contentS > how we Look back forward Skip to next chapter 7 How we look 3.0 .0 introduction 1 Our core visual elements—and the way we .0 the hp brand 3 3.0 put them all together—help us communicate how we look 7 our brand in a way that is instantly 3. composition 8 3. the Stretch 14 3.3 color 28 recognizable. The Stretch, typography, 3.4 photography 33 color palette, photography, illustrations and 3.5 illustration 51 the HP invent logo work together flexibly to 3.6 hp invent logo 57 3.7 typography 61 deliver a clear, consistent point of view to 4.0 every audience at every touchpoint. how we talk 68 5.0 Legal and trademark 79 6.0 Our visual identity—how we look—combines contact information 82 with our positioning, messaging and voice— how we talk—to create a unified expression of our brand. a b c d e f g v w x y z a b q r S T u v W ! @ # $ % ^ & < > ≤ , . ? œ a m n o p q r s t