Hewlett Packard Enterprise (HPE) is celebrating its 10th anniversary with a striking new brand identity, signaling its transformation and leadership in the AI-driven digital age. The refreshed look, including a sleek new logo and a refined version of its iconic "Element," underscores HPE’s focus on AI, hybrid cloud, and intelligent networking.
HPE emphasizes that the rebrand goes beyond aesthetics—it's a clear articulation of the company’s purpose, people, and the impact it enables. Over the past decade, following its separation from Hewlett-Packard Company, HPE has emerged as a key player in the AI era, powering six of the world’s top 10 supercomputers, including the upcoming leader, El Capitan.
The updated brand reflects HPE’s modern, focused approach, designed to meet the needs of forward-looking organizations seeking expert guidance, scalable solutions, and innovation at speed. It also introduces a more intuitive digital experience to help customers better understand and engage with HPE’s technologies.
Rooted in its heritage of innovation and trusted partnerships, HPE’s new identity positions the company as a driving force in breakthroughs ranging from autonomous vehicles to healthcare. With this transformation, HPE declares it is “made for this moment” in the evolving world of AI.
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