Many companies in the past have used minimalism and negative space in their corporate logos to great effect, most famously FedEx with their hidden arrow, USA network and the Girl Scouts. Recently, HP unveiled their latest version of their logo and it takes minimalist design to a new frontier. 
In an attempt to keep up with the cool kids, aka Apple, the redesign has streamlined and reduced the iconic word mark to just 4 simple lines. By jettisoning the familiar blue circle of their old logo, HP hopes their brand recognition will help customers connect the dots (or lines). It makes sense with so many people being bombarded with thousands of marketing messages per day and engaging with brands more than ever that simple is the way to go.
An added challenge for any logo redesign of an established leading company is the delicate balance of highlighting your heritage and simultaneously being viewed as cutting edge and progressive. I think HP succeeded in this case, and by making the angles of the lines of the logo 13° (the same angle as HP’s original 1940’s logo letters), they’ve managed to create a modern and sleek solution that celebrates their past while reaching for the future.
It seems like brands recently are continuously striving to strip-down and distill their identity to simple lines and shapes. Who knows what it will lead to? Could, for instance, Apple’s logo eventually morph from the shape of an apple to a circle and nothing else and still be recognizable? It seems entirely possible with this new design trend.
Tell us what you think of HP’s new logo. Do you love it or does it lack personality? Let us know in the comments below.
–Dan Rosen, Art Director
