HP set out to release a new, revolutionary product. Their goal is to merge the digital and physical world, and bring creativity to everyone — all as a way to position themselves above cutting edge technology. Iterations came first with the name Cre-8, and later the name changed to Sprout. Logo designs ranged from script, dimensional, stenciled modular pieces, and ended up being custom typeset and manipulated from HP’s exclusive brand typeface. Art direction was developed and brand guidelines were defined around to bringing the new product to life and giving it a branded world of its own. Created with 180LA. Go ahead and purchase one Here!