Jennifer Temple Is Meg 2.0. The best brands in the world don’t rebrand.
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That's uncanny, that's exactly what I told my wife over breakfast when I first saw the new logo, I said, sweetie, that new logo is...
" modern, focused, and aligned to what ambitious organizations need: expertise, ingenuity, and the ability to integrate and scale — no matter the challenge."
They really nailed it!
The official blarney...
Jennifer Temple, Executive Vice President, Chief Marketing & Communications Officer
New brand reflects the tech, talent, and bold vision driving the AI era
In this article
- The refreshed identity reflects HPE’s advances in AI, cloud, and networking to help organizations unlock their boldest ambitions
- The rebrand features a sleek new logo and an evolution of our iconic “Element”
- HPE stays true to our values of innovation and partnership while shaping a bold new future
At HPE, we tackle the world’s toughest challenges. From powering autonomous vehicles to enabling medical breakthroughs, our essential technology is behind the scenes of some of the most ambitious innovations on the planet.
As the world evolves, so does our technology. As HPE approaches its 10-year anniversary, it's time we evolve how we show up too.
Today, we debut a new brand. It’s a sharp expression of who we are, how we work, and the transformative impact we deliver for our customers every day.
A bold expression of HPE today — and the future we’re shaping
Why rebrand? We’re not the same company we were a decade ago when we separated the Hewlett-Packard Company into two separate companies — HP Inc. and Hewlett Packard Enterprise — and introduced our brand.
Our advancements in AI, hybrid cloud, and networking have made us an essential partner in the AI era. And with six of the world’s top 10 supercomputers — including El Capitan at #1 — we’re leading the way in AI-driven computing worldwide.
Our new brand reflects that future. It’s modern, focused, and aligned to what ambitious organizations need: expertise, ingenuity, and the ability to integrate and scale — no matter the challenge.
What’s new?
- A cleaner, sharper logo — simple, assured, and sophisticated
- Our iconic “Element” in motion — open, agile, and adaptable
- A fresh mark for GreenLake — the cloud for hybrid workloads
- Updated typography and colors — leading with our signature HPE green
- A streamlined digital experience — easier to navigate and grounded in the real work we do
“This is more than just a new look. It’s a bold expression of our purpose, our people, and the impact we’re here to make.”
HPE is made for this moment
For us, this is more than just a new look. It’s a bold expression of our purpose, our people, and the impact we’re here to make.
It reflects the values that have guided us since the garage days — innovation, partnership, and a belief that technology should always serve a greater purpose — while also looking ahead.
We’re proud of where HPE has been and even more excited about where we’re going. The AI era is here, and we’re made for this.
What a hideous looking logo.
@c7 awesome! The "shocker" logo!
You mean the green rectangle didn't do it? I had super high hopes!
This is damned exciting. Things are going to get interesting with this new era of innovation. I'm hoping they next revamp the menu at the cafeteria.
History repeats itself. Carly Fiorina spent tens of millions adding the word "invent" to the HP logo, while WFRing engineers who were inventing.
@f0 The company doesn't have a logo, it has a font type - IMHO.
Wait—are you saying they’re spending money on a new logo that says, “HP is getting out of gas”?
Jen Temple got a fancy new title and had to have something to show for it. How many wfrs couldve been saved by just not paying for a rebrand during this economic time?
Paid a couple milly for the design!
Did we pay for the design?
HP/HPE Marketing has always been an abysmal failure!
HPE did need a more compact logo. However, to me the new, cryptic logo reads as "HPC."
Similarly, automaker Kia is switching to a new, cryptic logo, which reads as "KN."
To make it worse, the logo feels abstract to the point of being unrecognizable. Compared to the previous this one seems vauge and disconnected from what the company actually does.
What’s even more frustrating is how generic it looks. In trying to be “modern” and minimal, it now looks like a dozen other things out there. It’s hard to tell it’s HPE at all.
Feels like a branding misstep at a time when clarity and uniqueness are more important then ever. Curious what others think.
The company needs to completely shed its association with HP and establish an independent identity. Continuing to rely on the HP legacy is akin to a younger sibling constantly trying to live up to the achievements of an older, highly successful one.
The E looks like 2 in the pink one the stink or vice versa.
Further confusing matters by both moving to the same industrial park in Spring, Texas.
When an executive says at the ATM they rather give CAPEX to HPEFS than infrastructure for the future, shows you how disconnected they are from reality and the market. Elliot needs to replace all of the L1s and CEO. Neil is going to be on the wrong side of history...again...
This is like the 5th "rebrand" in the last 8 years - lipstick on a pig.
Kinda glad they changed it. My wife used to call the old logo a “dead battery icon”.
I think people are going to mistake HPQ for HPE even though it’s been over years now since they split.