Liquid Agency Brand Marketing

Here are our latest success stories.

These case studies outline the objectives, process and solutions we’ve developed for some of our favorite projects. If you’d like to learn more about our work, please send us a note. We've done a lot of stuff we’re not allowed to publish on this website.

Liquid updates the HP logo.

Over the last few years one of the HP divisions initiated the process of simplifying the corporate logo. This motivated other divisions to also create their own slightly different versions of the mark, and pretty soon the HP brand was experiencing an identity crisis. Liquid Agency was hired to evolve the brand identity, develop an optimized version that could be adopted across all of the business units worldwide, and supply HP with a set of guidelines to help manage the new identity.

The new logo is simpler yet has more impact.

The corporate logo that had been used by HP for many years consisted of the letters “hp” within a circle framed within a rectangle with rounded corners. The logo was flat and unnecessarily complex. The new official corporate logo is a simplified circle featuring the “hp” letters...which was the shape at the heart of the new logo. The preferred version of the new logo features highlights designed to give the logo a dimensionalized effect that is visually richer and more vibrant.

The process of optimization.

We began by conducting a study of the original logo, and we found that there were several weight and shape inconsistencies that made the logo’s geometry less than perfect. We started the process of optimization, by correcting these inconsistencies and crafting a geometrically precise execution. Next, we maximized the size of the letters “hp” so that we could optimize legibility at the smallest possible size. Lastly, we created a variety of executions including a flat and a dimensional version – which provided HP with the necessary flexibility to reproduce the logo across a wide variety of media.

Precision is important.

The logo is going to be featured on all hardware products such as computers, phones and printers and will be a distinguishing mark for the brand. In order to ensure that the logo could be reproduced properly regardless of size or technique, we worked closely with HP’s industrial designers and ended up crafting more than 20 different sizes of the logo, each with minor adjustments to the proportions and tolerances.

Logo guidelines.

Besides crafting the final files for the logo we also produced a set of guidelines to help ensure that the transition to the new logo could be managed successfully, and that the various internal and external stakeholders had the tools necessary to implement the new identity with consistence and clarity.

Logo animation.

In today’s world, no logo identity program is complete without at least one version of a logo build. Of course, HP uses lots of video and motion graphics to communicate with its audiences, so it was important that we provide a few versions of how the logo could be executed using motion graphics. Take a look at this sample, which we used to start and end an existing video clip. See movie.

Logo executions.

We designed the new logo specifically with the intent that it would need to be reproduced very small on light and dark backgrounds in print and online. To that extent, we optimized the dimensional shading in order to optimize the shape of the circle regardless of size or background. Today, this logo is being applied to all of HP’s marketing and collateral...and we expect that it will start being implemented in building signage applications in the not so distant future,