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HP Vivera Style Guide > contents > subbrand and ingredient brand Tools AND UsagebackforwardSkip to next chapterSubbrand and ingredient brandtools and usageDelivering our subbrands and ingredientbrands in a consistent and effective mannerrequires a coordinated approach—fromproduct development through customertouchpoints. To achieve consistency andclarity, HP has developed a set of internaltools to help guide and inform all expressionsof our subbrands and ingredient brands.The process begins by establishing categoryvalue propositions. These, in turn, guide thecreation of internal subbrand and ingredientbrand characteristics and eventually theirin-market deliverables, such as packaging,advertising and collateral.By applying these tools, we createhigh-impact, meaningful brands and helpour customers find the right product orsolution to meet their needs.1. ValuepropositionsInternal tools to prioritizethe key differentiatorsto lead productdevelopment activities.2. DefiningelementsInternal tools to guide andinform development ofsubbrand and ingredientbrand customer touchpoints.These include:• Role and scope• Target audience• Product families• Brand persona• Graphic identity elements• Product ID direction• Voice and tone• Positioning/competitive mapCustomertouchpointsIn-market expressions of thesubbrand and ingredientbrand as informed by definingelements and HP guidelines.Examples:• Packaging and out-of-boxexperience• Point of sale (POS)• Advertising• Interactive• Collateral• Product design• Service and support

HP Vivera Style Guide > contents > communication tools and guidelinesbackforwardSkip to next chapterCommunication toolsand guidelinesWithin HP, there are several communicationtools and guidelines available to helpmanage our brands, communicationsprograms, voice and tone, messaging andcopy. Some of these tools are long-term,foundational documents. These include: theHP Brand Identity Standards, HP VoiceGuide, IPG Messaging and CopywritingGuide and the IPG Subbrand andIngredient Brand Style Guides.These foundational documents, in turn, informgo-to-market (GTM) tools and guides. Theseinclude: Big Bang Roadmaps, which guideour overall communications, and messagingguides, which guide our in-market activitiesat the product family and individualproduct levels.The IPG Subbrand and Ingredient BrandStyle Guides are just one important tool atyour disposal. It is through careful use ofboth foundational and go-to-market tools andguides that we will ensure that our customertouchpoints are consistent and successful.Please see the contacts and resources pageat the end of this guide for direct links tomany of the documents referenced here.Sustaining reference guidelines 1• IPG Messaging and Copywriting Guide• IPG Subbrand and Ingredient BrandStyle Guides• HP Voice Guide• HP Brand Identity Standards• HP and IPG Naming Guidelines1 Created by Worldwide IPG Communications/HP Corporate2 Created by Region Marketing Communications3 Created by Global Business Unit Outbound MarketingGTM Tools• Big Bang Roadmap 1• GTMU MessagingGuide 2• Product FamilyMessaging Guide 3• Product FamilyMessaging Master 3

HP Vivera Style Guide > contents > hp Master brandbackforwardSkip to next chapterHP master brandThe IPG subbrands and ingredient brands live under the HP masterbrand and must always support HP’s brand promise and brandcharacteristics. These brands both build and augment the HPmaster brand in a complementary relationship that helps clarifyour offering and make it relevant to our many target customers,across many product families.HP’s brand promise, “We can help you do that,” is what westand for (i.e., the commitment we make to our customers, partnersand each other). It defines the very essence of who we are, whatwe do and how we do it. Our IPG subbrand and ingredientbrand positionings map to the master brand promise, while furtherdefining each brand’s place within the competitive market.The HP master brand characteristics—Inspired, Genuine andTrusted—support the brand promise. In turn, the IPG subbrandand ingredient brand personas are evolved from these traits, tobuild and complement the master brand strategy, while uniquelydifferentiating each brand. It is important to note that while thebrand promise and characteristics, shown at right, should informthe copy that you write, they should not be used verbatim inyour communications.Our promise:We can help you do that.Our character:Inspired Genuine TrustedWe enable smarter waysof working and living.We are dedicated tomaking things betterfor our customers.We value intelligence,innovation andinventiveness.We are passionate abouthelping people achievetheir goals.We do what we say.We are friendly,approachable and easyto do business with.We care about ourcustomers and treat themwith respect.We are people dealingwith people, not acorporation dealingwith customers.Our heritage is built onquality and reliability.Our customers rely on HPto find a solution that’sright for them.Our products are wellmade,dependableand adaptable to futureneeds.We partner with industryleaders—and do it betterthan anyone else.

HP Vivera Style Guide > contents > Brand architecturebackforwardSkip to next chapterBrand architectureBrand architecture describes the associationsbetween a master brand, subbrands andingredient brands, as well as associationsamong subbrands. Similar to a family tree,which illustrates relationships linking familymembers, brand architecture clarifiesimportant connections and differences withina family of subbrands.HP Vivera’s positionon the IPG brandarchitecture mapAs a company, it’s our goal to accuratelydifferentiate and market the subbrands of theIPG product portfolio to their correspondingcustomer targets. Brand architecture helpsus organize and effectively communicatehow this happens.The IPG brand architecture map is the visualtool we use to show how our subbrandsinterrelate. Each subbrand is positioned onthe map according to printing needs andtarget audiences.HP ViveraHP ColorSphere

HP Vivera Style Guide > Contents > Value propositionbackforwardSkip to next chapterValue propositionHP Vivera inks deliver a unique combinationof outstanding print quality along withleading durability and permanence relativeto both hardware competitors’ inks andaftermarket inks. Competitors will trade offprint permanence to attain image quality,or trade off image quality for print longevityor water fast qualities. HP engineers designour inks to optimally balance these attributesin each ink family.Color quality is an important attribute formany applications. HP Vivera inks, withsuperior ingredients and ink purity,deliver lab quality results for photos andgallery-quality for fine arts applications.For office and everyday use, HP Vivera inksmaintain laser-quality black.Durability and permanence attributes varyto meet the demands of different types ofprinting. Some inks are designed aroundphoto printing with long-lasting, fade-resistantresults. Other inks are designed to be quickdrying and water- and smudge-resistantwhen handling prints.Consistency is especially important incommercial printing applications. HP Viverainks provide consistent print quality from thefirst print to the last, and from cartridgeto cartridge.HP Vivera valuepropositionBestcombinationColor qualityDurable, long-lasting printsConsistent print quality

HP Vivera Style Guide > contents > POSITIONINGback forward Skip to next chapter 10PositioningHow a company wants their target customers to think and feel about a brand. It should create a unique image or identityin the minds of the customers. It is expressed relative to the position of competitors and can include both functional andemotional benefits. Ultimately, positioning is about cultivating difference and relevance at every opportunity – from productdevelopment to customer touchpoints – to create loyal and committed customers.HP Vivera inks provide brilliant, enduringcolor because they are formulated todeliver a superior combination of printquality along with durability andpermanence.Short copy pointBrilliant, Enduring Color.There are three major families of Viverainks—photo versatile, professional andoffice. HP is continually innovating our inksto meet the varied needs of our customersin these markets. These innovationsmaintain our print quality leadership byproviding the best combination of colorquality and durability/permanence fordifferent markets. The supporting detailsvary by print family. The family namesinclude generic modifiers (professionals,office, etc.) to signal the difference indesign target when relevant to thecommunication. See the HP Photosmart,Deskjet, Designjet, Officejet and Edgelinesubbrand guides for more details.Design targetRelatedsubbrandsBenefit innovationfocus areasHP Vivera photo versatile inksDesigned for photo printingand for everyday home printingHP Photosmart &HP Deskjet printersPrint Quality• Breadth and range of colors forphoto printing• Comparable text printingto laserHP Vivera professional inksDesigned for professionalphotography, graphics,fine arts & signageHP Photosmart Pro &HP Designjet photo printersPrint Quality on wide range of papers• Breadth and range of colors forphoto & graphic arts printingHP Vivera office inksDesigned for office applications,in-house marketing& technical drawingsHP Officejet, HP Officejet Pro,HP Designjet technical printers &HP MFP with Edgeline TechnologyPrint Quality• Color range and brightness tunedfor office graphics & photos withinmarketing collateral• Laser-quality text, crisp linesPermanence and durability onphoto papersPermanence and durability on photopapers, fine art & signage mediaDurability and Permanenceon plain paper• Fade-resistance for photos ondisplay under glass• Water-resistant photos• Smudge- & handlingresistantphotos• Fade-resistant• Water-resistant• Color consistency & accuracy• Reliable, durable, permanent finish• Fast drying for fast printer speeds• Fast dry, smudge-resistant handling*• Water & fade resistant for archiving** Claims may require paper mention

HP Vivera Style Guide > contents > target customers and product familiesbackforward Skip to next chapter11Target customers and product familiesTarget customers are groups to which the branded element is marketed and for whom the products are designed; the targetmust represent adequate size and profitability and will map to the go-to-market worldwide segmentation. Product familiesare specific product categories covered by the subbrand, now and in the future.Target customers*Primary (hardware buyer) – single-function printer orAll-in-One purchaserSecondary (aftermarket buyer) – existing HP printer andAll-in-One owners who print photos and/or documents forpersonal or professional useProduct familiesIncludes most product families within the following:• HP Designjet• HP Deskjet• HP Edgeline Technology• HP Officejet and HP Officejet Pro• HP Photosmart and HP Photosmart Pro* Source: see relevant IPG Subbrand Style Guides

HP Vivera Style Guide > contents > voice and tonebackforward Skip to next chapter 12Voice and toneVoice and tone are powerful expressions of our subbrand. Voice is the personality thatcomes across through the written message. Tone is the way in which the subbrand expressesthe character of its voice and is communicated through word choice and sentence structure.Customers are asking for a shift from “HP product-focused” to“people-focused” copy. They prefer copy that is brief and clear,in a language that is relevant to their day-to-day experiences. Tocommunicate more effectively with customers and partners, use avoice that speaks in terms of customer needs, desires, interestsand goals. Do so clearly and directly, so customers can easilyunderstand the message. Use a conversational tone by choosingsimple, everyday words, and expressing them in short,lively sentences.Our voice is upbeat, confident (but not arrogant) and passionateabout solving our customers’ problems. We choose simple, clearwords to directly address the reader—as if in a one-on-oneconversation. Our voice helps customers feel confident that weclearly understand current technology issues and trends.Think of voice and tone in terms of a conversation when developingcopy—either friendly or professional, as the situation calls for.For more information on applying voice and tone, pleaseconsult the IPG Messaging and Copywriting Guide(http://www.hp.com/go/onevoice).

HP Vivera Style Guide > contents > NAMING and nomenclaturebackforward Skip to next chapter 13Naming and nomenclatureThe HP Vivera ingredient brand will be usedacross many different HP marketingapplications including printer and supplypackaging, product ID, printing software,web and POS.As an ingredient brand, HP Vivera is onlyused in naming in long, descriptive cartridgeproduct names. The “HP” is not repeated inlong product names.Use “inks,” plural in reference to sets of inks;“ink” in reference to a single set or singlecolor of ink.For general information regarding naming,refer to the HP Product Naming Guide(http://communications.corp.hp.com/bmc/guidelines.htm). For more specific details,refer to IPG Supplies Guide to Terms andStyle (http://ipgsmo-gtm.corp.hp.com).Full productnaming (includingcapitalization)Family name exampleText exampleHP 94 Tri-color Inkjet Print Cartridge with Vivera InksMasterbrandSelectabilitynumberColorModifiersHP Inkjet Print Cartridges withVivera InksDescriptorPrint long-lasting, true-to-life color prints withHP Vivera inks.Ingredient brand!In all communications, the master brandprecedes the subbrand and ingredientbrand names, e.g., HP (master brand)Photosmart (subbrand) xxxx (modelnumber) Printer (descriptor) with ViveraInks (ingredient brand).

HP Vivera Style Guide > contents > Communication guidelinesbackforward Skip to next chapter14Communication guidelinesIn addition to the general guidance already provided, this sectionoutlines specific written and graphic elements and usage rulesunique to HP Vivera. Further context is also given to illustrate howthis ingredient brand is to be executed in various touchpoints asinformation becomes available.In printer communications, highlight that HP Vivera inks contributeto our print quality leadership. This attribution establishes afoundation for supplies differentiation from aftermarket inks.In aftermarket communications, reinforce that only Original HPprint cartridges contain HP Vivera ink. Customers will trade-off thesuperior print quality and print durability and permanence if theyuse alternative brands of ink.Core elements of the HP Vivera ingredient brand are the wordmarkand short copy, “Brilliant, Enduring Color.” Whenever possible,incorporate both across the marketing communications mix ofprinter advertising, packaging, web and retail point-of-sale.These guidelines are not intended to replace the HP Brand IdentityStandards or other communications standards documents.Please refer to those guides for further information(http://www.hp.com/go/onevoice).

HP Vivera Style Guide > contents > communication guidelines (cont.)backforward Skip to next chapter 15Communication guidelines: wordmarkThe HP Vivera wordmark was developed tohighlight the ingredient brand on keyapplications such as printer and supplypackaging and product ID as well asprinting software, web, advertising and retailpoint-of-sale.HP Vivera wordmarkThe HP Vivera wordmark has been designedto visually express the superior print qualityof HP inks. The multiple colors that make upthe HP Vivera wordmark celebrate the powerof color and inspire people to express thatpower through their creations.The position, size, color and spatial andproportional relationships of the wordmark’selements are pre-determined and may notbe altered. The wordmark should neverappear in text.Suggested lock-upwith short copy pointHP Vivera communications should alwaysinclude the short copy point. Wheneverpossible, use the suggested lock-up, shownat right. When this lock-up cannot be used,ensure that “Brilliant, Enduring Color.”appears in close proximity to the wordmark.brilliant, enduring colorWhen referencing the HP Vivera wordmarkin text, it should be written and capitalizedas described in the naming section ofthis guide.

HP Vivera Style Guide > contents > communication guidelines (cont.)backforward Skip to next chapter 16Communication guidelines: wordmark (cont.)Three standard sizes of the HP Viverawordmark have been created: small, mediumand large. Each size of the wordmark hasbeen designed specifically to work atthat scale.Use the small size for smaller-sizedcommunications such as POS materials andstickers. At this size, the phrase “HP INKS”has been made larger for readability. Usethe medium size for most printed pieces.Use the large size for large posters andbanners. At this size, the lettering has beentightened to maintain integrity at a verylarge scale.The HP Vivera wordmark should not bereproduced smaller than 0.25 inches or6.35 mm in height.HP Vivera wordmark:scale and sizingSmall HP Viverawordmark:minimum height of 0.25inches (6.35 mm) andmaximum height of0.5 inches (12.7 mm)Medium HPVivera wordmark:minimum height of 0.5inches (12.7 mm) andmaximum height of4 inches (101.6 mm)Large HP Viverawordmark:minimum height of 4inches (101.6 mm)

HP Vivera Style Guide > contents > communication guidelines (cont.)backforward Skip to next chapter 17Communication guidelines: wordmark (cont.)The proper use of clear space protects theintegrity of the HP Vivera wordmark andensures that it creates an impact. As a unitof measurement, “x” equals the height ofthe word “Vivera.” The preferred clearspace around the HP Vivera wordmark isequal to the distance of “x.”Occasionally, there may be an instancewhere there is not enough space availableto meet that requirement. In those instances,the minimum clear space around the HPVivera wordmark is equal to the distance of“z,” where “z” equals the height of thephrase “HP INKS.” Do not use the wordmarkwith clear space of less than “z.”HP Vivera wordmark:clearspacezzThe clear space prevents type or othergraphic elements from interfering with theHP Vivera wordmark. Be sure that thewordmark’s placement is complementary tothe placement of other graphic elements suchas text, images or the +hp graphic device.zPreferred clear spacezzzMinimum clear space required

HP Vivera Style Guide > contents > communication guidelines (cont.)backforward Skip to next chapter 18Communication guidelines: wordmark (cont.)The multiple-color HP Vivera wordmark isthe primary version. The wordmark is shownagainst a white background, with the phrase“HP INKS” appearing in black.The multiple-color HP Vivera wordmark maynot be placed over an image, illustration orcolor field. It may not be rendered in colorsother than those contained in theapproved lockup.The multiple-color wordmark on a white background,with the phrase "HP Inks" shown in black.Single-color versions of the HP Viverawordmark have been created for specificcampaigns only. Do not create your ownversion of the single-color wordmark.HP Vivera wordmark:unacceptable useageDo not use the multiple-color HP Viverawordmark on a black background.Do not show the wordmark over a photograph.Do not use a single-color version of thewordmark in black or white as it violates theintent of celebrating color. Pre-approvedsingle-color versions in other colors may beused for specific campaigns only.Do not reverse out the wordmark against a colorfield as it violates the intent of celebrating color.

HP Vivera Style Guide > contents > communication guidelines (cont.)backforward Skip to next chapter 19Communication guidelines: wordmark (cont.)Adhere to the specifications in thesestandards and use qualified vendors andreliable reproduction methods to ensureconsistency of colors. The CMYK mixes arebased on media tests using coated stock.The mixes may need to be adjusted to suityour process.HP Vivera wordmark:print and webspecificationsHP Vivera Inks color palette: print specifications chartColor nameCMYK equivalentVivera MagentaVivera Light BlueVivera Green0c100c60c100m0m0m0y0y100y0k0k0kFor all communications that will bedisplayed onscreen or on the web, refer tothese RGB and HEX color formulas. Theyhave been developed for the best fidelity ona variety of screens.Vivera YellowVivera Dark BlueVivera RedVivera Black0c 30m 100y 0k100c 0m 0y 40k0c 100m 80y 0k0c 0m 0y 100kHP Vivera Inks color palette: web and screen specifications chartColor name web-safe (HEX) R G BVivera Magenta FF0066 240R 3G 127BVivera Light Blue 0099CC 0R 160G 198BVivera Green 669933 102R 184G 33BVivera Yellow FF9900 255R 179G 0BVivera Dark Blue 006666 0R 96G 119BVivera Red FF0000 252R 0G 25BVivera Black 000000 0R 0G 0B

HP Vivera Style Guide > contents > COMMUNICATIONS GUIDELINES (CONT.)backforward Skip to next chapter20Communication guidelines (cont.)Ink PackagingHP Vivera ink packaging follows standardized design templatesin order to ensure consistency across multiple products andpackage structures. The layout and information hierarchy of thesepackages may not be changed, and placement of the HP Viverawordmark is immutable.The primary color for all ink supplies packaging is HP MediumBlue. Secondary color is used to aid select-and-buy for portfolioofferings such as high-volume and performance SKUs. Theassigned secondary colors are intended to avoid colorassociations between families of ink packaging and individualprinter subbrands. As such, HP Green and HP Red (used for highvolumeand performance SKUs, respectively) are not printersubbrand colors.Printer packagingThe HP Vivera wordmark appears on associated printer packaging.Placement of the wordmark is consistent across subbrands. Thewordmark is placed on the front panel, in conjunction with supplies“attach” imagery and messaging, as shown.

HP Vivera Style Guide > contents > HP Vivera in usebackforward Skip to next chapter 21HP Vivera in useThis section shows HP Vivera in use across avariety of communication applications suchas packaging, advertising and interactive.These examples are best practices, intendedto inspire your marketing efforts. In creatingnew marketing materials, be sure to followexisting templates and guidelines. Additionalexamples will be added as theybecome available.HP Vivera onproduct nameplate

HP Vivera Style Guide > contents > HP Vivera in use (cont.)backforward Skip to next chapter 22HP Vivera in use (cont.)HP Vivera inadvertising

HP Vivera Style Guide > contents > contacts AND resourcesbackforward Skip to next chapter 23Contacts and resourcesContactsIPG Supplies Brand ManagerArlene King208.396.6238arlene.king@hp.comIPG Worldwide Imagery ManagerRandy Stepon208.396.4598randy.stepon@hp.comIPG PackagingMelinda Creswick541.715.3817melinda.creswick@hp.comWorldwide AdvertisingEmmanuel Klotz+33.47614.4120emmanuel.klotz@hp.comResourcesIPG communication resources are located on an internal HP-only site(http://ipgsmo-gtm.corp.hp.com) and include:• IPG Brand Architecture• IPG Brand Frequently Asked Questions• IPG Naming Process and Decision Model• IPG Model Numbering Guide• IPG Supplies Guide to Terms & StyleMany branding and communication resources are available through the HPOne Voice 2 Brand Resource Center (http://www.hp.com/go/onevoice).This site requires a password and training before entering and is accessibleto approved partners outside of HP. Here are a few examples of what youwill find on the OV2 brand site.• HP Brand Identity Standards• IPG Subbrand and Ingredient Brand Style Guides• IPG Messaging and Copywriting GuideIn addition there is an HP-only internal brand communications site(http://communications.corp.hp.com/bmc/guidelines.htm) where manytools and guidelines are located. Examples include:• HP Product Naming Guidelines• HP Brand Templates and Tools• Product Design, Interaction and User Interface Guidelines• Web Standards for hp.com• Trademark and Logo Usage GuidelinesHP CRL Image and Video Library(http://www.hp.com/go/crlimages)

HP Vivera Style Guide > contents > glossary of termsbackforward Skip to next chapter 24Glossary of termsBrand architecture - An organizing structure of the brandportfolio that specifies brand roles and the nature of relationshipsbetween brands.Branded differentiator - A branded feature, ingredient, serviceor program that creates a point of differentiation for a brandedoffering that is meaningful for customers and merits activemanagement over an extended period of time.Branded element - An element in the overall brand architectureportfolio that is branded including subbrands, ingredient brandsand branded differentiators.Copy - Text that has been written in a final form for externalcommunications to a specific audience in a specific communicationsvehicle (i.e., the words we use to communicate with our customers,partners, investors and each other). HP research shows that copywritten in a relevant and reassuring manner is more likely to aidthe sale.Customer segment - A group of customers with similar characteristics thatare also significantly different from other groups in the same model.Endorser brands - Give credibility and substance to the offering andare usually organizational or parent brands.Ingredient brand - A type of branded differentiator that brands theingredient or technology to imply a benefit or a uniquevalue proposition.Master brand - The primary indicator of the offering and the pointof reference. Visually it will usually take top billing.Master brand characteristics - Characteristics that HP hasdetermined uniquely support the HP brand promise: Inspired,Genuine and Trusted.Master brand promise - A Brand Promise is what we stand for (i.e.,the commitment we make to our customers, partners and eachother). It defines the very essence of who we are, what we do andhow we do it. The HP Brand Promise has evolved over time basedon our brand strategy. As of May 2006, the promise at the heart ofthe HP Brand is: “We can help you do that.”Messaging - Phrases that provide guidance for what we want totell the marketplace about a brand, initiative, technology, product,etc. Messaging is the first step in translating our positioning intoa conversation with customers, partners, investors and each other.Messages are not applied literally, word for word, externally, butare instead used to inspire communication through development ofcopy, which is applied through specific communication vehicles.Messages may be regionalized.Product brand - Defines a specific product offering within the brandportfolio. Product brands fit with and support the master brand andreceive limited investment.Subbrand - Modifies the associations of a master brand, whichremains the primary frame of reference. Subbrands can addassociations, a brand personality and even energy – and in doingso, stretch the master brand into new markets, segments, etc.Subbrand role - The strategic purpose for an element of the brandarchitecture (e.g., master brand, subbrand, endorser brand, productbrand, branded differentiator or ingredient brand); the reason itexists; what it is/what it does.Subbrand scope - The extent to which the branded element spansproduct categories and markets and the value spectrum, now and inthe future.Subbrand persona - The traits that define the subbrandedelement’s voice, character and unique identity as part of theHP brand system.Subbrand positioning - Positioning articulates how a companywants their target customers to think and feel about a brand.It should create a unique image or identity in the minds of thecustomers. It is expressed relative to the position of competitorsand can include both functional and emotional benefits. Ultimately,positioning is about cultivating difference and relevance at everyopportunity – from product development to customer touchpoints– to create loyal and committed customers.Subbrand product families - The specific product categories thesubbrand covers, now and in the future.Target customer - The customers to whom the branded element ismarketed and for whom the products are designed; the target mustrepresent adequate size and profitability and will map to the go-tomarketworldwide segmentation.Value proposition - An internal statement summarizing thecustomer targets, competitor targets and the core strategy for howone intends to differentiate one’s product from the offerings ofcompetitors. The value proposition should answer the question:“Why would I buy this product?” for the customer.

HP Vivera Style Guidebackforward Skip to next chapter 25© Copyright 2006 Hewlett-Packard Development Company, L.P.rev. 1 10/2006