Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Technology/Computer Hardware and Software, Hewlett Packard Enterprise, HPE, HP, Technology, IT, Enterprise, Enterprise software

Below: Before and After Images in Slide Show, Video, Summary, Credits

Industry Setting

The Hewlett-Packard Company announced its intention to split into two separate entities, signaling the largest corporate demerger in history. The two resulting companies would each remain Fortune 100 industry leaders—with HP, Inc. focused on personal systems and printing, and Hewlett Packard Enterprise (HPE) focused on enterprise IT.

HPE (NYSE: HPE) uses technology to turn ideas into value and, in turn, transform industries, markets and lives. HPE has 45,000 employees and over $50 billion in revenue.

The Machine is HPE’s vision for the future of computing, designed to bring the promise of Memory-Driven Computing. Its computing architecture is so radically different from any which has come before that it will affect everything we do in the future. Hewlett Packard Labs has spent the last five years developing memory-driven computing, photonics and the fabric that has gone into The Machine, and which have made the impossible inevitable.


Working with Hewlett Packard Labs, we helped craft the vision, positioning and identity for the Machine as well as a brand architecture that would support its integration into marketable products.


The M mark and proprietary typography we created for HPE signals that this is a new language and way of thinking about the fundamentals of computing technology. It’s designed to look like a futuristic, entirely new language to convey the innovative and forward-thinking nature of HPE’s technology solutions. It also references HPE’s primary visual platform, “The Element,” which, while rectangular in form, is a metaphor for many things: a frame to create a point of focus, a window on partnership.


The Machine’s visual identity is indicative of HPE’s imperative to remain agile, decisive and fast in an ever-changing world. Our brand identity work for HPE recently launched its ‘Accelerating Beyond’ campaign in which HPE’s innovations were featured in the latest Star Trek movie, Star Trek Beyond.


Client: Hewlett Packard Enterprise – www.hpe.com

EVP, Chief Marketing and Communications Officer: Henry Gomez
Chief Brand Officer: Mary (Thompson) Freeman
Creative Service Manager: Anuschka Wiese

Brand Strategists/Designers: Siegel+Gale – www.siegelgale.com

Executive Creative Director: Anne Swan
Associate Creative Director: Krista Oraa
Senior Strategy Director: Matt Egan