HP Resurrects ’90s OmniBook Branding, Kills Spectre and Dragonfly

HP announced today that it will resurrect the “Omni” branding it first coined for its business-oriented laptops introduced in 1993. The vintage branding will now be used for the company’s new consumer-facing laptops, with HP retiring the Spectre and Dragonfly brands in the process. Furthermore, computers under consumer PC series names like Pavilion will also no longer be released. “Instead, every consumer computer from HP will be called either an OmniBook for laptops, an OmniDesk for desktops, or an OmniStudio for AIOs,” reports Ars Technica. From the report: The computers will also have a modifier, ranging from 3 up to 5, 7, X, or Ultra to denote computers that are entry-level all the way up to advanced. For instance, an HP OmniBook Ultra would represent HP’s highest-grade consumer laptop. “For example, an HP OmniBook 3 will appeal to customers who prioritize entertainment and personal use, while the OmniBook X will be designed for those with higher creative and technical demands,” Stacy Wolff, SVP of design and sustainability at HP, said via a press announcement today. […] So far, HP has announced one new Omni computer, the OmniBook X. It has a 12-core Snapdragon X Elite X1E-78-100, 16GB or 32GB of MPDDR5x-8448 memory, up to 2TB of storage, and a 14-inch, 2240×1400 IPS display. HP is pointing to the Latin translation of omni, meaning “all” (or everything), as the rationale behind the naming update. The new name should give shoppers confidence that the computers will provide all the things that they need.

HP is also getting rid of some of its commercial series names, like Pro. From now on, new, lower-end commercial laptops will be ProBooks. There will also be ProDesktop desktops and ProStudio AIOs. These computers will have either a 2 modifier for entry-level designs or a 4 modifier for ones with a little more power. For example, an HP ProDesk 2 is less powerful than an HP ProDesk 4. Anything more powerful will be considered either an EliteBook (laptops), EliteDesk (desktops), or EliteStudio (AIOs). For the Elite computers, the modifiers go from 6 to 8, X, and then Ultra. A Dragonfly laptop today would fall into the Ultra category. HP did less overhauling of its commercial lineup because it “recognized a need to preserve the brand equity and familiarity with our current sub-brands,” Wolff said, adding that HP “acknowledged the creation of additional product names like Dragonfly made those products stand out, rather than be seen as part of a holistic portfolio.” […]

As you might now expect of any tech rebranding, marketing push, or product release these days, HP is also announcing a new emblem that will appear on its computers, as well as other products or services, that substantially incorporate AI. The two laptops announced today carry the logo. According to Wolff, on computers, the logo means that the systems have an integrated NPU “at 40+ trillions of operations per second.” They also come with a chatbot based on ChatGPT 4, an HP spokesperson told me.

Read more of this story at Slashdot.