HUMMER VISUAL STANDARDS GUIDE
HUMMER VISUAL STANDARDS GUIDE
Hummer The Visual Development Guide
TABLE OF CONTENTS
Feishi Yu / 04681881 / Nature of Identity
01 BRAND OVERVIEW Brand Introduction
7
02 NEW IDENTITY GUIDE New Logo Logo Anatomy Clear Space Size Chart Incorrect Uses
15 19 21 23 25
03 VISUAL STYLE Color Palette Typography Business System
29 31 33
04 NEW FUTURE Brand Extensions
37
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
NEW IDENTITY GUIDE
New Logo Logo Anatomy Clear Space Size Chart Incorrect Uses
13
Hummer The Visual Development Guide
NEW LOGO In the new logo, we used two thick lines to combine from different directions, using the negative space to form the letter H, which is the first letter of Hummer. At the same time, it also means that we’ll help people from both mentally and physically.
Feishi Yu / 04681881 / Nature of Identity
15
Hummer The Visual Development Guide
NEW LOGO In the new logo, we used two thick lines to combine from different directions, using the negative space to form the letter H, which is the first letter of Hummer. At the same time, it also means that we’ll help people from both mentally and physically.
Feishi Yu / 04681881 / Nature of Identity
17
Hummer The Visual Development Guide
LOGO ANATOMY X
X
X
X
X
X
45°
X
X
45°
X
45°
X
X
X
X
X
Feishi Yu / 04681881 / Nature of Identity
X
X
X
X
X
X X
X
X
X
X
45°
19
Hummer The Visual Development Guide
CLEAR SPACE X size
X size
X size
X size
X size
X size X size
X size
Feishi Yu / 04681881 / Nature of Identity
X size
X size
X size
X size
X size
X size
X size X size
X size
21
Hummer The Visual Development Guide
SIZE CHART Logo Version
>3 in
0.5-3 in
<0.5 in
Version A
Version B
Feishi Yu / 04681881 / Nature of Identity
Version C
23
Hummer The Visual Development Guide
INCORRECT USES Below are examples of incorrect uses of the logo. Use the logo, use it right. Please follow the guide and avoid those incorrect uses.
Donâ&#x20AC;&#x2122;t deform the logo
Donâ&#x20AC;&#x2122;t change the order of the logo
Feishi Yu / 04681881 / Nature of Identity
Don’t change the porportion of the logo
Don’t rotate the logo
Don’t change the angle of wordmark
Don’t use incorrect colors of the logo
25
Hummer The Visual Development Guide
03/
Feishi Yu / 04681881 / Nature of Identity
VISUAL STYLE
Color Palette Typography Business Sytem
27
Hummer The Visual Development Guide
COLOR PALETTE
Solid Black
C Y M K
100 100 100 100
Comfidence Gray
Adventure Orange
Clear White
C Y M K
C Y M K
C Y M K
65 56 51 2
8 56 89 0
0 0 0 0
Feishi Yu / 04681881 / Nature of Identity
Comfidence Gray
Solid Black
Adventure Orange
Clear White
29
Hummer The Visual Development Guide
TYPOGRAPHY Typography helps to center Hummer brand identity and need to be used consistently across different place. To ensure that all of our visual communication is consistent, Hummer uses a select group of typeface for various situation.
Aa Univers Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+
Feishi Yu / 04681881 / Nature of Identity
Aa Akzidenz-Grotesk Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+ Akzidenz-Grotesk Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+
31
Hummer The Visual Development Guide
BUSINESS SYSTEM
Feishi Yu / 04681881 / Nature of Identity
33
Hummer The Visual Development Guide
04/
Feishi Yu / 04681881 / Nature of Identity
NEW FUTURE
Brand Extensions
35
Hummer The Visual Development Guide
BRAND EXTENSIONS
Mentally
Physically ENVIRONMENT 01
PRODUCT 01 EXPERIENCE 01
SERVICES 04 EXPERIENCE 04
EXPERIENCE 03 PRODUCT 04
ENVIRONMENT 05
PRODUCT 02
ENVIRONMENT 02 ENVIRONMENT 03
SERVICES 03 ENVIRONMENT 04
SERVICES 01
PRODUCT 05
SERVICES 02 PRODUCT 03 ENVIRONMENT 06 EXPERIENCE 02
Feishi Yu / 04681881 / Nature of Identity
SERVICES 01 SERVICES 02 SERVICES 03 SERVICES 04 PRODUCT 01 PRODUCT 02 PRODUCT 03 PRODUCT 04 PRODUCT 05 ENVIRONMENT 01 ENVIRONMENT 02 ENVIRONMENT 03 ENVIRONMENT 04 ENVIRONMENT 05 ENVIRONMENT 06 EXPERIENCE 01 EXPERIENCE 02 EXPERIENCE 03 EXPERIENCE 04
Hummer Hummer Hummer Hummer Hummer Hummer Hummer Hummer Hummer Hummer Hummer Hummer Hummer Hummer Hummer Hummer Hummer Hummer Hummer
Test Fitness Counseling Bodyguard Manual Armor App Outfits Energy Fight Club Park Climing Camp Off-road Race Health Stop Talk Firearms Channel Survior
37
Hummer The Visual Development Guide
BRAND EXTENSIONS SERVICES 01 Hummer Test Health check
SERVICES 02 Hummer Fitness A gym
Hummer Test provides health checks to help you know your body function and physical abilities with our technology. It collects the data to help you and your body.
Hummer fitness is a gym that aims to enhance your body physical and through the right guidance let you get a muscular body.
Mission focus: The Hummer Text reinforces our mission of making you physically unbreakable by organizing health checks and collecting the data to help you and know about your physical condition in detail.
Mission focus: The Hummer Fitness reinforces our mission of making you physically unbreakable by allowing you to build a muscular body shape able to withstand hard conditions and defend against danger. Like: 24 hours fitness
Like: Medical test But: The fitness base on your physical health check data report. But: Hummer Test tohelp people maintain physical health. Link: Hummer Test Link: Hummer Fitness
Feishi Yu / 04681881 / Nature of Identity
SERVICES 03 Hummer Counseling Psychological counseling.
SERVICES 04 Hummer Bodyguard Personal bodyguard
Hummer Counseling provides communication opportunities that allow you face to yourself and your fragile side.
Hummer Bodyguard draws together former soldiers or athletes to organize professional bodyguard service, helping you to get rid of the safety concerns in your life.
Mission focus: The Hummer Counseling reinforces our mission of making you physically unbreakable by helping you discover your weaknesses and fix them. Like: PCS
Mission focus: The Hummer Bodyguard reinforces our mission of making you physically unbreakable by our personal bodyguard service personal protection to prevent any unsafe factors from harming you.
But: We focus on psychological stress, self-confidence.
Like: Bodyguard
Link: Hummer Test
But: We focus on physical and mental protection. Link: Hummer Fitness
39
Hummer The Visual Development Guide
BRAND EXTENSIONS PRODUCT 01 Hummer Manual A manual book
PRODUCT 02 Hummer Armor An apparel brand
Hummer Manual is a manual that teaches people about how to survive in the wilderness.
Hummer Armor is an apparel brand that provides outdoor functional clothing. With the support of Hummer Armor products people can get the benefits of high tech materials that enhance performance.
Mission focus: The Hummer Manual reinforces our mission of making you physically unbreakable by teaching you to survive in the wild. Like: Survival Guide But: We provide professional equipment to cope with difficult environments and tailored services to meet different needs. Link: Hummer Park
Mission focus: The Hummer Armor reinforces our mission of making you physically unbreakable by guaranting your safety during outdoor activities. Like: Black Diamond But: All products are designed for professional athletes in high risk situations. Link: Hummer Park
Feishi Yu / 04681881 / Nature of Identity
PRODUCT 03 Hummer App Journey App
PRODUCT 04 Hummer Outfits Outdoor gear
Hummer App is an efficient tool for people to plan their outdoor adventure. It can also refer them to other userâ&#x20AC;&#x2122;s share plans and past experiences.
Hummer Outfits is a comprehensive field survival outfits that ensures your basic need in the wild.
Mission focus: The Hummer App reinforces our mission of making you physically unbreakable by our app provides detailed functions.
Mission focus: The Hummer Outfits reinforces our mission of making you physically unbreakable by guaranteeing your safety during outdoor adventures. Like: REI
Like: Airbnb But: We provide professional services for keeping your safety when you are traveling.
But: We provide professional equipment to cope with difficult environments and tailored services to meet different needs. Link: Hummer Park
Link: Hummer ManualLike:
41
Hummer The Visual Development Guide
BRAND EXTENSIONS PRODUCT 05 Hummer Energy Protein powder
ENVIRONMENT 01 Hummer Fight Club Fight Club
Hummer Energy provides different nutritional supplements like protein powder and energy drinks to help users build strong body shape.
Hummer fight club is a place to teach you some advanced fight skills and you can also learn self-protection fight skills.
Mission focus: The Hummer Energy reinforces our mission of making you physically unbreakable by providing different nutritional supplements.
Mission focus: The Hummer fight club reinforces our mission of making you physically unbreakable by creating an environment helping users have the ability to protect themselves. Like: Synergy Self Defense
Like: Whey protein But: Itâ&#x20AC;&#x2122;s build muscles in a short time.
But: We provide the corresponding fighting skills based on each personâ&#x20AC;&#x2122;s physical condition.
Link: Hummer Fitness
Link: Hummer Fitness
Feishi Yu / 04681881 / Nature of Identity
ENVIRONMENT 02 Hummer Park Adventure park
ENVIRONMENT 03 Hummer Climbing Outdoor climbing
Hummer park is an outdoor park, a place to experience outdoor body training, filed adventurously, and camping let you away from the troubles of city life by facing dangerous adventures.
Hummer climbing is an indoor climbing gym. In here you can practice climbing and learn climbing skills, enhance your body and spirit.
Mission focus: The Hummer Manual reinforces our mission of making you physically unbreakable by creating an environment facing dangerous adventures to help train your body and mind. Like: Ninja Park But: We provide training experience in the field and stay close to nature during the adventure process. Link: Hummer Outfits
Mission focus: The Hummer Climbing reinforces our mission of making you physically unbreakable by creating an environment helping users climbing and learning skills to enhance the userâ&#x20AC;&#x2122;s body and spirit. Like: Mission Cliffs But: It focuses on climbing and teaches people to be powerful enough to climb. Link: Hummer Park
43
Hummer The Visual Development Guide
BRAND EXTENSIONS ENVIRONMENT 04 Hummer Camp Camp in nature
ENVIRONMENT 05 Hummer Off-road Race Car race competition
Hummer Camp is located in nature, like a jungle, wilderness, desert. People live there and the camp provides protection. The purpose is providing the opportunity for people to experience adventure but make sure they will not get hurt.
Hummer Off-road Race is a wild off-road race sports competition. People will drive off-road cars in the wilderness and race. The key to winning is tactical strategy and teamwork.
Mission focus: The Hummer Camp reinforces our mission of making you physically unbreakable by protecting people so they can live in nature and not get hurt. Like: Wild Hotel But: The purpose of hummer camp is not just to enjoy nature. Itâ&#x20AC;&#x2122;s to feel fear and be sure about protection. Link: Hummer Park
Mission focus: The HummerOff-road Race reinforces our mission of making you physically unbreakable by organizing a competition where drivers face difficulties in different situations and have to overcome them by cooperating. Like: Dakar Rally But: Weâ&#x20AC;&#x2122;re more like an experience than a competition. Link: Hummer Fitness
Feishi Yu / 04681881 / Nature of Identity
EXPERIENCE 01 Hummer Talk Share experiences
EXPERIENCE 02 Hummer Firearms Shooting range
Hummer Talk is an activity that assembles people who are both mentally and physically strong. They share their stories and experiences and people could get inspiration from them.
Hummer Firearms help you know different type of guns and you can learn how to use them to protect themselves.
Mission focus: The Hummer Talk reinforces our mission of making you physically unbreakable by giving you inspiration through sharing stories of overcoming difficulties and meeting challenges.
Mission focus: The Hummer Firearms Training reinforces our mission of making you physically unbreakable by teaching people to know different type of guns and guaranteeing their safety. Like: Reedâ&#x20AC;&#x2122;s Indoor Range
Like: TED Talk But: We focus on personal experience and communication.
But: Require people to have a strong body to tolerate the extremely hard process.
Link: Hummer Counseling
Link: Hummer Fitness
45
Hummer The Visual Development Guide
BRAND EXTENSIONS EXPERIENCE 03 Hummer Channel Tv program show
EXPERIENCE 04 Hummer Survivor Field experience
Hummer Channel is a television program hosted by great adventurers, explorers and spiritual mentors, who share their wilderness survival, get skills and their experience. They inspire people to conquer their mental or physical problems.
Hummer Survivor in the wild is a team trip for a week, and you will face a variety of crises and learn a series of survival skills, but also a mental exercise.
Mission focus: The Hummer Channel reinforces our mission of making you physically unbreakable by our program inspire people to conquer their mental or physical problems.
Mission focus: The Hummer Manual reinforces our mission of making you physically unbreakable by tough field experience to train your body and mind. Like: Wild Camp
Like: Bear Grylls Man vs. Wild But: We offer higher intensity challenges, participants need a certain body foundation and are trained.
But: We offer higher intensity challenges, participants need a certain body foundation and are trained. Link: Hummer Outfits
Link: Hummer Survivor
Feishi Yu / 04681881 / Nature of Identity
47
Hummer The Visual Development Guide
BRAND EXTENSIONS SERVICES 01 Hummer Test Type: Services Introduction: Health check Description: Hummer Test provides health checks help you know your body function and physical abilities with our technology. It collects the data to help you and your body. Mission focus: The Hummer Text reinforces our mission of making you physically unbreakable by our health checks and it collects the data to help you and your body. Like: Medical test But: Hummer Text helps people maintain physical health. Link: Hummer Fitness
Blood pressure check.
Feishi Yu / 04681881 / Nature of Identity
Hummer testing center.
Blood pressure check.
49
Hummer The Visual Development Guide
BRAND EXTENSIONS PRODUCT 04 Hummer Outfits Type: Product Introduction: outdoor gear Description: Hummer Outfits is a comprehensive field survival outfits that ensures your basic need in the wild. Mission focus: The Hummer Outfits reinforces our mission of making you physically unbreakable by guarantees your safety during outdoor adventures. Like: REI But: We provide professional equipment to cope with difficult environments and tailored services to meet different needs. Link: Hummer Park
Feishi Yu / 04681881 / Nature of Identity
The Hummer survival pack.
Hummer Outfits protects from the environment.
Carrying Hummer packs in the low desert.
51
Hummer The Visual Development Guide
BRAND EXTENSIONS PRODUCT 05 Hummer Energy Type: Product Introduction: Protein powder Description: Hummer Energy provides different nutritional supplements like protein powder and energy drinks to help users build strong body shape. Mission focus: The Hummer Energy reinforces our mission of making you physically unbreakable by providing different nutritional supplements. Like: Whey protein But: Itâ&#x20AC;&#x2122;s build muscles in a short time. Link: Hummer Fitness
Whey protein to power up.
Feishi Yu / 04681881 / Nature of Identity
Mixing a Hummer Energy drink.
The Hummer Energy drink help build muscle.
53
Hummer The Visual Development Guide
BRAND EXTENSIONS SERVICES 02 Hummer Fitness Type: Services Introduction: A gym Description: Hummer fitness is a gym that aims to enhance your body physical and through the right guidance let you get a muscular body. Mission focus: The Hummer Fitness reinforces our mission of making you physically unbreakable by building a strong body shape able to withstand hard conditions and defend against danger. Like: 24 hours fitness But: The fitness base on your physical health check data report. Link: Hummer Test
Equipment at Hummer Fitness.
Feishi Yu / 04681881 / Nature of Identity
Fitness routine with Hummer.
Body building.
55
Hummer The Visual Development Guide
BRAND EXTENSIONS EXPERIENCE 02 Hummer Firearms Type: Experience Introduction: Shooting range Description: Hummer Firearms help you know different type of guns and you can learn how to use them to protect themselves. Mission focus: The Hummer Firearms Training reinforces our mission of making you physically unbreakable by teaches people to know different type of guns and guarantees them safety. Like: Reedâ&#x20AC;&#x2122;s Indoor Range But: Require people to have strong body to tolerate the extremely hard process. Link: Hummer Fitness
Learning to use firearms.
Feishi Yu / 04681881 / Nature of Identity
Target practice at Hummer Firearms.
Shooting practice at Hummer Firearms.
57
Hummer The Visual Development Guide
BRAND EXTENSIONS EXPERIENCE 01 Hummer Talk Type: Experience Introduction: Share experiences. Description: Hummer Talk is an activity that assembles people who are both mentally and physically strong. They share their stories and experiences and people could get inspiration from them. Mission focus: The Hummer Talk reinforces our mission of making you physically unbreakable by giving you inspiration through sharing stories of overcoming difficulties and meeting challenges. Like: TED Talk But: We focus on personal experience and communication. Link: Hummer Counseling
Audience participation at Hummer Talk.
Feishi Yu / 04681881 / Nature of Identity
An inspiring presentation at Hummer Talk.
Enthusiastic audience listening to talk.
59
Hummer The Visual Development Guide
BRAND EXTENSIONS PRODUCT 01 Hummer Manual Type: Product Introduction: A manual book Description: Hummer Manual is a manual that teaches people about how to survive in the wilderness. Mission focus: The Hummer Manual reinforces our mission of making you physically unbreakable by teaches people to survive in the wild. Like: Survival Guide Link: Hummer Park
A map feature in the Hummer Manual.
Feishi Yu / 04681881 / Nature of Identity
A group checking surviual tips in the wild.
Cooking in the wilderness.
61
Hummer The Visual Development Guide
BRAND EXTENSIONS ENVIRONMENT 01 Hummer Fight Club Type: Environment Introduction: Fight Club. Description: Hummer fight club is a place to teach you some advanced fight skills and you can also learn self-protection fight skills. Mission focus: The Hummer fight club reinforces our mission of making you physically unbreakable by help users have ability to protect themselves. Like: Synergy Self Defense But: We provide the corresponding fighting skills based on each personâ&#x20AC;&#x2122;s physical condition. Link: Hummer Fitness
Preparing for fight.
Feishi Yu / 04681881 / Nature of Identity
A match at Hummer Fight Club.
Hummer Fighting Club venue.
63
Hummer The Visual Development Guide
BRAND EXTENSIONS ENVIRONMENT 05 Hummer Off-road Race Type: Environment Introduction: Car race competition. Description: Hummer Off-road Race is a wild off-road race sports competition. People will drive off-road cars in the wilderness and race. The key to winning is tactical strategy and teamwork. Mission focus: The HummerOff-road Race reinforces our mission of making you physically unbreakable by organizing a competition where drivers face difficulties in different situations and have to overcome them by cooperating. Like: Dakar Rally But: Weâ&#x20AC;&#x2122;re more like an experience than a competition. Link: Hummer Fitness
Daring driver at Hummer Off-road Race.
Feishi Yu / 04681881 / Nature of Identity
Scene of Hummer Off-road Race.
Drivers comoete at Hummer Off-road Race.
65
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