The HP Brand Redesign That Did Not Happen

Since 2008, HP has been on a mission to reposition itself on the market to become something more exciting than just a boring corporation that manufactures boring PCs so they hired Moving Brands to take their brand identity to the next level. The guys at Moving Brands were thinking tirelessly and came up with something so radical that in the end the HP management chickened out and only certain (less interesting) elements of their proposal were used.

Fortunately Moving Brands made the "mistake" of releasing their proposal on their website which instantly created a huge buzz in the online design scene. Some have been praising the logo for its simplicity, some say it's unreadable and useless. Both sides have valid reasons, but it's definitely a bold and interesting approach, and I'd love to see it played out in real life.

The proposal is now deleted from the Moving Brands website due to the request of HP, but we saved a few slides for you.

What do you think about the proposed new identity and logo?

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