HP, which has split into two companies, has revealed the new logo for its consumer electronics business with the launch of a new ultra-thin laptop, enigmatically named Spectre.
In 2014, HP announced plans to split into two companies: Hewlett-Packard Enterprise, which will focus on servers and software, and HP Inc, a PC and printing company.
The latter company is stepping up its game in the notebook space and is specifically taking on Apple’s MacBook and MacBook Air line-ups with a new, sleek device called Spectre.
Starting at around $1,317, the computer is 10.4mm thin and can draw on either the Intel Core i5 or i7 processors. Weighing just 2.45 pounds, the machine has a 13-inch screen and is 10.4mm thick.
It also features a backlit keyboard and a piston hinge design.
An edgy new look for HP
The new HP logo is italicised, consists of a few vertical slashes and gone is the full written-out Hewlett Packard brand. It is understood that the new branding will be reserved for HP’s premium laptops.
It is understood to have been a previous design that was abandoned prior to the split because it was deemed too aggressive.
However, the world’s biggest PC maker clearly wants to win back momentum in the laptop market and it has Apple in its sights.
Apple has been clearly winning ground with its Mac products against PCs and is pitching its new iPad Pro line-up as the ultimate PC replacement.
Clearly, HP can’t stand for that and is coming out of the traps fighting.