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