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Voice & Tone

This is the substance and texture. The specifics of language and rhythm. The poetry in HP's personality.

Voice & Tone

Voice is solid and constant. Tone is fluid and adaptative. Together, they are the grit and context that makes us distinct. 

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 voice and tone is how you do it right. 

Brand Attributes

Brand attributes provide distinction. They dictate word choice. They drive rhythm and cadence. 

When our language embodies our brand attributes, we ensure that the poetry of HP’s brand personality stays authentic and consistent: Driven, Uplifting, Imaginative, and Inclusive.

Driven

Attribute definition 

We embrace reinvention. We push for progress. Not to win, but to make the world better for everyone, everywhere. 

 

Defining action

Focusing on the emotional benefits of our reinventions and innovations. Not celebrating the fact that we made them. 

 

Expressions

  • Active language (active vs. passive verbs/tense) 
  • Fresh content and tone 
  • Modern, forward-thinking imagery

Uplifting

Attribute definition

We are upbeat. Energetic in thought, action, and creation. 

 

Defining action 

Unearthing the most interesting, engaging nugget in whatever topic, event, or piece of creativity we create. 

 

Expressions 

  • Crisp, concise language 
  • Optimistic content and tone 
  • Vivid imagery

Imaginative

Attribute definition

We are creative. We approach things in unexpected ways. 

Defining action

Taking informed risks to create the most amazing, unprecedented experiences. 

Expressions

  • Smart, creative language 
  • Touches of humor in content and tone 
  • Unexpected imagery

Inclusive

Attribute definition 

We care. For everyone. Anyone and everyone with an open heart and open mind has a seat at our table. 

Defining action 

Infusing everything we do with warmth and realness. Approachable and welcoming language and creative. 

Expressions 

  • Empathetic language 
  • Authentic content and tone 
  • Down-to-earth, approachable imagery 

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
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