HPE Debuts ‘Bold’ AI Era Brand With New Logo, Launches Massive Rebranding Campaign

‘It’s a pretty big change, a big deal,’ says HPE Vice President of Brand, Culture and Creative Paula Berg. ‘Our name as a company remains Hewlett Packard Enterprise of course, but our new logo we think mirrors the shorthand that people use to talk about us, most people just say HPE.’

Hewlett Packard Enterprise is marking its 10th anniversary as an independent company with a massive rebranding campaign that replaces the traditional Hewlett Packard Enterprise longhand with an eye-catching new HPE logo.

The “bold” new HPE logo 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.

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 new brand comes 10 years after the legendary Silicon Valley crown jewel Hewlett Packard was split into two companies: Hewlett Packard Enterprise, which took hold of the original company’s enterprise products, and HP Inc. which is focused on PCs and printers.

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.

Even with the massive rebranding with the HPE logo signaling the company’s advancements in AI, hybrid cloud and networking as an “essential partner in the AI era” the full Hewlett Packard Enterprise name will continue to be used to identify the company.

“It’s a pretty big change, a big deal,” said Berg in an interview with CRN. “Our name as a company remains Hewlett Packard Enterprise of course, but our new logo we think mirrors the shorthand that people use to talk about us, most people just say HPE.”

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. So when we were thinking about what we wanted for this next iteration, we wanted something simple. We wanted something that really stood out!”

HPE has also unveiled a new GreenLake logo with the old HPE GreenLake logo 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.

HPE will maintain the green rectangle element, which has become synonymous with Hewlett Packard Enterprise, on its products without the HPE logo.

Neri, who studied art for nine years and was a professor of drawing and painting, helped lead the creation of the new branding. “Our CEO loves it,” said Berg of the new logo and rebranding.

Berg said the new branding recognizes the “rapid adoption of AI” and the power of HPE’s AI, hybrid cloud and networking portfolio. “HPE today should be synonymous with AI, cloud and networking the way we were synonymous with printers, servers and storage in a previous era,” she said. “We’re the partner that customers want and need right now. They are telling us they are looking for this holistic, high-impact, innovative partner to navigate the AI era. They want a partner they can trust to scale across their organization. They want all their tech in one place. They want a seamless integration into their environment. We are that company. We are made for this moment.”

The new branding campaign is a culmination of 18 months of work to deliver the new branding that “clearly defines who we are now and sends a strong signal to all of our stakeholders that HPE is an essential partner for the AI era,” said Berg.

HPE Executive Vice President, Chief Marketing and Communications Officer Jennifer Temple said in a blog post that the new HPE visual is a “bold expression of HPE today and the future” the company is shaping.

“Our advancements in AI, hybrid cloud, and networking have made us an essential partner in the AI era,” said Temple in the blog post. “And with five of the world’s top 10 supercomputers — including El Capitan at #1 — we’re leading the way in AI-driven computing worldwide. 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.”

Temple said as the world evolves in the AI era so does HPE’s technology and brand. “As HPE approaches its 10-year anniversary, it’s time we evolve how we show up too,” she said. “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 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.

Kinka said the new branding recognizes HPE as a company that has continually changed and evolved and gotten ahead of the fast-moving technology trends particularly in AI. “HPE has innovative, leadership products in the AI space so customers can quickly get into AI (with HPE Private Cloud AI) and accelerate with services that are packaged. They don’t have to integrate everything. It’s a unifying play and it’s very timely.”

Comport has also evolved its brand, said Kinka, to emphasize- like HPE- the “essential” IT services it provides customers with a full suite of managed services like ComportSecure.

Berg, for her part, said the use of the word “essential” in the HPE corporate description as the leader in “essential enterprise technology, bringing together the power of AI, cloud and networking to help organizations achieve more” is critical.

“We think essential means it is absolutely necessary,” she said. “It is extremely important. It is something you don’t want to live without. We want to be that partner.”