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Tone of voice

The unexpected space where wonder and practicality come together is the distinctive DNA of HP. This is how we talk as a brand; this is our tone of voice.

Brand Tone of Voice

Dave and Bill wanted to make a difference in the world. Their wide-eyed pragmatism created something many considered counterintuitive—a business driven by purpose as much as profit. A company inspired by the possibilities of tomorrow, with a pragmatic plan on how to work toward it today.

This unexpected space where wonder and practicality come together is the distinctive DNA of HP. This is how we talk as a brand; this is our tone of voice.

Whether in an ad, a tweet, a photograph, an email or a video, you are channeling a personality that is the HP brand. You are its avatar. Its storyteller. Utilizing HP’s tone of voice is how you do it right. 

 

Guidance

Straightforward and present

Our voice doesn’t exaggerate or ponder—it’s to the point and clear on what needs to be done today.

  • Be straightforward and to the point.
  • Prioritize writing in the here and now.

Motivated and rigorous

We’re motivated to understand problems, knowing technology can be the answer.

  • Only include what’s necessary and relevant.
  • Be rigorous with the word choice and omit all jargon.

Curious and open-minded

We have an engineer’s mindset—we’re continuously asking questions and experimenting, knowing that’s where unexpected solutions come from.

  • Be direct without being definitive.
  • Our voice comes from an open mind, one that knows there is always more to learn.

Confident and self-asssured

We’re humbly confident, self-assured, and clear on who we are. We know that we don’t need to compromise our values.

  • Our words should have a humble confidence.
  • Our words should be written by someone with an expertise in their field.

Inspired by humanity

We’re full of wonder. We know breakthroughs can be found everywhere— we’re excited by and operate in places far beyond the tech category.

  • We are first and foremost inspired by humanity, and our tone should reflect that.
  • While we make machines, we don’t talk like them.

Writing Style Guide

From the broadest idea to the simplest punctuation, everything we write reinforces and strengthens our brand. From capitalization, preferred spelling, word choice to punctuation, the rules around grammar are lengthy – and we have some preferences specific to our brand. The HP Writing Style Guide addresses them all.

Writing Style Guide

Veneer Software Text Style Guide

Are you writing on-screen text specifically for software applications and digital content? To improve text quality and consistency, consult Veneer Design System’s Software Text Style Guide. The guide has best practices for subjects like capitalization, text emphasis, formatting numbers, and an inclusion section approved by HP’s Diversity, Equity & Inclusion.

Veneer Software Text Style Guide
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