HPE
Brand transformation for a new era of clarity, confidence and impact
Powering the future of enterprise technology
Challenge
Ten years ago, Hewlett Packard Enterprise (HPE) launched one of the largest corporate spin-offs in history—separating from HP Inc. with a singular vision: to be the nimble enterprise technology leader the future demands. Over the last decade, HPE has transformed through relentless innovation, strategic acquisitions, and the divestiture of non-essential businesses. All while helping customers and partners navigate a landscape defined by constant, rapid change.
Today, the enterprise technology market is being reshaped by the rise of cloud, networking, and AI. These forces are redefining not just business, but the way we live and work. HPE sits at the center of this transformation, providing essential technologies that empower organizations to thrive in an AI-driven world. For HPE’s teams, the future they’ve been building toward is here. Now is the moment to show the world what that looks like.
Insight
In 2024, HPE set out to clarify its story—to make its value, vision, and growth ambitions unmistakably clear. The aim: focus the brand on HPE’s essential role in an AI-first world and reflect one of the most respected cultures in technology.
Through deep collaboration with internal teams, agency partners, customers, employees, channel partners, and leadership, HPE built an authentic, clear new brand. The process honored HPE’s unique strengths—its iconic green and “the Element”—evolving them in bold, unmistakable ways.
HPE has now introduced the world to its new story: a leader in essential enterprise technology, uniting the power of AI, cloud, and networking to help organizations achieve more. The brand’s refreshed language, streamlined identity, and consistent touchpoints signal, to customers and Wall Street alike, the value and power of HPE’s technology.
Answer
Today, HPE stands apart as an essential technology partner that is focused, confident, and ready for what’s next. The brand now embodies action, clarity, and leadership across cloud, networking, and AI. Employees see themselves as part of a dynamic, future-ready company. Customers recognize a partner equipped to meet their evolving needs at every step.
HPE leads in essential enterprise technology, bringing together the power of AI, cloud, and networking to help organizations achieve more.
As pioneers of possibility, HPE’s innovation and expertise advance the way people live and work—empowering customers to optimize performance, transform data into foresight, and maximize impact.
Unlock your boldest ambitions, with HPE.
We needed simplicity. We needed our story to be clear, confident, and distinctive. We needed a brand that could celebrate our history and represent our evolution and our technology. We need it to show the world what it means to be an essential partner in the AI era.
You raised your hands and said yes to the challenge. You said you could deliver something sleek, bold, and profound to usher in the next era for HPE. And you did."Jennifer Temple, Chief Marketing Officer, HPE
The reveal couldn’t have gone better. The response from our team has been overwhelming — so much pride and renewed energy. You’ve been phenomenal partners, trusted advisors, and generous teachers every step of the way."
Paula Berg, VP of Brand, Culture & Creative, HPE