Trademark standards June 25, 2012
Table of contents 03 Introduction 04
HP logo
05
Minimum size
06
Clear space
07 Backgrounds 08
Improper background usage
10
Improper logo usage
11
HP logo trademark use and permissions
Trademark standards June 25, 2012
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Introduction Forming strategic business relationships with other companies is an important part of HP’s business strategy. These affiliations and alliances offer added value to customers by providing more complete solutions. They also help HP and our partners access new business channels and opportunities that ultimately increase revenues and market share. To protect our brand, however, we are particularly restrictive about the use of HP trademarks. As an example, we typically do not give permission for HP logo use by customers or vendors. Partners are an extension of the HP brand experience and the use of our brand gives customers confidence in that experience. Partner companies, however, must be under contract with—or have a letter of approval from—HP to use our trademarks. In all cases, any proposed application of HP trademarks outside of contract terms must be reviewed and approved by HP brand management.
Trademark standards June 25, 2012
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HP logo To highlight our unity and celebrate our transformation, we’re replacing the multicolored array of logos we’ve been using with one, singular rendering in HP blue. Be sure to use our logo as shown below.
Preferred HP logo
Use the preferred HP blue logo wherever possible. HP blue color values Spot uncoated PMS 2995 U Process uncoated C90, M11, Y0, K0 Spot coated PMS 2925 C Process coated C79, M18, Y0, K0 Desktop RGB R0, G150, B214
Inverse logo Use the inverse (white) logo on color or dark backgrounds. The background should be visible through the letters in the logo.
Black and white logo Use the black and white logo only when full-color printing is not available.
This is an overview of HP logo usage. For more detailed rules on usage, refer to the logo section on the Experience Center.
Trademark standards June 25, 2012
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Minimum size Use the following guidelines for best use of the HP logo.
Screen minimum size The minimum size for digital use of the HP logo is 20 x 20 pixels at 72dpi.
20px
Print minimum size The minimum size for print use of the HP logo is 0.25" square or 6.35mm square.
0.25"
20px
0.25"
This is an overview of HP logo usage. For more detailed rules on usage, refer to the logo section on the Experience Center.
Trademark standards June 25, 2012
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Clear space Maintaining the recommended clear space around the HP logo ensures that it is always seen in its proper light and to its maximum effect.
logo clear space
logo clear space
20% 20% 20% 20% 20%
Logo clear space Keep the logo clear of competing text, images and graphics by maintaining, at the minimum, a 20% perimeter of clear space on all four sides.
This is an overview of HP logo usage. For more detailed rules on usage, refer to the logo section on the Experience Center.
Trademark standards June 25, 2012
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Backgrounds The HP logo announces our presence and represents us in all communications. That’s why backgrounds are especially important. The background, which may be an image or a single color, is the canvas that serves as the foundation for the logo, and, therefore, is a vital visual element.
White background Use the HP blue logo on a white background.
Light gray background or full bleed image with a light background Use the HP blue logo on a light gray or full bleed image with a light background.
Blue background or an image with a neutral or midtone background Use the inverse (white) logo on a blue, neutral or midtone background.
Trademark standards June 25, 2012
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Improper background usage Examples of what to avoid when using the logo.
Do not add a background color other than specified.
Do not place the HP logo on a complicated or patterned background.
Do not use the HP blue logo on a dark background, unless the dark background is part of a natural setting, such as a night sky.
Do not place the HP blue logo on a background without contrast, as it compromises legibility.
Trademark standards June 25, 2012
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Improper logo usage The HP logo should not be altered for any reason. Examples of what to avoid when using the HP logo are seen below.
Do not use previous HP blue dimensional logos — they’ve been retired.
Do not use previous HP black dimensional logos — they’ve been retired.
Do not use the previous dark blue flat HP logo PMS 653.
Do not use reflections.
Do not treat the HP logo as a dimensional object.
Do not alter the shape of the HP logo.
Do not skew.
Do not rotate.
Do not add keyline.
Trademark standards June 25, 2012
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Improper logo usage (cont’d.)
Do not separate the HP letterforms from the circle.
Do not apply color to the HP letterforms inside the circle.
Do not outline.
Do not change approved colors.
Do not add a lighting effect or gradations.
Do not use shadows.
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Do not fill the HP letters, even with white.
Trademark standards June 25, 2012
Do not place type within the HP logo clear space.
Do not place an image within the HP logo.
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Trademark use and permissions HP and Hewlett-Packard are registered trademarks of Hewlett-Packard Development Company, L.P. and may only be used to clearly refer to HP, its products and services. Any other use may result in consequences for the user. Referential use has its limits. It is unlawful to falsely suggest or imply that another company, its products or services are sponsored or endorsed by HP. The HP logo is generally not available for referential use. Vendors may not use the HP logo. Joint promotions Occasionally, HP enters into an agreement with another company to jointly promote a product or service. HP may allow the use of its trademarks on communications to endorse the service or product. Joint promotions require a full review of content and design by an HP marketing or marketing communications manager. HP logo must be used in accordance with our logo standards and our brand relationship guidelines. Company brand name Our company brand name is HP, regardless of the typeface in which it appears. It is registered in most countries as a trademark and/or service mark. When referring to our products and services, always use the company brand name as an adjective—for example, HP computers, HP support services and HP LaserJet printers. Whenever the company brand name is used in editorial text, it must always be written in uppercase and appear in the same typeface as the rest of the text. When HP is used before product model numbers or before names in editorial text or other situations where conventional rules of grammar are followed, HP is set in uppercase with a minimum of one-half character space between HP and the product number or name. For example, HP Workstation, HP Deskjet and HP LaserJet. The only exceptions to this are product names consisting of two or three letters, such as HP-IB or HP-HIL, where a hyphen is permitted between the company initials and the letters that follow. Company trade name The company trade name of the U.S. parent corporation remains Hewlett-Packard Company, regardless of the typeface in which it appears, and is always used as a noun. While each subsidiary has its own company trade name—for example, HewlettPackard Ltd. in the UK—the parent and subsidiary companies are usually referred to simply as Hewlett-Packard. When we refer informally to the company organization, HP is preferred. Each subsidiary has its own company trade name that includes the words Hewlett-Packard and an indication of corporate form—for example, Hewlett-Packard Hong Kong Ltd. Whenever the company trade name is used in text, the word “Company” must be spelled out in full; it may not be abbreviated. When used in editorial text, such as a press release, the company name may be abbreviated to Hewlett-Packard or HP, and it must appear in the same typeface as the surrounding text.
Trademark standards June 25, 2012
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Thank you. For additional questions, please email
[email protected] or visit the HP Experience Center at hp.com/go/hpexperience.
Trademark standards June 25, 2012
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