HP has just unveiled a new logo for its premium range of ultra-thin laptops, the Spectre, but it isn’t actually new.

The brandmark was originally unveiled in 2011 but HP backed-off implementing it. Designed by Moving Brands, the stylised, simplified marque is a sophisticated evolution of the HP logo. At the time, it was reasonably well received by the design community but suffered from some criticism about legibility.

Five years on, HP has finally decided to use the new brandmark. However, at this stage, HP has confirmed that the new logo will just be used for their premium ultra-thin product range, The Spectre.

Creating two brandmarks, especially to differentiate a more premium product range can help appeal to a new audience. However, this normally only works when you invest in creating a distinctive brand name and identity. Simply creating two brandmarks for the same brand is more likely to just cause brand confusion – unless part of a brand migration strategy to move towards using the new logo across the range.

https://www.youtube.com/watch?v=tXV7k7Bt9ow

To add to the confusion, the new logo only seems to only be used on the laptop itself, with other marketing still using the old, staid version of the logo.

Overall, it just adds to brand confusion and feels like a missed opportunity. Rather than taking ownership of their brand positioning of ‘keep reinventing’, this looks like a company who don’t believe in their vision and keeps holding themselves back.

Michael Hughes
Managing Partner, Strategy

Images courtesy of Brand New and HP