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HUMMER VISUAL DEVELOPMENT GUIDE
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HUMMER VISUAL DEVELOPMENT GUIDE FIRST PUBLISHED IN 2016 DESIGN BY KE WANG WWW.BETOUGH.COM
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REBRANDING
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NEVER GIVE UP, AND BE CONFIDENT IN WHAT YOU DO. THERE MAY BE TOUGH TIMES, BUT THE DIFFICULTIES WHICH YOU FACE WILL MAKE YOU MORE DETERMINED TO ACHIEVE YOUR OBJECTIVES AND TO WIN AGAINST
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MARTA
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TABLE OF CONTENTS HUMMER REBRANDING
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[01]
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[02]
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[03]
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[04]
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LOGO RESEARCH
INITIAL SKETCHES
DIGITAL SKETCHES
FINAL LOGO
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VISUAL ANALYSIS
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HUMMER LOGO HISTORY Hummer dealerships are built around a huge “H” that serves as supergraphic visible from highways. The best Hummer logo was that of Horch. Its H was formed to suggest the gateway of a castle or city — an image of sturdy tradition. General Motors has been very effective in licensing the Hummer. A large number of companies have licensed the Hummer trademarks for use on flashlights, colognes, bicycles, coats, shoes, skateboards, hats,laptops, jewelry, clothing, CD players and other items.
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LOGO RESEARCH
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OLD LOGO ANALYSIS
The Hummer logo is as simple as other car logos. It is represented by “H” and usually with black background and white font or vice versa. The best Hummer logo was that of Horch. Its H was formed to suggest the gateway of a castle or city — an image of sturdy tradition. The GM became effective in branding the Hummer. Hummer logo got licensing deals from many companies unlike other car logos. They had used Hummer logo on flashlights, bicycles, coats, shoes, skateboards, hats, laptops, jewelry, clothing and other items. Hummer logo never runs out 12
of fanatics as one of the prominent car logos even if it ceased to produce vehicles at present time.
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LOGO RESEARCH
COMPETITORS’ LOGOS By searching for some of the competitors’ logo, I hope I can get some inspiration from it. These competitors include the current, the adjacent, and aspirational. I found through their logo’s visual language that most of the logo is a combination of letters and graphics. And I tried to find some sense of the logo is full of power. These logo may give my brand logo design inspiration inspired.
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LOGO RESEARCH
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LOGO RESEARCH SIMILAR LOGOS By searching for some of the competitors’ logo, I hope I can get some inspiration from it. These competitors include the current, the adjacent, and aspirational. I found through their logo’s visual language that most of the logo is a combination of letters and graphics. And I tried to find some sense of the logo is full of power. These logo may give my brand logo design inspiration inspired.
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LOGO RESEARCH
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INITIAL SKETCHES
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HUMMER REBRANDING
INITIAL SKETCHES KEYWORD: POWER
Power is a good mapping of hummer features. As a new hummer, its soul is empower people to go full of power to face the great challenges in life. So that people feel the power of the new hummer brand is a key point. In order to reflect this, some of the elements of power to the people will appear in the new symbol of the sketch stage, such as shields, fist, thick font feel, mountains and so on.
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INITIAL SKETCHES
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INITIAL SKETCHES KEYWORD: CHALLENGE
Challenge is another key point of the new hummer brand. The Hummer brand’s direction is that people do not fear the difficulties and disasters in life, but brave and strong to face and resolute it. Therefore, the concept of the Hummer brand is to take the initiative rather than passive concessions. So the sketch will appear similar to the feeling of graphics, such as jumping, direction, arrows and graphics size changes. 24
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INITIAL SKETCHES KEYWORD: OVERCOME
Overcoming is one of the goals and key elements of the Hummer. The goal of the entire Hummer brand is to let its audience through the powerful themselves to overcome the enormous challenges in life both physically and mentally. So in the draft you can see some of the symbols can be represented, similar to victory, some superstrength and some aggressive signs.
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INITIAL SKETCHES KEYWORD: CARNIVORE
Carnivores are an idea developed through the elements of the first round of drafts. It can fully reflect the front of the three keywords, strength, challenge and victory. Because these are the original characteristics of carnivores. So in the second round of sketches, the first idea is to use the elements of carnivorous to interpret the Hummer brand, for example, scratches, teeth and claws and so on.
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INITIAL SKETCHES KEYWORD: MILITARY
Military is also an idea developed through some elements of the first draft. It is also a good reflection of the three keywords. The army is characterized by toughness, fearlessness and victory. So it is also the characteristics of the soul of Hummer. So a lot of military symbols appear in this round of drafts, such as wings, skeletons, arrows, stars and so on.
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DIGITAL SKETCHES
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DIGITAL SKETCHES
After trying many sketches to explore ideas for new Hummer, we focus on the concepts of Carnivore and Military that respectively combines with the letter “H” together. However, the new marks made me feel similar to the marks that already existed, so it made me change quit a bit the mark base on the same direction.
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CARNIVORE
MILITARY
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DIGITAL SKETCHES
KEYWORD: CARNIVORE
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hummer VISUAL STRATEGY GUIDE
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DIGITAL SKETCHES
KEYWORD: MILITARY
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h
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h
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HUMMER
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FINAL LOGO
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FINAL LOGO
I come up with a new structure with a hexagon and letter “H” in the logo to highlight Hummer’s new vision, which is relate to the military style and Carnivores feeling. I remained the idea of a military badge as a frame, H reflects Hummer brand, and a little scratches mean carnivores. The final mark reflects multiple meaning for Hummer brand.
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MILITARY MARK
H
A LETTER “H”
SCRATCH MARK
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FINAL LOGO
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NEW HUMME
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ER IS COMING HUMMER WILL GOES NEXT LEVEL.
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First published in 2016 Š 2016 Ke Wang china007keke@gmail.com www.betough.com The book is a non-commercial project for education purposes and is not intended to represent the Hummer brand. All right reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording, photocopying or otherwise, without prior permission of Ke Wang. Design: Ke Wang Class: Nature of Identity Professor: Hunter Wimmer
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