The Redesigned Hewlett Packard Enterprise Innovation Brand
MY ROLE
Concept / Art Direction / Brand Design
BACKGROUND
In November 2015, HP had split into 2 new listed and publicly traded Fortune 50 companies; Hewlett Packard Enterprise, being one of them, comprised of HP's market leading enterprise technology infrastructure, software and services businesses.
The global Innovation group (part of HP Software) has officially become part of Hewlett Packard Enterprise, and had to adjust to its new brand.
THE CHALLENGE
As a new company, HPE had to create its own logo and brand. The new logo was accompanied by a new visual language that had to be implemented ASAP. It required a drastic change for the Innovation group's brand which did not match the new look and feel.
The logo had to be adjusted and refined, but to keep its core concept - the usage of a butterfly as a metaphor for the transformation an idea goes through to becoming a product in the Innovation program.
THE SOLUTION
Taking the rectangle element of the new HPE logo into account, I've decided to build the butterfly accordingly. In addition, there were other changes to enrich the new logo and visual language (added colors to the palette, new patterns and textures etc.)
The new Innovation logo was officially launched on the main stage during an HPE R&D event with more than 1500 employees attending. It was well received and won applause.
** Logo animation was done by designer, Mor Perlmuter **
