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WE GAIN STRENGTH
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GAIN COURAGE AND CONFIDENCE
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BY EACH EXPERIENCE
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WE WILL TAKE YOU TO THE NEXT LEVEL
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WELCOME TO THE NEW H4
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CONTENTS
[1]
Never Give Up How We Began Our Timeline
[ 2]
New Bravery
18–27
30 32–37
The New Identity
40–41 42–43
Signature Mark Usage
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Misuses
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Color Palette
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Typographic Standards
48–49
Business System
[4]
16–17
The Audience The Antatomy
[3]
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Next Evolution
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Be Bold
58–63
Be Trained
64–77
Be Ready
78–87
Appendix
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Image Credits Source
94–97 98
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“
EVERY MAN TAKES THE LIMITS OF HIS OWN FIELD OF VISION FOR THE LIMITS OF THE WORLD.
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— A RTHUR SCHOPENHAUER, PHILOSOPHER
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NEVER GIVE UP
CHAPTER [ 1 ] How We Began Our Timeline
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[ 1985 ] AM GENERAL ROLLED THE FIRST HUMVEE
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How We Began HUMMER was a brand of trucks and SU Vs that was first marketed in 1992 when AM General began selling a civilian version of the M998 Humvee. In 1998, General Motors (GM) purchased the brand name and marketed three vehicles: the original HUMMER H1, based on the Humvee; and the H2 and H3 models that were based on smaller, civilian-market GM platforms. A lthough the automaker announced two days later that it had been approached with new offers, by April 2010, any sa le became un li kely, as inventor y was depleted and HUMMER dealerships began shutting down . A fter filling a rental car fleet order, the last HUMMER H3 rolled off the line on May 24, 2010. Humvee is a registered trademark of AM General LLC. H U MMER , H1, and H2 are registered trademarks of General Motors Corporation.  
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[ 1985 ] A M General rolled the first Humvee off the assembly line of their new South Bend facilit y. The first HMMWV was a standard Military vehicle.
[ 1992 ] A M Genera l bega n product ion of ver sion s of t he Humvee, called the HUMMER for civilian use. Known as “the world's most serious 4×4,” the vehicle has found favor with com mercia l users who apprciate the value of H U MMER's long life and amazing performance, and individuals who seek the ultimate in toughness and mobility.
[ 1999 ] A M General and General Motors Cor poration finalized an agreement to jointly pursue product, marketing and distribution opportunities for HUMMER. GM acq uired the exclusive ownership of the H U M M ER brand name worldwide and the current HUMMER was renamed the HUMMER H1.
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[ 2002 ] In 2002, AM General began assembling the HUMMER H 2, a new “nex t generation” spor t uti l it y veh icle designed by GM, at a new factory in Mishawaka. GM now has responsibility for marketing and distributing all HUMMERs.
[ 2005 ] The H U MMER H3, an even smaller (5,800 pounds), more fuel-efficient (16 to 20 miles per gallon) vehicle, was released. The following year, GM ended production of the original HUMMER, due to low sales.
[ 2008 ] HUMMER’s viability in the economic downturn was being questioned, and it was placed under review by GM management. Rather than being transferred to Motors Liquidation Company as part of the GM bankr uptcy in 2009, the bra nd was retained by GM , in order to investigate its sale.
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[ 2009 ] A Ch inese ma nu fact u rer a n nou nced that it wou ld acquire HUMMER , pending government approvals, but later withdrew its bid.
[ 2010 ] Reuters reported that the Chinese ministry of commerce had prevented t he dea l , a lt hough a m i n istr y spokesperson denied rejecting the application, which had been stalled for eight months. At the end of February, General Motors announced it would begin dismantling the Hummer brand.
[ 2018 ] HUMMER is good at producing trucks and SUVs, but there was nothing that stood out. However, the new H4 is goi ng to ex pa nd ou r ser v ices a nd products into the next level of design. We will allow our audiences to reach beyond their limits and learn how good they can be.
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THE ESSENCE OF STRATEGY IS THAT YOU MUST SET LIMITS ON WHAT YOU ARE TRYING TO ACCOMPLISH. — M ICHAEL PORTER, AUTHOR
”
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NEW BRAVERY
CHAPTER [ 2 ] The Audience The New Identity The Antatomy Signature Mark Usage Misuses Color Palette Typographic Standards Business System
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The Audience  BRYAN THE ATHLETE_ AGE 25 Br ya n plays professiona l foot ba l l . He was bor n in a farm town, and his father taught him how to play football. During the game season, he has to do many str ict tra i n i ngs to ma i nta i n pea k physica l condition. He wanted to give up many times, so he has to find out how to release his stress, and breakthrough his body's resistance. He loves outdoor activities to relieve stress, and he enjoys staying in nature since he can feel calm and free.
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» DANIEL THE ADVENTURER_ AGE 38 Daniel is a nature, wildlife and landscape photographer who makes his career full of adventure. He likes to travel around the world to discover new spots. He sometimes works in extremely dangerous situations because he wants to shoot incredible photographs. He almost died a few years ago because he was shooting a series of volcanic eruptions at close range, but this experience didn’t change his behavior.
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 TAYLOR THE CELEBRITY_ AGE 31 Taylor is a famous actress. She has been acting for many years. She has many experiences playing differ ent c h a ra c ter s , b ut som et i m es s h e h a s a h a r d time figuring out some of the difficult roles. It takes her a n enor mous a mou nt of time to ma ke a brea kthrough. After filming, she will have a lot of money and free time. She likes to use this money and time to travel around the world and enrich herself to be a better woman.
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» T HOMAS THE BUSINESSMAN_ AGE 56 Thomas is a high tech CEO. His work is busy and stressful. His job is helping the company achieve sucess. He often comes out with some excellent strategies, but sometimes he doesn’t. During the weekend, he likes to go outside and find a way to challenge himself. He would like to pay extra money to enjoy a different kind of trip that only local people know about. He really enjoys the moment, embraces nature and continues to explore himself.
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 JOEL THE WARRIOR_ AGE 33 Joel is a member of the special forces. He has to perform special tasks, reconnaissance, infiltration and anti-terrorism. He seldom stays at home because he has to go on many missions, and most the time he is moving from around place to place. He often faces to ha rsh env i ron ments. He has to dea l w ith physica l a nd menta l su f fering du ring the mission. He loves his country, and he has a duty to keep everyone safe. However, he still does very hard training because he knows there are always new challenges in the future.
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» JASMINE THE FREE SPIRIT_ AGE 35 Jasmine is a freelance graphic designer who usually does her work outside the office. She is ver y independent and she k nows a lot, so she accepts many different kinds of projects to challenge herself. She doesn’t like to restrict her freedom. She likes to do challenging things, and she rarely does what is easy. She enjoys climbing and going on survival camping trips. She doesn’t want to settle down yet because there a re sti l l ma ny u n k now n jou r neys wh ich a re waiting for her.
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] + [ h4]
[ » TIRE IMPRINT
» NEW NAME
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[ ? ] » THE NEW LOGO
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The New Identity HUMMER has been around since 1992, but we did not adopt a logo until 2014. Not much has changed about t he logo over t he yea r s u nt i l n ow. H U M M E R h a s rebranded as H4. We have changed the name from HUMMER to H4 to emphasize that we are moving forward a new direction. The new H4 identity expresses a model of solidity. The logo uses a tire track shape to convey the original brand; the tire track and “H4� are combined to symbolize the new approach while maintaining the essence of the brand identity.
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5.25X
0.5625X
1.125X
1.125X
135 Degree
1.125X 0.5625X 75 Degree 0.5625X
X
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The Antatomy The foundation of the signature mark is the shape of the parallelogram, which influences the logotype that surrounds it. Using an angle of 75 degrees makes the logo look dynamic. The image speaks for itself. It's steady a nd st rong because t he new H4 keeps moving forward.
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Signature Mark Usage HUMMER has been around since 1992, but we did not adopt a logo until 2014. Not much has changed about t he logo over t he yea r s u nt i l n ow. H U M M E R h a s rebranded as H4. We have changed the name from HUMMER to H4 to emphasize that we are moving forward a new direction. » CLEAN SPACE To ma ximize visual effectiveness, nothing should interrupt the empty space around the logo. The width of the per i meter a rou nd the sig nat u re ma rk must eq ual the size of the box la beled “ X ” (eq ualing the height of the letters). » SIZE To maintain readability, the signature mark should not to be reproduced any smaller than 0.5 inches in length (for printed materials) or 36 pixels (for digital materials).
X
X
X
X O.5'' X
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Don't alter layouts
Don't add elements
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Don't add drop shadows
Don't rotate elements
Don't alter colors
Don't alter proportions
Misuses A lot of thought and effort has gone into determining the perfect relationship between the elements that ma ke up our signat ure; do not attempt to recreate these elements.
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Color Palette Consistent color usage ensures maximum brand recognition. The corporate colors of H4 are deep black, a nd energ y ora nge t hey a re t he fou ndation of t he brand and should always be used properly to reinforce brand equity.
» PRIMARY PALETTE CMYK 0/0/0/95 RGB 50/49/50 HEX #323132 PANTONE P 179-15 U
CMYK 0/0/0/50 RGB 153/155/157 HEX #999B9D PANTONE P 179-7 U
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» SECONDARY PALETTE CMYK 0/45/100/0 RGB 249/160/27 HEX #F9A01B PANTONE P 17-8 U
CMYK 0/15/30/0 RGB 254/220/179 HEX #FEDCB3 PANTONE P 17-2 U
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Typographic Standards A s t h e H4 b r a n d h a s e v o l v e d , t h e r e a r e s e v e r a l rea son s why we ’ ve chosen For za , Vitesse, a nd F F QType for our typeface. The reason it was chosen is because of succinct geometries make for an expressive type family that’s ardent, disciplined, shrewd, and commanding. It helps us communicate ideas in a straightforward way. They all serve different purposes. Forza is used for titles and subtitles. Vitesse is used for body text and captions. Those typeface are created from Hoelfer&Co. which are designed by the same foundry, so it will go together very well. They are also visually similar in shape. FF QType is used for q uotes and num bers. It helps us communicates in a sharp and clean voice.
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Aa Aa Aa
» FORZA [ TITLE & SUBTITLE ] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
» VITESSE [ BODY TEXT & CAPTIONS ] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
» FF QTYPE [ QUO TES AND NUMBERS ] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Business System The stationar y system has been created clean and shar p. The delivera ble are always consistent with same elements and colors. The brand uses a monochromatic grayscale color palette. Lines 75 degree are used as a graphic element in different ways. The minimalist style creates a modern feeling.
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Jon Kirsch
George Kennedy
Customer Service Supervisor
945 Market Street Apt.606 San Francisco, CA94103
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office@h4project.com
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+1 866 486 6376
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www.h4project.com
May 19, 2014
Dear George Kennedy, H4 Customer Center PO Box 33177 Detroit, MI 48232-5177
For anyone feeling nostalgic about the passing of the HUMMER brand, or the actual wartime vehicle that inspired it, now is your chance to own a version of the original HMMW V, albeit without an engine. After a 12-year hiatus from the civilian vehicle market, AM General is reportedly set to offer a kit-car of the C-Series Humvee. The kit will conform to U.S. government regulations and has been made possible by a deal with General Motors. The kit costs $59,000 – and you still need an engine. A likely favorite would be a Duramax Diesel V8 and Allison transmission combination, as was found on the H1 Alpha. AM General estimates that an owner could buy the kit Humvee and outfit a powerplant and transmission for $75,000. Not bad, considering that H1 Alpha has an MSRP of $140,000 in 2005. How is this possible? If you recall, GM was trying to unload the Hummer brand to Chinese-based Sichuan-Tengzhong, among other suitors. As we all know, a deal never happened and the brand rumbled off into the sunset. The deal with AM General worked so that the military Humvee producer could offer a vehicle to the public as long as it was fundamentally different from the H1. By offering a kit car, they apparently end-around much of the legal confines. But that also means are other setbacks. The final product will not look like the civilian HUMMER H1, and it will not have niceties like interior trim, power locks, door mounted mirrors, or even hard doors. It will simply be a four-seat, soft-top, soft door vehicle. AM General will offer “add-on” factory options such as the Central Tire Inflation System, and rocker protection, and potentially twopiece beadlock wheels. Sincerely yours,
Jon Kirsch Customer Service Supervisor
Jon Kirsch Customer Service Supervisor
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THERE ARE NO LIMITS. THERE ARE ONLY PLATEAUS, AND YOU MUST NOT STAY THERE, YOU MUST GO BEYOND THEM. — B RUCE LEE, MARTIAL ARTIST
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NEXT EVOLUTION
CHAPTER [ 3 ] Be Bold Be Trained Be Ready
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The Extension The new H4 is transforming something greater than vehicles. We will keep the sa me core concept, a nd our brand towards different areas such as survival k its, ta rget shooti ng, m i xed m a r tia l a r ts, a nd l i fe coach . We a ren' t stoppi ng t here. O u r va r ious services, education and products are going to bring you to the next level.
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» BE BOLD Performance Apparel Energy Food High Tech Gear Survival Kits
» BE TRAINED Mixed Martial Arts Target Shooting Wilderness Hiking Military Camp » BE READY Life Coach Custom Clothing Social Lounge Consultant
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BE BOLD
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[1] Survival Kits The new H4 Sur vival K its are common and widely equipped but urban equivalents are rarely configured for active everyday carry. This is despite the average person being in such environments for longer periods of time. H4 has assembled the most impressive portable urban survival kit currently available in a prepackaged form. All pieces have been meticulously selected for function, and quality.
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[1] Wilderness Hiking It will get the senses burning, your inners moving and your outers glowing. As you would expect hiking cannot be taken lightly and you'll only get the best out of it if you're up to the challenge and, importantly, fit enough. If you're ready for this kind of action, many of the best, most rewarding, memorable and fulfilling extreme stag weekend experiences await.
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[ 2] Target Shooting After arriving at one of the best target shooting ranges you will ever experience, you’ll be given a clear safety briefing. At all times you will be closely observed and encouraged to improve your target shooting ability. At the end of the session you will be given your hopefully peppered target for memories.
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[ 3] Mixed Martial Arts At No Limits Training Facility we offer a 10,000 sqft fully equipped state of the art facility, weight room, heavy bags, speed bags, a full size competition boxing ring, everything needed to help you fulfill your goals, complete with a professional staff. W hether you are a beginner or an expert, we treat you like a world champion. You will be a tough man afterwards.
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[1] Custom Clothing You make a first impression in seven seconds. Like it or not, it's tr ue. H4 Custom Cloth ing wil l ensu re that you make the best impression possible, and our c u stom clot h i ng is gent lemen a nd st yl ish . We ’ ve recognized thatt finding great fitting clothing is difficu lt problem for people. We ’re solv i ng t h is issue by providing a loca l, convenient, ser vice-oriented shopping experience that helps you to become nice looking. It's time to focus on youself.
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[ 2] Life Coach H4 L i fe Coach i ng is a n occupation where you ca n work with those who wish to make a change in their lives. By working they can you to evaluate your lives on a personal, professional, and spiritual level. We help you to ma ke rea listic goa ls and esta blish the necessar y steps req uired to reach those goa ls. We will have the necessary life experiences and communication skills to be totally introduce to you.
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ONE SECRET OF SUCCESS IN LIFE IS FOR A MAN TO BE READY FOR HIS OPPORTUNITY WHEN IT COMES. — B ENJAMIN DISRAELI, BRITISH POLITICIAN
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APPENDIX
CHAPTER [ 4 ] Image Credits Sources
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Image Credits » PAGE 4–5 IMAGE BY US AIR FORCE { https://www.flickr.com/photos/usairforce/6150430005/ } » PAGE 6–7 IMAGE BY FLICKR { https://www.flickr.com/ } » PAGE 8–9 IMAGE BY ESTHER MARÍ { https://www.flickr.com/photos/emari/2228791840/ } » PAGE 18–19 IMAGE BY FRANKIELEON { https://www.flickr.com/photos/armydre2008/3101087229/ } » PAGE 20–21 IMAGE BY JAKE { https://www.flickr.com/photos/jslicer1/6665393871/ } » PAGE 22–23 IMAGE BY US AIR FORCE { https://www.flickr.com/photos/usairforce/3656868755/ } » PAGE 24–25 IMAGE BY US RLONG747 { https://www.flickr.com/photos/rlong747/7679760624/ } » PAGE 26–27 IMAGE BY US AIR FORCE { https://www.flickr.com/photos/usairforce/11593141175/ }
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» PAGE 28–29 IMAGE BY THOMAS LEUTHARD { https://www.flickr.com/photos/thomasleuthard/13741564595/ } » PAGE 34 IMAGE BY MARK PROBST { https://www.flickr.com/photos/schani/124891100/ } » PAGE 35 IMAGE BY KEVIN GENESIS { https://www.flickr.com/photos/keving26/3927090656 } » PAGE 36 IMAGE BY PIERRE LOGNOUL { https://www.flickr.com/photos/galerie_de_ pioul/13920415238/ } » PAGE 37 IMAGE BY ~SCHLONZO { https://www.flickr.com/photos/schlonzo/3820494840/ } » PAGE 38 IMAGE BY DAVID LOONEY { https://www.flickr.com/photos/45215949@N04/5383967736/ } » PAGE 39 IMAGE BY USTYNSKYY { https://www.flickr.com/photos/ustynskyy/9450265246/ } » PAGE 60–61 IMAGE BY HAKOYAMA JUNICHI { https://www.flickr.com/photos/junichihakoyama/12848724225/ }
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Image Credits » PAGE 62–63 IMAGE BY JAY { https://www.flickr.com/photos/wondermix/13063345144/ } » PAGE 64–65 IMAGE BY SIXVASER VINJABOND { https://www.flickr.com/photos/sixvaser/12996186193/ } » PAGE 66–67 IMAGE BY THOMAS LEUTHARD { https://www.flickr.com/photos/thomasleuthard/13035767683/ } » PAGE 68–69 IMAGE BY JAKE { https://www.flickr.com/photos/jslicer1/6148662231 } » PAGE 70–71 IMAGE BY JAKE { https://www.flickr.com/photos/jslicer1/6152362328 } » PAGE 72–73 IMAGE BY JOHN BEAUCHEMIN { https://www.flickr.com/photos/88119443@N00/8045657742/ } » PAGE 74–75 IMAGE BY JOHN BEAUCHEMIN { https://www.flickr.com/photos/88119443@N00/8045143997 } » PAGE 76–77 IMAGE BY RONALDS ŠULCS { https://www.flickr.com/photos/ronalds_sulcs/3743751860/ }
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» PAGE 78–79 IMAGE BY RONALDS ŠULCS { https://www.flickr.com/photos/ronalds_sulcs/3743762530/ } » PAGE 80–81 IMAGE BY THOMAS LEUTHARD { https://www.flickr.com/photos/thomasleuthard/10488629464/ } » PAGE 82–83 IMAGE BY MICHAEL ANDREWS BESPOKE { https://www.flickr.com/photos/60396866@N06/6257272237/ } » PAGE 84–85 IMAGE BY MICHAEL ANDREWS BESPOKE { https://www.flickr.com/photos/60396866@N06/6257800702/ } » PAGE 86–87 IMAGE BY JEFFREY ZELDMAN { https://www.flickr.com/photos/zeldman/14064268075/ } » PAGE 88–89 IMAGE BY JEFFREY ZELDMAN { https://www.flickr.com/photos/zeldman/9906671255/ }
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Sources » PAGE 20 CONTENT BY WIKIPEDIA { http://en.wikipedia.org/wiki/Hummer } » PAGE 23 CONTENT BY WIKIPEDIA { http://en.wikipedia.org/wiki/Hummer } » PAGE 26 CONTENT BY AM GENERAL, WIKIPEDIA, HISTORY { http://www.amgeneral.com/corporate/history.php } { http://en.wikipedia.org/wiki/Hummer } { http://www.history.com/this-day-in-history/the-origins-of-the-hummer } » PAGE 29 CONTENT BY WIKIPEDIA, HISTORY { http://en.wikipedia.org/wiki/Hummer } » PAGE 62 CONTENT BY VINJABOND { http://vinjabond.com/vigilant-gear-micro-sere-kit } » PAGE 73 CONTENT BY HOLMBUSH PAINTBALL { http://www.holmbushpaintball.co.uk/snipe } » PAGE 76 CONTENT BY NO LIMITS BOXING/KICKBOXING FACILITY { http://www.nolimitsgym.com } » PAGE 87 CONTENT BY UNIVERSAL CLASS { https://www.universalclass.com/i/course/life-coaching-101.htm }
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NEVER SET LIMITS, GO AFTER YOUR DREAMS, DON'TBE AFRAID TO PUSH THE BOUNDARIES.
”
— P AUL A RADCLIFFE, LONG-DISTANCE RUNNER
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Colophon Published in Spring 2014 by Chin I Lee 1489 Webster Street Apt 508 San Francisco, CA94115 Tel +1 415 640 5685 Email: chininicklee@gmail.com Š 2014 CHIN I LEE Designer: Chin I Lee Typefaces: Forza, Vitesse, FF Qtype Instructor: Hunter Wimmer Sponsored by Academy of Art University GR602 Nature of Identity Printed in U.S.A website at h4transformed.com
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