New HP Logo will need to be frequently cleaned with a Q-tip

I quite like HP's new logo (right), which the company paid for but has not yet implemented. It's a simple, clean, and unmistakable distillation of its established identity.

But as Armin at Brand New says, it's not quite there: "HP still feels like a stodgy PC company trying to be cool."

The ascender and descender are a bit too long, and it could also be BP's new logo, but for me, the real problem is that it evokes the past in an unfortunate way. It looks like the cooling vent greebling on yesteryear's consumer electronics. You know, the bars and troughs that get filled with dust, and require Q-tips to clean (or, in a pinch, a rolled-up wad of paper chewed to a point). You can find them on many computers, but not so many in this decade; the Atari 2600 video console, released in the 1970s, is as good an example as any.


  1. I read it as “lip”.  or “lqi”

    Better than what Gap did, and HP could sell me on the “we’re stripping away the unessential bits” theme, but they went to far. It does little to dissuade me from my idea that HP has become a cargo cult for other companies technology, senselessly making copies since they went into the PC market years and years ago.

  2. it’s funny you should say that, my first reaction was that it reminded me of ELO’s 1986 album ‘balance of power’.

    1. According to the Lip Watches website @boingboing-3bee85ac5d60c54d2a92f67e0814422f:disqus linked to (in the “history” section) that logo has been around since at least the early 50’s. I’d say it was probably a clear and direct influence on the MIT Press logo, dating from the early 60’s. Interesting!

  3. “Greebling”? WTF? *wikiwikiwiki* Ah. Maybe not correct term… Still, new word. Thanks Rob.

  4. Anybody know what this is in Sign Language? Imagine the signer facing you. The left is the extended thumb and the longer is the middle finger, the pinky finger hidden, not apart of the message, kind of like an upside down “Go F*** Yourself”. 

    Yes? You feelin me? 

  5. You know, this is an article with the original logo directly beside it, with “hp” everywhere. And it took me a long time, with “hp” already in my head, just to see the h and p in that logo. ;) Practically NO ONE is going to understand what this logo is supposed to be for on it’s own.

  6. What are you doing while using your computer that will require you to clean it with a Q-tip afterwards?

    Oh.  The same thing we’re ALL doing with our computers.  Sorry…

  7. I think it’s pretty recognizable, but if I saw it rotated 90 degrees I’d have no idea what it was. The old logo is unmistakeable.

    That’s not to say that it doesn’t look cool, which I think it does, and much more at home furnishing a hi-tech product than the current, rather frumpy affair.

  8. They’re taking minimalism to an excess – especially for a logo. What is going to be the next redesign? Getting rid of the ascender and descender for / / / / ?

    Not to mention that now is absolutely not the time for them to be introducing a drastically new logo, even it it was the greatest logo in the world.

    1. Conveniently, the design firm (Moving Brands) lays out their road map on their site. By 2021, a simple / will suffice! Seriously.

  9. Unless I’m misremembering things, weren’t those ridges on the 2600 just design flourishes – they weren’t functional vents, I don’t think?

  10. When the vast majority of their business is in network and software for small and large business, are they really a PC company anymore?

    Also, I read “liji”.

  11. It’s a strange, quite strange logo. I mean, it’s out of the ordinary for a company like HP. Actually, I’m very interested in seeing this new logo in motion. Maybe the middle is its waist and it could carry a semi-trasparent belt, or maybe it could start as a single oblique line and then expand to reveal its true identity. It could lose gravity and fall to the bottom, piece by piece, or every piece float like a balloon and find its place in the center. Maybe it could change color, a different color for every line, or drip color from its bottom: it’s four lines so they could use a variation of the logo to represent their printers (cyan-magenta-yellow-black). Ok, I’m getting dizzy now, but you get the point!

    EDIT: I just watched this video (

    ) and BAM! Ink levels!

  12. There was a band in Toronto called the Barcelona Pavilion that had the exact same logo, except not italicized.

  13. Why, that’s nothin’ but a stylised, upside-down bird-flip.  Shame on you, HP!  Or maybe not – maybe this is how our corporate overlords provide full disclosure in this day and age.  

  14. Because of the q-tip suggestion, I first saw it as a nose, in profile, with the two small lines delineating the sides of the (large) nostril, and the lower long line representing a q-tip (or finger) that has been inserted into the nostril.

  15. I was thinking of the encoder strip in their inkjet printers that need cleaned when I read the Q-tip thing.

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