I designed the HP Jewel 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 adoption approach. Having no real mandate from corporate to use the new system, 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 system to adopt.

Special focus on ease of application, manufacture and sustainability allowed almost universal adoption on all HP physical products. I also created and managed the jewel application and governance standards website to streamline communication and promote consistent application. I received two patents on the Jewel system and numerous company awards.

The initial design had a curvature to it which was prone to wear. My second design, shown to the left, incorporated faux curvature that keeps the logo flat while giving it a curved look. I received a utility patent for this technique.

I also worked with HP corporate sponsorships to promote standards for product placementin TV, movies, sponsored event’s, Disney rides and sports venues.

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 including the directional brushed finish.