HPE Unveils a Bold New Brand Identity: A New Era Begins
In a major transformation that marks a decade of innovation since its separation from Hewlett-Packard, Hewlett Packard Enterprise (HPE) has launched a striking new brand identity. The bold rebranding campaign features a sleek new HPE logo, designed to reflect the evolving landscape of technology and the company’s commitment to becoming a leading name in the AI era.
The Evolution of HPE: A Bold New Look
“It’s a pretty big change, a big deal,” states Paula Berg, HPE’s Vice President of Brand, Culture, and Creative. While the name Hewlett Packard Enterprise remains, the new logo—depicting HPE in all capital letters with a signature green element embedded in the “E”—captures the shorthand many already use when referencing the company.
Launch of the Campaign: Setting the Stage for Change
HPE officially rolled out its new brand identity on June 12, with updates across its website, social media platforms, and marketing materials, including digital signage and advertisements. This rebranding symbolizes not just a change in aesthetics but a commitment to innovation and the future of technology (#AI).
Key Features of the Rebranding
A Voice and Culture Refreshed
The new logo is not just about visual appeal; it’s complemented by a revamped verbal identity and a fresh culture blueprint. As HPE positions itself as the “partner that unlocks your ambition,” it aims to resonate with leaders, creators, and changemakers in today’s fast-paced digital environment.
Showcasing the Brand at HPE Discover
The brand will be prominently displayed at the upcoming HPE Discover conference from June 23 to 26 in Las Vegas, where it will feature in CEO Antonio Neri’s keynote, further solidifying HPE’s commitment to being an essential partner in the AI age.
The Vision Behind the Transformation
Ten years post-split, HPE has successfully redefined its identity. With the new logo, Berg emphasizes that HPE aims to project confidence and strength. “The old full name was a mouthful,” says Berg, acknowledging that the new design ensures better visibility and readability, especially during large events.
Reflections on the New Logo
The eye-catching design seeks to transcend traditional branding. Berg reflects on the necessity for simplification: “We wanted something that really stood out!” This new look not only addresses market demands but also demonstrates HPE’s commitment to staying relevant.
Integration with GreenLake: A Seamless Experience
In addition to the invigorated HPE logo, the company has rolled out a new GreenLake logo. This updated branding retains the recognizable green rectangle, merging it with a lowercase “greenlake” and the new HPE logo, reinforcing a cohesive brand image across all platforms.
The Strategic Direction: A Leader in the AI Era
The launch is part of HPE’s broader strategy to highlight its advancements in AI, hybrid cloud, and networking, making it a pioneer in the AI landscape. As Jennifer Temple, Executive Vice President and Chief Marketing Officer, notes, “With five of the world’s top 10 supercomputers, we’re leading the way in AI-driven computing.”
Temple believes that with evolving technology comes a need for brands to adapt: “As HPE approaches its 10-year anniversary, it’s time we evolve how we show up too.” The new branding underscores their essential role in leveraging technology for business innovation.
Partner Collaboration: A Mutual Success Story
HPE communicated clearly with its partners about the rebranding efforts, emphasizing a collaborative approach to ensure mutual success in the market. The message advocates an easy integration of the new branding for partners, fostering a spirit of shared growth.
Industry Reactions: A Positive Outlook
Kathleen Kinka, Chief Marketing Officer at Comport Consulting, lauded the simplicity and comprehensiveness of the new HPE brand: “Ten years in our business is a long time. It was a time for a refresh.” She articulated how the new branding effectively showcases HPE’s transition into a comprehensive platform provider, enabling seamless access to essential IT services.
Conclusion: Embracing the Future
HPE’s rebranding is a significant marker of its commitment to innovation and partnership as it continues to navigate the complexities of AI and advanced technology. The new logo and brand identity signal not just a transformation in appearance but a bold declaration of purpose: to be the essential partner in the AI era.
As the world rapidly evolves, HPE is poised to lead the charge, making strides that not only define its identity but also shape the future of technology.
Learn more about HPE’s new branding efforts here.
