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"The defining signature of the system is the 13° angle. 13° represents HP’s spirit as a company, driven forward by ingenuity and optimism about the future and a

"The defining signature of the system is the 13° angle. 13° represents HP’s spirit as a company, driven forward by ingenuity and optimism about the future and a belief in human progress." This reads to a non-designer like myself as pure BS, written merely to justify the likely exhorbitant cost of their work. All that seems missing is a few "paradigms" and "outside the boxes". Could an experienced logo designer weigh in a let us "pure techies" know if this kind of stuff passes muster with you? Does a 13* angle really convey that much more than a 14* could? For what it's worth, the new logo looks terrible. The old one had a classic tech look like IBM's.

artursapek 15y ago
As a design student I can guarantee the 13° stuff is presentation BS. It's an attempt to make the HP board-members feel as if they really got their money's worth, like it's been meticulously designed and perfected to the degree. I wish they had just referred to it as an italic, because that's what it is. But that wouldn't fly.
- rbanffy 15y ago
  13 is louder than 12, after all ;-)
jinushaun 15y ago
The original logo from the 1940s is 13°, which is why it's not 12° or 14°. Companies strive for the pure distillation of their brand. Over time, the identity of successful brands become simpler and simpler because the simpler it is, the easier and quicker it is to identify from afar. What's better than the Nike swoosh with the Nike text on top? Just the swoosh by itself because people know what the swoosh is without you telling them. Starbucks also recently simplified their logo. They dropped the text and emphasised the siren. I wouldn't be surprised if in the future, the Starbucks logo is nothing but a green circle. Coca-Cola is a master at this. You don't need the cursive white text to know that a red can is probably Coca-Cola. They effectively own the red can. With the new Diet Coke branding, they're trying to do the same for a silver can. The experiment is trying to establish something similar for HP. When you redesign something, you have to carry over something from previous designs--otherwise it's not something familiar but completely foreign. The agency that did this redesign decided to focus on the angle of the italicised text hoping that HP can eventually "own" anything that is slanted 13°

artursapek 15y ago

As a design student I can guarantee the 13° stuff is presentation BS. It's an attempt to make the HP board-members feel as if they really got their money's worth, like it's been meticulously designed and perfected to the degree. I wish they had just referred to it as an italic, because that's what it is. But that wouldn't fly.

rbanffy 15y ago
13 is louder than 12, after all ;-)

jinushaun 15y ago

The original logo from the 1940s is 13°, which is why it's not 12° or 14°. Companies strive for the pure distillation of their brand. Over time, the identity of successful brands become simpler and simpler because the simpler it is, the easier and quicker it is to identify from afar. What's better than the Nike swoosh with the Nike text on top? Just the swoosh by itself because people know what the swoosh is without you telling them. Starbucks also recently simplified their logo. They dropped the text and emphasised the siren. I wouldn't be surprised if in the future, the Starbucks logo is nothing but a green circle. Coca-Cola is a master at this. You don't need the cursive white text to know that a red can is probably Coca-Cola. They effectively own the red can. With the new Diet Coke branding, they're trying to do the same for a silver can. The experiment is trying to establish something similar for HP. When you redesign something, you have to carry over something from previous designs--otherwise it's not something familiar but completely foreign. The agency that did this redesign decided to focus on the angle of the italicised text hoping that HP can eventually "own" anything that is slanted 13°