Hewlett-Packard is trying to become more focused by dividing itself in half. But dividing isn’t so easy. It is messy legally, corporately and mentally. The lawyers can separate the assets, but how to you separate the companies in the mind? One way is with the name, another way is with a visual. But the new logo for Hewlett Packard Enterprise is empty and boring. Is the rectangular shape supposed to be a server? If so, it would seems to position them as just another boring computer consulting company.
Archive for tag: logo
The brand with a generic name YouSendIt but a nice visual hammer (paper airplane) is now Hightail. A better brand...
Steve Jobs was a rebel who didn’t go about life or work in the normal way. He dropped out of college, was a fruitarian for a time and was often called an arrogant, obnoxious, weirdo. Being a rebel, however, wasn’t the secret of Steve Jobs. In our youth-obsessed culture, rebels are a dime a dozen. Steve Jobs was a technology genius. But being a technology nerd wasn’t Job’s secret either. Silicon Valley is filled with brilliant technology nerds. Steve Jobs was a design genius. He was obsessed with creating tools that were not just good but beautiful. But being a design genius wasn’t the secret of Steve Jobs either. The world has many great rebels, great technology geeks and great designers. What made Steve Jobs so unique was his supremely-gifted marketing ability.
In a down economy with consumers pinching every penny, you would think that sales at a retailer synonymous with "cheap" would be up, not down. Yet sales at Walmart have been down for two years in a row. So how does the world's largest retailer defend its position in the mind? Advertising. Massive advertising that reminds consumers in a memorable way what the Walmart brand stands for.
The Starbucks brand was built on coffee and nobody knows that better than Howard Schultz. Seeing him so blatantly and arrogantly remove it from the logo is blasphemous. And not because Starbucks shouldn’t launch non-coffee products. Starbucks should be thinking of launching non-coffee products. But not with the Starbucks name. They should think like Toyota and launch brands like Lexus, Prius and Scion. Instead, Starbucks seems to be planning line-extensions that will dilute the brand in consumers’ minds. And nothing is worse that a watery cup of Joe.