The Design Solution -

This holistic design language and rebranding effort successfully provided tailored segmentation where necessary, along with cohesive, overarching branding across all of HP’s products and product divisions. Key highlights included the introduction of a “+” symbol modeled after a cursor to emphasize brand novelty, as well as color-coding from the inside out to visually guide users on how cartridges are accessed and replaced. Accent surfaces with slivers of color were integrated to intuitively point toward access areas and the interior of the printer, alongside a complete rethinking of the classic HP paper tray, including its new iconic asymmetrical rounded corner.