HUMMER VISUAL DEVELOPMENT GUIDE
HUMMER VISUAL DEVELOPMENT GUIDE
Hummer The Visual Development Guide
TABLE OF CONTENTS
Feishi Yu / 04681881 / Nature of Identity
01 BRAND OVERVIEW Brand Introduction
7
02 LOGO DEVELOPMENT Initial Sketches Refined Sketches Digital Sketches
15 25 33
03 NEW LOGO FINALIZATION Final Logo Similar Logos
39 41
5
Hummer The Visual Development Guide
01/
Feishi Yu / 04681881 / Nature of Identity
BRAND OVERVIEW
Brand Introduction
7
Hummer The Visual Development Guide
BRAND INTRODUCTION
Brand description/history On this day in 1983, the Pentagon awards a production contract worth more than $1 billion to AM General Corporation to develop 55,000 High Mobility Multipurpose Wheeled Vehicles (HMMWV). Nicknamed the Humvee and designed to transport troops and cargo, the wide, rugged vehicles entered the spotlight when they were used by the American military during the 1989 invasion of Panama and the Persian Gulf War in the early 1990s. HUMMER was a brand of trucks and SUVs, 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 from AM General and marketed three vehicles: the original HUMMER H1, based on the military Humvee, as well as the new H2 and H3 models that were based on smaller, civilian-market GM platforms. By 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 the Motors Liquidation Company as part of the GM bankruptcy in 2009, the brand was retained by GM, in order to investigate its sale. In 2009, a Chinese manufacturer, Sichuan Tengzhong Heavy Industrial Machinery Company, announced that it would acquire HUMMER, pending government approvals, but later withdrew its bid. On February 24, 2010, Reuters reported that the Chinese ministry of commerce had prevented the deal, although a ministry 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. Although the automaker announced two days later that it had been approached with new offers, by April 2010, any sale became unlikely, as inventory was depleted and Hummer dealerships began shutting down. After filling a rental-car fleet order, the last Hummer H3 rolled off the line at Shreveport on May 24, 2010.
Feishi Yu / 04681881 / Nature of Identity
Brand Logo
Rebranding potential I think this brand does have a lot of potential because I think at the beginning it was designed for the army and represents the protection and its unbreakable appearance gives people courage and encourages people to adventure.
Future expansion I think Hummer used High level material for cars it could represent high level protection, it can connect with some sport protective equipment, spread the spirit of adventure and courage while protecting people.
9
Hummer The Visual Development Guide
BRAND INTRODUCTION
The Brand Soul Adventurous and unbreakable.
The Mission Statement Our mission is to encourage people to experience adventure, and make them unbreakable, not only physically but also mentally.
Feishi Yu / 04681881 / Nature of Identity
Keywords Unbreakable Because the hummer’s spirit includes toughness, we hope it can let people’s become unbreakable in outside and in heart.
Adventure we want to keep the hummer original spirit to encourage people explore and adventure.
Adaptability Because the hummer is suitable for military and civilian use. It can handle many situations.
11
Hummer The Visual Development Guide
02/
Feishi Yu / 04681881 / Nature of Identity
LOGO DEVELOPMENT
Initial Sketches Refined Sketches Digital Sketches
13
Hummer The Visual Development Guide
INITIAL SKETCHES Adventure In the symbol part we consider the concept of eagle and wings. Use partitions to represent the transformation of the growth process, using a simple and modern style. We selected the following 10 possible directions from 100 sketches.
Feishi Yu / 04681881 / Nature of Identity
15
Hummer The Visual Development Guide
INITIAL SKETCHES Adaptability In the direction of adaptability, we used type of H, arrows, etc. To associate elements of out door activities. We selected the following 10 possible directions from 100 sketches.
Feishi Yu / 04681881 / Nature of Identity
17
Hummer The Visual Development Guide
INITIAL SKETCHES Unbreakable In order to conform to Hummer’s tough image, we consider shields, squares and sharp cuts as constituent elements. We selected the following 10 possible directions from 100 sketches.
Feishi Yu / 04681881 / Nature of Identity
19
Hummer The Visual Development Guide
INITIAL SKETCHES
Feishi Yu / 04681881 / Nature of Identity
21
Hummer The Visual Development Guide
INITIAL SKETCHES
Feishi Yu / 04681881 / Nature of Identity
23
Hummer The Visual Development Guide
REFINED SKETCHES
Feishi Yu / 04681881 / Nature of Identity
25
Hummer The Visual Development Guide
REFINED SKETCHES
Feishi Yu / 04681881 / Nature of Identity
27
Hummer The Visual Development Guide
REFINED SKETCHES
Feishi Yu / 04681881 / Nature of Identity
29
Hummer The Visual Development Guide
REFINED SKETCHES
Feishi Yu / 04681881 / Nature of Identity
31
Hummer The Visual Development Guide
DIGITIAL SKETCHES After the last round of development, we narrowed down to 4 logos. In this round we tried to change their direction, size and scale to find the best one.
Feishi Yu / 04681881 / Nature of Identity
33
Hummer The Visual Development Guide
DIGITIAL SKETCHES
Feishi Yu / 04681881 / Nature of Identity
35
Hummer The Visual Development Guide
03/
Feishi Yu / 04681881 / Nature of Identity
NEW LOGO FINALIZATION
Final Logo Similar Logos
37
Hummer The Visual Development Guide
FINAL LOGO In the final logo, we used two thick to combine from different directions, using the negative space show the letter H, which is the first letter of Hummer.
Feishi Yu / 04681881 / Nature of Identity
39
Hummer The Visual Development Guide
SIMILAR LOGOS We found some brands in the field that use the same method in the logo as a comparison.
Feishi Yu / 04681881 / Nature of Identity
41
Hummer The Visual Development Guide
This book is a non-commercial project for education purposes and is not intended to represent the Hummer brand.
TYPOGRAPHY Akzidenz-Grotesk
DESIGN Feishi(Leo) Yu
INSTRUCTOR Hunter wimmer
COURSE GR 604 02 The Nature of Identity
PRINTING&BINDING Blurb