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.