I designed this logo system from the ground up to unify HP’s brand image which had become diluted due to inconsistent product branding. Over 600 million “jewel logos” have been placed on products since 2000 resulting in over 50 million dollar savings compared to HP’s previous branding system.

The HP Jewel’s consistent adoption across the company was the result of design innovation and a grass roots consensus and adoption approach. I researched HP’s entire product portfolio and met with product designers all over the world in order to design a system that worked so well, both physically and aesthetically, that it became the obvious choice to use on product.

Special focus on eas of applicaiton, manufacture and sustatinaability alllowed almost universal adoption on all HP physical products. I also created and managed the jewel application and governance standards website to steramline communication and promote consistent application. I have received two patents on the Jewl and numerous company awards.

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.

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.