通过谷歌翻译的可能有些不是太准确
moving brands: new HP logo & identity system
移动品牌：新的HP标志及识别系统
moving brands have designed a new identity scheme for technology company HP (Hewlett Packard).
the new logo sees the well established lower case 'hp' logo reduced to four forward slashes.
移动品牌设计了一个新的标识计划，为科技公司，HP（惠普）。
看到完善的小写“HP”标志减少到4个斜线的新标志。
following text from the moving brands website
moving brands partnered with HP as their lead agency to set a creative vision for the HP brand.
the vision was to transform the world’s biggest technology company into the world’s most
powerful brand. HP would become the blueprint of a moving brand, built for a moving world.
when we began working with hp, their offer was unparalleled, with the broadest portfolio of all
their competitors. from services to servers, printing to networking, storage to mobility and far
beyond, HP have lead the market in almost every category in which they operate.
however, HP had lost its forward leaning culture after over 50 acquisitions in the past five years.
the once iconic brand was deemed dull and lifeless by consumers and business customers alike.
the power of the portfolio could only be fully leveraged by aligning it under a single-minded story
that could rally various businesses and over 300,000 employees world-wide behind a unified
strategy and behaviours.
从移动的品牌网站的文本
移动与惠普合作，作为他们的领导机构设置为惠普品牌的创造性构想的品牌。
远景是世界上最大的技术公司转变成世界上最
强大的品牌。惠普将成为一个运动品牌的蓝图，建一个移动的世界。
当我们开始与惠普的合作，他们提供了无与伦比的，与所有的最广泛的产品组合
他们的竞争对手。从服务到服务器，打印到网络，存储的流动性和远
超越，惠普已经带领他们几乎在每一个类别的市场。
然而，惠普已经失去了超过50个在过去五年的收购后，其向前倾斜的文化。
消费者和企业客户的一致好评，被视为呆板，毫无生气的一次标志性品牌。
组合的力量，只能充分利用，根据一个专一的故事
，可以团结各企业和世界各地超过300,000名员工，背后一个统一的战略和行为。
greg johnson, HP’s global creative director of brand strategy and experience design, describes
this time. “if you step back and think about when the transformation project began in 2008,
so many of our people did not understand hp, and were falling into the same trap of our customers:
thinking of ourselves as commodity, or just hardware, and not seeing HP as relevant.”
as with all powerful brands, HP needed a strong story at its heart. a story that would embrace
the proud heritage of a silicon valley pioneer but lean forward to the future. HP was founded
on the belief that technology will improve people’s lives, and HP should always aspire for better.
this founding principle was unearthed through co-creation workshops with the key stakeholders
across the business groups, the HP labs, product design and insight groups. it was articulated
as ‘human progress’.
the story was further supported by a set of character differentiators and behaviors unique to HP.
this iconic brand ought to be digitally native, context-aware and ever evolving.
格雷格约翰逊，惠普在全球的品牌战略和经验，设计的创意总监，介绍
这个时候。 “如果你退一步想改造项目于2008年开始，
所以我们很多人不理解惠普，并下降到我们的客户同样的陷阱：
思想自己作为商品，或只是硬件，而没有看到与此相关的惠普。“
与强大的品牌，惠普需要在其心脏强的故事。一个故事，会拥抱
一个硅谷先锋引以为豪的传统，但前倾未来。惠普成立
相信该技术将改善人们的生活，和惠普应该总是向往更好的。
这个基本原则是通过与关键利益相关者共同创造研讨会出土
在整个企业群体，惠普实验室，产品设计和洞察力。它阐述
作为“人类进步”。
进一步支持了一套独特的HP性格的差异性和行为的故事。
这个标志性品牌应该是数字原生，上下文感知和不断发展的。
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发表于 2011-12-15 14:20:59
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