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