HP Customer Reference Program

Success story standards

One Voice February 2005
To create compelling HP success stories
in our brand identity, you must first follow a
few simple steps.

Overview Consider choosing a color complementary to that Table of Contents

1. Read the new HP brand standards, which explain
our business and brand direction, our look and feel and the
core 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 at
http://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 the
page options you have selected.
3. Read the following success story standards, which provide
direction on how to apply and implement the new templates.
of the customer logo/photo(s) you are using. To change the
dominant color in the template, edit the “dominant color” The HP success story 3
swatch in the template file to correspond with your chosen Information placement 4
PMS color. This will automatically change all color fields and
master page settings to the new color. If you are using a tem- Word count 5
plate with a color version of the +hp graphic device, you will HP non-enterprise success story templates 6
need to import the artwork created in the dominant color of
your piece from the files included with this download. HP enterprise success story templates 7
Treatment of customer logo 8
6.Photos in the templates are for placement only. Images must
be approved imagery from the HP Brand Resource Library. Typography 9
Exceptions must be reviewed by corporate brand, meet OV HP color palette 10
standards for look and feel, and also be relevant to the cus-
tomer solution/success – not just for decoration. Select Legal disclaimer information 11
approved photography from the HP Creative Resource Contact information 12
Library (CRL) at www.hp.com/go/crlimages.
For usage guidelines, refer to the HP brand standards at
http://h30060.www3.hp.com/onevoice.

4. You will need to use a front cover, a back cover and possible 7. Keep PDF files under 150KB.
inside page(s).

5. You will need to choose one dominant color for

your customer success story from the HP color palette.
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 delivered
by 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 HP
partnered with a customer to solve a problem.

Audience
Success story audiences include enterprise, public sector, SMB
and consumer customers; as well as resellers,
retailers, the HP sales force and other employees.

Objective
Highlight 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 and
ensure appropriate use of our brand elements, do not reposition or
redesign graphic elements in the templates.

HP logos have been built into the templates; no additional HP

logos are necessary. Partner logos may be used at the end of the
document and should be in grayscale.

3
HP success story information placement

To create a QuarkXPress file that produces a PDF final

TM
HP success story PDF document
document, use the text in the MS Word document provided
by the writer of the success story that should contain the A
B
following information:

A. Customer success story title

B. Optional secondary title
C
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 D

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 G

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
E
H
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 F
customer story approval process. See page eight for
customer logo standards.

I L
K partner logo

4
HP success story word count success story A - 3 pages

two line title: 8 words

Each section of the success story will vary in length. These word
counts are intended for writers and graphic designers guidance main quote: 42 words
only. solutions
hardware: 17 words
software: 12 words
HP services: 16 words

two and one-half

pages story using one
photo: 1,425 words

for more information:

23 words

solution overview
success story B - 2 pages challenge: 38 words
solution: 11 words
title: 7 words results: 28 words

secondary title: legal: 62 words

5 words

main quote:
32 words

two pages story:

775 words

contact details:
20 words

solution overview
challenge: 20 words
solution: 45 words
results: 30 words

5
 regular story thumbnails

HP non-enterprise success story templates

front covers
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.

inside pages
Front and back covers
Use 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 a
snapshot 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.

back covers
Photos
Select photos that works best with the content of
the customer success story and target audience. All
photography must meet One Voice standards available at
http://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.

6
 enterprise story thumbnails

HP enterprise success story templates

front covers
Use the word “change” before the “+hp” sign on the front cover
of enterprise stories. This is the only difference between the non-
enterprise and the enterprise templates.

inside pages
back covers

7
Treatment of customer logo

The customer’s logo should only be placed on the cover opposite

Samples of customer logos
the +hp, using one of the front cover choices. When a customer
logo does not exist, write the customer company name using HP
Futura 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 Freehand TM files

• .eps or .ai files, all text converted to paths

Do not alter customer logo.

8
Typography

Futura
Use only the HP Futura typeface, downloaded at
http://h30060.www3.hp.com/downloads/hp_fonts.asp.
The most common font styles are HP Futura Book for body text and
headlines and HP Futura Heavy for subheads. Use HP Futura Light
for large positioning statements.

Font colors
As you will see in the success story design templates, editorial text
is primarily printed in black. Pull quotes, headlines, messaging text
and callouts can be printed in black, the dominant color of a
piece or reverse to white against a color field. Colored text should
never be used over a dominant color field. ABCDEFGHIJKLM
Type on photographs
Type is never set against photographs and should not be added to
photos in the templates.
NOPQRSTUVWXYZ
abcdefghijklmn
opqrstuvwxyz
12 3 4 5 6 7 8 9 0

9
HP color palette

Consider choosing a color complementary to that of the Dominant colors

customer logo you are using. Use one dominant color for your
story. Colors must be used at 100%, not screened.

Dominant colors
HP Dark Red - PMS 704
HP Magenta - PMS 214
HP Orange - PMS 158
HP Yellow - PMS 130
HP Brown - PMS Warm Gray 10
HP Green - PMS 376
HP Dark Green - PMS 5477
HP Dark Blue - PMS 289
HP Medium Blue - PMS 640
HP Light Blue - PMS 311

Supporting neutral colors

HP Black - PMS Process Black
HP Dark Gray - PMS Cool Gray 9
HP MediumGray - PMS Cool Gray 5
HP Light Gray - PMS Cool Gray 2

Adhere to the specifications in the HP brand standards.

Supporting neutral colors

PANTONE is a registered trademark of Pantone, Inc.

10
Legal disclaimer information

A universal HP disclaimer statement is positioned on the back

cover 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 originally
published 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 be
omitted.

No HP trademark notice is required, nor is any acknowledgment

of another party’s trademarks unless we are contractually
obligated to do so (e.g., Microsoft or Intel MDF program
commitments). See the Trademarks website at
http://legal.hp.com/patenttm/tradeack.htm
for 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 without
notice.

disclaimer/legal information

11
Contact information

Submit questions about success story design

standards and template production via email to
Contact Telephone E-Mail
tracy.reusch@hp.com or contact the
appropriate person from the contact list on the right. HP Customer Reference Program (CRP)

Kenneth Darby +1 407-227-0906 kenneth.darby@hp.com

Tracy Reusch +1 978-506-5202 tracy.reusch@hp.com
Margie Peeters +1 408-285-9231 margie.peeters@hp.com

Collateral design

Ellen Maly +1 508-467-2377 ellen.maly@hp.com

The HP Creative Resource Library

John Costes +1 603-472-8923 john.costes@hp.com

Judie Lutz +1 281-514-4799 judie.lutz@hp.com

HP brand identity

Bryan Stahmer +1 650-857-6540 bryan.stahmer@hp.com

February 2005 12