HPE Marks 10-Year Anniversary with Bold new Brand

Hewlett Packard Enterprise Development LP (HPE) announced a new redesigned brand.

• The refreshed identity reflects HPE’s advances in AI, cloud, and networking to help organizations unlock their boldest ambitions
• The rebrand features a sleek new logo and an evolution of our iconic “Element”
• HPE stays true to our values of innovation and partnership while shaping a bold new future

At HPE, we tackle the world’s toughest challenges. From powering autonomous vehicles to enabling medical breakthroughs, our essential technology is behind the scenes of some of the most ambitious innovations on the planet.

As the world evolves, so does our technology. As HPE approaches its 10-year anniversary, it’s time we evolve how we show up too.

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.

A bold expression of HPE today – and the future we’re shaping

Why rebrand? We’re not the same company we were a decade ago when we separated the Hewlett-Packard Company into 2 separate companies – HP Inc. and Hewlett Packard Enterprise – and introduced our brand.

Our advancements in AI, hybrid cloud, and networking have made us an essential partner in the AI era. And with six of the world’s top 10 HPCs – 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.

What’s new? 

• A cleaner, sharper logo – simple, assured, and sophisticated
• Our iconic ‘Element’ in motion – open, agile, and adaptable
• A fresh mark for GreenLake – the cloud for hybrid workloads
• Updated typography and colors – leading with our signature HPE green
• A streamlined digital experience – easier to navigate and grounded in the real work we do

“This is more than just a new look. It’s a bold expression of our purpose, our people, and the impact we’re here to make,” said Jennifer Temple, EVP, chief marketing and communications officer.

“For us, this is more than just a new look. It’s a bold expression of our purpose, our people, and the impact we’re here to make.”

It reflects the values that have guided us since the garage days – innovation, partnership, and a belief that technology should always serve a greater purpose – while also looking ahead.

We’re proud of where HPE has been and even more excited about where we’re going. The AI era is here, and we’re made for this.

Learn more:
Join us at HPE Discover Las Vegas, June 23-25
Tune in for Antonio’s keynote, live from the Sphere
Get a closer look at the design that defines our new brand