While at HP Corporate ID in 2000, I was tasked to design a more consistent product branding system for HP which had become diluted and costly due to inconsistent usage.

I took the current 2D HP logo graphic and crated the physical jewel logo system for consistent application across all HP products.

Over 600 million jewel logos in my new design have been placed on HP products resulting in multi-million dollars savings compared to HP's previous branding system.

The initial design had a curvature to it which was prone to wear. The second design incorporated faux curvature that keeps the logo flat while giving it a curved look. I received a patent for this technique.

The HP jewel's consistent adoption across the company was the result of design for manufacturing and a consensus building approach. I met with portfolio managers from around the globe and designed a system that was easy to adopt to product.

Special focus on design for ease of application , manufacture and sustainability has allowed almost universal adoption on all HP products.

I also created and managed the jewel application and governance standards to streamline communication and promote adoption across all aspects including corporate sponsorships and TV and movie placement.

 

The latest logo system, although now round (unthinkable of when I was at HP! ) was designed after I left HP but many of the color and material choices remain on the latest design.

Click here to view an article on the creation of the Jewel Logo.