HP unveils new brand identity for ‘Compaq’

The new Compaq logo features a combined C and Q together, and resembles a thought bubble, signifying HP’s philosophy of being futuristic and innovative

Hewlett-Packard (HP) India has launched a new identity for its brand, Compaq. The change in Compaq’s identity is in line with HP’s ongoing strategy to differentiate Compaq Presario from the company’s other brand, HP Pavilion. This will help HP to further differentiate and define Compaq while supporting two distinct brands in the consumer space.

The new Compaq logo features a combined C and Q together. The design resembles a thought bubble which signifies HP’s philosophy of being futuristic and innovative with style and elegance. The logo has also been designed in sync with HP’s vision of educating consumers to look at the PC as an empowerment tool. HP hopes to make the personal computer the third consumer durable in the home.

Satjiv Chahil, senior vice-president, global marketing PSG, Hewlett-Packard, says, “The CQ thought-bubble will add new dimensions to the current ‘Kal Tumhara Hai’ campaign created by Publicis India, bringing the empowerment proposal to the forefront for Compaq.”

The Compaq ‘Kal Tumhara Hai’ campaign featuring film star Shah Rukh Khan aims to educate consumers about the empowerment proposition tool that will further help an individual achieve more in life. Now with the new logo, the campaign will continue to be supported with a 360-degree approach, including traditional, web and viral marketing elements.

HP has a market share of 21.2 per cent in the PC space and 40.9 per cent in the portables space. By introducing Compaq’s new range with the new logo, HP hopes to strengthen its portfolio further by expanding the category and offering consumers must-have technology. By the end of the current financial year, HP aims to expand its retail footprint across 500 cities.