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Keep Reinventing

It’s our never-ending quest to make and do. The means by which we create technology that serves humanity.

HP Keep Reinventing logo files

Keep Reinventing Logo

The Keep Reinventing lockup is a graphic symbol that unites HP’s communications. 

There are two versions that can be used, vertical and horizontal. The vertical lockup is preferred. In cases where vertical does not work or loses its impact, use the horizontal lockup. The lockups are artwork and should not be recreated. 

Our brand line will be used in English globally unless it is legally or culturally required to be translated. 

Logo Colors

Both formats, vertical and horizontal, can be used in three color compositions – full color with black type, full color with white type and all-white. 

The choice should be based on the regular HP logo color application with a clear preference for the full color options.

Clear Space and Size

As with the HP logo, keep at least a 50% worth of HP logo width of space between the Keep Reinventing logo lockup and other elements. The clear space area must be free of copy, graphic elements, and high-contrast imagery elements. 

The minimum size of the Keep Reinventing logo lockup should be calculated based on the minimum sizes established for the HP Logo: For print is 0.25” square HP logo or 6.35mm square. The minimum size for digital is 20 x 20 pixels at a minimum 72ppi.

Do’s and Don’ts

Logo visibility

Do

Dont

Apply the logo over clear contrasting background.

Do not place the logo on backgrounds that compromise legibility.

Background

Do

Dont

The space behind the logo must have good contrast and be free from busy-ness.

Do not obscure the logo over an image where it cannot be seen clearly.

Logo integrity

Do

Dont

Use provided artwork.

Do not swap the logo components. Do not redesign the logo.

  • Logo visibility

  • Background

  • Logo integrity

Usage Criteria

The following guidance will help to protect Keep Reinventing, preventing overuse. We must ensure that this language means something when it’s used, and not treated as a generic tag for any/all communications.

Only use Keep Reinventing when the purpose of your communication is to:

  • Highlight an innovation or reinvention from HP and/or our customers.
  • Create an emotional connection with our audiences. One that goes beyond a simple reaction. It must show HP understands and cares about what matters to our audiences.
  • Talk about HP’s Sustainable Impact pillars (planet, people, community).
  • Position HP in transformative moments (diversity, cultural shifts).

When Not to Use

  • Events, campaigns and comms absent a reinvention story or for well-established products. 
  • In co-branding situations. 
  • The Keep Reinventing logo should never be applied in a lock up with another brand. 
  • Communications focused on sales, discounts, or bargains. 
  • At retail unless supporting a Keep Reinventing product or campaign – never in association with a price or promotional message. 
  • Informational communications like manuals, datasheets and product demos. 
  • Product badging, packaging or branded merchandise. 
  • As an arbitrary hashtag not tied to a Keep Reinventing campaign, product, or story. 
  • In the footer of templates (PowerPoint, Word, collateral, etc.) 
  • On every page of a multi-page asset. 
  • Email signatures. 
  • Internal communications

Copy Guidance

Keep Reinventing should most often be seen in the logo lockup format. Using our whole brand line as part of a sentence is considered misuse of our trademark and impacts our ability to protect it. In rare cases where we need to reference it in copy, please use the following guidance. 

  • Keep Reinventing should be used as punctuation to a thought (sign-off), not a narrative element. 
  • HP. Keep Reinventing. may be used in appropriate context, e.g., a sign-off in an appropriate all-text marketing communication. 
  • Keep Reinventing is not to be used as a standalone headline or as part of any headline component. 
  • Keep Reinventing should always be in initial caps case (e.g., capital “K” and capital “R”). 
  • In social media hashtags, the brand line should be written as “#KeepReinventing”

What to avoid

  • Keep reinventing (sentence case), keep reinventing (all lowercase) or KEEP REINVENTING (all uppercase)
  • HP keep reinventing, HP Keep reinventing, HP Keep Reinventing
  • Keep reinventing HP, Keep Reinventing HP, keep reinventing HP
  • KR or K.R. (initial)
  • As part of a sentence or longer phrase. E.g. “HP keeps reinventing the workplace.”, “At HP we will keep reinventing the way we work.”
  • Do not overuse “Keep” or use it in multiple succession (e.g., “Keep printing”, “Keep inventing”, “Keep creating”)
  • Do not overuse “Reinventing” or use it in multiple succession (e.g., “Reinventing pumpkin pie”, “Reinventing yourself”)
  • Do not overuse “Reinvent_______” in multiple succession (e.g., “Reinvent Mondays,” “Reinvent accessories”)
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