HPE

Best part of breaking up

Navigating the largest corporate separation in history

Issue

In October 2014, the Hewlett-Packard Company announced it would split into two separate entities—HP, Inc., which would focus on personal systems and printing, and Hewlett Packard Enterprise (HPE), an enterprise technology provider. With each company remaining a Fortune 100 industry leader, HP needed a clear strategy for creating two distinct brand experiences in the midst of a record-setting demerger.

Insight

While HP, Inc. ultimately took over HP’s existing global identity—also created by Siegel+Gale, in 2011—HPE was starting from square one. Working alongside the company’s leadership team, we discovered that customers weren’t just looking for a technology provider, but an effective business partner that could help them go further, faster.

Answer

After developing an overarching brand separation strategy and a plan for managing each company’s sizable portfolio, we zeroed in on HPE. Guided by our new brand promise, “Together we propel your business further,” we got to work defining the entire HPE experience—from brand architecture to voice and messaging to a new visual identity system centered on “The Element.” We then helped HPE bring it all to life globally, with executions across film and video, digital experiences and live events.

To create an identity that could move and evolve with the brand, we introduced “The Element”—a simple, versatile form that represents how HPE is integral to its customers’ success. The shape’s green color, rarely used in this space, helps The Element stand out even further.

S+G Blog

Welcome to the new Hewlett Packard Enterprise

Results

HOW Logo Design Awards—Top 20 Winner

Rebrand 100—Best of Show

W3 Awards—Silver, Brand Strategy

Transform Awards North America—Bronze, Best Visual Identity in the TMT Sector

Transform Awards North America—Highly Commended, Best Corporate Rebrand Following a Merger or Acquisition

The ANA Reggie Awards—Silver, Brand Launch