HUMMER REBRANDING
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HUMMER VISUAL STANDARDS MANUAL
HUMMER REBRANDING
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HUMMER VISUAL STANDARD MANUAL FIRST PUBLISHED IN 2016 DESIGN BY KE WANG WWW.BETOUGH.COM
VISUAL VISUAL STRATEGY STRATEGY GUIDE GUIDE
HUMMER REBRANDING
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REBRANDING
VISUAL STRATEGY STRATEGY GUIDE VISUAL
HUMMER REBRANDING
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TOUGH TIMES NEVER LAST, BUT TOUGH PEOPLE DO.
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ROBERT H. SCHULLER
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TABLE OF CONTENTS HUMMER REBRANDING
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[01]
10
[02]
24
[03]
32
[04]
36
OUR VISUAL
THE NEW LOOK
THE NEW SYSTEM
BRAND EXTENSION
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OUR VISUAL
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HUMMER REBRANDING
THE NEW LOGO THE NEW MARK REPRESENTS THE REBIRTH OF HUMMER. IT MIXES SEVERAL INSPIRATIONS, INCLUDING A MILITARY MARK, A LETTER “H”, AND A SCRATCH MARK.
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The military symbol is a representation of Hummer’s past history.
MILITARY MARK
Hummer’s contribution in the US military is worth bearing in mind. And this is also a very important feature of Hummer and symbols in the future development. Fearless and courageous is the mark in the entire logo to bring people’s feelings.
H
H is the first letter of Hummer. Its main role is used as a brand
A LETTER “H”
recognition. Putting H in the military mark also gives people a feeling that Hummer will lead the way in which people become stronger and more powerful.
The scratch marks represent tough. Its main role is to give people
SCRATCH MARK
the feeling and courage to overcome everything. When the hard times of life, Hummer brand will bring people to face and solve the difficulties of courage and strength.
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OUR VISUAL
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HUMMER REBRANDING
LOGO COMPONENTS The new Hummer logo consists of a symbol and a simple word mark that features the car brand’s name in an inspiring and engaging way. It shows the brand’s new vision and keeps the soul of its post. The three components can be divided into a symbol or a word mark and will be used for distinct purposes depending on the design situations in order to more accurately reflect the values, ambitions, and distinct features of the brand.
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VISUAL STRATEGY GUIDE
OUR VISUAL
H
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HUMMER REBRANDING
LOGO ANATOMY
Considering the proportion and symmetry, the new logo has been meticulously calculated and crafted to be well balanced logo with consistent curves and arcs. The measurement the signature logo is determined by the X in the component of symbol and is proportional regardless of logo size.
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VISUAL STRATEGY GUIDE
OUR VISUAL
2x
2x
2x
2x
2x
2x
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14x 22x
x
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CLEAR SPACE
There must always be sufficient space surrounding the logo to avoid competition form other visual elements and maintain its visual impact. To create maximum impact, keep the space around the Hummer mark free from other text and graphics. The clear space on each side of the mark should always be equal the H-height of the logo.
Symbol
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Workmark
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OUR VISUAL
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INCORRECT USES
Inconsistent use of our logo detracts from our brand equity and recognition. Altering or recreating our logo in any way negates the consistency we strive to achieve. The examples below illustrate some incorrect uses of our logo.
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01 Drop Shadow 02 Stretch or alter 03 Rotate 04 Transparent 05 Outline 06 Cropping 07 Upside Down 08 Place Type Of Side 09 Color Split 10 Contrast 11 Font Uses 12 Gradient
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OUR VISUAL
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HUMMER
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MARK DIMENSION RESTRICTIONS
We think ahead for the different uses of the mark. We follow the diagram to determine which mark to use in different mediums or different size of work depending on its width and length requirements.
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VISUAL STRATEGY GUIDE
OUR VISUAL
Larger than 1 inch
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Smaller than 1 inch
Smaller than Half inch
Smaller than A Quarter inch
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HUMMER REBRANDING
THE NEW LOOK
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HUMMER REBRANDING
COLOR PALETTE
Consistent color usage ensures maximum brand recognition. The four colors are the foundation of the brand and should always be used properly to reinforce brand equity.
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CM Y K
7 5 /7 5 /7 5 /7 5
1 /1 7 /1 00/ 0
64/ 58/ 57/ 36
0/ 0/ 0/ 0
RG B
2 9 /2 3 /2 0
2 5 2 /2 0 6/ 11
80/ 78/ 77
255/ 255/ 255
LAB
8 /2 /2
8 5 /6 /8 3
33/ 0/ 0
100/ 0/ 0
H EX
#1C1614
# FC C E 0 B
#4F 4D 4D
#F F F F F F
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THE NEW LOOK
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HUMMER REBRANDING
TYPOGRAPHIC STANDARDS
The typography system for the rebranding of Hummer is consists of using Din font as a whole text for Hummer rebranding. As a geometric font, Din fonts have very sharp edges and corners. The entire font gives a hard feel. This is very consistent with Hummer’s rebranding features and soul. At the same time in the design of the logo font also used Din font as a prototype to re-design.
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DIN
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EMPOWER TO PEOPLE COUR AMBITION TO FACE THE GRE CHALLENGES THEIR FUTURE 29
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DIN: ABCDEFGHIJKLM NOPQRSTUVWXYZ 30
abcdefghijklmnopu rstuvwxyz 1234567890 [];’,./\{}|”:>?<+_ (*&^%$#@!~
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THE NEW LOOK
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopurstuvwxyz1234567890[];’,./\{}|”:>?<+_ (*&^%$#@!~
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopurstuvwxyz1234567890[];’,./\{}|”:>?<+_
H
(*&^%$#@!~
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopurstuvwxyz1234567890[];’,./\{}|”:>?<+_ (*&^%$#@!~
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HUMMER REBRANDING
OUR NEW SYSTEM
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FUTURE EXTENSIONS
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EXTENSION
As the rebirth of the Hummer brand, the goal is to be able to make people become strong from spiritual and physical. So Hummer through a number of powerful extensions to attract the audience and complete the Hummer mission. Throughout the Hummer brand will be through the gym, club, camp and media to actually achieve its goals.
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Product Service Environment Education Media
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FUTURE EXTENSIONS
HUMMER GYM
HC2. SHOOT YOUR TARGET (SHOOTING CLUB)
HG1. CHANGE WHAT YOU LOOK LIKE (GYM)
experience the pleasure as a soldier.
A gym make your body stronger and make your mind tough. HG2. FINISH IT (X-SPORT COMPETITION) Allowing you to challenge and cross the thrilling obstacles, to complete the task that others can not be completed. HG3. INDOOR TRAINER (TRAINING CLASS)
Providing real military feeling to shoot your target, and to
HC3. KILL DAY (HUNTING CLUB) Provide hunting services, you can kill animals in the range of select your goal. HC4. THE WORLD IS YOURS ( WAR VIDEO GAME) A game product, let you become the world’s master and king. in
Teaching you how to stay in home to train yourself.
the game world.
HG4. I AM YOUR TRAINING ROBOT (TRAINING MECHINE)
HC5. REAL-LIFE (GREAT CHALLENGE GAME)
Providing an all-round “robot” for training your every muscle in the machine. HG5. CASE PROJECTOR (CASE STUDIES) Offering some successful case to teach people who current in a bad situation how to strongly face the challenges. HG6. I KNOW U ( APP FOR SOCIAL) If you are a tough guy, and if you have some good ideas for tough people, you can use the App to find people who like you or like your
Through solving some problems that will appear in your real life in game, let the people know how to face the great challenges in your life. HC6. GROUP TALK (DISCUSSION & TUTORIAL) If you have a difficult situation, you can tell us to relieve stress and get some directions. HC7. G-SUPPLIES ( VIDEO GAME SUPPLY) Offering some game supplies for giving players more real feeling,
ideas.
such as game gloves, AR, VR and etc.
HG7. TOUGH GROUP ( A SHARING COMMUNITY)
HC8. GREAT WALL (INTERNET FIREWALL)
To tell your tough experience to discussion group, and they will share their experience to teach you how to stay strong.
HUMMER CLUB
To protect your computer system. HC9. NO ONE CAN CLOSE TO YOU (PERSONAL BODYGUARD) To protect your security, let you stay safe.
HC1. FEARLESS (ADVENTURE CLUB) Fearless provide some adventure activities to people. The purpose is to let people face the nature challenge and to defeat them.
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HUMMER REBRANDING
HUMMER CAMP HP1. MILITARY LIFE ( MILITARY EQUIPMENT SHOP) A specialized store that providing military equipment.
HUMMER MEDIA
HP2. OFF-LANE ( OFF-ROAD COMPETITION)
HM1. SUPER SPORTER ( SPORT CHANNEL)
Providing some environment and experience of Off-road for offroad lovers.
A channel provide sport news information for sport lovers HM2. FIND YOUR MENTORS (FILM & VIDEO)
HP3. SOLDIER DAY ( MILITARY CAMP) Let people experience real military life. 40
HP10. NEW BARRACKS (BOOT CAMP) Let you experience how to be a qualified soldier.
HP4. OFF-ROAD EDU ( SCHOOL FOR OFF-ROAD) Teaching you how to start off-road, how to practice, and improve your off-road level.
Providing some powerful movies to mentor you to be tough, be brave. HM3. BEAT IT ( TV SHOW) To simulate the real war, and give the vivid heart shocking to commemorate those real wars. HM4. SURVIVAL REALITY SHOW (TV SHOW)
HP5. S.V.M ( PHONE VEHICLE MANAGEMENT) Using your phone to control your car. HP6. TOUGH-SCI ( UPGRADE MACHANIC) Helping you improve the car and driving technology maintenance station HP7. R-MANUAL ( REALITY MANUAL) Using your phone or ipad to teach yourself the foundations of your car. HP8. SURVIVAL PROTECTION( PROTECTIVE GEARS) Providing some gears for protect people and their properties when they are in the process of adventure. HP9. SUPER SOLDIER (PROTECTION GEARS) For protecting American soldiers, super soldier will provide some defense suit to protect and support soldier.
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To teach you how to survive in jungle.
FUTURE EXTENSIONS
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HP7
HC6
HC2 HC4
HG3
HP1
LEVEL
HP9
HC9
HP4
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HC8
HP8
HC1 HP5
HG1
HC3 HC7
HP2
HG2
HP3
HC5
HG4
HG5
HM3 HM1
HM4
HM2
HP6
HG6
HP10
HG7
0 TOUGHNESS Inner
Outer
HUMMER CLUB
HUMMER MEDIA
HUMMER CAMP
VISUAL STRATEGY GUIDE
HUMMER GYM
HUMMER REBRANDING
HUMMER GYM
1. CHANGE WHAT YOU LOOK LIKE (GYM) A gym makes your body stronger and make your mind tough. 2. FINISH IT (X-SPORT COMPETITION) Allowing you to challenge and cross the thrilling obstacles, to complete the task that others can not be completed.
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3. INDOOR TRAINER (TRAINING CLASS) Teaching you how to stay in home to train yourself. 4. I AM YOUR TRAINING ROBOT (TRAINING EQUIPMENT) Providing an all-round “robot” for training your every muscle in the machine. 5. CASE PROJECTOR (CASE STUDIES) Offering some successful case to teach people who current in a bad situation how to strongly face the challenges. 6. I KNOW U ( APP FOR SOCIAL) If you are a tough guy, and if you have some good ideas for tough people, you can use the App to find people who like you or like your ideas. 7. TOUGH GROUP ( A SHARING COMMUNITY) To tell your tough experience to discussion group, and they will share their experience to teach you how to stay strong.
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VISUAL STRATEGY GUIDE
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HUMMER CLUB
19. FEARLESS (ADVENTURE CLUB)
26. GREAT WALL (INTERNET FIREWALL)
Fearless provide some adventure activities to people. The purpose
To protect your computer system.
is to let people face the nature challenge and to defeat them. 27. NO ONE CAN CLOSE TO YOU (PERSONAL BODYGUARD) 20. SHOOT YOUR TARGET (SHOOTING CLUB) Providing real military feeling to shoot your target, and to experience the pleasure as a soldier. 44
21. KILL DAY (HUNTING CLUB) Provide hunting services, you can kill animals in the range of select your goal. 22. THE WORLD IS YOURS ( WAR VIDEO GAME) A game product, let you become the worldâ&#x20AC;&#x2122;s master and king. in the game world. 23. REAL-LIFE (GREAT CHALLENGE GAME) Through solving some problems that will appear in your real life in game, let the people know how to face the great challenges in your life. 24. GROUP TALK (DISCUSSION & TUTORIAL) If you have a difficult situation, you can tell us to relieve stress and get some directions. 25. G-SUPPLIES ( VIDEO GAME SUPPLY) Offering some game supplies for giving players more real feeling, such as game gloves, AR, VR and etc.
VISUAL STRATEGY GUIDE
To protect your security, let you stay safe.
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VISUAL STRATEGY GUIDE
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HUMMER CAMP
9. MILITARY LIFE ( MILITARY EQUIPMENT SHOP)
17. SUPER SOLDIER (SOLDIER PROTECTION EQUIPMENT)
A specialized store that providing military equipment.
For protecting American soldiers, super soldier will provide some defense suit to protect and support soldier.
10. OFF-LANE ( OFF-ROAD COMPETITION)
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Providing some environment and experience of Off-road for off-
18. NEW BARRACKS (BOOT CAMP)
road lovers.
Let you experience how to be a qualified soldier.
11. SOLDIER DAY ( MILITARY CAMP) Let people experience real military life. 12. OFF-ROAD EDU ( SCHOOL FOR OFF-ROAD) Teaching you how to start off-road, how to practice, and improve your off-road level. 13. S.V.M ( PHONE VEHICLE MANAGEMENT) Using your phone to control your car. 14. TOUGH-SCI ( UPGRADE MACHANIC) Helping you improve the car and driving technology maintenance station 15. R-MANUAL ( REALITY MANUAL) Using your phone or ipad to teach yourself the foundations of your car. 16. SURVIVAL PROTECTION( PROTECTIVE GEARS) Providing some gears for protect people and their properties when they are in the process of adventure.
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HUMMER MEDIA
28. SUPER SPORTER ( SPORT CHANNEL) A channel provide sport news information for sport lovers 29. FIND YOUR MENTORS (FILM & VIDEO) Providing some powerful movies to mentor you to be tough, be brave. 30. BEAT IT ( TV SHOW) 48
To simulate the real war, and give the vivid heart shocking to commemorate those real wars. 31. SURVIVAL REALITY SHOW (TV SHOW) To teach you how to survive in jungle.
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YOU’VE GOT TO STAY STRONG TO BE STRONG IN TOUGH TIMES.
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TILMAN J. FERTITTA
HUMMER REBIRTH.
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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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