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