HP - it’s big, but it’s no Apple; perhaps partly due to the brand, which always seemed to lack the necessary sense of pride and excitement to engage its audience and instill loyalty. Ending 2011 on a high note, this aspirational rebrand, based on a slash angled at 13°, encourages a new way of seeing the company and its products. According to the agency responsible for the design, “13° represents HP’s spirit as a company, driven forward by ingenuity and optimism about the future and a belief in human progress”. That’s more like it!