Here’s A Look At New HPE Brand Logo That Replaces Hewlett Packard Enterprise Tag
Here is a look at the new rebranding that replaces the 10-year-old Hewlett Packard Enterprise name tag with the “bold” new HPE logo.
Hewlett Packard Enterprise Executive Vice President, Chief Marketing and Communications Officer Jennifer Temple said her company’s new logo and brand reflects the future.
“It’s modern, focused, and aligned to what ambitious organizations need: expertise, ingenuity, and the ability to integrate and scale — no matter the challenge,” said Temple in a blog post announcing the rebranding.
“As the world evolves, so does our technology,” said Temple. “As HPE approaches its 10-year anniversary, it's time we evolve how we show up too. Today, we debut a new brand. It’s a sharp expression of who we are, how we work, and the transformative impact we deliver for our customers every day.”
The new branding features a “cleaner, sharper logo - simple, assured, and sophisticated,” said Temple.
The rebranding features updated typography and colors for the new HPE logo that includes the signature HPE green element as part of the “E.”
The new branding reflects HPE’s advancements in “AI, hybrid cloud, and networking” which have made the hybrid cloud AI powerhouse an “essential partner in the AI era,” said Temple.
“With five of the world’s top 10 supercomputers — including El Capitan at #1 — we’re leading the way in AI-driven computing worldwide,” she wrote in the blog. “Our new brand reflects that future. It’s modern, focused, and aligned to what ambitious organizations need: expertise, ingenuity, and the ability to integrate and scale — no matter the challenge.”
Here is a look at the HPE rebranding.
The Old To The New
The “bold” new HPE logo (on the right) in all capital letters with the traditional green element as part of the “E” replaces the traditional, full-name Hewlett Packard Enterprise brand with the green element above it.
The new brand launches today June 12 on HPE’s website, social media channels, and with new digital signage, digital advertising and demand-gen marketing materials.
The capital letters of the “bold” HPE brand show “confidence and strength” that is matched with the company’s new “verbal identity” that declares HPE as the “partner that unlocks your ambition – as a leader, a doer, a visionary or a changemaker,” said HPE Vice President of Brand, Culture and Creative Paula Berg.
‘We Wanted Something That Really Stood Out’
The new HPE logo – which is the culmination of 18 months of work on a new brand- is aimed at providing something that was simple and “really stood out.”
“When we were thinking about what we wanted for this next iteration, we wanted something simple,” said HPE’s Berg. “We wanted something that really stood out!”
The new brand defines HPE as the leader in “essential enterprise technology, bringing together the power of AI, cloud and networking to help organizations achieve more”
Here is an example of how the new brand stands out in a keynote setting with HPE CEO Antonio Neri, helped lead the creation of the new branding.
Neri studied art for nine years and was a professor of drawing and painting, “Our CEO loves it,” said Berg of the new logo and rebranding.
The old Hewlett Packard Enterprise brand would sometimes get lost in a “sea of logos,” said HPE’s Berg.
Here is a look at how the new HPE brand stands out in sharp contrast to the old logo on a Mercedes-AMG Petronas F1 driver’s jumper.
The old Hewlett Packard Enterprise full name logo was a “mouthful” that took up a “lot of space” on displays at big events where HPE was looking to stand out, said Berg.
“In a big stadium if you see it, it doesn’t always read well from a distance,” she said. “On a small screen it doesn’t always read well in a sea of logos because it is so big.”
A New Greenlake By HPE Logo
The old block-like Hewlett Packard Enterprise GreenLake logo is being replaced by a sleek new “greenlake by HPE” logo with a lowercase “greenlake” featuring the green element as part of the small “g” combined with the eye catching new HPE logo.
“GreenLake is the cloud that delivers a complete unified experience for hybrid workloads,” said Berg. “We’re seeing an increased appreciation for GreenLake in our hybrid solutions. So we think this mark is going to help us better communicate that this is a flagship brand and a driver of our future.”
The Green Rectangle Will Be Used On Products Without The HPE Logo
HPE will maintain the green rectangle element, which has become synonymous with Hewlett Packard Enterprise, on its products without the HPE logo (see above).
“The element remains in its full form as part of our system so it will stay as the singular jewel on our products,” said Berg. “That will be an easier lift for manufacturing and supply chain. So nothing changes there.”
Berg said it was no small task to get the green rectangle trademarked when HPE came out as a separate company a decade ago. “We wanted to keep that and lean into it,” she said.
Neri insisted the green element should remain on the HPE products.
“He loves it,” said Berg. “He has good instincts and decided it should stay as is. It is pretty iconic if you look at it.”
The HPE Brand Rollout Schedule
The new brand launches today June 12 on HPE’s website, social media channels, and with new digital signage, digital advertising and demand-gen marketing materials.
Besides the new logo, the rebranding includes a new verbal identity and a new culture blueprint.
The new HPE brand logo will be on full display at HPE Discover from June 23 – 26 in Las Vegas at the Venetian Convention and Expo Center and at the Sphere entertainment arena. In addition, it will be displayed on the iconic sphere exterior and will be featured in HPE CEO Antonio Neri’s Sphere keynote.
The official global activation of the new HPE brand logo with partners will take place on August 18 with new marketing materials and assets that will be in place for partner co-marketing campaigns and new training for partners on the new branding.
HPE said the message to partners on the rebranding is clear: “We’re in this together and we want to do everything we can to make us both successful. We want to make this as easy and mutually beneficial as possible.”
Kathleen Kinka, chief marketing officer for Comport Consulting, No. 231 on the 2025 CRN SP500, said she is a “fan” of the new HPE brand which she called simple and yet also comprehensive.
"Ten years in our business is a long time,” she said. “It was a time for a refresh. HPE is a different company than it was 10 years ago. It’s unifying and showcases HPE as the only company that is a platform company that has end-to-end capabilities. The new brand reflects that capability.”
Kinka said she was particularly impressed with the thoughtfulness and preparation that took into consideration the role of partners in the rebranding effort. “They really thought about it from the point of view of the partner with regard to how long it would take us to make changes,” she said.