HUMMER Rebranding: Visual Standards

rebranding New Strength of HUMMER Visual Standards

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HUMMER Rebranding Visual Standards

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NEW STRENGTH

1 New mission 06 HUMMER Evolution 08 New Vision 10 Why We Change 12 New Direction

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Logo Standards

Visual standards

The New Future

18 Logo Standard

26 Brand Color Standards

44 The Future

20 Logo Anatomy

28 Typeface Choice

46 Future Extensions

22 Logo Composition

30 Graphic Elements 32 Photography Standards 34 Logo Usage

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new mission Chapter 1 HUMMER Evolution New Vision Why We Change New Direction

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HUMMWER EVOLUTION

Previous Logo

Logo with Slogan

Logo Combination

Logo combination

Logo concept

Logo usage

The Hummer logo is as simple as other car

They had used Hummer logo on flashlights,

logos. It is represented by “H� and usually

bicycles, coats, shoes, skateboards, hats,

with black background and white font or vice

laptops, jewelry, clothing and other items.

versa. Hummer logo got licensing deals from

Hummer logo never runs out of fanatics as one

many companies unlike other car logos.

of the prominent car logos even if it ceased to produce vehicles at present time.

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The New Strength Visual Standards New Mission

New Logo

New Strength of HUMMER The new logo design keep the original toughness and strength soul, bring the new mission with the sharp design direction to fit all the future possibilities.

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NEW VISION

Toughness

Tactical

The three key words are respresenting new HUMMER's brand soul—Power and toughness, which also match the new vision of the new strength. Encourage people to conquer the challenges, experience the unlimited adventure to hone strength, power and toughness not only in body, but also in spirit.

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Adventure

The New Strength Visual Standards New Mission

Brand soul

Toughness & Power Mission Statement

Encourage people to conquer the challenges, experience the unlimited adventure to hone strength, power and toughness not only in body, but also in spirit.

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WHY WE CHANGE?

From Physical Toughness

Hummer was the quintessential American brand — practical and well-meaning at heart, but perhaps a bit too narrow-minded for its own good. And while it's easy to decry the marque for being irrelevant and socially ignorant, to do that is to miss the greater picture: Hummer stands as a symbol of everything that we love and hate about America, and if we don't learn something from the brand's death, then we're more ignorant than those who failed to see it coming.

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The New Strength Visual Standards New Mission

To Mental Strong and Strength

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NEW DIRECTION

Before: Tough, tactical, military

The original intent was to create unique vehicle for military, the outstanding mechanical property can take you wherever you want to go.

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The New Strength Visual Standards New Mission

Future: Multi-purpose, explore, dominance

Explore the unlimited experience and gain tough soul will be the heart of new HUMMER. We want you to borden your perspective, make everything possible and surmountable.

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The New Strength Visual Standards New Mission

“My mind is my greatest strength. I lock myself in my head and tell myself I'm invincible and nobody can beat me” —Kelvin Gastelum

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logo standards Chapter 2 Logo Standard Logo Anatomy Logo Composition

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LOGO STANDARD

Main Logo

The HUMMER new logo representing the soul of toughness and power, bringing the new vision from physical strength to both outside and inner strength. This shield shape symbol will be the major visual element for the future visual extensions.

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The New Strength Visual Standards Logo Standards

HUMMER Symbol

The letter H-U-M-M-R simply from the trademark of original HUMMER wordmark. To give the new wordmark design with same new soul like logo mark, the H, M letter also has the slight sharp changes.

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LOGO ANATOMY

Main logo

0.25X 20째

X

1.25X

0.65X

8X

20째

20째

8X

When put the new HUMMER logo and wordmark together, the proportion an the space between each elements shoud follow the visual standards which is shown on the anatomy.

The "X" measurement is from the shoulder of main logo. The space between the logo and wordmark is also one X space.

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20째

The New Strength Visual Standards Logo Standards

HUMMER Symbol

0.25X

X

1.25X

0.65X 1.75X X

With the counterform H letter inside the logo mark, its left half is an exact mirror image of the right, the main "X" space is taken from the shield shoulder.

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LOGO COMPOSITION

Composition 1: Main Logo

Composition 3: Symbol Only

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Composition 2: Wordmark Only

LOGO SIZE VARIATIONS

The New Strength Visual Standards Logo Standards

Logo Usage in Different Scales 3m

3cm

1.5cm

1cm

0.5cm

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visual standards Chapter 3 Brand Color Standards Typography Standards Graphic Elements Photography Standards Logo Usage

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BRAND COLOR STANDARDS

HUMMER Main Brand Color

Power Red

Enduring Black

Toughness Grey

HEX #fb2f2c

HEX #000000

HEX #12baa0

C: 0

C: 0

C: 70

M: 90

M: 0

M: 05

Y: 80

Y: 0

Y: 50

K: 30

K: 100

K: 0

R: 251

R: 0

R: 18

G: 47

G: 0

G: 186

B: 44

B: 0

B: 160

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The New Strength Visual Standards Visual Standards

Supporting color

Robust Orange

Energetic Yellow

Tactical Blue

HEX #f29863

HEX #fae03c

HEX #4ad9d9

C: 05

C: 10

C: 60

M: 50

M: 15

M: 0

Y: 60

Y: 80

Y: 25

K: 00

K: 00

K: 0

R: 242

R: 250

R: 74

G: 152

G: 224

G: 217

B: 99

B: 60

B: 217

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TYPEFACE CHOICE

Standard Typeface:

TOUGHNESS AND POWER “Toughness is in the soul and spirit, not in muscles.”

—Alex Karras

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The New Strength Visual Standards Visual Standards

Typeface Style

GOBOLD BOLD

Typeface Style

ABCDEFGHIJKLMN OPQ RSTUVWXYZ

ABCDEFGHIJKLMN OPQ RSTUVWXYZ

Bold style for tittles

Gobold Bold

Gobold Bold Italic

Caecilia LT Std Roman

ABCDEFGHIJKLMN O P Q R ST UVW XY Z

ABCDEFGHIJKLMN O P Q R ST UVW XY Z

Roman style for quotes

abcdefghijklmnop qrstuvwxyz

abcdefghijklmnopqr stuvwxyz

Caecilia Light

Caecilia Light Italic

Univers LT Std Light

ABCDEFGHIJKLMN O P Q R ST UVW XY Z

ABCDEFGHIJKLMN O P Q R ST UVW XY Z

Light style for body type and suppurting texts

abcdefghijklmnopq rstuvwxyz

abcdefghijklmnopq rstuvwxyz

Univers Light

Univers Light Italic

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GRAPHIC ELEMENTS

Image With Negative Line

Shield Shape

Type and Line Composition

COACH David Tao HUMMER Club 3132771221

The shield-shape can be used as supporting

The shield-shape thick and thin line can

Line is very efficient design elements helping

graphic elements to cover images, keep the

used as visual guiding elements, point out

sorting different level of informations.

information balance. When using the negative

important informations. When using this

shapes , it can be solid or transparency

design element, the color of the line and

overlap with the images as long as it can be

shield shape can be change into other brand

present in best way.

color as long as they can be present in the best way.

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The New Strength Visual Standards Visual Standards

Example of Image and Graphic Elements Using

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PHOTOGRAPHY STYLES

Narrative Style

The narrative style of photography show the lifestyle of HUMMER's brand soul, the photo should telling people what kind of environment and atmosphere people are live with.

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The New Strength Visual Standards Visual Standards

Action Style

These photo showing the HUMMER people's action in sporting or training. The photo must have the sense of power of strength in mental or physical.

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LOGO USAGE

Logo Color

Grey Scale

Color Background

New HUMMER has three main color and

When using the "toughness grey" as the logo

When using the guideline color as background,

three supporting color can be used as logo

background, HUMMWER's main logo and

the main logo color can only be white.

and background color, when using the color in

wordmark can be presented in only black and

different background should always follow the

white, always keep the same value of grey.

guideline.

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The New Strength Visual Standards Visual Standards

Logo With Blackground from White to Black

0—5% BK

20% BK

40% BK

RGB: 255 255 255

RGB: 181 181 181

RGB: 153 153 153

60% BK

RGB: 102 102 102

The diagram shows the guides of logo usage in different percentage of black.

When the background nearly white HUMMER's logo can be presented in

80% BK

RGB: 51 51 51

100% BK

RGB: 0 0 0

"Toughness Grey" should not be used when the percentage of black is over 60%.

three main color.

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LOGO USAGE

Large Negative Background

When the photo is full of power and strength and also has great contrast, use the main color apply into the logo. Make sure when image is black white, avoide to use white logo which make logo less contrast and hard to recognize.

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The New Strength Visual Standards Visual Standards

Natural Lighting

When the photo shoot with natural lighting which is hard to apply logo, use the shield-shape graphic elements and overlap supporting color image treatment to make the logo has good contrast and easy to figure.

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LOGO'S DON'T

Don't use multiple colors

Don't use drop shadow effects

Don't change the logo's color

HUMMER's main logo should only be

HUMMER's logo should not be presented in

The color of HUMMER's logo should always

presented in single color. Don't multiple colors

any drop shadow effect.

follow the standard guideline in 6 colors. Don't

for main logo, wordmarks, signature in

change the logo's color into other color not

any situation.

listed on the standard guideline.

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The New Strength Visual Standards Visual Standards

Don't stretch the logo

Don't crop or outline the logo

Don't change the logo's layout

HUMMER's logo should always keep in the

HUMMER's logo should always be siple and

HUMMER's logo should always be presented

same proportion. Don't sketch, extendor

clean, don't make outline or crop the logo.

squeeze the logo in any shape.

in its correct way. Don't shift, change the scale individually, or change the layout in any situation.

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LOGO'S DON'T

HUMMER CLUB

HUMMER CLUB

HUMMER CLUB

Don't use gradient effects

Don't use transparent effects

Don't layout the logo individually

Don't use any kinds of gradient effects in any

Don't use any kinds of transparent effects in

The logo and wordmark can't combine with

situation.

any situation.

type individually.

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The New Strength Visual Standards Visual Standards

HUMMER CLUB

HUMMER CLUB

HUMMER SUPER CLUB

Don't rotate the logo

Don't overuse the wordmark logo

Don't add graphics to logo

HUMMER's logo should not be rotated entirely

Keep the information simple, don't mis-

HUMMER's logo should be presented in the

or separately in any kinds of situation.

combine the wordmark logo with its brand

original way as the correct usage. Don't add

name.

any additional graphic in the logo.

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THE NEW FUTURE Chapter 4 The Future Future Extensions

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THE FUTURE

Training

T1: Off the Grid Club T2: HUMMER Academy T3: Power Brain Manager T4: HUMMER Recovery Center

Service

EN / ED

EN / ED / M

ED / R

EN / ED / S

S1: HUMMER Guardian S2: The Wild Rescue S3: Health Test S4: Courage Assessment

Club

P/R/S

C1: Survival Race

EN / S

C2: HUMMER Urban Game

EN / ED

EN / M / S

C3: HUMMER Honor Game

EN / ED / M

ED / S

C4: Camping in the wild C5: Adventure Club

Media

M1: HUMMER Hero Talk M2: HUMMER Channel M3: Journey App M4: HUMMER Go Bold

Physically

Retail

ED / M

ED / M / S

M/R/S

R1: HUMMER Survival Kits

P/R

R2: HUMMER Armor

P/R

R3: HUMMER Healthy Stop

P / ED / R

ED / M / S

Mentally

P: Products EN: Environment ED: Education M: Media R: Retail S: Service

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EN / M

EN / ED

ED / M

The New Strength Visual Standards The New Future

Charts

R1

S2 S1

M1 C3 C2

Mental

S3

Physical C4

T3 M2

M3

T4

T2

T1

M4 R2

R3

C5

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FUTURE EXTENSIONS

Training

T1: Off the Grid Club

T2: HUMMER Academy

Most fitness enthusiasts always get stuck in a place they cannot push further.

Through systematic training and examination, HUMMER can

The Off the Grid Club has the best coaches and pro-gear to help people to

improve one's outdoor capability, productivity, fitness and

challengs themselves with the minimum physical protection and professional

performance. Students will be granted professional certification

side-help training. People can get to the next level of body training by overcoming

at each level of performance and ability.

mental fears and physical limits.

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The New Strength Visual Standards The New Future

T3: Power Brain Manager

T4: HUMMER Recovery Center

Tactical training program for people who are good at tactical

The Recovery center provides mental and physical training programs to help the

planning in sports business fields. The goal of the training is

disabled and injured, such as soldiers or verterans to gain skills to make a living

to cultivate the people who have sports experience adding

or share their skills to help other people with the same experiences to get out of

stronger planning and management.

their dilemma.

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FUTURE EXTENSIONS

Service

S1: HUMMER Guardian

S2: The Wild Rescue

HUMMER draws together former soldiers or athletes to

The HUMMER crew standing by 24/7 to provide the fastest and best service to

organize ae professional body guard service, helping you to get

help and save people who are in danger in an emergency situation in the wild.

rid of the safety concerns in your life.

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The New Strength Visual Standards The New Future

S3: Health Test

S4: Courage Assessment

HUMMER provides comprehensive health checks to help you

A Mental test for people who need to work or play in extreme environments

trace your body performance and understad your physical

and conditions, Customer can choose to complete different levels of tests to

abilites through our advanced technology. Our data center will

overcome their mental fears and weaknesses to prepare for their work in their

give you the best assessment for your conisideration.

best condition.

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FUTURE EXTENSIONS

Club

C1: Survival Race

C2: HUMMER Urban Game

C3: HUMMER Honor Game

The HUMMER survival race

An educational game for individual training and

A monthly outdoor fitness game, The person who wins the most projects and keep the longest times will be the annual

is an urban sports contest ,

team work build up. A large arena for people to

Competition, tactical strategy

learn both physical skill and mental strategies

HUMMER Honour Hero. The Game requires both physical and

and team work will be the

to get to the next level.

mental strength to meet challengs.

most valuable assets for people to maintain and cultivate.

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The New Strength Visual Standards The New Future

C4: Camping in the wild

C5: Adventure Club

This event encourages people to camp in teams or groups in

The members of the Adventure Club are people who love discovery and

the wild , Teaching each other about camping skills by sharing

adventure. The club events will be hosted every month through online platforms

the experience.

like Facebook and Twiiter, with everyone sharing their experience with others through social media and websites, inspiring members to experience new things.

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FUTURE EXTENSIONS

Media

M1: HUMMER Hero Talk

M2: HUMMER Channel

A online platform posts talks from great adventurers and explorers, and most

The Youtube HUMMER Channel for people who are crazy about

important—spiritual mentors— who have conquered mental or physical problems,

outdoor activites. Subscribers can get ideas and inspiration from

changed their lives and inspired people, Such as Bear Grylls and Janine Shepherd.

videos to help to improve their outdoor living or extreme sports performance and skills.

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The New Strength Visual Standards The New Future

M3: Journey App

M4: HUMMER Go Bold

The app is a efficient tool for people to plan their outdoor

An extreme outdoor channel. You can get to see an athlete's view of facing a

adventure, It can also refer them to other users' share-plan

problem and resolving it, or you can learn how to use raw materials and creative

and past experience. Users can both make friends and gather

ideas to understand the dangerous and great achievements of these athletes.

experience.

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FUTURE EXTENSIONS

Retail

R1: HUMMER Survival Kits

R2: HUMMER Armor

Kits provides pack of emergency supplies including food,

An apparel brand, manufacturing outdoor functional clothing with high quality and

medical materials and durable kits for people get prepared for

new technology. HUMMER believes that with the support of its products, people

any extrem and emergency situation.

can have unlimited potential.

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The New Strength Visual Standards The New Future

R3: HUMMER Healthy Stop Provides selected healthy food and supplies for members to improve their body performance.

Through body testing, HUMMER provides professional guidance for each day or week. improvement.

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Rebranding Typography Univers LT Gobold Caecilia LT

Design Lingzhe Kong 415527972

Instructor & Class Information Hunter Wimmer GR 604 Nature of Identity

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