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HP Customer Reference Program
Success story standardsFebruary 2005One Voice
To create compelling HP success storiesin our brand identity, you must first follow afew simple steps.
Overview1. Read the new HP brand standards, which explain
our business and brand direction, our look and feel and thecore elements of our identity system: composition, photogra-phy, graphics, illustration, the HP invent logo, the +hp graph-ic device, color, typography and our approach to content. The brand standards are available athttp://h30060.www3.hp.com/onevoice.
2. Review page 6 (thumbnails of the regular story templates)and page 7 (thumbnails of the enterprise story templates)to select the pages that best meet your communication
needs. Bundled with this PDF are QuarkXPressTM templates for regular and enterprise stories – US and A4 sizes – containing master pages that correspond to each of thepage options you have selected.
3. Read the following success story standards, which providedirection on how to apply and implement the new templates.
4. You will need to use a front cover, a back cover and possibleinside page(s).
5. You will need to choose one dominant color for your customer success story from the HP color palette.
Consider choosing a color complementary to that of the customer logo/photo(s) you are using. To change thedominant color in the template, edit the “dominant color”swatch in the template file to correspond with your chosenPMS color. This will automatically change all color fields andmaster page settings to the new color. If you are using a tem-plate with a color version of the +hp graphic device, you willneed to import the artwork created in the dominant color ofyour piece from the files included with this download.
6.Photos in the templates are for placement only. Images mustbe approved imagery from the HP Brand Resource Library.Exceptions must be reviewed by corporate brand, meet OVstandards for look and feel, and also be relevant to the cus-tomer solution/success – not just for decoration. Selectapproved photography from the HP Creative ResourceLibrary (CRL) at www.hp.com/go/crlimages. For usage guidelines, refer to the HP brand standards athttp://h30060.www3.hp.com/onevoice.
7. Keep PDF files under 150KB.
Table of Contents
The HP success story 3
Information placement 4
Word count 5
HP non-enterprise success story templates 6
HP enterprise success story templates 7
Treatment of customer logo 8
Typography 9
HP color palette 10
Legal disclaimer information 11
Contact information 12
3
The HP success story
A customer success story is used to highlight the business and tech-nology challenge faced by a customer, and the solution deliveredby HP through the combination of HP products, services and solu-tions. A success story can also describe the role that an HP part-ner(s) served in the customer engagement.
A success story is benefit focused rather than technical features oriented. As such, a success story should not contain an exhaustive list of technical specifications of HP tech-nologies, services or solutions, but instead tell a story of how HPpartnered with a customer to solve a problem.
AudienceSuccess story audiences include enterprise, public sector, SMBand consumer customers; as well as resellers, retailers, the HP sales force and other employees.
ObjectiveHighlight the challenge of a specific customer and the solution delivered through the combination of HP products, servic-es and solutions.
The modular template-based system greatly simplifies the process of designing a success story. Templates are pre-designed in QuarkXPressTM for easy use by creative and pro-duction teams. To maintain consistency across collateral andensure appropriate use of our brand elements, do not reposition orredesign graphic elements in the templates.
HP logos have been built into the templates; no additional HPlogos are necessary. Partner logos may be used at the end of thedocument and should be in grayscale.
4
HP success story information placement
To create a QuarkXPressTM file that produces a PDF final document, use the text in the MS Word document provided by the writer of the success story that should contain the following information:
A. Customer success story title
B. Optional secondary title
C. Leading quote attributed with a name and title
D. Story (company overview, challenge, solution, results)
E. Contact details (if provided) Full company name, contact name or department, headquarters, telephone, URL
F. Bulleted solution overview• Challenge• Solution• Results
G. Bulleted solution components (optional, used as a sidebar or at the end of the copy)• Hardware• Software• HP Services
H. At a glance (optional, used as a sidebar or, at the end of the copy)
I. Call to action
J. Part number (if provided), month/year
K. Legal disclaimer (see page eleven)
L. Partner logo (optional)
A customer company logo (.eps, .ai, or .jpg of at least 150 dpi) should be obtained by the writer during the customer story approval process. See page eight for customer logo standards.
HP success story PDF document
AB
C
D
E
F
G
I
JK
H
partner logo
L
5
HP success story word count
Each section of the success story will vary in length. These wordcounts are intended for writers and graphic designers guidanceonly.
two line title: 8 words
main quote: 42 words
two and one-halfpages story using one
photo: 1,425 words
solutionshardware: 17 wordssoftware: 12 wordsHP services: 16 words
solution overviewchallenge: 38 wordssolution: 11 wordsresults: 28 words
for more information:23 words
legal: 62 words
success story A - 3 pages
success story B - 2 pages
two pages story: 775 words
main quote:32 words
secondary title: 5 words
title: 7 words
solution overviewchallenge: 20 words
solution: 45 wordsresults: 30 words
contact details: 20 words
6
HP non-enterprise success story templates
The success story design templates (US and A4 size) are based on a modular system of pre-designed page types – front covers, inside page(s) and back covers – that can be combined with each other to accommodate a wide variety of content. You can choose from various design options for both, regular and enterprise stories.
Front and back coversUse these templates to create the front and back covers for the customer success story. The templates offer a range of options that use the +hp to create front and back covers with impact. The majority of the story will be told through the body copy on the front and back covers.
Inside page(s)Since the majority of the customer success story is told on the front and back covers, the inside pages serve as asnapshot of the story. The objective of this page(s) is to provide a summary of the customer challenge, the solution delivered by HP, and the resulting technology and business outcome for the customer. The content on this page(s) should be formatted to allow the reader to digest the highlights of the customer engagement quickly and easily.
PhotosSelect photos that works best with the content of the customer success story and target audience. Allphotography must meet One Voice standards available athttp://h30060.www3.hp.com/onevoice.Approved photos can be downloaded from the CRL at http://www.hp.com/go/crlimages. When possible, reduce size and shape of photos to produce a PDF file not larger than 150 KB.
front
cove
rsback
cove
rsin
side
pages
regular story thumbnails
7
HP enterprise success story templates
Use the word “change” before the “+hp” sign on the front coverof enterprise stories. This is the only difference between the non-enterprise and the enterprise templates. fr
ont
cove
rsback
cove
rsin
side
pages
enterprise story thumbnails
8
Treatment of customer logo
The customer’s logo should only be placed on the cover oppositethe +hp, using one of the front cover choices. When a customerlogo does not exist, write the customer company name using HPFutura Heavy, 24 pts.
When requesting a customer logo, ask for:
Photoshop TM files• at least 150 dpi (CMYK or RGB) JPG files
Illustrator TM or FreehandTM files• .eps or .ai files, all text converted to paths
Do not alter customer logo.
Samples of customer logos
9
Typography
Use only the HP Futura typeface, downloaded athttp://h30060.www3.hp.com/downloads/hp_fonts.asp.The most common font styles are HP Futura Book for body text andheadlines and HP Futura Heavy for subheads. Use HP Futura Lightfor large positioning statements.
Font colorsAs you will see in the success story design templates, editorial textis primarily printed in black. Pull quotes, headlines, messaging textand callouts can be printed in black, the dominant color of apiece or reverse to white against a color field. Colored text shouldnever be used over a dominant color field.
Type on photographsType is never set against photographs and should not be added tophotos in the templates.
FuturaA B C D E F G H I J K L M
N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n
o p q r s t u v w x y z
12 3 4 5 6 7 8 9 0
10
HP color palette
Consider choosing a color complementary to that of the customer logo you are using. Use one dominant color for yourstory. Colors must be used at 100%, not screened.
Dominant colorsHP Dark Red - PMS 704HP Magenta - PMS 214HP Orange - PMS 158HP Yellow - PMS 130HP Brown - PMS Warm Gray 10HP Green - PMS 376HP Dark Green - PMS 5477HP Dark Blue - PMS 289HP Medium Blue - PMS 640HP Light Blue - PMS 311
Supporting neutral colorsHP Black - PMS Process BlackHP Dark Gray - PMS Cool Gray 9HP MediumGray - PMS Cool Gray 5HP Light Gray - PMS Cool Gray 2
Adhere to the specifications in the HP brand standards.
PANTONE is a registered trademark of Pantone, Inc.
Dominant colors
Supporting neutral colors
11
Legal disclaimer information
A universal HP disclaimer statement is positioned on the backcover of every success story. It should not be moved or deleted.This statement should be no smaller than 7pt size.
If you are in a region or country that requires localization for specific country requirements, consult your local HP legal counsel.
The copyright date should be the year the work was originallypublished and, if applicable, the year of the most recent revision(e.g., © Copyright 2005, Hewlett-Packard Development Company,L.P.). For space-constrained pieces, the word “Copyright” may beomitted.
No HP trademark notice is required, nor is any acknowledgmentof another party’s trademarks unless we are contractually obligated to do so (e.g., Microsoft or Intel MDF program commitments). See the Trademarks website athttp://legal.hp.com/patenttm/tradeack.htmfor the list of such marks (only available to internal HP users).
Mandatory disclaimer© Copyright 2005 Hewlett Packard Development Company, L.P.The information contained herein is subject to change withoutnotice.
disclaimer/legal information
12
Contact information
Submit questions about success story design standards and template production via email [email protected] or contact the appropriate person from the contact list on the right.
Contact Telephone E-Mail
HP Customer Reference Program (CRP)
Kenneth Darby +1 407-227-0906 [email protected] Reusch +1 978-506-5202 [email protected] Peeters +1 408-285-9231 [email protected]
Collateral design
Ellen Maly +1 508-467-2377 [email protected]
The HP Creative Resource Library
John Costes +1 603-472-8923 [email protected] Lutz +1 281-514-4799 [email protected]
HP brand identity
Bryan Stahmer +1 650-857-6540 [email protected]
February 2005
