June 25, 2012

Trademark
standards
2 Trademark standards June 25, 2012
Table of contents
03 Introduction
04 HP logo
05 Minimum size
06 Clear space
07 Backgrounds
08 Improper background usage
10 Improper logo usage
11 HP logo trademark use and permissions
Trademark standards June 25, 2012 3
Forming strategic business relationships with
other companies is an important part of HPs
business strategy. These afliations and alliances
ofer added value to customers by providing more
complete solutions. They also help HP and our
partners access new business channels and
opportunities that ultimately increase revenues
and market share.
To protect our brand, however, we are particularly
restrictive about the use of HP trademarks. As
an example, we typically do not give permission
for HP logo use by customers or vendors.
Partners are an extension of the HP brand
experience and the use of our brand gives
customers confdence in that experience. Partner
companies, however, must be under contract
withor have a letter of approval fromHP to
use our trademarks.
In all cases, any proposed application of HP
trademarks outside of contract terms must be
reviewed and approved by HP brand management.
Introduction
Trademark standards June 25, 2012 4
To highlight our unity and celebrate our transformation,
were replacing the multicolored array of logos weve
been using with one, singular rendering in HP blue. Be
sure to use our logo as shown below.
HP logo
Preferred HP logo
Use the preferred HP blue logo wherever possible.
HP blue color values
Spot uncoated
PMS 2995 U
Process uncoated
C90, M11, Y0, K0
Spot coated
PMS 2925 C
Process coated
C79, M18, Y0, K0
Desktop RGB
R0, G150, B214
Inverse logo
Use the inverse (white) logo on color or dark
backgrounds. The background should be
visible through the letters in the logo.
Black and white logo
Use the black and white logo only when
full-color printing is not available.
This is an overview of HP logo usage.
For more detailed rules on usage, refer to
the logo section on the Experience Center.
Trademark standards June 25, 2012 5
Use the following guidelines for best use
of the HP logo.
Minimum size
0.25"
0.25"
20px
20px
Print minimum size
The minimum size for print use of the
HP logo is 0.25" square or 6.35mm square.
Screen minimum size
The minimum size for digital use of the
HP logo is 20 x 20 pixels at 72dpi.
This is an overview of HP logo usage.
For more detailed rules on usage, refer to
the logo section on the Experience Center.
Trademark standards June 25, 2012 6
Maintaining the recommended clear space around the
HP logo ensures that it is always seen in its proper light
and to its maximum efect.
Clear space
20%
20%
20%
20%
20%
logo clear space
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Logo clear space
Keep the logo clear of competing text,
images and graphics by maintaining, at
the minimum, a 20% perimeter of clear
space on all four sides.
This is an overview of HP logo usage.
For more detailed rules on usage, refer to
the logo section on the Experience Center.
Trademark standards June 25, 2012 7
The HP logo announces our presence and represents
us in all communications. Thats why backgrounds are
especially important. The background, which may be
an image or a single color, is the canvas that serves as
the foundation for the logo, and, therefore, is a vital
visual element.
Backgrounds
Blue background or an image with
a neutral or midtone background
Use the inverse (white) logo on a blue,
neutral or midtone background.
Light gray background or full bleed
image with a light background
Use the HP blue logo on a light
gray or full bleed image with a
light background.
White background
Use the HP blue logo on a
white background.
Get
smart
Get
smart
Get
smart
Trademark standards June 25, 2012 8
Improper background usage
Do not use the HP blue logo on a dark
background, unless the dark background
is part of a natural setting, such as a
night sky.
Do not add a background color other
than specifed.
Do not place the HP blue logo on a
background without contrast, as it
compromises legibility.
Do not place the HP logo on a
complicated or patterned background.
Examples of what to avoid when using the logo.
Trademark standards June 25, 2012 9
Improper logo usage
The HP logo should not be altered for any reason.
Examples of what to avoid when using the HP logo
are seen below.
Do not use previous HP
blue dimensional logos
theyve been retired.
Do not use previous HP
black dimensional logos
theyve been retired.
Do not use the previous
dark blue fat HP logo
PMS 653.
Do not use refections. Do not treat the HP logo
as a dimensional object.
Do not alter the shape of
the HP logo.
Do not skew. Do not rotate. Do not add keyline.
Trademark standards June 25, 2012 10
Improper logo usage
(contd.)
Limitless potential
Do not separate the HP
letterforms from the circle.
Do not apply color to
the HP letterforms inside
the circle.
Do not outline.
Do not change approved
colors.
Do not add a lighting efect
or gradations.
Do not use shadows.
Do not fll the HP letters,
even with white.
Do not place type within
the HP logo clear space.
Do not place an image
within the HP logo.
Trademark standards June 25, 2012 11 11
Trademark use
and permissions
HP and Hewlett-Packard are registered trademarks of Hewlett-Packard Development
Company, L.P. and may only be used to clearly refer to HP, its products and services.
Any other use may result in consequences for the user.
Referential use has its limits. It is unlawful to falsely suggest or imply that another
company, its products or services are sponsored or endorsed by HP. The HP logo is
generally not available for referential use. Vendors may not use the HP logo.
Joint promotions
Occasionally, HP enters into an agreement with another company to jointly promote a
product or service. HP may allow the use of its trademarks on communications to
endorse the service or product. Joint promotions require a full review of content and
design by an HP marketing or marketing communications manager. HP logo must be
used in accordance with our logo standards and our brand relationship guidelines.
Company brand name
Our company brand name is HP, regardless of the typeface in which it appears. It is
registered in most countries as a trademark and/or service mark.
When referring to our products and services, always use the company brand name as an
adjectivefor example, HP computers, HP support services and HP LaserJet printers.
Whenever the company brand name is used in editorial text, it must always be written
in uppercase and appear in the same typeface as the rest of the text.
When HP is used before product model numbers or before names in editorial text or other
situations where conventional rules of grammar are followed, HP is set in uppercase with
a minimum of one-half character space between HP and the product number or name.
For example, HP Workstation, HP Deskjet and HP LaserJet. The only exceptions to this are
product names consisting of two or three letters, such as HP-IB or HP-HIL, where a
hyphen is permitted between the company initials and the letters that follow.
Company trade name
The company trade name of the U.S. parent corporation remains Hewlett-Packard
Company, regardless of the typeface in which it appears, and is always used as a noun.
While each subsidiary has its own company trade namefor example, Hewlett-
Packard Ltd. in the UKthe parent and subsidiary companies are usually referred to
simply as Hewlett-Packard.
When we refer informally to the company organization, HP is preferred. Each subsidiary
has its own company trade name that includes the words Hewlett-Packard and an
indication of corporate formfor example, Hewlett-Packard Hong Kong Ltd.
Whenever the company trade name is used in text, the word Company must be
spelled out in full; it may not be abbreviated. When used in editorial text, such as a
press release, the company name may be abbreviated to Hewlett-Packard or HP,
and it must appear in the same typeface as the surrounding text.
12 Trademark standards June 25, 2012
Thank you.
For additional questions, please
email hpexperience@hp.com
or visit the HP Experience Center
at hp.com/go/hpexperience.