"HP brand identity: Designing a voice and a look. Integral to HP's reinvention was rebranding the company. SY[P] led the effort to help HP bring consistency and vibrancy to every interaction with customers. The firm worked with HP to create a worldwide team of design firms that have reinvented HP's image in packaging, point of purchase, exhibits, the Web, and collateral, among other things. The new system is based on the idea that adding HP (symbolized by the +hp mark) to your world, makes that world a little bit better."