Pixel Envy

Written by Nick Heer.

HP Has a New Logo Maybe

Eight years ago, HP worked with Moving Brands on a handsome new logo, which — sadly — ended up not being used.

Until now, that is. They just launched a laptop named after a ruthless fictional criminal enterprise and have splashed that redesigned logo all over it. And I think it looks terrific. Unfortunately:

HP says it’ll be using this logo solely on its premium laptops.

This raises more questions than it answers. What defines a “premium” laptop? Why is HP selling non-premium laptops? Why is this branding not being used across the company? Isn’t it confusing to have multiple, distinct logos for a single brand?