Does a brand become stronger by erasing its own name? HP seems to believe so as it quietly removes its legendary two-letter logo from the lids of its most powerful machines. The computing giant is effectively retiring the “HP Omen” moniker in favor of “HyperX,” a name previously reserved for headsets and keyboards. This strategic pivot unifies the company’s entire gaming portfolio under a single identity in a move reminiscent of Dell’s separation of Alienware.
• HP is removing its own name from gaming laptops
• The Omen line is being rebranded under the HyperX banner
• The strategy mirrors Dell’s approach with Alienware
This consolidation brings together two distinct lineages with deep roots in enthusiast culture. The Omen name originated from the acquisition of Voodoo PC in 2006 while HyperX began as a memory sub-brand for Kingston Technology before entering the peripheral market. HP acquired the HyperX accessories line in 2021 and has now decided to elevate it to the status of a comprehensive ecosystem. The CES 2026 announcement confirms that future desktops, monitors, and laptops will all share this single badge.
• Omen traces its roots back to Voodoo PC
• HyperX started as a memory brand before HP acquired it
• CES 2026 marks the unification of these product lines
Three distinct laptops mark the debut of this unified era. The entry point is the HyperX Omen 15 which packs a surprising amount of heat into a compact chassis. It features Nvidia GeForce RTX 50-series GPUs and a choice between high-refresh OLED or IPS panels. Competitive players will appreciate the specialized keyboard with an 8,000Hz polling rate and a novel cooling system designed to prevent dust accumulation without manual maintenance.
• The HyperX Omen 15 features RTX 50-series GPUs
• Users can choose between OLED or IPS display panels
• A new cooling system prevents dust buildup automatically
Performance enthusiasts looking for more raw power have two larger options. The standard Omen 16 pushes total power to 200W while introducing a sustainable chassis built from ocean-bound plastics. At the absolute peak sits the Omen Max 16 which utilizes a triple-fan cooling array to tame the heat generated by a massive 300W power draw. Top-tier configurations of the Max model include the formidable RTX 5090 and a blindingly bright 1,100-nit OLED display.
• The Omen 16 uses sustainable materials and 200W of power
• The Max 16 features a triple-fan setup and RTX 5090
• Top models include an ultra-bright 1,100-nit screen
Potential buyers will have to exercise patience regarding the financial specifics of these machines. HP has remained silent on pricing structures and release dates despite finalizing the hardware specifications. Industry watchers are now waiting to see if this rebrand is merely cosmetic or if it signals a deeper shift in engineering philosophy. Reviews later this year will ultimately determine if the HyperX badge can carry the weight of an entire PC gaming division.
• Pricing and release dates remain unannounced
• Hardware specs are final but costs are unknown
• Future reviews will test the success of the rebrand
Via: PC Mag
