Hewlett Packard asked us to create the logo for an essential new division of their company, HP Wolf Security. This would be a unique type of sub-brand/co-brand for HP that needed to work with HP logo elements and independently.
The Wolf logo targets a worldwide audience ranging from HP customers buying personal computers to enterprise IT departments making choices at fleet scale across computers, printers, and HP services. The Wolf Security brand traits that would have to project from the logo immediately include vigilance, power, and protection.
With the name Wolf Security as a guide, we designed a logo blending the stare of a wolf with the power of a Spartan battle helmet. Using simple angles in an abstract shape, our designers gave form to a logo that could instantly project the key brand traits of vigilance, power, and protection — and do so across ads, product badging, and all media on a worldwide basis.
The wolf's face stares directly forward with a look that appear intent and resolute without projecting anger or menace. The logo composition draws upon cues from the luxury car industry, conveying a sense of premium value. And the wolf face is incased a circle to comfortably marry its distinctive appearance with the well-established round HP logo.
HP has launched the Wolf Security campaign worldwide. The Wolf logo is being placed on HP products worldwide and appearing in communications across all media. The entire campaign look and feel has been derived from the logo. Wolf Security content elements including security articles, infographics, websites, and videos are now in-market, building HP Wolf Security brand recognition and credibility while making HP known as a cybersecurity leader.