{"id":42302,"date":"2016-04-07T23:34:55","date_gmt":"2016-04-08T03:34:55","guid":{"rendered":"http:\/\/totfc.net\/?p=42302"},"modified":"2020-07-18T23:35:07","modified_gmt":"2020-07-19T03:35:07","slug":"hps-new-logo-is-stupid","status":"publish","type":"post","link":"https:\/\/totfc.net\/?p=42302","title":{"rendered":"HP\u2019s new logo is stupid"},"content":{"rendered":"

\"\"<\/p>\n

Short story shorter<\/a>: Hewlett-Packard introduces new logo which will start being on display with HP\u2019s Spectre laptop series.<\/span><\/p>\n

Here\u2019s the thing, once you know that it\u2019s by HP, it\u2019s easier to visually identify the H and the P, because your brain is basically filling in the gaps for you.\u00a0 But if you didn\u2019t know that this was HP for Hewlett-Packard, then who\u2019s to say that it\u2019s an H and a P? \u00a0It could be a lower-case B, followed by a P, or even a lower-case B, followed by a lower-case R?<\/span><\/p>\n

Or who says they\u2019re even letters at all?\u00a0 It\u2019s almost like a\u00a0hand-symbol like the shocker<\/a>.\u00a0 Or maybe it\u2019s claw marks or something, for a company that takes its namesake from a ferocious animal?<\/span><\/p>\n

<\/p>\n

The point is, it looks stupid.\u00a0 Overly minimalistic, to a point where if you didn\u2019t know who it was before seeing it, you just might not be able to figure it out.<\/span><\/p>\n

And whenever I find a logo that looks stupid, I like to find out the creative process behind it, because it\u2019s kind of relevant to what I do for a living.\u00a0 Thankfully, CNN Money is very quick to point me in the right direction, because we\u2019re quickly able to find out in the agency\u2019s own words just how this shitty logo came to fruition:<\/span><\/p>\n

The defining signature of the system is the 13\u00b0 angle. 13\u00b0 represents HP\u2019s spirit as a company, driven forward by ingenuity and optimism about the future and a belief in human progress. It also refers to the world of computing by recalling the forward slash used in programming. 13\u00b0 exists within the brand identity, in the graphic language, product design and UI.<\/span><\/p>\n

\u2014 Moving Brands<\/span><\/p><\/blockquote>\n

\u201cspirit as a company, driven forward by ingenuity and optimism about the future and a belief in human progress?\u201d<\/span><\/p>\n

\u201c13\u00b0 exists within the brand identity, in the graphic language, product design and UI?\u201d<\/span><\/p>\n

How about HP\u2019s logo was italicized because Bill Hewlett and Dave Packard thought a plain old HP looked lame, and asked the designer to italicize it?\u00a0 I would be willing to wager legitimate money that 13\u00b0 angle happened purely as circumstance to hitting CTRL+I, instead of some sort of deliberate shearing of two letters.<\/span><\/p>\n

The thing is, I love reading the fluffy convoluted heaps of bullshit creative agencies spout to justify their so-called designs.\u00a0 I\u2019m sure HP\u2019s spirit is captured by a 13\u00b0 angle in their logo, and not their pursuit to drop their computers into as many households as they possibly can, to pad their wallets and satiate investors.<\/span><\/p>\n

But seriously, I\u2019d love to see a creative agency just tell it how it is, when it comes to presenting their work: \u201cOur intern, uh, thought it just looked kind of minimalistic and cool.\u201d\u00a0 \u201cThe assistant VP was on the shitter reading X-Men comics, and saw a scratch pattern that Wolverine left on Sauron, and thought it looked like something cool.\u201d<\/span><\/p>\n

Either way, HP\u2019s new logo looks stupid.\u00a0 And at a quick glance, it\u2019s way too easy to interpret the series of 13\u00b0 lines as almost BP, which would be the oil company, the one that dumped shitloads of crude into the Gulf of Mexico.\u00a0 Not quite sure I\u2019d want that mistake to remotely even be close to the table.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Short story shorter: Hewlett-Packard introduces new logo which will start being on display with HP\u2019s Spectre laptop series. Here\u2019s the thing, once you know that it\u2019s by HP, it\u2019s easier to visually identify the H and the P, because your brain is basically filling in the gaps for you.\u00a0 But if you didn\u2019t know that … Continue reading HP\u2019s new logo is stupid<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[159,131,45,15,25],"class_list":["post-42302","post","type-post","status-publish","format-standard","hentry","category-brog","tag-advertising","tag-branding","tag-fail","tag-og","tag-technology"],"_links":{"self":[{"href":"https:\/\/totfc.net\/index.php?rest_route=\/wp\/v2\/posts\/42302","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/totfc.net\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/totfc.net\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/totfc.net\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/totfc.net\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=42302"}],"version-history":[{"count":1,"href":"https:\/\/totfc.net\/index.php?rest_route=\/wp\/v2\/posts\/42302\/revisions"}],"predecessor-version":[{"id":42304,"href":"https:\/\/totfc.net\/index.php?rest_route=\/wp\/v2\/posts\/42302\/revisions\/42304"}],"wp:attachment":[{"href":"https:\/\/totfc.net\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=42302"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/totfc.net\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=42302"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/totfc.net\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=42302"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}