver clear value to them. we believe in our customers’ aspirations, and we’re confident in our ability to help make them real.

contentS > the hp brand > brand character back forward Skip to next chapter 5 Brand character 2.2 in addition to our promise, our brand has a character and personality that makes us unique. it lets our customers, partners and people know what we stand for, what we believe in, who we are and how we behave. Our brand Inspired Genuine Trusted character is: we enable smarter ways of working and living. we do what we say. our heritage is built on quality and reliability. we are dedicated to making things we are friendly, approachable and easy our customers rely on hp to find a solution better for our customers. to do business with. that’s right for them. we value intelligence, innovation we care about our customers and treat our products are well-made, dependable and inventiveness. them with respect. and adaptable to future needs. we are passionate about helping people we are people dealing with people, we partner with industry leaders— achieve their goals. not a corporation dealing with customers. and do it better than anyone else.

contentS > the hp brand > aLiGnMent acroSS touchpointS back forward Skip to next chapter 6 Alignment across touchpoints 2.3 what we Say: Marketing advertising Messaging communications public relations what we do: product design product development Services Support partnerships we have two tools to affect people’s perception of our brand—what we say and what we do. to build on the strength of our brand, these must be aligned.

contentS > how we Look back forward Skip to next chapter 7 How we look 3.0 .0 introduction 1 Our core visual elements—and the way we .0 the hp brand 3 3.0 put them all together—help us communicate how we look 7 our brand in a way that is instantly 3. composition 8 3. the Stretch 14 3.3 color 28 recognizable. The Stretch, typography, 3.4 photography 33 color palette, photography, illustrations and 3.5 illustration 51 the HP invent logo work together flexibly to 3.6 hp invent logo 57 3.7 typography 61 deliver a clear, consistent point of view to 4.0 every audience at every touchpoint. how we talk 68 5.0 Legal and trademark 79 6.0 Our visual identity—how we look—combines contact information 82 with our positioning, messaging and voice— how we talk—to create a unified expression of our brand. a b c d e f g v w x y z a b q r S T u v W ! @ # $ % ^ & < > ≤ , . ? œ a m n o p q r s t

contentS > how we Look > coMpoSition back forward Skip to next chapter  Composition 3.1 .0 introduction 1 Dynamic and bold, our compositional hp ipaQ pocket pc .0 the hp brand 3 3.0 style is the foundation of all of our visual how we look 7 communications. This style lends itself to fresh 3. composition 8 solutions for our communications—whether asymmetry 9 the grid 10 we’re creating a text-rich brochure or a 3D filled gutters 13 3. the Stretch 14 trade show environment. 3.3 color 28 3.4 photography 33 Composition helps us easily prioritize and • a broad range of feature-rich applications 3.5 illustration 51 • enhanced security solutions • Multiple configurations 3.6 hp invent logo 57 organize information in meaningful ways for • wireless capabilities • expansion options 3.7 typography 61 our customers. It gives our designs a sense 4.0 of energy and movement. And it allows us to how we talk 68 5.0 Legal and trademark 79 6.0 use and combine our core visual elements in contact information 82 a grounded, consistent and integrated way.

contentS > how we Look > coMpoSition > aSyMMetry back forward Skip to next chapter  Composition 3.1 A system built on asymmetry Product, solution or service title optional secondary title the compositions of our communications and 3d environments are based on a geometry of right angles and simple, bold shapes for strong organizational structure. we use asymmetry to give our layouts energy, movement and visual interest. Messaging text —explains the highest-level brochure message. Creating a dynamic composition copy should highlight the benefits and differentiators of a product, solution or service. if you are creating the original piece in english, always allow a minimum of 30% extra space for language expansion with the interplay of positive and negative shapes—and the translation. text color is reversed to white against the dominant color field. Lorem ipsum etalus sit amet, consectetuer adipis etalelit, sed diam nonummy nibh euismod tincidunt ut laoreet proper combination of rest and active space—help us etaluse magna aliquam erat volutpat. ut wisi enim ad minim veniam, quis nostrud exerci tation ullamper; suscipit lobortis create clear, organized page compositions. nisl ut aliquip korero odolobore. rest space—whether it’s white space or a color field—provides a visual pause from content such as text and photography, making our central elements and message stand out. HP Pavilion notebook PC rather than centering text and graphics in the middle of the page, or balancing them evenly on opposite sides of the page, place design elements (some more dominant than others) asymmetrically on the grid. Brilliant color del iriuscil delissed tis dit, sustie del iriuscil delissed tis dit, sustie ver atem dolummy num er sequis ver atem dolummy num er sequis HP OpenView nonsequat irilit eliquis modiat.ullutpat nonsequat irilit eliquis modiat.ullutpat adip endiat in hent dunt ad del adip endiat in hent dunt ad del doluptat nulputem dunt ilit am eugue doluptat nulputem dunt ilit am eugue Management Software dui ting ea feugait volesto od ea dui ting ea feugait volesto od ea facilit vent ver inibh essim velit utate facilit vent ver inibh essim velit utate feum dit, qui tet aci euguerc illutpat feum dit, qui tet aci euguerc illutpat illa conse cor suscips uscing enim illa conse cor suscips uscing enim augait dolobor se feu facipit lutpatis augait dolobor se feu facipit lutpatis ea feugait am vero exer se te consed ea feugait am vero exer se te consed dolortie dolor se corerae ssequis et dolortie dolor se corerae ssequis et lortie ex eum velis alit nim zzrit, quis lortie ex eum velis alit nim zzrit, quis ad magna faccum vent ad magna ad magna faccum vent ad magna feugue minim zzrit aliquipit adio con feugue minim zzrit aliquipit adio con euisim quam, consequ iscillaore tincil euisim quam, consequ iscillaore tincil ing eugueraesed esecte minissit prat ing eugueraesed esecte minissit prat loreetu msandrem dolor sum vero del loreetu msandrem dolor sum vero del duisim alit illuptat. ut vendit nissit, duisim alit illuptat. ut vendit nissit, veniam dipit veniam dipit

contentS > how we Look > coMpoSition > the Grid back forward Skip to next chapter 0 Composition 3.1 The grid Letter-size grid (8.5” x 11”) Width (value w; 8.5” in this case) hp communications are based upon a simple grid of squares border (value b) that helps organize content and create consistent, effective the ¼-inch border (approximately 3% communications. Most hp templates are based on this grid. of w) extends around all four sides of if you have a communications need that is not covered by a this grid, supplying a framework for the template, refer to the following pages to create a proper grid content and images. for your design. Columns a page or surface is divided into squares, usually arranged in an odd number of columns. the number of columns varies nibh euismod tincidunt ut laoreet dolore magna aliquam Gutters (value G) the grid also applies to circular headline 22pt here erat volutpat. Veniam, quis nostrud exerci tation ullamcor- 1 these / -inch gutters (50% of b) depending on the size of your communications piece. per suscipit lobortis nisl ut aliquip ex ea commodo conse- 8 or irregular formats, such as a with big idea in the quat. duis autem vel eum iriure dolor. provide an important visual pause by compact disc label. border and gutters dominant color—in in hendrerit in vulputate velit esse molestie consequat, adding white space between images, wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip e commodo color blocks and columns of text. a consistent border normally surrounds the composition, and this case pMS 152cv. consequat. duis autem vel eum iriure dolor in hendrerit e in vulputate velit esse. Viritus adeso perche tutiie. gutters of narrow white spaces separate text, images and colors body text can discuss market needs and customer Headline pt problems, describe a strategic initiative, product, service nulla facilisis at vero eros et accumsan et iusto odio dig- inside the grid. the border can disappear when the design or solution, touch on key features and benefits, price/ nissim qui blandit praesent luptatum zzril delenit augue Columns performance, tco and roi, and point out the key duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit calls for extending an image or color field to the edge of the differentiators of our product/service/solution/strategy amet, consectetuer adipiscing elit, sed diam nonummy this 8.5” x 11” page is divided into (why it’s better than our competitors’ offering). if you nibh euismod tincidunt ut laoreet dolore magna aliquam composition (e.g., a full-bleed print sample or trade show panel). are creating the original piece in english, always allow erat volutpat. at vero eos et accusam et justo duo dolores a five-column grid. a minimum of 30% extra space for expansion with et ea rebum. Stet clita kasd gubergren. depending on the size of the piece, the bottom row of squares language translation. (9 pt) Lorum ipsum illius aperto. “pull quote contains duis autem vel eum iriure dolor in hendrerit in vulputate ut wisi enim ad minim veniam, quis nostrud exerci tation velit esse molestie consequat, vel illum dolore eu feugiat ullamcorper suscipit lobortis nisl ut aliquip exna aliquam may be truncated. in that case, the remaining space should be a customer quote, erat volutpat. ut wisi enim ad minim veniam, quis nostrud nulla facilisis at vero eros et accumsan velit esse molestie selling point or key consequat, vel illum dolore eu feugiat nulla facilisis at exerci tation ullamcorper suscipit lobortis nisl ut aliquip left unfilled as rest space. customer benefit vero erodio dignissim qui blandit praesent lumet, con- ex ea commodo quat. duis autem vel eum iriure dolor and appears in the sectetuer adipiscing elit, sed diam nonummy nibh euis- invulputate velit esse molestie conseq. dominant color. mod tincidunt ut laoreet dolore magnai blandit praesen. Page-division lines this block of copy headline 14pt when creating a communications piece with multiple pages— should be no longer Veniam, quis nostrud exerci tation ullamcorper suscipit than 427 characters lobortis nisl ut aliquip ex ea commodo consequat. duis or a series of panels, posters or banners—it’s often helpful to in length.” John Doe, autem vel eum iriure dolor in hendrerit in vulputate velit Account Manager esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at villum dolore eu feugiat nulla facilisis at vero select a common page-division line that is consistent across eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis te feugait— all pages. this division enables strong visual alignment and fruis autem vel eum iriure dolor nulla. Lorem ipsum dolor consistent placement of content, imagery and rest space. Many sit amet, consectetuer adipiscing elit, sed diam nonummy collateral and poS templates already contain a consistent page- bottom row division line. 4 these empty squares are left as unfilled visual rest space. Messaging text 22pt contains a big idea, key Chart text header differentiators or customer quote. text is in the chart text describes chart contents. dominant color. Lorem ipsum dolor sit amet, Chart text header w/rule disk array capacity type function xp48 8.7 tb 18 Gb 15k rpm fc disks and 73 Gb 10k rpm fc disks open xp128 9.3 tb 36 Gb 15k rpm fc disks and 73 Gb 10k rpm fc disks n/a consectetuer adipiscing elit, sed diam nonummy xp512 92.6 tb 18 Gb 15k rpm fc disks and 73 Gb 10k rpm fc disks closed xp7124 92.6 tb 48 Gb 15k rpm fc disks and 73 Gb 10k rpm fc disk n/a nibh euismod tincidunt ut laoreet dolore magna HP Product name hp Surestore business copy xp hp Surestore direct backup engine tL aliquam erat volutpat. ut wisi enim ad minim. hp Surestore gigabite fun drive 2.0 HP Product name Servers workgroup Midrange high-end operating system firewall hp-ux n/a a-, d-, J-, L-class n-, V-class hp-ux 11.x hp 123.1 nibh euismod tincidunt ut laoreet dolore magna aliquam . callout describes product feature 1. hp product name 14pt body text can discuss market needs and customer nibh euismod tincidunt ut laoreet dolore magna aliquam Example page-division line headline 22pt here erat volutpat. Veniam, quis nostrud exerci tation ullamcor- or benefit. Lorum ipsom vero quorio problems, describe a strategic initiative, product, service erat volutpat. Veniam, quis nostrud exerci tation ullamcor- per suscipit lobortis nisl ut aliquip ex ea commodo conse- qui blandit praesent lumet, con itu or solution, touch on key features and benefits, price/ per suscipit lobortis nisl ut aliquip ex ea commodo conse- setuer adipisci elit pirum ellius tilum with big idea in the quat. duis autem vel eum iriure dolor. ipus lorum ipsus etal vergamo. performance, tco and roi, and point out the key quat. duis autem vel eum iriure dolor. in hendrerit in vulputate velit esse molestie consequat, . ais pretosius rures lucide cor- differentiators of our product/service/solution/strategy in hendrerit in vulputate velit esse molestie consequat, dominant color—in wisi enim ad minim veniam, quis nostrud exerci tation rumperet vix verecundus catelli. 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contentS > how we Look > coMpoSition > the Grid back forward Skip to next chapter  Composition 3.1 Determining the grid for any scale deLiVerabLe width (w) a basic formula determines 105mm width 8.5” width 22” width 636” width how to maintain optical consistency of the border from we want to maintain a consistent optical standard for border small to large executions. the and gutter thickness throughout all of our communications. truck applications shown here are the standard for borders can range from 2% to 5% of the for exhibit purposes only and width of the deliverable, depending on the overall size of your are not to scale. communications piece. approximately 3% is recommended for poS poster most formats. Gutters are determined by the size of the border. collateral a6 brochure 4.8% border 2.94% border 2.8% border 2% border border (b = 2% to 5% of w) Process for determining the grid Examples of how to determine the grid Step  : Measure the format width. a6 brochure coLLateraL poS poSter truck w = the width of your deliverable Step : Width (W) w = 105mm w = 8.5” w = 22” w = 636” Step : Calculate the border. border (b) = 2% to 5% of w Step : border (b = % to 5% of W) b = 5mm b = .25” b = .625” b = 13” the percentage of the width you use to calculate the border depends on the size of your communications (4.8% of w) (2.94% of w) (2.8% of w) (2% of w) piece. approximately 3% is recommended for most pieces. Smaller pieces tend to require proportionally larger border thickness, whereas larger pieces tend to require proportionally smaller border thickness. for example, a large graphic on a truck may use a border of 2%, while a small a6-format brochure may Step 3: Gutter (G = 50% of b) G = 2.5mm G = .125” G = .3125” G = 6.5” use a border of 5%. also consider the printing requirements of your piece. Many print designs require at (50% of b) (50% of b) (50% of b) (50% of b) 3 least / ” (5mm) of free space from the media edge for trim. 16 Step 3: Calculate the gutter thickness. Gutter (G) = 50% of b Step 4: Columns 5 5 5 27 Step 4: Set the number of columns. use your judgment to decide on the number of columns in your piece. always use an odd number of columns. be mindful of legibility requirements—a higher number of columns will dictate smaller text and imagery.

contentS > how we Look > coMpoSition > the Grid back forward Skip to next chapter  Composition 3.1 The grid: composition structure “Messaging text 29pt contains a Large statements can be printed in the dominant color, or reversed big idea or customer quote. text to white against a dominant color Successful communications prioritize headlines, quotes, is reversed to white. Lorem ipsum field. they must be at least 14pt photography, color, supporting text and graphics in order dolor sit amet, sed diam nonummy size. to emphasize key points, establish an information hierarchy nibh euismod tincidunt. Laoreet and tell a clear story. the interplay between rest and active dolore magna aliquam erat volut- pat lorum ipsom.” John Doe, headline 22pt here nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Veniam, quis nostrud exerci tation ullamcor- space in layouts helps make compositions lively and organized per suscipit lobortis nisl ut aliquip ex ea commodo conse- Amazon Marketing Manager with big idea in the quat. duis autem vel eum iriure dolor. headlines, editorial text and rather than crowded and overwhelming. dominant color—in in hendrerit in vulputate velit esse molestie consequat, wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip e commodo specification lists are all flush-left. this case pMS 152cv. consequat. duis autem vel eum iriure dolor in hendrerit e in vulputate velit esse. Viritus adeso perche tutiie. body text can discuss market needs and customer Headline pt Placement of images and graphics problems, describe a strategic initiative, product, service nulla facilisis at vero eros et accumsan et iusto odio dig- or solution, touch on key features and benefits, price/ nissim qui blandit praesent luptatum zzril delenit augue performance, tco and roi, and point out the key duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit differentiators of our product/service/solution/strategy amet, consectetuer adipiscing elit, sed diam nonummy (why it’s better than our competitors’ offering). if you nibh euismod tincidunt ut laoreet dolore magna aliquam are creating the original piece in english, always allow erat volutpat. at vero eos et accusam et justo duo dolores images and graphics begin at the top of a grid square and a minimum of 30% extra space for expansion with et ea rebum. Stet clita kasd gubergren. language translation. (9 pt) Lorum ipsum illius aperto. “pull quote contains duis autem vel eum iriure dolor in hendrerit in vulputate ut wisi enim ad minim veniam, quis nostrud exerci tation fill an entire square or number of squares. velit esse molestie consequat, vel illum dolore eu feugiat ullamcorper suscipit lobortis nisl ut aliquip exna aliquam a customer quote, nulla facilisis at vero eros et accumsan velit esse molestie erat volutpat. ut wisi enim ad minim veniam, quis nostrud selling point or key consequat, vel illum dolore eu feugiat nulla facilisis at exerci tation ullamcorper suscipit lobortis nisl ut aliquip customer benefit vero erodio dignissim qui blandit praesent lumet, con- ex ea commodo quat. duis autem vel eum iriure dolor and appears in the sectetuer adipiscing elit, sed diam nonummy nibh euis- invulputate velit esse molestie conseq. Placement of type dominant color. mod tincidunt ut laoreet dolore magnai blandit praesen. this block of copy headline 14pt should be no longer Veniam, quis nostrud exerci tation ullamcorper suscipit text hangs from the top of a grid square and extends through than 427 characters lobortis nisl ut aliquip ex ea commodo consequat. duis in length.” John Doe, autem vel eum iriure dolor in hendrerit in vulputate velit Account Manager esse molestie consequat, vel illum dolore eu feugiat nulla when creating a communications as many grid squares as necessary. it does not need to fill an facilisis at villum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis te feugait— piece in english, allow 30% extra entire square. headlines and body copy should always start fruis autem vel eum iriure dolor nulla. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy space on each page for language at the top of a page or directly under a photo, illustration, expansion that may result from chart or other element. text is usually left-justified. 4 translation. in compositions with text reversed out of large color fields, type is left-justified and should be indented the width of a gutter space from the edge of the color field. it should “Messaging text 29pt contains a type should be indented the width also be inset the width of a gutter space from the top of big idea or customer quote. text of a gutter space from the edge of the grid square. this applies to full-bleed pages as well is reversed to white. Lorem ipsum the color field and from the top of as bordered pages. dolor sit amet, sed diam nonummy the grid square. nibh euismod tincidunt. Laoreet Language translation allowance dolore magna aliquam erat volut- when creating a communications piece in english, allow pat lorum ipsom.” John Doe, headline 22pt here nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Veniam, quis nostrud exerci tation ullamcor- text always begins at the top per suscipit lobortis nisl ut aliquip ex ea commodo conse- a minimum of 30% extra space on each page for language Amazon Marketing Manager with big idea in the quat. duis autem vel eum iriure dolor. of a grid square, although not dominant color—in in hendrerit in vulputate velit esse molestie consequat, wisi enim ad minim veniam, quis nostrud exerci tation expansion that may result from translation. ullamcorper suscipit lobortis nisl ut aliquip e commodo necessarily at the top of a page. this case pMS 152cv. consequat. duis autem vel eum iriure dolor in hendrerit e in vulputate velit esse. Viritus adeso perche tutiie. body text can discuss market needs and customer Headline pt problems, describe a strategic initiative, product, service nulla facilisis at vero eros et accumsan et iusto odio dig- or solution, touch on key features and benefits, price/ nissim qui blandit praesent luptatum zzril delenit augue performance, tco and roi, and point out the key duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit differentiators of our product/service/solution/strategy amet, consectetuer adipiscing elit, sed diam nonummy (why it’s better than our competitors’ offering). if you nibh euismod tincidunt ut laoreet dolore magna aliquam are creating the original piece in english, always allow erat volutpat. at vero eos et accusam et justo duo dolores a minimum of 30% extra space for expansion with et ea rebum. Stet clita kasd gubergren. language translation. (9 pt) Lorum ipsum illius aperto. “pull quote contains duis autem vel eum iriure dolor in hendrerit in vulputate ut wisi enim ad minim veniam, quis nostrud exerci tation velit esse molestie consequat, vel illum dolore eu feugiat ullamcorper suscipit lobortis nisl ut aliquip exna aliquam a customer quote, nulla facilisis at vero eros et accumsan velit esse molestie erat volutpat. ut wisi enim ad minim veniam, quis nostrud selling point or key consequat, vel illum dolore eu feugiat nulla facilisis at exerci tation ullamcorper suscipit lobortis nisl ut aliquip customer benefit vero erodio dignissim qui blandit praesent lumet, con- ex ea commodo quat. duis autem vel eum iriure dolor and appears in the sectetuer adipiscing elit, sed diam nonummy nibh euis- invulputate velit esse molestie conseq. dominant color. mod tincidunt ut laoreet dolore magnai blandit praesen. this block of copy headline 14pt should be no longer Veniam, quis nostrud exerci tation ullamcorper suscipit than 427 characters lobortis nisl ut aliquip ex ea commodo consequat. duis in length.” John Doe, autem vel eum iriure dolor in hendrerit in vulputate velit Account Manager esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at villum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis te feugait— fruis autem vel eum iriure dolor nulla. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy 4

contentS > how we Look > coMpoSition > fiLLed GutterS back forward Skip to next chapter 3 Composition 3.1 1. Callout describes product feature HP Product name 14pt 2. HP Product name 14pt or benefit. Lorum ipsom vero quorio HP Product name 22pt Using filled gutters as an qui blandit praesent lumet, con itu Chart header setuer adipisci elit pirum ellius tilum Chart text describes chart contents. ipus lorum ipsus etal vergamo. 2. Ais pretosius rures lucide Chart text header (1.25pt rule) Chart text Capacity Type corrumperet vix verecundus catelli. Agricolae suffragarit catelli—Cathe- Chart header (0.5pt) 8.7 TB 18 GB 15k rpm FC disks and 73 GB 10k rpm FC disks dras divinus fermentet. Chart text 9.3 TB 36 GB 15k rpm FC disks and 73 GB 10k rpm FC disks Chart text 92.6 TB 18 GB 15k rpm FC disks and 73 GB 10k rpm FC disks organizational element 3. Ais pretosius rures lucide etali Chart text 92.6 TB 48 GB 15k rpm FC disks and 73 GB 10k rpm FC disks rumperet vix verecundus catelli and the Agricolae per adesoon. Chart text header (1.25pt rule) HP Surestore Business Copy XP HP Surestore Direct Backup Engine TL 4. Octavius, iam fiducia suis etus deciperet incret incret incredibiliter lascivius zothecas. Aquae Sulis Chart text header (1.25pt rule) Servers Workgroup Midrange High-end Operating system in a composition, filled gutter lines help create alignment conubium lorum ipsum. HP-UX n/a A-, D-, J-, L-class N-, V-class HP-UX 11.x between objects. they should be a consistent line weight. they can divide or contain information or organize cropped photos. Body text can discuss market needs and customer Headline 9pt 3. HP Product name 14pt 4. HP Product name 14pt problems, describe a strategic initiative, product, service Nulla facilisis at vero eros et accumsan et iusto odio dig- or solution, touch on key features and benefits, price/ nissim qui blandit praesent luptatum abril delenit augue be sure to offset type from the filled gutter line by the width of performance, TCO and ROI, and point out the key duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit differentiators of our product/service/solution/strategy amet, consectetuer adipiscing elit, sed diam nonummy (why it’s better than our competitors’ offering). If you nibh euismod tincidunt ut laoreet dolore magna aliquam at least one gutter space. are creating the original piece in English, always allow erat volutpat. At vero eos et accusam et justo duo dolores a minimum of 30% extra space for expansion with et ea rebum. Stet clita kasd gubergren. language translation. (9 pt) Lorum ipsum illius aperto. Ut wisi enim ad minim veniam, quis nostrud exerci tation Duis autem vel eum iriure dolor in hendrerit in vulputate ullamcorper suscipit lobortis nisl ut aliquip exna aliquam velit esse molestie consequat, vel illum dolore eu feugiat erat volutpat. Ut wisi enim ad minim veniam, quis nostrud nulla facilisis at vero eros et accumsan velit esse molestie exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex Callout header Callout describes product features, details or other infor- Dividing consequat, vel illum dolore eu feugiat nulla facilisis at ea commodo quat. Duis autem vel eum iriure dolor mation. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam non ummy nibh euismod tincidunt ut laoreet dolore magna vero erodio dignissim qui blandit praesent lumet, invulputate velit esse molestie conseq. aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exer- consectetuer adipiscing elit, sed diam nonummy nibh euis- ci tation ulla mcorper suscipit lobortis nisl ut aliquip. Lorem ipsum dolor filled gutter lines may be used to organize multiple elements, mod tincidunt ut laoreet dolore magnai blandit praesen. •Bullets provide an opportunity to highlight important sit amet, consectetuer adipiscing elit. Perche e cosi adesso. pieces of information (9 pt). Lorum ipsum etalis. such as silhouetted product photos. they help structure the Headline 14pt •Bullets have an indent that is created in Quark by using Veniam, quis nostrud exerci tation ullamcorper suscipit the Command + back slash key. The tab is created in 5. HP Product name 14pt 6. HP Product name 14pt lobortis nisl ut aliquip ex ea commodo consequat. Duis the Bullets style sheet. Ipsumit lorimis epitalia adeso. Headline 9pt identifies product benefits. Headline 9pt identifies product benefits. space around irregular shapes. a filled gutter should not touch autem vel eum iriure dolor in hendrerit in vulputate velit •Duis autem vel eum iriure dolor in hendrerit in vulputate Body text describes product benefits and can touch on •Indented bullets are used to describe product features esse molestie consequat, vel illum dolore eu feugiat nulla velit esse molestie consequat. Per tutoilis apertos. features. It is 9 point size. If you are creating the original and support the headline above. (9pt) Highlight facilisis at villum dolore eu feugiat nulla facilisis at vero Bel illum dolore eu feugiat nulla facilisis at vero eros et piece in English, always allow a minimum of 30% extra features that differentiate the product. a large color block—there should be a gutter-width clear space. eros et accumsan et iusto odio dignissim qui blandit prae- accumsan et iusto odio dignissim qui blandit praesent lup- space for expansion with language translation. Lorem sent luptatum abril delenit augue duis te feugait—fruis ipsum dolor nibh euismod tincidunt ut laoreet dolore •Indented bullets are used to describe product features autem vel eum iriure dolor nulla. Lorem ipsum dolor sit tatum abril delenit augue duis dolore te feugait. At vero magna. Lorum ipsum etalius. and support the headline above. (9pt) Lorem ipsum amet, consectetuer adipiscing elit, sed diam nonummy eos et accusam et justo duo dolores et ea rebum. Lorem dolor sit amet, consetetur sadipscing elitr, sed diam non- nibh euismod tincidunt ut laoreet dolore magna aliquam ipsum dolor sit amet, consetetur sadipscing elitr, sed diam •Indented bullets are used to describe product features umy eirmod tempor invidunt ut labore. erat volutpat. Veniam, quis nostrud exerci tation ullamcor- nonumy eirmod tempor invidunt ut labore et dolore and support the headline above. (9pt) Highlight Containing per suscipit lobortis nisl ut aliquip ex ea commodo conse- magna aliquyam erat, sed diam voluptua. Stet clita kasd features that differentiate the product and describe Headline 9pt identifies product benefits. quat. Duis autem vel eum iriure dolor. gubergren, no sea takimata sanctus est Lorem ipsum dolor how they benefit the customer. Lorum ipsum etalius. •Indented bullets are used to describe product features sit amet. At vero eos et accusam et justo duo dolores et ea and support the headline above. (9pt) filled gutter lines can also help contain different design In hendrerit in vulputate velit esse molestie consequat, wisi rebum. Stet clita kasd gubergren, no sea takimata sanctus •Indented bullets are used to describe product features •Indented bullets are used to describe product features enim ad minim veniam, quis nostrud exerci tation ullam- est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit and support the headline above. (9pt) Lorem ipsum and support the headline above. (9pt) corper suscipit lobortis nisl ut aliquip ea commodo conse- amet, consetetur sadipscing elitr, sed diam nonumy dolor nibh euismod tincidunt ut laoreet dolore magna. elements—such as text, tables or charts—and can be used quat. Duis autem vel eum iriure dolor hendrerit in eirmod tempor invidunt ut labore et dolore magna to emphasize a particular element. vulputate velit esse. Puisitus adesso tentti. aliquyam erat, sed diam voluptua. 6 Cropping filled gutter lines offer an elegant way to enlarge or crop Dividing Containing Cropping an image. this technique creates an abstract, linear border for closeups of product features. images that are cropped should touch the filled gutter, as shown in the cropping example to the right.

contentS > how we Look > the Stretch back forward Skip to next chapter 4 The Stretch 3.2 .0 introduction 1 The Stretch introduces a dynamic element into .0 the hp brand 3 3.0 our identity system—one that references our how we look 7 company’s logo in a bold, modern way. It 3. composition 8 3. the Stretch 14 allows us to directly integrate our core identity color 15 with imagery and messages. The Stretch also Vertical placement 16 leverages the history and equity that we’ve built horizontal placement 17 Size and height 18 around our logo over many decades, while position of the circle 19 increasing our logo’s visibility and relevance placement 20 cropping 21 with today’s customers. type 22 outlining 23 examples 24 3.3 color 28 3.4 photography 33 3.5 illustration 51 3.6 hp invent logo 57 3.7 typography 61 4.0 how we talk 68 exaMpLeS of where we uSe the Stretch: 5.0 Legal and trademark 79 front covers and primary pages of collateral, direct mail and 6.0 other printed materials contact information 82 primary display panels on packaging and point-of-sale materials Motion graphics, video and interactive storytelling animations top-level pages of websites area identifiers and main messaging elements in tradeshows, events and 3-d environments

contentS > how we Look > the Stretch > coLor back forward Skip to next chapter 5 The Stretch 3.2 Color Preferred alternate the preferred use of the Stretch is to place it directly over imagery or backgrounds, either in a solid color or reversed to white. the alternative way to use the Stretch is in a solid color and outlined in white, to separate it from backgrounds that are cluttered or do not provide enough contrast. the Stretch may be used in white, black or any of our dominant hp colors. it requires as much contrast as possible—never obscure the hp circle with a busy background. if the Stretch is in color, it must be the same as the dominant color of the communications piece. if there isn’t enough contrast between the Stretch and the background, then white may be used to fill in and outline the Stretch. (See page 23 for more guidelines.) the Stretch can be used in any dominant color the Stretch can be reversed to white on a solid the Stretch can also be used in a dominant color from the hp palette against a white background. background of any dominant hp color. outlined in white borders to separate the Stretch from other color fields, graphic elements and background images. the Stretch can be a dominant hp color over the Stretch can be reversed out in white over the Stretch can be outlined in white to help it an image, provided there is ample clarity and an image, provided there is ample clarity stand out against a photo. contrast. and contrast.

contentS > how we Look > the Stretch > VerticaL pLaceMent back forward Skip to next chapter 6 The Stretch 3.2 Vertical placement the Stretch can be used on the top or bottom of a layout, but should always be positioned asymmetrically. the Stretch should not be centered on a page or layout. Layouts with a border Layouts with full bleed

contentS > how we Look > the Stretch > horizontaL pLaceMent back forward Skip to next chapter 7 The Stretch 3.2 Horizontal placement the hp circle can be used on either the left or right side of the Stretch bar. the hp circle should never be centered in middle of the Stretch. Layouts with a border Layouts with full bleed

contentS > how we Look > the Stretch > Size and heiGht back forward Skip to next chapter  The Stretch 3.2 Size and height the height of the Stretch relates to the size of the grid unit of a page or layout. the Stretch can be used in a variety of sizes—from small to extra-large—based on the type of communication, the specifc customer or audience, and the overall desired impact. Small Medium Large Extra-large Stretch = the height of ½ grid unit Stretch = the height of one grid unit Stretch = the height of two grid units Stretch = the height of three (or more) grid units

contentS > how we Look > the Stretch > poSition of the hp circLe back forward Skip to next chapter  The Stretch 3.2 Position of the HP circle the distance of the hp circle from the side edge of a page or border is related to the width of the circle itself. the position varies depending on the size of the Stretch. the same guidelines apply whether the Stretch follows a border or bleeds to the edge of a page. ½x x ½x x ¼x x 1 / x x 8 Small Medium Large Extra-large the distance between the edge of the the distance between the edge of the the distance between the edge of the the distance between the edge of the page (or margin) and the hp circle page (or margin) and the hp circle page (or margin) and the hp circle page (or margin) and the hp circle 1 should be ½ x. should be ¼ x. should be / x. should be ½ x. 8 x = the width of the hp circle x = the width of the hp circle x = the width of the hp circle x = the width of the hp circle

contentS > how we Look > the Stretch > pLaceMent back forward Skip to next chapter 0 The Stretch 3.2 Placement of the Stretch Small Medium Large Extra-large the minimum distance between the the minimum distance between the the minimum distance between the the minimum distance between the top or bottom edge of the border top or bottom edge of the border top or bottom edge of the border top or bottom edge of the border the preferred use of the Stretch is to separate it from the or bleed and the Stretch should be or bleed and the Stretch should be or bleed and the Stretch should be or bleed and the Stretch should be 1 3 1 4 1 8 top or bottom edge of a piece. the interplay of positive ½ of the height of the Stretch (y). / of the height of the Stretch (y). / of the height of the Stretch (y). / of the height of the Stretch (y). and negative space around Stretch—and especially the hp circle—is crucial to its overall impact and strength. this applies to all layout types, whether they use borders or full bleeds. use these guidelines to determine how far away from the edge the Stretch should be placed. the distance is based on the size of the Stretch. y y y y 1 ¼y 1 /y ½y /y 8 3 Layouts with a border y y y y 1 ¼y 1 /y ½y /y 8 3 Layouts with full bleed

contentS > how we Look > the Stretch > croppinG back forward Skip to next chapter  The Stretch 3.2 Cropping the Stretch for extra-large applications of the Stretch in narrow layouts, the side edges of the Stretch can be cropped. this will help x x ensure that an asymmetrical placement of the hp circle within the overall width of the Stretch is maintained. the Stretch can only be cropped in the two specific locations shown below so that the hp identity remains clearly readable. only the circle itself is cropped—never the hp letterforms—so that the legibility and clarity of our signature is maintained. on extra-large applications, the hp circle may be cropped by a value of x. never crop the letterforms. to calculate x, measure the distance between the hp circle and the edge of the letterform. divide this distance by ½ to get x. x x

contentS > how we Look > the Stretch > type within the Stretch back forward Skip to next chapter  The Stretch 3.2 Type within the Stretch Short headline or title Short headline or title Possible subhead can go here type, such as a short headline or title, may be used within the Stretch. the type color can be black, the dominant hp color of the communication piece, or white on a colored Stretch. titles and subtitles should be no more than 2 or 3 lines total. titles should be anchored to the top or bottom corner of the Stretch. they should not be centered vertically or horizontally. while there is no rule on maximize type size within a Stretch, titles and subtitles should not violate the clear space requirements around the hp circle (see examples top row, right). type should only be used in medium, large and extra-large Short headline or title sizes of the Stretch. the smallest size Stretch should never have type placed inside it. if needed, brief customer-benefits when using headlines or titles inside copy may be added to an extra-large Stretch, but general the Stretch, the text should always be ½ x x ¼ x ½ x x ¼ x body copy should not be included within a Stretch. if longer placed asymmetrically in a corner—just always maintain ample clear space headlines, subheads or other text elements are required for as in the rest of our identity system. around the hp circle. a specific piece of communication, a different layout should be used that allows these longer copy elements to exist outside of the Stretch. always leave sufficient clear space between type and Riusto dolutem zzrit the hp circle, so as not to compete with or detract from ip exer ing etum nim the prominence and legibiltiy of the hp circle. key customer benefits are allowed in the large and extra- large Stretch, as shown in the bottom left example. do not use body copy within the Stretch. Short headline or title Short headline or title Lorer si bla feu faccum dolore dolestie magnibh et, sum alit, conulla mconseq uamet, commy niamconsecte molestrud tem ilit lutpat. im doluptate conulluptat praessectet, quat. dolendr ercilit wiscil duisi. ommy nit la facing er si tis alis- secte duisl ut dionsent diam, se ex tue consent nullan et am iriuscilis ad eugait irit lore faci bla alisim ipit utpat eugue dolore doluptat, summodo atissim nit lore te tionsenim illan henim endignim zzriureetue eum ex ex euisisi Lutpat aliquissim et luptat estrud esed eugait la con ex exeros nullamconsed ea feugue vent dolorer amet ea cor sismodip et num deliqui smodolo borperostie consectet ip exerat lor iriure adit ipit praesecte modip eui blandre minim irit lute conse ea facipit venis autet, susto et, sequisi blam, sequat vendignis aut lam in vel utpat key customer benefits may be used do not put body copy within the do not center type vertically or in a large or extra-large Stretch. Stretch. horizontally inside the Stretch.

contentS > how we Look > the Stretch > outLininG with white back forward Skip to next chapter 3 The Stretch 3.2 Outlining the Stretch with white these three different sizes of the Stretch use white borders correctly. borders should match the width white space may be used around the Stretch to create greater of the grid gutters, which are contrast between the Stretch and a background. you may use determined by the page size and these white outlines around the Stretch on a page with a border basic grid measurements. or full bleed. the width of white borders around a Stretch should be equal to width of any gutters used on the rest of your page layout. (See page 10 for more information on determining the correct width of gutters.) because the gutters on a page are determined mathematically based on the overall page size, they are not arbitrary or variable in width. therefore, you must use good judgment when using the Stretch in a small size so that the white borders do not overpower the Stretch itself. if a small Stretch is required in a particular layout that would be overpowered by the correct width of white outlines, use a Stretch in white a dominant color that does not require white space around it. white outlines are always required above and below the Stretch if the center hp circle is also filled with white. do not place white borders around if a small Stretch becomes too narrow a small Stretch if the white space to allow for white borders above becomes proportionally too wide and and below it, use a Stretch that either visually overwhelms the Stretch itself. reverses out of the background or appears in a dominant color directly over the background.

contentS > how we Look > the Stretch > exaMpLeS back forward Skip to next chapter 4 The Stretch 3.2 Unacceptable usage Short headline or title Longer headlines should be placed Longer headlines should be placed in color fields or other open areas in color fields or other open areas Longer headlines should be placed in color fields or other open areas The HP circle cannot be in the center The Stretch cannot be centered vertically The HP letterforms cannot be cropped. The The Stretch cannot bleed if the rest of the Stretch bar. on the page. HP circle can be cropped only when used in of the layout has a border. extra-large size. Acceptable usage Short headline or title Longer headlines should be placed Longer headlines should be placed in color fields or other open areas in color fields or other open areas Longer headlines should be placed in color fields or other open areas

contentS > how we Look > the Stretch > exaMpLeS back forward Skip to next chapter 5 The Stretch 3.2 Unacceptable usage Short headline or title Longer headlines should be placed Longer headlines should be placed Longer headlines should be placed in color fields or other open areas in color fields or other open areas in color fields or other open areas The Stretch cannot bleed to the bottom edge The Stretch cannot bleed to the top edge The Stretch must have enough contrast with The HP circle cannot be filled with white if of a page. It must have a white outline of a page. It must have a white outline the photo or image behind it such that the it does not also have white outlines above or margin. or margin. HP circle is legible. and below it. Acceptable usage Short headline or title Longer headlines should be placed Longer headlines should be placed Longer headlines should be placed in color fields or other open areas in color fields or other open areas in color fields or other open areas

contentS > how we Look > the Stretch > exaMpLeS back forward Skip to next chapter 6 The Stretch 3.2 Unacceptable Longer headlines should be placed usage in color fields or other open areas Consed do uiosnim venieuisime dusunt utatueratuer iritqudm. Mekt ipit aut aut am, commy numsdmy nos alis dipis dui blan el in volore consed tat. Lor sim doleniamcon et, vel eliquat non hent lorpercinim dignibh ex esse consend rerciliqui te modit, sustis nonseni sciduip eumsan vel ipsummo doluptat. Obor sum velit augiam am, quat wiscillut autpate venim ipit, susci tet, quis nos et, vercilis nit volortie eum eum adiam et non utpat, si. Modignim autat, sustrud et aust. Longer headlines should be placed in color fields or other open areas The Stretch cannot be used vertically. The Stretch cannot stop midway across a page. any logo, including the Invent logo, The Stretch cannot have “invent” beneath it. cannot be placed inside the Stretch on the same page. Acceptable Longer headlines should be placed usage in color fields or other open areas Consed do uiosnim Venieuisime dusunt utatueratuer iritqudm. Mekt ipit aut aut am, commy numsdmy nos alis dipis dui blan el in volore consed tat. Lor sim doleniamcon et, vel eliquat non hent lorpercinim dignibh ex esse consend rerciliqui te modit, sustis nonseni sciduip eumsan vel ipsummo doluptat. Obor sum velit augiam am, quat wiscillut autpate venim ipit, susci tet, quis nos et, vercilis nit volortie. Longer headlines should be placed in color fields or other open areas

contentS > how we Look > the Stretch > exaMpLeS back forward Skip to next chapter 7 The Stretch 3.2 Unacceptable Headline or title consed do uiosnim venieuisime dusunt utatuer usage duis atuer iritqudm. Mekt ipit aut aut am, commy autem numsdmy nos alis dipis dui blan seni scid- uip sedvero eumsan vel ipsummo doluptat. Short headline or title Short headline or title The HP invent logo cannot be used with a cropped Stretch cannot be used in a Text used inside the Stretch should not be Text inside the Stretch should not overcrowd the Stretch. layout with a border. centered. It should always be positioned at the HP circle or interfere with its clear space. the top or bottom corner of the Stretch. Acceptable Headline or title Consed do uiosnim venieuisime dusunt utatuer duis atuer iritqudm. Mekt ipit aut aut am, commy autem numsdmy nos alis dipis dui blan seni sciduip sed usage vero eumsan vel ipsummo doluptat. Short headline or title Short headline or title

contentS > how we Look > coLor back forward Skip to next chapter  Color 3.3 .0 introduction 1 Our vibrant color palette reflects the diversity (Placeholder image) .0 the hp brand 3 3.0 of our customers and their ambitions. It is how we look 7 appropriate for both consumer and business 3. composition 8 3. the Stretch 14 3.3 color 28 audiences. The pure, saturated hues are timeless and stay fresh without being trendy. one dominant color 29 Our full spectrum of color also helps reinforce color palette 30 print specifications 31 our dominance in imaging and printing by web and screen 32 3.4 photography 33 symbolizing the importance of great color to 3.5 illustration 51 3.6 hp invent logo 57 all of our markets. 3.7 typography 61 4.0 how we talk 68 5.0 Legal and trademark 79 6.0 contact information 82

contentS > how we Look > coLor > one doMinant coLor back forward Skip to next chapter  Color 3.3 Using one dominant color HP invites you to a Large fields of a single color help make our communications demonstration of HP Indigo striking and impactful. press technology we have a varied palette of dominant hp colors from which to choose (see page 30). by using one color from our palette for each communications piece, we enhance the unity, power and elegance of our designs. this dominant color also helps photos stand out. within a physical environment or system of multiple communications pieces, more than one dominant color can be used to differentiate pieces. the Stretch should be the dominant color of your communciation piece. it can also be white. HP event title one line printed on an hp indigo press 5000 Agility action plan workshop

contentS > how we Look > coLor > paLette back forward Skip to next chapter 30 Color 3.3 Color palette Dominant colors to ensure that color is consistently applied, we’ve chosen hp hp hp hp hp hp hp hp hp hp hp a 17-color palette for use in all hp communications. the red MaGenta oranGe yeLLow Green LiGht MediuM purpLe dark dark brown palette is separated into dominant colors, supporting neutral bLue bLue bLue Green colors and corporate colors. combined with photography and ample white space, one dominant color holds a communications piece together. Choosing a color take advantage of the full range of colors in the palette by varying the dominant color of your communications pieces. choose a dominant color that enhances the acompanying photography and content to create a unified message suited to your audience. restrictions do not colors should not be segmented by customer or used uSe in GerMany to create sub-identities within the brand—doing so would not be consistent with our unified brand identity. do not use colors other than those in the hp palette. colors should never be tinted back, gradated or combined to create new colors. Supporting neutral colors Corporate colors NOTE: based on legal agreement with Deutsche Telecom, HP has agreed to not use HP Magenta in any German HP blue and marketing communications. hp hp hp bLack hp coMpaQ Compaq red LiGht MediuM dark bLue red Gray Gray Gray hp blue is used only in corporate communications such as stationery, business cards and signage. compaq red is used only for compaq pc communications in the consumer market.

contentS > how we Look > coLor > print SpecificationS back forward Skip to next chapter 3 Color 3.3 Print specifications print SpecificationS the colors shown on this page and throughout these guidelines have not been adhere to the specifications in these standards and use ® equivalent CMYK equivalent evaluated by pantone, inc. for Color name PaNTONE qualified vendors and reliable reproduction methods to ensure accuracy and may not match consistency of colors. to ensure color accuracy when matching hp red pMS 187 cv 0c 100m 79y 20k the pantone color Standards. colors for printed materials, use the pantone® consult current pantone color publications for accurate color. Matching System as your reference. ® hp Magenta pMS 214 cv 0c 100m 34y 8k pantone is the property of the cMyk mixes are based on media tests using coated stock. pantone, inc. the mixes may need to be adjusted to suit your process. Match hp orange pMS 158 cv 0c 61m 97y 0k to pantone standards. hp yellow pMS 130 cv 0c 30m 100y 0k hp Green pMS 376 cv 50c 0m 100y 0k hp Light blue pMS 638 cv 83c 0m 10y 0k hp Medium blue pMS 640 cv 100c 0m 0y 22k hp purple pMS 279 cv 68c 34m 0y 0k hp dark blue pMS 647 cv 100c 56m 0y 23k hp dark Green pMS 554 cv 78c 0m 63y 67k hp brown pMS warm Gray 10 cv 0c 14m 28y 55k hp Light Gray pMS cool Gray 2 cv 0c 0m 0y 10k hp Gray pMS cool Gray 5 cv 0c 0m 0y 29k hp dark Gray pMS cool Gray 9 cv 0c 0m 0y 51k hp black pMS process black cv 40c 40m 20y 100k hp blue pMS 653 cv 100c 62m 0y 20k compaq red pMS 186 cv 0c 100m 81y 4k

contentS > how we Look > coLor > web and Screen SpecificationS back forward Skip to next chapter 32 Color 3.3 Web and screen specifications web and Screen SpecificationS for all communications that will be displayed on-screen Color name WEB SAFE (HEX) equivalent RGB equivalent or on the web, refer to these rGb and hex color formulas. they have been developed for the best fidelity. hp dark red 990000 153r 0G 0b type should be reversed to white against these colors. hp.com uses a limited subset of the color palette. refer hp Magenta cc0066 209r 1G 99b to the hp.com guidelines for the exact specifications. hp orange eb5f01 235r 95G 1b hp Green 4faf00 79r 175G 0b hp Medium Green 336633 51r 102G 51b hp Medium blue 0066ff 0r 102G 255b hp dark blue 003366 0r 35G 75b hp dark Green 336666 37r 68G 70b hp dark Gray 666666 132r 133G 137b hp black 000000 0r 0G 0b hp Yellow ffcc00 242r 171G 1b type should be black on these colors. do not reverse to white type. hp Medium Gray 999999 178r 179G 181b hp Light Gray cccccc 214r 215G 217b hp blue 0a357e 41r 86G 143b corporate colors should not be used as the dominant color. compaq red ff0000 210r 16G 51b

contentS > how we Look > photoGraphy back forward Skip to next chapter 33 Photography 3.4 .0 introduction 1 Photography is a powerful and central element (Placeholder image) .0 the hp brand 3 3.0 in our communications with all audiences. how we look 7 Pictures capture the imagination, tell a story 3. composition 8 3. the Stretch 14 3.3 color 28 and help create an emotional connection 3.4 photography 33 with our customers. Our photography features people and our products in a style that is crL 34 people and lifestyle 35 simple, colorful, inspirational and genuine. products 37 product in environment 40 products and people 42 instructional 44 Supporting imagery 45 Scaling and cropping 47 combining images 49 3.5 illustration 51 3.6 hp invent logo 57 3.7 typography 61 4.0 how we talk 68 5.0 Legal and trademark 79 6.0 contact information 82

contentS > how we Look > photography > the hp image and Video Library back forward Skip to next chapter 34 Photography 3.4 HP image and video library all categories of photos can be found in the hp crL image and Video Library (crL) at www.hp.com/go/crlimages. the library is frequently updated with photos that support the needs of our business initiatives, segments and regions. Stock photography the crL contains limited photography for vertical industries, such as manufacturing, aerospace, oil and gas, utilities, pharmaceuticals, telecommunications, finance and healthcare. if you do not find the images you need, you may use stock photography that follows hp guidelines for photography. Stock photography is funded by the business unit or owner that needs the image.

contentS > how we Look > photoGraphy > peopLe and LifeStyLe back forward Skip to next chapter 35 Photography 3.4 People and lifestyle our photos depict real, approachable people and reflect our people and lifestyle photography reflects the lives, needs, an optimistic, confident spirit. we always strive to have the true environments and aspirations of our customers around the character of an individual shine world. our real, authentic photographic style shows the true through in a genuine way. character of individuals in a natural, genuine way. whether it’s an intimate personal portrait or a moment in daily life, our photos are rich in color, simple in composition and honest in their human emotion. creative use of size and scale, cropping, composition and contextual environments help create impactful images. our photos range from close-up views to more distant perspectives that provide greater context. Lifestyle photos are funded centrally to support the broad hp brand identity and by business groups for specific initiatives and products. black and white photography also demonstrates the capabilities of our printers and imaging products. the rich tones and artistic expression of these images often appeals to photographers and graphic arts professionals.

contentS > how we Look > photoGraphy > peopLe and LifeStyLe back forward Skip to next chapter 36 Photography 3.4 People and lifestyle: Top left: Staged and stereotypical scene Unacceptable usage Top right: here are examples of people photos that do not represent the clichéd business gesture hp brand. our people photography should never be artificial, stereotypical, decorative, literal or unnatural. people should look real and authentic, not like professional models. photos should not be cluttered with unnecessary props that distract from the story. avoid using photos with content that is irrelevant to our business and customers. bottom left: clichéd sports metaphor bottom right: distracting, cluttered environment

contentS > how we Look > photoGraphy > productS back forward Skip to next chapter 37 Photography 3.4 Products: Informational style our informational style presents our products in a clear, honest and consistent manner. it appears in most types of communications, including collateral, point-of-sale, direct mail and the web. this style features products silhouetted against white backgrounds. clear lighting accurately depicts the true colors and textures of our products. it provides enough contour and shadow to highlight the design and features of a product. our informational style uses straight-on product views as well as angled perspectives. Straight-on views are often best for capturing product families or groupings in a consistent way, or when products need to be shown in very small applications. angled and 3 4 / views are used to more accurately represent the shape and specific features of a product in a larger context. in either case, the perspective should never make a product look distorted or unnatural. certain products may also be shot with more dramatic angles and lighting, such as the pc shown on the bottom right. this style should not be used on the web or in small applications. every hp product is photographed in the informational style and made available in the crL. if the images in the crL do not satisfy your requirements, you will find a product photo request form on the homepage of the crL for product photography in the left navigation. informational product photography photographed on white seamless background is developed within each business group and follows a prescribed set of requirements. for your business contact name, go to the product photo request form on the crL home page.

contentS > how we Look > photoGraphy > productS back forward Skip to next chapter 3 Photography 3.4 Products: Hero style while we show a variety of angles, we do not unrealistically distort products. our hero style of product photography is primarily used in advertising to create greater impact in competitive media environments. this style incorporates dramatic lighting, lively angles and often dark or colored backgrounds and highlights. this style never distorts our products or alters their natural color with artificially colored lighting. if you are creating aMd or intel pSG deliverables, please consult their individual program guidelines for their standards for product photography. if the images in the crL do not satisfy your requirements, you will find a product photo request form on the homepage of the crL for product photography in the left navigation. hero product photography should follow existing advertising campaign style and be developed by approved hp ad agencies only. this will ensure proper licensing and integration with hp standards. for your business contact name, go to the product photo request form on the crL home page.

contentS > how we Look > photoGraphy > productS back forward Skip to next chapter 3 Photography 3.4 Products: Unacceptable usage Top left: products jumbled together like a sculpture here are examples of products shown in ways that do not represent our brand. we don’t use playful or tricky positioning Top right: of products. we also never artificially distort them to look like distorted perspective from below something they are not. bottom left: blurred, distorted and oddly colored bottom right: artificial placement and background

contentS > how we Look > photoGraphy > productS in enVironMent back forward Skip to next chapter 40 Photography 3.4 Products in environment these photos suggest an environment without being too overwhelming or literal. these product shots provide sufficient envrionmental context but do not capture an entire scene, which might overwhelm the product. products are always viewed against simple backgrounds, unobtrusive patterns and real settings. they are photographed using the same straightforward angles and lighting as our silhouetted, informational style of product photography.

contentS > how we Look > photoGraphy > productS in enVironMent back forward Skip to next chapter 4 Photography 3.4 Products in environment: Top left: busy environment Unacceptable usage Top right: Staged scene here are examples of products in an environment photographed in ways that do not represent our brand. photos should not use excessive props or objects that distract from the product. avoid artificial settings or staged environments. bottom left: distracting props bottom right: irrelevant action

contentS > how we Look > photoGraphy > productS and peopLe back forward Skip to next chapter 4 Photography 3.4 Products and people to make a direct connection between people and hp technology, we encourage the use of photos that show people using our products in simple, real settings and environments. people always appear genuine, and their interaction with our products is real and natural— not artificial or staged.

contentS > how we Look > photoGraphy > productS and peopLe back forward Skip to next chapter 43 Photography 3.4 Products and people: Top left: person artificially posing Unacceptable usage with product here are examples of people using products in ways that do Top right: distorted angle, distracting not represent our brand. Settings should never appear staged environment or contain unnecessary props that distract from the simplicity and message of the photo. products should not be displayed in a way that is inconsistent with their use. bottom left: overwhelming environment bottom right: Staged scene

contentS > how we Look > photoGraphy > inStructionaL back forward Skip to next chapter 44 Photography 3.4 Instructional stories Sequence of images showing process of taking digital photographs and instructional photography can be used to tell a product-specific then printing them story, provide instructional information or explain a specific process or sequence of events. When to request new instructional photography when creating a communications piece that requires instructional photography, the crL may not have the images you need. in that case, click on the photo acquisition form to submit a request for a new photo shoot with an approved hp photographer. when your project is complete, use the photo submission form to upload your new photos and allow other hp employees and agencies to incorporate them in their communications. Photo style Sequence of images to ensure consistency, new instructional photos must adhere showing process of editing to our photography standards. these graphically simple and digital photographs, burning straightforward photos can: them to a dVd and then watching the dVd • focus tightly on a product’s functionality (e.g., a standard media card slot for easy sharing). • Show a person using a product (e.g., taking digital photographs). • provide context to help tell a story or fill in the sequence of events (e.g., a printer’s Lcd screen previewing a printed photo). • Show the end result (e.g., enjoying a dVd of digital photos). by eliminating distracting props and simplifying the composition, we can use these photos within other communications materials and be consistent with the hp photography style. People using products while it’s sometimes helpful to show a person (or a hand or finger) interacting with a product, it isn’t necessary to include a person in every photo of a communications piece.

contentS > how we Look > photoGraphy > SupportinG iMaGery back forward Skip to next chapter 45 Photography 3.4 Supporting imagery real-life imagery frequently works well for print samples that demonstrate the capabilties of Supporting imagery is used to help tell a story, represent our imaging products. brightly abstract concepts (e.g., partnering, adaptive enterprise, colored street scenes and still mobility, global reach) or convey the results or contributions of lifes are often rich with texture hp technology (e.g., simulations, scientific renderings, printing and detail. they help us express output, a well-run manufacturing environment). our supporting our hp photo style consistently imagery is always graphic, bold, rich, dynamic, straightforward across all customer touchpoints. and honest. we continually add supporting images and photos to the crL.

contentS > how we Look > photoGraphy > SupportinG iMaGery back forward Skip to next chapter 46 04 Photography 3.4 Supporting imagery: Top left: embellished scientific Unacceptable usage rendering here are examples of supporting images that do not Top right: artificial-looking rendering represent our brand. our supporting imagery should never be decorative, stereotypical, artificial, staged or embellished. we do not use arbitrary metaphors to communicate real customer challenges, opportunties or benefits. approved scientific renderings are available on the hp crL. bottom left: clichéd image bottom right: photo montage

contentS > how we Look > photoGraphy > ScaLinG and croppinG back forward Skip to next chapter 47 Photography 3.4 Scaling and cropping Varying the cropping and scale of our photos can give our communications an energetic look and feel. tight cropping puts the focus on hp products and the people who use them, while broader panoramic shots are effective for general storytelling. when you are cropping and enlarging a small section of a photograph, make sure the photo has a high enough resolution to maintain its quality. People photos photos of people can be cropped tightly for an intimate view that captures the character and spirit of an individual. More distant perspectives capture the lives of our customers by providing a larger context. Product photos product photos can be cropped or scaled to call out a feature, emphasizes surroundings to tell a story emphasizes person and camera to tell a story emphasize the engineering of a product or suggest an environment (without showing the entire setting). Supporting images Supporting images can be cropped to create an abstract pattern for a background or to highlight an important detail. Shows entire product zooms in on product details

content > how we LookS > photoGraphy > ScaLinG and croppinG back forward Skip to next chapter 4 Photography 3.4 Scaling and cropping Top left: cropping appears comfortable and natural. here are examples of photos cropped in undesirable ways. Top right: avoid cropping faces, products or scenes in a manner that cropping is awkward, almost is unflattering, unnatural or distracting. cutting off the face. bottom left: cropping creates visual space around product. bottom right: Scaling of product creates claustrophobic feel.

contentS > how we Look > photoGraphy > coMbination of iMaGeS back forward Skip to next chapter 4 Photography 3.4 Callout header discusses a selling point or key customer benefit. Lorum ipsom vero quorio qui Combination of images blandit praesent lumet, consetuer adipisci elit pirum ellius tilum. Ais pretosius rures lucide corrumperet vix verecundus catelli. Agricolae suffragarit catelli—sathedras con divinus fermentet adesso. pairing people photos with product photos, supporting imagery or illustrations demonstrates the vitality of our technology and the role it plays in people’s lives. it’s an integrated and unique approach to storytelling. Image selection to create more dynamic and unexpected communications, vary the scale and level of detail in photos within a communications piece—from panoramic shots to intimate views of a person or specific product detail. when combining photos, choose photos with compatible or complementary coloration and subject matter. vertical industries when creating communications for vertical industry markets such as financial services, health care or transportation, use a combination of images for storytelling. for example, the public sector image combination 1 combination of a portrait and a supporting medical image this is an example of how a group could communicate the value of hp technology in the health of images can help us tell stories about sector. technologies such as digital imaging. by combining photos available in the crL, you can create an the variety of subject matter, scaling, cropping and level of detail create a intriguing, differentiated story and eliminate the need to initiate compelling narrative without being costly and time-consuming photo shoots for specific vertical redundant or overly complicated. markets. if you do not find the photography you require in the crL, you may use stock photography that follows the hp guidelines for photography. consumer market image combination

contentS > how we Look > photoGraphy > coMbination of iMaGeS back forward Skip to next chapter 50 Photography 3.4 Combination of images: Unacceptable usage here are some unsuccessful photo combinations. avoid combining images that feel static, repetitive, cluttered or confusing. avoid pairing two similar images side-by-side. photo content should be varied. avoid pairing photos that contain the same level of visual detail or busyness.

contentS > how we Look > iLLuStration back forward Skip to next chapter 5 Illustration 3.5 .0 introduction 1 Illustrations add a dynamic element that helps (Placeholder image) .0 the hp brand 3 3.0 us stand out from the competition. They tell how we look 7 a story, represent abstract concepts and convey 3. composition 8 3. the Stretch 14 3.3 color 28 the results of HP technology. Illustrations often 3.4 photography 33 originate in advertising and can be integrated 3.5 illustration 51 in other HP communications to create visual dynamic storytelling 52 continuity for customers. technical/diagrams 53 charts and graphs 54 icons 55 unacceptable styles 56 3.6 hp invent logo 57 3.7 typography 61 4.0 how we talk 68 5.0 Legal and trademark 79 6.0 contact information 82

contentS > how we Look > iLLuStration > dynaMic StoryteLLinG back forward Skip to next chapter 5 Illustration 3.5 0RdS`bWaS[S\b CVS24>O\R Dynamic storytelling  28>]T5SR4f the illustrations we use are bold, simple and iconic. they 7]ab9]V\6OZZO\b O`S[SSbW\U help us tell stories in deeper ways and stand out from our competitors. the colors we use in illustrations reflect the vibrant ]\5`SRB[WbVO\R28>A]P2O`bS`0ZWdS W\bS`OQbWdSFSPSdS\b[OUOhW\S  BWU\c^\]eObV^Q][U]QVO\USO`bWaba

contentS > how we Look > iLLuStration > technicaL and diaGraMMatic back forward Skip to next chapter 53 Illustration 3.5 Technical and diagrammatic we use technical drawings and diagrammatic illustrations to show features and functionality of our products and services that photography cannot depict. the style is consistent with our brand identity—simple, straightforward and inspired. for further information, refer to the standards for illustration, graphics and visual explanations on www.hp.com/go/onevoice. 1 2 3 4 5 6 7 8 9 * 0 # 6+2=72 million combinations the inks in hp print cartridges add up in powerful ways. Most hp inkjet photo printers hold six inks. the number of inks, the small size of the ink drops (the smaller the drops, the smoother the photo color) and the purity of inks designed c o l o r for broad combination enable these printers to create up to p h 2.4 million color combinations. our new eight-ink system o t o q adds two more inks to the mix to create a spectacular array u a l i t of up to 72.9 million color combinations. that means vibrant y and realistic photos.

contentS > how we Look > iLLuStration > chartS and GraphS back forward Skip to next chapter 54 Illustration 3.5 Charts and graphs Shareholder value financial performance in market charts and graphs convey complex data and information in Financial performance an engaging way that is easy to understand. our approach to graphs is similar to technical illustrations. it is clean, financial strength of our company straightforward and clear. Brand equity Style financial strength of our brand the preferred style for graphs is simple, flat and two- dimensional. avoid decorative embellishments and clip art. Corporate reputation Color how our company is managed for uncluttered communication, use as few colors as possible. Start with the dominant hp color of your piece, then use black Market Employees and other supporting neutrals as needed. colors in the hp palette should never be tinted back, gradated or combined what the industry thinks how our employees feel to create new colors. 100 north 80 South east 60 40 west 20 0 q q q3 q4

contentS > how we Look > iLLuStration > iconS back forward Skip to next chapter 55 Illustration 3.5 Icons when language translation is not practical, icons can be used in multi-lingual communications (e.g., product lug-ons and stickers, table signs). icons communicate information simply and clearly without the need for supporting language. Icon style the preferred icon style is two-dimensional and simple—drawn with a heavy, consistent line weight. it should always be designed for universal recognition. icons can be the dominant color of your piece, black or reversed to white in a color field. for more guidance on our preferred style, refer to the international Standards organization (iSo) system of icons. the icon library is available at http://hpdesigncenter.cce.hp.com/CmsSharePointConnector/ Internal/03_id/03_product_interaction all new icons must be approved by dustin rosing, hp product interaction program Manager, dustin.rosin@hp.com. Icon usage an icon should visually represent—and therefore replace—the word or phrase describing a specific action or instruction. an icon should not be used in addition to the very word or phrase it represents. however, if helpful, a different word or phrase can be paired with the icon to add another layer of information (e.g., a fax icon paired with the phrase “one-touch faxing”).

contentS > how we Look > iLLuStration > unacceptabLe StyLeS back forward Skip to next chapter 56 Illustration 3.5 Unacceptable styles Top left: cartoon figure or superhero here are examples of illustrations that do not represent our Top right: brand. illustrations should never look like clip art or be used clip art as icons. they should not be created in Microsoft® powerpoint™ and pulled into other communications materials. Questions about illustrations should be directed to ellen Maly at hp corporate Marketing. technohome2 technohome2 black & white white on background bottom left: clichéd concept bottom right: off-brand icon technohome2 technohome2 multi-color 2 color

contentS > how we Look > hp inVent LoGo back forward Skip to next chapter 57 HP invent logo 3.6 .0 introduction 1 The HP invent logo is our official corporate .0 the hp brand 3 3.0 logo. We use it as a corporate signature on how we look 7 company-wide applications such as stationery 3. composition 8 3. the Stretch 14 3.3 color 28 and building signage, and as a sign-off that 3.4 photography 33 accompanies copyright and legal information 3.5 illustration 51 on printed materials. 3.6 hp invent logo 57 Qualities 58 color, scale, size 59 placement 60 3.7 typography 61 4.0 how we talk 68 5.0 Legal and trademark 79 6.0 contact information 82 exaMpLeS of where we uSe the hp inVent LoGo: corporate stationery and business cards building signage and fleet vehicles back covers of collateral, direct mail and other printed materials, if space permits Secondary panels on packaging and point-of-sale materials, if space permits websites and product interfaces

contentS > how we Look > hp inVent LoGo > QuaLitieS back forward Skip to next chapter 5 HP invent logo 3.6 the hp invent logo combines two important hp brand elements: the hp symbol and the statement, “invent.” the hp invent logo should always appear in english and must be accompanied by the registration mark (®). qualities the position, size, color, and spatial and proportional relationships of the logo’s elements are pre-determined and may not be altered. Digital files download artwork for all the versions and sizes of the hp invent logo at www.hp.com/go/brand.

contentS > how we Look > hp inVent LoGo > coLor, ScaLe and Size back forward Skip to next chapter 5 HP invent logo 3.6 Using the HP invent logo Small Minimum width of .375” (9.5mm) Maximum width of 1" (25.4mm) Scale and size to communicate effectively while maintaining the integrity Medium of our identity, three standard sizes of the hp invent logo Minimum width of 1” (25.4mm) have been created: small, medium and large. use the size Maximum width of 6” (152.4mm) appropriate for the communications piece to ensure that Large the registration mark (®) is in the correct proportion for Minimum width of 6” (152.4mm) your application. no maximum width the invent logo should not be reproduced smaller than .375” or 9.5mm in width. Color and imagery acceptable usage the two-color hp corporate logo is used for corporate stationery, business cards and signage. within this logo, the word “invent” is always black. the hp invent logo can also be shown in all black on a white background, or reversed to white when shown against a dominant color field. when used as a corporate sign-off on marketing materials, the hp invent logo can also be placed over an image or the two-color corporate the one-color the logo in white the logo in white illustration. however, there must be sufficient contrast for logo, with “invent” corporate logo reversed out against a reversed out against clear legibility. be mindful of the placement of the hp invent always in black dominant color a photograph logo near a photograph of a person’s face or over a busy, distracting photo. unacceptable usage the logo should not be the logo should not be shown in black against shown in white against a dominant color field. a photo that lacks sufficient contrast.

contentS > how we Look > hp inVent LoGo > pLaceMent back forward Skip to next chapter 60 HP invent logo 3.6 Placement recommended placement the hp invent logo can be placed proper placement and use of clear space protect the integrity in the lower left- or right-hand of our logo. corner of a layout. the hp invent logo should not be used on the same communication panel as the Stretch. in collateral, for example, the Stretch is used as the primary branding element on a brochure’s front cover, and the invent logo is only used as a sign-off on the back cover accompanying the corporate address block and/or legal information. in certain instances, the hp invent logo can be used in conjunction with partner logos on primary panels of a communication piece, along with the x x Stretch, providing the spacing and scale of the two element is distinct and does not appear repetitive. x x Placement the hp invent logo is typically anchored in a corner. when x x used on a full-bleed page, the required space around the logo is measured from the edge of the page. when used on layouts that have a border, the clear space is measured from the grid’s border. Clear space as a unit of measurement, “x” equals the height of the hp symbol. there should always be clear space around the hp x x .75x .75x Left: invent logo equal to the distance of “x” and measured from preferred clear space the bottom of the symbol, not the bottom of the word “invent.” right: this clear space prevents type or other graphic elements from x x preferred clear space for large interfering with the logo. the large version of the hp invent applications logo requires different clear space, as shown on the right. clear .75x .75x space exceptions may be made based on specific application x x requirements. these will be described in each application Clear space for large HP standard if applicable (e.g., hp on-building external signage). invent logo Preferred clear space clear space is equal for more detailed instruction, download the hp invent logo x = height of the hp circle to .75x. usage standards from www.hp.com/go/brand.

contentS > how we Look > typoGraphy back forward Skip to next chapter 6 Typography 3.7 .0 introduction 1 Our typeface is simple, versatile and modern. a b c d e f g h i j k l m n o p q r s t u v w x y z a b C D E F G H I j K L M N O P .0 the hp brand 3 3.0 It is a reflection of our brand and our voice. q r S T u v W X Y z   3 4 5 6 7   0 ~ how we look 7 3. composition 8 We choose the appropriate typeface weights ! @ # $ % ^ & * ( ) _ — + = { } [ } \ : ; 3. the Stretch 14 < > ≤ , . ? œ ∑ ® † ¥ ø π å ß ∂ ƒ © ˙ ∆ ˚ 3.3 color 28 from Futura Book, Futura Heavy and Futura a b c d e f g h i j k l m n o p q r s t u 3.4 photography 33 Light for specific touchpoints and to create clear v w x y z a b C D E F G H I j K L M N O P 3.5 illustration 51 hierarchies of information and messages. q r S T u v W X Y z   3 4 5 6 7   0 ~ 3.6 hp invent logo 57 ! @ # $ % ^ & * ( ) _ — + = { } [ } \ : ; 3.7 typography 61 < > ≤ , . ? œ ∑ ® † ¥ ø π å ß ∂ ƒ © ˙ ∆ ˚ hp futura 62 a b c d e f g h i j k l m n o p q r s t u color 63 v w x y z a b C D E F G H I j K L M N O P Localization 64 q r S T u v W X Y z   3 4 5 6 7   0 ~ placement 65 all caps 66 ! @ # $ % ^ & * ( ) _ — + = { } [ } \ : ; tables and charts 67 < > ≤ , . ? œ ∑ ® † ¥ ø π å ß ∂ ƒ © ˙ ∆ ˚ 4.0 how we talk 68 a b c d e f g h i j k l m n o p q r s t u 5.0 Legal and trademark 79 v w x y z a b C D E F G H I j K L M N O P 6.0 contact information 82 q r S T u v W X Y z   3 4 5 6 7   0 ~ ! @ # $ % ^ & * ( ) _ — + = { } [ } \ : ; < > ≤ , . ? œ ∑ ® † ¥ ø π å ß ∂ ƒ © ˙ ∆ ˚ a b c d e f g h i j k l m n o p q r s t u v w x y z a b C D E F G H I j K L M N O P q r S T u v W X Y z   3 4 5 6 7   0 ~ ! @ # $ % ^ & * ( ) _ — + = { } [ } \ : ; < > ≤ , . ? œ ∑ ® † ¥ ø π å ß ∂ ƒ © ˙ ∆ ˚ a b c d e f g h i j k l m n o p q r s t u

contentS > how we Look > typoGraphy > hp futura back forward Skip to next chapter 6 Typography 3.7 hp futura is the official hp typeface. it is available in HP Futura Light use hp futura Light for headlines three different weights. hp futura book is recommended for or body copy in large sizes headlines and most body text. hp futura heavy is used for (12pt or larger). small subheads, labels and callouts to distinguish them from body copy. hp futura Light is preferred for large text sizes, abcdefghijklmnopqrstuvwxyz headlines or intro statements. italics can be used to emphasize an important word or phrase in body copy, but not in headlines. hp futura heavy should never be italicized. in addition to hp futura, other type treatments are sometimes used as graphic elements or illustrations to create a specific look in advertising campaigns. these additional type styles are used for short phrases and key ideas. they are not used HP Futura book use hp futura book for body for traditional headlines, text or other information areas in copy in all communications, our communications. subheadings or small font size titles, such as on a brochure Language translation allowance abcdefghijklmnoprstuvwxyz cover. when creating a document in english that might be translated, allow a minimum of 30% extra space for language expansion. Download download hp futura typeface files from www.hp.com/go/brand. HP Futura Heavy use hp futura heavy for subheads, headings in tables, labels or small font size headlines. hp futura heavy should never be used in large font sizes or abcdefghijklmnopqrstuvwxyz for long headlines.

contentS > how we Look > typoGraphy > coLor back forward Skip to next chapter 63 Typography 3.7 Color Lorem ipsum dolor magna Lorem ipsum dolor magna Lorem ipsum dolor magna facipit atue ting et alit luptatin facipit atue ting et alit luptatin facipit atue ting et alit luptatin color may be used with typography in the following ways: henissit, sectem sum quamet henissit, sectem sum quamet henissit, sectem sum quamet • black type on a white background is always acceptable. aliquis cinisi. Obor autatet aliquis cinisi. Obor autatet aliquis cinisi. Obor autatet eliquis at dion hendreril ulla eliquis at dion hendreril ulla eliquis at dion hendreril ulla • colored type in the dominant color of a piece may be used augait velenibh et wissi. augait velenibh et wissi ipsum augait velenibh et wissi ipsum for headlines, large introductory copy and large text. Subhead dolor magna facipit atue ting dolor magna facipit atue ting te dolenim doloborper sum euguerit, siscill et alit luptatin henissit, sectem et alit luptatin henissit, sectem aoreraesed eugue dignisim do commodo lobortin • white type may be reversed out on blocks of color or black. eugue dolobor periuscing eraesse quismod sum quamet aliquis cinisi. sum quamet aliquis cinisi. ionsed tet erit prat. ummy nosto ea facillan etue Obor autatet eliquis at dion Obor autatet eliquis at dion this should only be done with larger type sizes, as it can feummolor susto conulputpat num nonsed dolortie cause problems with printing and legibility. conseniam doluptat. hendreril ulla velenibh et wissi. hendreril ulla velenibh et wissi. Subhead te dolenim doloborper sum euguerit, siscill • colored type may be reversed out of a black background, if aoreraesed eugue dignisim do commodo lobortin the contrast is great enough to be legible. avoid reversing out eugue dolobor feummolor susto conulputpat num nonsed dolortie conseniam doluptat. large amounts of body copy. again, larger type sizes should be used, and the color should be the dominant color of the communication piece. • do not use colored type in a colored box. • type may be used in larger sizes over a photograph, Lorem ipsum dolor magna Lorem ipsum dolor magna Lorem ipsum dolor providing there is sufficient contrast. type may be reversed facipit atue ting et alit luptatin facipit atue ting et alit luptatin out or overprinted, depending on the lightness of the henissit, sectem sum quamet henissit, sectem sum quamet magna facipit photograph. aliquis cinisi. Obor autatet aliquis cinisi. Obor autatet eliquis at dion hendreril ulla eliquis at dion hendreril ulla augait velenibh et wissi. augait velenibh et wissi ipsum Subhead dolor magna facipit atue ting te dolenim doloborper sum euguerit, siscill et alit luptatin henissit, sectem aoreraesed eugue dignisim do commodo lobortin eugue dolobor periuscing eraesse quismod sum quamet aliquis cinisi. ionsed tet erit prat. ummy nosto ea facillan etue Obor autatet eliquis at dion feummolor susto conulputpat num nonsed dolortie conseniam doluptat. hendreril ulla velenibh et wissi. Subhead te dolenim doloborper sum euguerit, siscill aoreraesed eugue dignisim do commodo lobortin eugue dolobor feummolor susto conulputpat num nonsed dolortie conseniam doluptat.

contentS > how we Look > typoGraphy > LocaLization back forward Skip to next chapter 64 Typography 3.7 Localization the hp futura typeface is available for most languages. if your language is not included in the hp futura font, use adobe® futura. for non-Latin languages, use a font with the characteristics of futura—a sans serif that complements the geometric simplicity of futura. âàäã asian font recommendations Font family Supported languages korea ui-reung-do indo-european afrikaans, catalan, danish, dutch, english, finnish, thailand abc pathom french, German, icelandic, indonesian, italian, norwegian, portuguese, Spanish, Swahili, Swedish hong kong, taiwan wen ding zhong hei ti (headline) wen ding chu hei ti (copy) central european albanian, croatian, czech, faeroese, hungarian, china han yi zhong hei Jian polish, romanian, Serbian, Slovak, Slovene baltic rim estonian, Latvian, Lithuanian Singapore (same font wen ding ta hei (headline) family as hk, taiwan) wen ding zhong hei (body copy) turkish turkish cyrillic belorussian, bulgarian, Macedonian, russian, Serbo- croatian, ukrainian Greek Greek

contentS > how we Look > typoGraphy > pLaceMent back forward Skip to next chapter 65 Typography 3.7 Lorem ipsum dolor magna Messaging text 22pt contains a big idea, key dif- Messaging text 22pt contains a big idea, key dif- Placement ferentiators or customer quote. Text is in the ferentiators or customer quote. Text is in the LOREM facipit atue ting et alit luptatin dominant color. Lorem ipsum dolor sit amet, dominant color. Lorem ipsum dolor sit amet, henissit, sectem sum quamet consectetuer adipiscing elit, sed diam nonummy consectetuer adipiscing elit, sed diam nonummy while our identity system is flexible, these standards will help nibh euismod tincidunt ut laoreet dolore magna nibh euismod tincidunt ut laoreet dolore magna aliquis cinisi. Obor autatet aliquam erat volutpat. Ut wisi enim ad minim. aliquam erat volutpat. Ut wisi enim ad minim. IPSUDOLOR ensure the consistent use of text. eliquis at dion hendreril ulla augait velenibh et wissi ipsum 1. Callout describes product feature 1. HP Product name 14pt 2. HP Product name 14pt 1. Callout describes product feature 1. HP Product name 14pt 2. HP Product name 14pt or benefit. Lorum ipsom vero quorio or benefit. Lorum ipsom vero quorio qui blandit praesent lumet, con itu qui blandit praesent lumet, con itu SIT IDEPOSTA setuer adipisci elit pirum ellius tilum setuer adipisci elit pirum ellius tilum dolor magna facipit atue ting ipus lorum ipsus etal vergamo. ipus lorum ipsus etal vergamo. 2. Ais pretosius rures lucide 2. Ais pretosius rures lucide corrumperet vix verecundus catelli. corrumperet vix verecundus catelli. Placement in the grid square et alit luptatin henissit, sectem Agricolae suffragarit catelli—Cathe- Agricolae suffragarit catelli—Cathe- dras divinus fermentet. dras divinus fermentet. MAxIME. for all languages that read left to right, type is always set in sum quamet aliquis cinisi. the upper left corner of a square within the grid. placement Obor autatet eliquis at dion hendreril ulla velenibh et wissi. Short brochure title for languages that read in different orientations may vary. Placement in the layout for further guidance on typesetting, refer to the grid, pages 10-13. Placement within the Stretch the Stretch can contain a concise headline and, if needed, copy is usually set in the upper a short headline or title— type color must match the only one size type should be key benefits, but not body copy. for information on usage left corner. sometimes with a subtitle or brief dominant color of the piece. used for an idea or statement. of type within a Stretch, refer to page 22 of this document. benefits copy—may be placed within the Stretch. unacceptable usage do not center type in a layout, grid square or the Stretch. do not use typography of a different color than the dominant color of the piece. also, do not mix type sizes and weights Messaging text 22pt contains a big idea, key dif- Messaging text 22pt contains a big idea, key dif- within a passage as a way of emphasizing key words or ferentiators or customer quote. Text is in the ferentiators or customer quote. Text is in the dominant color. Lorem ipsum dolor sit amet, dominant color. Lorem ipsum dolor sit amet, phrasing. do not stagger lines for decorative effect. consectetuer adipiscing elit, sed diam nonummy consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna nibh euismod tincidunt ut laoreet dolore magna Lorem ipsum dolor magna aliquam erat volutpat. Ut wisi enim ad minim. aliquam erat volutpat. Ut wisi enim ad minim. LoreM bullets facipit atue ting et alit luptatin 1. Callout describes product feature 1. HP Product name 14pt 2. HP Product name 14pt 1. Callout describes product feature 1. HP Product name 14pt 2. HP Product name 14pt IPSUDOLOR henissit, sectem sum quamet or benefit. Lorum ipsom vero quorio or benefit. Lorum ipsom vero quorio use only plain, small round bullets when creating bulleted text. qui blandit praesent lumet, con itu qui blandit praesent lumet, con itu setuer adipisci elit pirum ellius tilum setuer adipisci elit pirum ellius tilum aliquis cinisi. Obor autatet ipus lorum ipsus etal vergamo. ipus lorum ipsus etal vergamo. 2. Ais pretosius rures lucide 2. Ais pretosius rures lucide corrumperet vix verecundus catelli. corrumperet vix verecundus catelli. Sit Agricolae suffragarit catelli—Cathe- Agricolae suffragarit catelli—Cathe- eliquis at dion hendreril ulla dras divinus fermentet. dras divinus fermentet. augait velenibh et wissi ipsum IDEPOSTa dolor magna facipit atue ting et alit luptatin henissit, sectem to odiam delis nulluptat ut nim volor- er ostrud enim nullam, quisit dignibh MaxiMe. sum quamet aliquis cinisi. exer sustis alit, quis nim nonsenis num velesto dunt laorpero corer si. Obor autatet eliquis at dion cipissi smodit lute ming er sendipit augiat dolorerosto odoluptat dolor hendreril ulla velenibh et wissi. iril exerostrud te tatem at. feugait, vel utem vulla faccum nit lor sim ipit, vel iril erilisit laore doloreet niamet nos auguer si tatum vel utet wis nis accummy no never vertically or horizontally do not use body copy inside Multiple colors should not be type sizes, weights, and center copy on a page. the Stretch that interferes with used on a single page. alignment should not be mixed the impact of the hp circle. together or staggered.

contentS > how we Look > typoGraphy > aLL capS back forward Skip to next chapter 66 Typography 3.7 All caps usage Lorem ipsum dolor Lor si. Ud magna facipit atue type may be occasionally be set in all caps. please use this SHORT TITLE Sitamet lorem dolor ting et alit luptatin henissit, Lorsi sum quo digna sectem nostrud do odolor option sparingly and limit all caps usage to the following: obor autatet eliquis at dion hendreril am, sum quamet aliquis cinisi. Volore iriureil extum • Large headlines or titles in hp futura Light ulla augait velenibh et wissi. digna dion at hendreil wissi Subhead here in capS feummy nosto erat nim volore veliscip Obor autatet eliquis at dion euguer sis nullut ex etum iriureril SubHEaD HErE IN CaPS • Subheads, labels and callouts for charts and graphs ullandigna autem in er senibh eu facil hendreril ulla augait velenibh in hp futura heavy irilis nonse magna facil ullaore vullan ulla sis nullet eu facil et wissi. Digna feummy nosto exero odolor iriustrud euisim. ullatore oroldor irustrum erat nim volore veliscip euguer • Subheads for body copy in hp futura heavy aututet irilis sectem sis nullut ex etum iriureril nstrum digna sengigh ullandigna autem in er senibh eu facil irilis nonse magna SubHEaD HErE IN CaPS facil ullaore vullan exero Vullan ext etum sum qualt odolor iriustrud euisim. henibh lorem dolor Short title or headline in hp futura Light chart heading and labels in hp futura Subheads in hp futura book heavy LOREM IPSUM DOLOR Lor Si. ud MaGna LONG TITLE LOrEM SitaMet LoreM doLor facipit atue tinG et LorSi SuM Quo diGna aLit Luptatin heniSSit, IPSuM DOLOr SIT VoLore iriureiL extuM SecteM noStrud do obor autatet eliquis at dion hendreril dion at hendreiL wiSSi odoLor aM, SuM ulla augait velenibh et wissi. digna QuaMet aLiQuiS ciniSi. obor autatet eLiQuiS feummy nosto erat nim volore veliscip SubHEaD HErE IN CaPS at dion hendreriL uLLa euguer sis nullut ex etum iriureril uLLa SiS nuLLet eu faciL auGait VeLenibh et ullandigna autem in er senibh eu facil uLLatore oroLdor iruStruM wiSSi. diGna feuMMy irilis nonse magna facil ullaore vullan aututet iriLiS SecteM noSto erat niM VoLore exero odolor iriustrud euisim. nStruM diGna SenGiGh VeLiScip euGuer SiS nuLLut ex etuM iriureriL SubHEaD HErE IN CaPS uLLandiGna auteM VuLLan ext etuM SuM QuaLt in er Senibh eu faciL iriLiS nonSe MaGna henibh LoreM doLor do not use long titles or hp futura heavy do not create entire charts or tables do not use all caps for paragraphs in all caps. in all caps. or long passages of texts.

contentS > how we Look > typoGraphy > tabLeS and chartS back forward Skip to next chapter 67 Typography 3.7 hp product name 17pt Chart header Tables and charts product, solution or service title chart text describes chart contents. and descriptor s s s s s s s e e e e e e e i i i i i i i r s s r s s r s s r s s r s s r r optional secondary title e e e e e e e e e e e e e e e e e i i i i i i i i i i r r r r r r r r r r 00 s ble e e 00 s ble e e 00 s ble e e 00 s ble e e 00 s ble e e 00 s ble 00 s a a a a a a s t s t s t s t s t s t lu r 5 r 00 s 00 s lu r 5 r 00 s 00 s lu r 5 r 00 s 00 s lu r 5 r 00 s 00 s lu r 5 r 00 s 00 s lu r 5 r r 5 p e p e p e p e p e p e e t/ it t po t 3 t 6 t/ it t po t 3 t 6 t/ it t po t 3 t 6 t/ it t po t 3 t 6 t/ it t po t 3 t 6 t/ it t po it e r e e e e r e e e e r e e e e r e e e e r e e e e r e r w w w w w w w skj sk skj skj skj skj sk skj skj skj skj sk skj skj skj skj sk skj skj skj skj sk skj skj skj skj sk skj sk e e e e e e e e e e e e e e e e e e e e e e e e e e e e e d d d d d d d d d d d d d d d d d d d d d d d d d d d d d our approach to tables and charts is clean, straightforward hp hp hp hp hp hp hp hp hp hp hp hp hp hp hp hp hp hp hp hp hp hp hp hp hp hp hp hp hp Inkjet color Yield Part # HP 6 Cyan 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • HP  black 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • and clear. templates provide examples of the preferred HP 0 Yellow 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • HP 6 Cyan 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • HP  black 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • HP 0 Yellow 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • style for tables and charts. if needed, use these general HP 6 Cyan 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • HP  black 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • HP 0 Yellow 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • HP 6 Cyan 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • rules to create your own. tables and charts can incorporate HP  black 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • HP 0 Yellow 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Important feature or • bullets contain an important feature or detail that supports the headline. (9pt) highlight features that HP 6 Cyan 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • benefit (body text header) differentiate the product and describe how they benefit the consumer. product photography when showing a family or comparison HP  black 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • HP 0 Yellow 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • bullets contain an important feature or detail that supports the headline. (9pt) highlight features that differenti HP 6 Cyan 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • - HP  black 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • ate the product and describe how they benefit the consumer. of products. they cannot include people photography or HP 0 Yellow 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • HP 6 Cyan 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • HP  black 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Important feature or • bullets contain an important feature or detail that supports the headline. (9pt) highlight features that differenti- HP 0 Yellow 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • benefit (body text header) ate the product and describe how they benefit the consumer. supporting imagery. HP 6 Cyan 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • HP  black 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • bullets contain an important feature or detail that supports the headline. (9pt) highlight features that differenti- hp product name 12pt hp product name 12pt hp product name 12pt HP 0 Yellow 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • ate the product and describe how they benefit the consumer. epsum factorial deposit bus laotis. HP 6 Cyan 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • HP  black 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • HP 0 Yellow 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Important feature or • bullets contain an important feature or detail that supports the headline. (9pt) highlight features that HP 6 Cyan 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Important feature or • bullets contain an important feature or detail that supports the headline. (9pt) highlight features that differenti- Style benefit (body text header) differentiate the product and describe how they benefit the consumer. HP  black 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • benefit (body text header) ate the product and describe how they benefit the consumer. nam liber tempor cum soluta nobis eleifend HP 0 Yellow 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • option nihil imperdiet doming id quod mazim placerat facer possim assum. • bullets contain an important feature or detail that supports the headline. (9pt) highlight features that differenti HP 6 Cyan 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • - • bullets contain an important feature or detail that supports the headline. (9pt) highlight features that differenti ate the product and describe how they benefit the consumer. HP  black 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • - the preferred style for tables and charts is simple, flat and two- HP 0 Yellow 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • ate the product and describe how they benefit the consumer. Sic tempus fugit esperanto estro gen. Glorious HP 6 Cyan 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • baklava ex librus hup hey ad infinitum. non sequitur condominium facile et geranium incognito. Loerum ipsum • bullets contain an important feature or detail that supports the headline. (9pt) highlight features that differenti- HP  black 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • etalus at magna vero ipitus nulla prasent facilissi velit erodio rasiedn feugian aluipuwio. Important feature or ate the product and describe how they benefit the consumer. HP 0 Yellow 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • dimensional. avoid decorative embellishments and clip art. benefit (body text header) HP 6 Cyan 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • bullets contain an important feature or detail that supports the headline. (9pt) highlight features that differenti HP  black 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • - ate the product and describe how they benefit the consumer. epsum factorial deposit bus laotis. HP 0 Yellow 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Important feature or • bullets contain an important feature or detail that supports the headline. (9pt) HP 6 Cyan 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • benefit (body text header) • bullets contain an important feature or detail that supports the headline. (9pt) highlight features that differenti- HP  black 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Important feature or • bullets contain an important feature or detail that supports the headline. (9pt) highlight features that HP 0 Yellow 40ml/2,000 c51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • ate the product and describe how they benefit the consumer. Lorem ipsum dolor sit amet. baklava ex librus hup the number of lines and spacing is determined by your content. benefit (body text header) differentiate the product and describe how they benefit the consumer. HP 6 Cyan 40ml/2,000 51626an • • • • • • • • • • • • • • • • • • • • • • • • • • • • • hey ad infinitum. non sequitur condominium facile. Loerum ipsum etalus at magna vero ipitus nulla. ® ® • bullets contain an important feature or detail that supports the headline. (9pt) highlight features that differenti HP recommends Microsoft Windows XP Professional for mobile computing. - ate the product and describe how they benefit the consumer. © 2003 hewlett-packard development company, L.p. the information contained herein is subject to change without notice. the only warranties for hp products and services are set forth in the express warranty statements ® ® alternating background boxes of hp Light Gray may be used to HP recommends Microsoft Windows XP Professional for mobile computing. accompanying such products and services. nothing herein should be construed as constituting an additional © 2003 hewlett-packard development company, L.p. the information contained herein is subject to change warranty. hp shall not be liable for technical or editorial errors or omissions contained herein. without notice. the only warranties for hp products and services are set forth in the express warranty statements nisit praesec teer sstrud nisit praesec teer sstrud nisit praesec teer sstrud accompanying such products and services. nothing herein should be construed as constituting an additional distinguish lines in an extensive chart. ex er iliquamnseq pas ex er iliquamnseq pas ex er iliquamnseq pas call to action with urL and/or contact information (12pt) warranty. hp shall not be liable for technical or editorial errors or omissions contained herein. met, qui sciod doleri dolo met, qui sciod doleri dolo met, qui sciod doleri dolo call to action with urL and/or contact information (12pt) bor ad ea faccum dlor bor ad ea faccum dlor bor ad ea faccum dlor 5981-2191en, 07/2003 sustruddolobor tonulamet, sustruddolobor tonulamet, sustruddolobor tonulamet, 5981-2191en, 07/2003 verat inibh ea feiam nisl. verat inibh ea feiam nisl. verat inibh ea feiam nisl. Color aoleri dolo bor ad ea fac- aoleri dolo bor ad ea fac- aoleri dolo bor ad ea fac- Line work in tables should be hp black or the same dominant cum dlordui sdyur uisd. cum dlordui sdyur uisd. cum dlordui sdyur uisd. color as the collateral. text is always black or the dominant color of the piece. hp grays may be used to highlight specific areas within tables and charts for proper legibility and information hierarchy. Language translation allowance when creating tables and charts that might be translated from english, allow a minimum of 30% extra space for language expansion.

contentS > how we taLk back forward Skip to next chapter 6 How we talk 4.0 .0 introduction 1 The way we express ourselves is a reflection .0 the hp brand 3 3.0 of our brand. Our positioning, messaging, Click. Print. Enjoy. how we look 7 4.0 voice and copy must be clear and consistent how we talk 68 4. creating copy 69 in all our communications—both to customers brand positioning 70 and to ourselves. This helps us stand out Messaging 71 from our competitors, and builds loyalty Voice and tone 72 building connections 73 with customers who share our point of view. 4. the company name 74 4.3 product names 75 4.4 caps and punctuation 76 4.5 editorial style sheet 78 5.0 Legal and trademark 79 6.0 contact information 82

contentS > how we taLk > creatinG copy back forward Skip to next chapter 6 Creating copy 4.1 We use voice, tone and customer needs as filters to create copy—the words we use to Brand promise communicate with our customers, partners, what we stand for investors and each other. Voice and tone how we say it Positioning Copy what we do the words we use Customer needs what we satisfy Messaging what we say

contentS > how we taLk > brand poSitioninG back forward Skip to next chapter 70 Brand positioning 4.1 What we do Our company-wide positioning: Positioning is the tool we use to express what Simplifying your technology experiences we would like to be known for—the things that HP does—and how we want customers “Simplifying” expresses to think and feel about us. Our company-wide how customers benefit hp’s unique opportunity positioning reflects both our unique focus and the from our technologies, for differentiation is value and benefit we provide to our customers. products and services. in emphasizing the experiences we deliver It differentiates us from our competition. And it the idea of “simplifying” through our products creates a basis upon which all of our business applies to the experiences and services. groups can layer their specific positioning and customers have with our technology—never the it takes products and messaging platforms. technology itself. services like ours—ones that are sophisticated and Positioning is used internally as a basis for powerful—to make the messaging. While our company-wide positioning overall experience more will evolve over time, it will always align directly simple and manageable. with our brand promise of “We can help you do that.” Our brand promise focuses on the results customers can achieve with HP technology, not the technology itself.

contentS > how we taLk > MeSSaGinG back forward Skip to next chapter 7 Messaging 4.1 as a world-leading information technology company, hp applies new thinking and ideas What we say to create more simple, valuable and trusted experiences with technology. our focus is to continuously improve the way our customers live and work through technology products Messaging is the first step in translating our and services, from the individual consumer to the largest enterprise. company-wide positioning into a conversation Simple we have with our customers, prospects, investors Making information technology simpler and each other. Each business group uses to use and manage… to give you the freedom messaging to relate our positioning uniquely to focus on what matters most to you. to its customers. Valuable Three concepts—simple, valuable and trusted— delivering experiences that customers find truly valuable… to give you the ability guide how we speak about HP as a company, to achieve results that count. and influence the way our business groups develop messaging for their products and Trusted services. These concepts are not applied engineering reliable products and services that are trusted by more customers… to give literally, word for word, but are used as you the confidence to do what you want to do. a creative springboard to inspire copy, PR and advertising, and business group product and services messaging.

contentS > how we taLk > Voice and tone back forward Skip to next chapter 7 Voice and tone 4.1 How we say it Our voice is inspired. we differentiate ourselves with innovative perspectives, insights and unexpected value. we convey Our voice is the way we use words to express these ideas through a voice that is fresh (creating visions of new possibilities for customers) and our personality—how we talk to each other pragmatic (grounded in what customers really want to do). we’re confident in our ideas and the thinking behind them. we’re succinct—giving customers a and to our customers. Our tone helps us find the quick, sufficient understanding of an idea—but we also reveal the deeper thinking when appropriate. most appropriate spirit in which to convey our messages—from inspirational to informational. Our voice is genuine. In alignment with our brand character, our voice our voice is approachable. we talk about customers and their goals first, technology second. and tone are inspired, genuine and trusted. we use a conversational tone that is person-to-person, not corporation-to-customer. we express our open and positive outlook through a balance of friendliness and pragmatism. We use messaging to determine what we want we don’t create unrealistic visions. our voice is grounded in the concrete benefits our solutions to talk about, and we use voice and tone to offer and in what our customers want to achieve. create the actual copy. Our voice is trusted. we don’t rely on vague statements, industry buzzwords or technical jargon. our products have genuine value. we communicate this clearly and honestly. Quality is the foundation of everything we do. it permeates the products, services and solutions we design, the experiences people have with our technology and even the way we talk. to communicate this, we speak conversationally but correctly.

contentS > how we taLk > buiLdinG connectionS back forward Skip to next chapter 73 Building connections 4.1 To align business group messaging with our company-wide positioning and messaging, we Brand promise need to build connections between how we talk we can help you do that. about our products and services and how we express our brand. Company-wide positioning and messaging How do we simplify hp is simplifying your technology experiences. our customers’ experiences with technology? with what kind of product or service? what does this enable customers to achieve or accomplish? what are compelling Business group/segment messaging examples of this? Let me tell you more... Business group/segment value proposition the unique benefits hp offers customers

contentS > how we taLk > the coMpany naMe back forward Skip to next chapter 74 The company name 4.2 The company brand name The company trade name our company brand name is hp, regardless of the typeface in which it appears. it is registered the company trade name of the u.S. parent corporation remains hewlett-packard company, in most countries as a trademark and/or service mark. regardless of the typeface in which it appears. it is always used as a noun. while each when referring to our products and services, always use the company brand name as an subsidiary has its own company trade name (e.g., hewlett-packard Ltd. in the u.k.), the parent adjective—for example, hp computers, hp support services and hp LaserJet printers. and subsidiary companies are usually referred to simply as hewlett-packard. when we refer informally to the company, hp is preferred. Capitalization Treatment the company brand name must be written in uppercase and appear in the same typeface whenever the company trade name is used in text, the word “company” must be spelled as the rest of the text. the only time that hp will not be capitalized is when it appears in out in full; it may not be abbreviated. when used in editorial text, such as a press release, the hp.com urL, the hp invent logo and the Stretch—in these cases it should appear in the company name may be abbreviated to hewlett-packard or hp. it must appear in the same the lowercase as “hp.” typeface as the surrounding text. the company brand name: the company trade name: hp hewlett-packard company hp is always capitalized: hp is the leader in digital photography. exceptions: www.hp.com

contentS > how we taLk > product, SoLution, SerVice and cateGory naMeS back forward Skip to next chapter 75 HP product, solution, service and category names 4.3 the company brand name (hp) should be a part of all product, product names service and solution names and product numbers. hp is set hp Storageworks enterprise Virtual array 4000 in uppercase with a minimum of one-half character space between hp and the product number or name. the only hp business inkjet 2300dtn color printer exceptions to this are product names consisting of two or three letters, such as hp-ib or hp-hiL, where a hyphen is permitted between the company initials and the letters that follow. hp pavilion dv5000t notebook pc Capitalization hp is capitalized in all product, category, solution and service hp openView Management Software names. do not bold or italicize the hp in a product name. hp product names are not inter-capped unless they are hp 27 black inkjet print cartridge trademarked (e.g., hp LaserJet 5200 color printer). because names can be considered trademarks or service marks, they must be reviewed and approved in accordance with company standards. Descriptors hp Storageworks array systems product series all product and service names should include a descriptor, such as “notebook pc,” to help customers identify, select and hp officejet printers purchase. hp pavilion dv5000 series notebook pcs hp digital photography categories hp mobility architecture services

contentS > how we taLk > capitaLization and punctuation back forward Skip to next chapter 76 Capitalization and punctuation 4.4 our capitalization and punctuation rules follow standard at hp, our team of 65,000 services professionals is body/editorial text practices. these rules help create communications that feel natural to all of our audiences. these standards apply to all focused exclusively on helping you increase the value of hp communications. your it investment while delivering measurable business body/editorial text value for every it dollar you spend. Simply put, hp has all complete sentences start with an initial capital letter and proven experience in linking business and it so that they end with appropriate punctuation. all proper nouns and work together to fuel your success. acronyms are capitalized everywhere they appear. Titles Generally the first word in a title should always use an initial hp digital photography titles capital letter and the rest of the title should be lowercase. however, when elements in a title require extra emphasis or hp Security analyst Meeting function as a proper noun, those words in the title can be initial-capped. Headlines and subheads Making digital imaging simple headlines and subheads the first word in a headline or subhead should always use an we make digital imaging simple. initial capital letter. capitalize the first word, and any proper nouns, titles or acronyms only. if a headline or subhead is a digital imaging complete sentence, it should end with appropriate punctuation. if a headline or subhead is not a complete sentence, then it Global citizenship and the hp Standards of business conduct should not include end punctuation (e.g., a period). run-in subheads the first word in a headline or subhead should be capitalized. HP simplifies your technology experiences. run-in subheads if a run-in subhead is a complete sentence, it should end with appropriate punctuation. if it is not a complete sentence, it this expresses how customers benefit from our technologies, should not include end punctuation (e.g., a period). products and services. Digital photography. provided in this kit are guidelines about hp’s digital photography product design specifications.

contentS > how we taLk > capitaLization and punctuation back forward Skip to next chapter 77 Capitalization and punctuation 4.4 bulleted text • bulleted text the first word after a bullet point or sub-bullet point should digital imaging is fun. always use an initial capital letter. punctuate the bulleted text • according to standard punctuation rules: a complete sentence enhanced capabilities • requires a period, whereas a phrase does not. automatic zoom lens • Proper names, names of countries and cities, 4800 dpi and calendar headings always use capital letters for the first letter of proper names, proper nouns (including “internet”), names of countries and the hp e-inclusion initiative brought internet proper names, names of countries cities, and calendar headings. abbreviations for places (such connectivity to remote villages in india. and cities, and calendar headings as “u.S.”) should maintain periods for clarity. Table, chart and graph headlines all table, chart and graph headlines should use initial capital table, chart and graph headlines letters. punctuate the text according to standard punctuation HP Photosmart r707 Digital Camera rules. Features benefits Commas 4800-dpi resolution true-to-life color do not use a serial comma (i.e., a comma before “and” or 21x total zoom auto focus for close-ups and panoramics “or” in a simple series of three or more items). when one or more items in that series also contains the word “and” 1.5-inch Lcd screen immediately share, store or delete photos or “or,” a serial comma can be used to help aid readability. Colons in body text, capitalize the first word following a colon if what follows is a complete sentence. otherwise, use lowercase. in headlines or subheads, do not capitalize the first letter following a colon. Em dash use a solid em dash (—) to indicate a break in thought. do not replace an em dash with a hyphen or two hyphens (--). do not add spaces to either side of the em dash.

contentS > how we taLk > editoriaL StyLe Sheet back forward Skip to next chapter 7 Editorial style sheet 4.5 to ensure greater consistency across all hp communications, Commonly used words: refer to this style sheet for guidance on spelling and treatment all-in-one (not a product name) intranet scalability of commonly used words and phrases. backup (noun, adj.) know-how scalable ampersand (&) back up (verb) Linux small and medium-size do not use an ampersand as a simple substitute for the word business-to-business (b2b) log-in (noun, adj.) businesses (SMb) “and.” use it only for proper names (e.g., procter & Gamble). storytelling Numbers cd-roM, cd-roMs log in (verb) straightforward in body text, spell out numbers one through ten; use figures for client/server log-on (noun, adj.) 11 and above. in charts, graphs and tables with limited space, easy-to-use log on (verb) supply-chain (adj.) figures are acceptable for all numbers. supply chain (noun) Prefixes e-business market share third-party (adj.) to aid readability, hyphenate words beginning with common e-commerce medium-size businesses timeline prefixes such as multi-, non-, pre-, and co- (e.g., multi-platform, e-mail mission-critical non-standard, pre-approved, co-author). trade show apostrophes end-to-end next-generation (adj.) true-to-life do not use an apostrophe in the plural form of an acronym or end-user (adj.) offline unix abbreviation (e.g., pcs not pc’s and Skus not Sku’s). do not end user (noun) on-demand (adj.) use an apostrophe before the “s” in decades (e.g., 1990s not usable 1990’s). also remember, the contracted form of “it is” is “it’s,” everyday (adj.) one Voice user-centered (adj.) and the possessive form of is “its.” every day (noun) online acronyms extranet on-screen voicemail in general, spell out a term on the first reference, followed by web the acronym in parentheses. you may use the acronym alone high-tech (adj.) point-and-click web-based on subsequent references. high tech (noun) point-of-sale (poS) homepage pop-up window web page print-out (noun) website hp (except in logo, hp.com urL and the Stretch) process ease-of-use workflow htML pull-down menu workstation industry-standard real-time (adj.) world-class internet real time (noun) world wide web redesign roit

contentS > LeGaL and tradeMark inforMation back forward Skip to next chapter 7 Legal and trademark information 5.0 1. hp generally does not use acknowledgments with its own trademarks (this includes .0 introduction 1 General information on acknowledgments: symbols, such as ® or ™, and legends such as “hp is a trademark of hewlett-packard .0 the hp brand 3 company”). an exception is the corporate hp invent logo, which carries a ® symbol. http://legal.hp.com/patenttm/tm_info.htm#trademark 3.0 how we look 7 2. hp generally does not acknowledge other companies’ trademarks. the trademark 4.0 acknowledgment list (posted at http://legal.hp.com/patenttm/tradeack.htm) how we talk 68 identifies those few trademarks hp has elected, for good cause, to acknowledge on 5.0 Legal and trademark 79 an ongoing, companywide basis. you should acknowledge these trademarks in the 5. format shown. Good cause usually requires a written acknowledgment provision that copyright 80 is part of a larger commercial agreement. hp avoids these provisions where practical. 6.0 HP’s acknowledgment policy for other contact information 82 3. from time to time it may be expedient to include an acknowledgment in a joint press companies’ trademarks: release or some other form of joint promotional material, as a courtesy. this may be done informally, for a limited time, at hp’s discretion, and not as the subject of an http://legal.hp.com/patenttm/tradeack.htm agreement or obligation to do so. 4. hp may also receive user documentation, camera-ready artwork or other material designed for reproduction and distribution that includes trademark acknowledgments. these materials may be reproduced and distributed without altering embedded trademark acknowledgments. 5. Ge nerally speaking, it is neither necessary nor appropriate to approach another company for guidance on whether or how to acknowledge its trademarks. 6. trademark symbols are customarily applied the first time the trademark appears in a publication, using the format provided in the list. acknowledgment legends may be collected and placed in any reasonably visible location (e.g., at the bottom of the last page of press releases, on the back cover of sales literature, at the end of articles, in a software “about box,” via a link to “legal notices” on a web page, in a footnote beneath the first reference to the trademark). 7. you do not need to and should not include a general form acknowledgment such as “other trademarks are property of their respective owners.”

contentS > copyriGht and LeGaL inforMation > copyriGht back forward Skip to next chapter 0 Copyright 5.1 copyriGht forM use the following standard copyright for all publications, software and media worldwide: for severely space-constrained works (such as on a roM chip), the word “copyright” may © copyright 2006 hewlett-packard development company, L.p. be omitted and the name may be shortened to “hpdc”, for example: hp has transferred all of its intellectual property (ip) assets (trademarks, patents, © 2006 hpdc copyrights, and trade secrets) to hewlett-packard development company, L.p. (hpdc). for purposes of the year of first publication, “publication” means any public distribution of all intellectual property (ip) created in the future by hp employees or by hp suppliers the work. this includes sending software works out for beta testing. on behalf of hp will be owned by hpdc. hpdc licenses to all other hp entities the rights in situations where the correct copyright symbol © cannot be reproduced conveniently, to use those ip assets. the main reasons for establishing hp’s holding company are to the capital letter “c” in parentheses is acceptable. in countries that do not belong to the consolidate our ip, to give it greater visibility and to control the transfer of ip out of the berne convention, it is uncertain whether the c in parentheses will be accepted as a valid company. copyright notice. therefore, the use of © over (c) is preferred. if copyright protection is the copyright date should be the year the work was originally published. important in such a country, the copyright symbol © should be used. the word “copyright” (or its abbreviation “copr.”) should always be included in the the date must not be more recent than the actual year of first publication. forfeiture of the copyright can result from using too recent a date; if there is doubt, it is better to err copyright notice if the “c” in parentheses is used. it is desirable to include the word by using a date that is too early rather than one that is too recent. “copyright” even where the copyright symbol © is used. no other legends or words of warning are required in a copyright notice. if a work has been revised, the copyright notice should also include either (i) all the years in which the work was revised or (ii) the year of the most recent revision, for example: the legend “all rights reserved” is no longer required. © copyright 1997-2006 hewlett-packard development company, L.p. © copyright 1997, 1999-2001, 2006 hewlett-packard development company, L.p. © copyright 2003, 2006 hewlett-packard development company, L.p. including all revision years may be appropriate when you want to make it clear that the work has been regularly revised. the shorter form may be more appropriate when space for the notice is limited (for example, on a cd).

contentS > copyriGht and LeGaL inforMation > copyriGht back forward Skip to next chapter  Copyright 5.1 printed MateriaL country of oriGin MarkinGS for all publications, always include the following: pursuant to international trade laws, the country of origin must be marked on parts and the information contained herein is subject to change without notice. products that are shipped internationally. all hp parts and products, including product documentation and promotional materials, must be marked as set forth in hp’s Country it is recommended that three additional sentences be included in product manuals and of Origin Marking Policy. country of origin marking requirements apply only to physical detailed product descriptive collateral: goods that are transported over international borders. the only warranties for hp products and services are set forth in the express consequently, there is no need to mark product documentation and promotional materials warranty statements accompanying such products and services. nothing with the country of origin when they are published on the internet. herein should be construed as constituting an additional warranty. hp shall all printed product documentation and promotional materials must be marked “printed not be liable for technical or editorial errors or omissions contained herein. in [country]”. with the exception of materials that are printed in the united States, the full additional notices or disclaimers may be required in advertising, marketing collateral, english name of the country where the materials are printed must be used. the expression web pages or other promotional materials for specific products. See examples of such “printed in the uS” may be used if the materials are printed in the united States. disclaimers for pSG products at the Legal resource Guide, “advertising: product-Specific there is no mandatory location for the “printed in [country]” notice. it may be located disclaimers.” with other legal notices or in another readily visible location. hardware and software products must carry the appropriate “product of [country]” marking. additionally, hardware and software products that claim the united States as the country of origin and contain non-uS material must carry the appropriate united States country of origin statement. in this situation, the proper mark, as dictated by hp specification 137169, procedure, country of origin encoding, is “product of theuS (includes foreign content)”. for more information on country-of-origin markings, access Global trade’s Country of Origin web site.

contentS > contact inforMation back forward Skip to next chapter  Contact information 6.0 contact teLephone e-MaiL .0 introduction 1 Submit questions about brand visual identity and photography development .0 the hp brand 3 standards and templates via e-mail to ellen Maly 508/467.2377 ellen.maly@hp.com 3.0 how we look 7 4.0 Onevoiceadmin@hp.com or contact how we talk 68 Copyrights and trademarks 5.0 Legal and trademark 79 6.0 the appropriate person from the list elaine Jansen 281/518.6691 elaine.jansen@hp.com contact information 82 on the right. Tracking and publication numbers concentra Mike kern 208/396.3528 mike.kern@hp.com dana heger 970/898.2494 dana.heger@hp.com HP CrL image and video library Judie Lutz 281/514.4799 judie.lutz@hp.com advertising Julie haralson 281/927.1046 julie.haralson@hp.com Ov Training elaine Jansen 281/518.6691 elaine.jansen@hp.com HP brand identity strategy bryan Stahmer 650/857.6540 bryan.stahmer@hp.com