HP ‘Anthem’

GOODBY, SILVERSTEIN & PARTNERS

A plus sign elegantly represents how HPís technology makes a difference in the arts, sciences, and business.

Hewlett-Packard sought to communicate its scope and innovation with simple, yet powerful graphic design laid over filmed images representing a variety of fields. In close collaboration with Goodby, Silverstein & Partners, Motion Theory set out to integrate the ě+î sign into numerous environments, and to develop a visual language that could both add to the beauty of the film footage and also simultaneously convey HP's message of empowerment and possibility in a straightforward and elegant manner. In each segment, the ě+î sign feels like a natural ń even integral ń phenomenon, representing how HP technology makes a critical difference in art, in business, and in peoplesí lives. The transition to the end tag employs sweeping curves, coalescing into a sense of unity and bringing on HPís ěeverything is possibleî tagline.