Today’s most recognizable brands as if they had been born somewhere between arcade machines and VHS tapes.

‘It’s a pretty big change, a big deal,’ says HPE Vice President of Brand, Culture and Creative Paula Berg. ‘Our name as a company remains Hewlett Packard Enterprise of course, but our new logo we ...

All three of these corporate behemoths’ updated wordmarks are somewhat heavier than their predecessors, while not representing radical changes. Unlike Walmart’s brutalist look of a generation ago, ...