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