Hummer Brand Book Communication Guidelines
BRAND BOOK Communication Guidelines May 2015
Introduction
Hummer Brand Book Communication Guidelines
“
ACCESS TO INFORMATION = THE CURRENCY OF POWER —Keren Elazari, cyber security expert
Hummer is more than a vehicle company, we strive to bring people’s ambition to higher altitudes.
Evolution
Hummer Brand Book Communication Guidelines
TABLE OF CONTENTS
Introduction
Evolution
Evolution
Everything Matters
02
Our History
06
A brand is . . .
03
Timeline
08
Our Vision
10
Our Mission
14
Where We Were
20
Where We Are
21
Our Consumers
22
Table of Contents
Hummer Brand Book Communication Guidelines
New Territory
Visual Guidelines
Logo Guidelines Concept Ideation
30
Color Scheme
48
Renovation
64
Anatomy
36
Typography
50
Dominance
68
Logotype
38
Photography
52
Confidence
78
Clear Space
39
Graphic Elements
53
Security
88
Logo Variations
40
Stationery System
54
Incorrect Uses
42
Social Media Strategy
60
Size
43
00
INTRODUCTION
Evolution
Hummer Brand Book Communication Guidelines
Everything Matters A brand is . . .
Everything Matters
Storytelling Matters.
Simplicity Matters.
We have a limited capacity to absorb facts, but an
Keep it simple. Keep it focused. Avoid “fluff”. Use
enormous capacity to absorb narratives. In order to
visuals instead of words. And always remember, if they
be successful a story has to be genuine and authen-
can’t repeat it, they didn’t get it.
tic. It has to be real.
Voice Matters. Consumers care just as much about how something
Emotions and Experiences Matter. People don’t remember what you told them, they remember how you made them feel.
is said as what is said.
First impressions Matter. Did you “have them at hello”? Impressions are often
Perspective Matters. You’re probably more interested in what you have to say than anyone else is. Make sure your message is
made within the first 60 seconds. Your success
relevant, differentiated and delivered in a way that
depends on whether you quickly capture your target
is engaging.
audience’s interest.
Introduction
Hummer Brand Book Communication Guidelines
A Brand is . . .
A Brand is . . .
A Brand is Not a Logo.
A Brand is Personality.
A logo is a symbol or identifier of the brand.
“If your brand was a person, what would he/she be like?” How a brand looks, sounds and behaves helps
A Brand is Not a Corporate Identity Program. Though that helps to ensure the consistency of the brand.
to establish and define personality.
A Brand is a Feeling. How people feel about a product, person, service or company. Reputation, relationships and experiences all contribute to a person’s emotional feelings about
A Brand is Not What We Say It Is, It’s What They Say It Is. Brands are defined by individuals, not companies. We can guide it. We can care for it. We can manage it and even influence it, but the market (and the people in it) ultimately defines it.
a brand.
A Brand is a Promise. When people buy a brand, they have an expectation. Your brand is your promise. You need to do everything possible to keep that promise. Credits: The Brand Gap, by Marty Neumeier
03
1 EVOLUTION
Evolution
Hummer Brand Book Communication Guidelines
Our History Timeline Our Vision Our Mission Where We Were Where We Are Our Consumers
Our History
Evolution
Hummer Brand Book Communication Guidelines
Our History
The previous Hummer logo and slogan
The Hummer brand was based on U.S. military vehicle design used during the Persian Gulf War. It was a symbol of American ingenuity, military prower and man’s dominance over harsh, unforgiving terrain. The public had a love-hate relationship with its size, power, utility and level of gas consumption. On this day in 1983, the Pentagon awards a production
a target of heavy criticism from environmentalists.
contract worth more than $1 billion to AM General
According to a 2008 report on Salon.com, in August
Corporation to develop 55,000 High Mobility Multi-
2003, “Hummer-hating eco-vandals [struck] four car
purpose Wheeled Vehicles (HMMWV). Nicknamed
dealerships in Southern California’s San Gabriel Valley,
the Humvee and designed to transport troops and
destroying, defacing and burning dozens of Hummers
cargo, the wide, rugged vehicles entered the spotlight
and other SUVs, while scrawling love notes like ‘Fat,
when they were used by the American military
Lazy Americans’ about the premises.”
during the 1989 invasion of Panama and the Persian Gulf War in the early 1990s.
In 2005, the Hummer H3, an even smaller (5,800 pounds), more fuel-efficient (16 to 20 miles per gallon)
In 1992, a civilian version of the Humvee, known as
vehicle, was released. The following year, GM ended
the Hummer, went on sale. The hulking, attention-
production of the original Hummer, due to low sales. In
grabbing road warrior tipped the scales at some
2008, as Americans faced a growing economic crisis
10,000 pounds and got less than 10 miles per
and rising gas prices, along with increasing environ-
gallon. It was an early hit with Hollywood celebrities
mental concerns, Hummer sales shrunk by more than
such as Arnold Schwarzenegger, who went on to
50 percent. In December 2008, GM, which was hard
own a fleet of Hummers. In December 1999, when the
hit by the global recession and slumping auto sales,
economy was strong and gas prices were relatively
received a multi-billion-dollar federal bailout loan in
low, General Motors purchased the rights from AM
order to stay afloat. On June 1, 2009, the auto giant,
General to market and distribute the Hummer. In 2002,
which until 2008 had been the world’s top-selling
the Hummer H2, a smaller (some 8,600 pounds), less
maker of cars and trucks, filed for Chapter 11 bank-
expensive version of the original model, debuted.The
ruptcy protection. The following day, GM announced
Hummer became a symbol of America’s super-sized
that as part of its reorganization plans it would sell the
lifestyle; however, the gas-guzzling vehicle was also
Hummer brand to a Chinese machinery company. Description adapted from www.history.com
07
Timeline
1983
1999
The Pentagon awarded AM General Corporation
GM acquired the Hummer brand from AM
$1 billion to develop 55,000 High Mobility
General Corporation.
Multipurpose Wheeled Vehicles (HMMWV).
GM introduced H1, H2 and H3 models to the public.
1992–2006 Hummer H1
1992 Hummer was a brand of trucks and SUVs, opening market in 1992 when AM General Corporation began selling a civilian version of the M998 Humvee.
Evolution
Timeline
Hummer Brand Book Communication Guidelines
2002
2008
2009
GM-Hummer dealerships open.
GM announced it is reviewing the
While preparing for bankruptcy, GM
brand for possible sale.
announced the discontinuation of several brands including Hummer. China’s Sichuan Tengzhong Heavy Industrial Machinery Co. announced that it was interested in acquiring Hummer but later withdrew the bid.
2003–2009 Hummer H2
2005–2010 Hummer H3
2006
2010
Peak year for H ummer sales, w ith
GM announced it would dismantle the
71,524 sold.
Hummer brand. Hummer inventory depleted and dealerships started to close in April. The last Hummer H3 rolled off the line on May 24th.
09
Our Vision
Hummer empowers people with a s ense of security, dominance and confidence.
Evolution
Our Vision
Hummer Brand Book Communication Guidelines
The Chart above represents how the Hummer brand helps people in a corresponsive manner with its brand soul. Self actualization is the realization or fulfillment of one’s talents and potentialities, especially considered as a drive or need present in everyone.
11
Our Vision
The definition of dominance has changed over the
The Hummer brand is still rooted in dominance, but
years. It used to be strength in military forces and
transcends from the physical to the intelligence level.
weaponry. However, in the digital era, dominance is
We help ambitious people through better resources
the access of information through advanced technology.
and technology to achieve goals they could never
Access to Information = Currency of Power Hummer is going to evolve from a blunt SUV and truck brand, which has bad reputation about its super-size, gas consumption and superficiality, into an information provider.
Evolution
imagine reaching and to build futures they dared to dream of. In short, Hummer is more than a vehicle company, we strive to bring people’s ambition to higher altitudes.
Our Vision
Hummer Brand Book Communication Guidelines
Definition of Dominance 1990
2015
2015
Powerful Army
Power of Public Manipulation
Robust Weapons
Intelligence of Information Analysis
Muscular Strength
Utilization of Advanced Technology
PHYSICAL
INTELLIGENT
13
Our Mission
Hummer provides accessible resources for individuals and businesses, offering them knowledge and information allowing them to have better control of their future.
Evolution
our Mission
Hummer Brand Book Communication Guidelines
Voice CONFIDENT, PROACTIVE, INTELLIGENT
Value DETERMINATION, AGILENESS, PRECISION
Keywords DOMINANCE, KNOWLEDGE, CONNECTION
15
Evolution
Hummer Brand Book Communication Guidelines
A visual demonstration of the original Hummer brand Keywords: PROTECTION/RELIABILITY/STRENGTH/ADVENTURE
17
Evolution
Hummer Brand Book Communication Guidelines
A visual demonstration of the new Hummer brand Keywords: DOMINANCE/INTELLIGENCE/INFORMATION/ DEVELOPMENT
19
Where We Were SUV and Truck Brands
FUNCTIONAL
COMFORTABLE
LUXURIOUS
Toyota Tacoma
Chevrolet Colorado
ECONOMICAL
Evolution
Hummer Brand Book Communication Guidelines
Where We Are
Where We Are
Educational Platform
HIGH ACCESSIBILITY
TED Talk
Textbook
REVOLUTIONARY
MODERATE
MUSEUM
DALE CARNEGIE TRAINING IBM EMC
Tech Conference
HP-big analytics platform
Consulting agency
MIT
LOW ACCESSIBILITY Toyota Tacoma
Chevrolet Colorado
21
Our Consumers Our personas represent the dreamer, go-getter, idealist and perfectionist.
Evolution
Our Consumers
Hummer Brand Book Communication Guidelines
23
Our Consumers
Paul/The Technology Explorer
Olivia/The Affluencer
Age: 29
Age: 33
Status: Single
Status: Married
Occupation: Engineer and Artist
Occupation: Project Manger
Gender: Male
Gender: female
Location: California
Location: New York
Paul has great talent in coding, inventing and
As an only child, her parents offer her the best
research. He has strong determination on what he
environment and education. She graduated from
loves. He enjoys meet up events to present his work
Brown University with a business degree. She works
and exchange production ideas to peers and people
for a fortune 100-investment company for over 6
who are interested in art. On every project, he tries
years. She plans to start her own financial services
to apply the latest technology to create the most
company. Right now she is at the stage of gath-
impressive effect and interaction with his audience.
ering talents and build resourceful connections. Her
He always has desire to connect his projects with the
current goal is living a healthy lifestyle and building
public, to broadcast how we can apply new tech-
career satisfaction.
nology in practical life.
Evolution
Consumers Our People The
Hummer Brand Book Communication Guidelines
Chris/The CEO
Ann/The College Student
Age: 51
Age: 21
Status: Married, has 2 kids
Status: Single
Occupation: CEO
Occupation: Student
Gender: Male
Gender: Female
Location: DC
Location: Nevada
Chris is running a tech company that provides internal
Ann is a third year computer science undergrad
management systems for corporations. He has needs
student. She is currently an intern at Microsoft, but
to know key market information to help improve
isn’t sure she likes working for a large corporation.
existing products. For example, a web timesheet Software
Her studying is heavily related to programing and
may need to expand with a smartphone version, to
coding. She is not good at public speaking. However,
provide a more efficient and more flexible platform.
when she talks about programing, she can be
Chris built his company from nothing, so he is pride
talkative and enthusiastic.
of his career accomplishments. He goes to plenty of business events and seminars to build business connections. He believes he is on track to lead his company and employees to the next level.
25
Our Consumers
Andrew/The New Retiree
Pedro/Social Butterfly
Age: 65
Age: 32
Status: Married, 2 kid
Status: Single
Occupation: Retired
Gender: Male
Gender: Male
Occupation: HR
Location: Seattle
Location: California
Andrew use to be a high school teacher, he is
Pedro just moved to San Francisco from Ohio for his
passionate about his career in education. He is a people
new HR position in a tech company in Silicon Valley.
person and enjoys organizing events for his friends
His work requires heavy social skill and precise
and family. Even though he’s retired, he loves to keep himself busy. He travels twice a year and is an avid photographer Andrew thinks consistent learning is a way to create fulfilled life. He uses computer and mobile devices as learning tools; also it creates common conversation with his grandchildren.
people-observation ability. He is ambitious with his career, the reason he accepted his current job is because he saw better opportunities in the future in Silicon Valley. The idea of having a family is not important to him. Being independent and resourceful are his current goals. He reads newspaper and business books daily. He is open-minded and is always willing to help others.
Evolution
Our Consumers
Hummer Brand Book Communication Guidelines
“
One secret of leadership is that the mind of a leader never turns off. Leaders even when they are sightseers or spectators, are active; not passive observers.
”
—James Humes, former presidential speechwriter
27
2 LOGO GUIDELINES
Evolution
Hummer Brand Book Communication Guidelines
Concept Ideation Anatomy Logotype Clear Space Logo Variations Incorrect Uses Size
Concept Ideation Our new mark is a representation of everything that we stand for. it’s modern and recognizable. It is not only the new symbol of dominance, security and confidence, but it’s also the mark of vibrant, dynamic and proactive, and most of all, ambitious.
Logo Guidelines
Concept Ideation
Hummer Brand Book Communication Guidelines
31
Concept Ideation
Sketche Process
Logo Guidelines
Concept Ideation
Hummer Brand Book Communication Guidelines
33
Concept Ideation
Logo Guidelines
Concept Ideation
Hummer Brand Book Communication Guidelines
1.
2.
3.
1. The three bars stand for the three brand attributes — confidence, dominance and security. 2. The shield is a symbol of strength. 3. The arrangement of bars and shield symbolizes overcoming self-limits and aiming for higher ideals.
35
Anatomy
Logo Guidelines
Anatomy
Hummer Brand Book Communication Guidelines
For proportion, the x is always the width of the symbol stroke. The height of the logotype is 3.5x. The height of the symbol is 13x. The gap between the symbol and the logotype is 2x.
37
Logotype
Typography Interstate Mono Black
Adjustments 1. Remove sharp points of the letter “M” 2. Extend the middle stroke of the letter ”E” 3. Cut left corner of the letter ”U” 4. Raise the x-height of the letter “H” 5. Round all corners of the logotype
Final The logotype is based on the Interstate typeface. The adjusted angle of the letter U is 45 degrees — same angle as the three bars of the Hummer logo.
Logo Guidelines
Hummer Brand Book Communication Guidelines
Clear Space
Clear space
Horizontal
Vertical
To preserve the impact of the Hummer logo, there should be clear space around the mark. No competing graphic or text should be placed within this area. The minimum space is at least the height of the logotype “H.�
39
Logo Variations
Logo color and background For consistency, our logo may only be applied in a limited number of colors and techniques. To preserve legibility, the gray logo should only be placed on a white or off-white background. Colors are also available for use. Please use colors specified in the primary color palette.
Logo Guidelines
Logo Variations
Hummer Brand Book Communication Guidelines
Although it’s always preferred to place the logo on a
When placed over a photograph, the background
dark blue or white background, there are times when
should never appear overly textured, as this will also
it will need to appear over a color. In these cases,
reduce legibility of the logo.
make sure that the logo elements are visible. The exhibits show which logo to use over various colors
Hummer logo is available in a number of color
to enhance visibility. Note that although the black
variations and formats to meet the needs of a variety
logo may be visible on many mid-range backgrounds,
of design layout.
it is preferred that white be used in those cases.
41
Incorrect Uses The examples on this spread demonstrates incorrect uses of the Hummer Logo type. Please do not alter the Hummer Logo in any way.
1. Incorrect Color Split
5. Incorrect Scale
9. Incorrect Element
Do not separate the logo color from
Do not change the rotio between l ogo
Do not use a drop-shadow in
the logotype.
and logotype.
the background.
2. Incorrect Placement
6. Incorrect Composition
10. Incorrect Composition
Do not skew or rotate the logo. T he
Do not outline the logo i n any color.
Do not use the logo as a m otif or
logo may only be positioned  on a 0°
graphic design element.
horizontal axis.
3. Incorrect Placement
7. Incorrect Symbol
11. Incorrect Color
Do not rearrange the elements i n
Do not flip the logo.
Do not reproduce the logo a sa gradient of any kind.
the logo.
HUMMER 4. Incorrect Color
8. Incorrect Font
12. Incorrect Scale
Do not reproduce the logo i n an
Do not redraw or use another f ont to
Do not distort or stretch the logo.
unapproved color.
create the logo.
Logo Guidelines
Hummer Brand Book Communication Guidelines
Size
Size
Digital Environment
Print Environment
Horizontal
Minimun 1 inch Minimun 1.5 inch
Vertical
Minimun 1 inch Minimun 1.2 inch
Logo Only
Minimun 1 inch
Minimun 1 inch
43
Logo Guidelines
Logo Guidelines
Hummer Brand Book Communication Guidelines
45
2 VISUAL GUIDELINES
Evolution
Hummer Brand Book Communication Guidelines
Color Scheme Typography Photography Graphic Elements Stationery System Social Media Strategy
Color Scheme
Corporate Color The dark blue is the foundation in all Hummer graphic designs. The palette was inspired by the Hummer spirit.
CMYK 100 085 040 030 RGB
020 050 090
HEX
#163257
PANTONE
2955M/294C/3055U
Web Color Colors in both the corporate and extended palettes are provided in RGB and hexadecimal values for web channels.
CMYK 065 000 005 0 RGB
045 195 230
HEX
#2CC3E8
PANTONE
350M/2915 C/2975U
Extended Palette Colors are divided between cool and warm hues with primary and secondary accent colors. The primary palette should be used as a first line solution when making color decisions.
CMYK 000 095 065 0 RGB
240 050 080
HEX
#EE2F4E
PANTONE
205M/198C/192U
CMYK 060 000 040 0 RGB
095 195 175
HEX
#5FC3AD
PANTONE
325M/325C/319U
CMYK 015 000 070 0 RGB
225 230 115
HEX
#DFE571
PANTONE
380M/373C/7456U
CMYK 000 030 070 0 RGB
250 185 100
HEX
#FCBA63
PANTONE Visual Guidelines
7410M/713C/712U
Hummer Brand Book Communication Guidelines Hummer Brand Book Communication Guidelines
Extended Colors / Gradients These are examples of gradients selected to support Hummer brand identity in digital environments. The gradient palette should be used only to help highlight, define a hierarchy or add depth to content as needed.
CMYK 065 000 005 0
CMYK 060 000 040 0
RGB
045 195 230
RGB
095 195 175
HEX
#2CC3E8
HEX
#5FC3AD
PANTONE
350M/2915 C/2975U
PANTONE
325M/325C/319U
CMYK 065 000 005 0
CMYK 015 000 070 0
RGB
045 195 230
RGB
225 230 115
HEX
#2CC3E8
HEX
#DFE571
PANTONE
350M/2915 C/2975U
PANTONE 380M/373C/7456U
CMYK 065 000 005 0
CMYK 000 030 070 0
RGB
045 195 230
RGB
250 185 100
HEX
#2CC3E8
HEX
#FCBA63
PANTONE
350M/2915 C/2975U
PANTONE
7410M/713C/712U
CMYK 065 000 005 0
CMYK 000 095 065 0
RGB
045 195 230
RGB
240 050 080
HEX
#2CC3E8
HEX
#EE2F4E
PANTONE
350M/2915 C/2975U
PANTONE
205M/198C/192U
Typography
Prometo
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$%^(#!?)
Prometo is a sans serif display typeface based on a
with the first sketches being made in 2012. Primarily
grid, with a square design that is instantly recognizable.
for display use, Prometo is proud to make the most of
The attention to detail and skillful craftsmanship in
its features and comes in fourteen weights and styles.
this font family really shine through.
This font family works well in signage, titles, and bill-
Prometo has an industrial feel, as if it has been built rather than drawn. The initial design concept was developed by the design team in our Brazil office,
boards, or for wcommunication that needs something stylish with a clarity of purpose and message. Description adapted from daltonmaag.com
Soleto
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$%^(#!?)
Soleto is a contemporary sans serif font family with
early sketches for Prometo, a sans serif font family
a quietly confident character. It works well for big
created by the design team in our Brazil office in 2012,
areas of text, creating an even rhythm and texture,
but takes the design in a very different direction. This
but can also make a statement at larger sizes.
early connection between the two families means
Soleto is a flexible font family that can adapt itself to a wide variety of uses. It originally arose from the
that designers can combine them with confidence, but Soleto is also quite capable of standing on its own. Description adapted from daltonmaag.com
Visual Guidelines
Hummer Brand Book Communication Guidelines
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$%^(#!?)
Margaret Calvert’s typeface is a contemporary interpretation of the slab serif style, less mechanistic than many, and owing more to humanist letterforms. Designed in 1980 for Monotype, Calvert is based on letters Margaret Calvert originally drew for the
Typography
Calvert
signage system of Britain’s Tyne and Wear Metro system. Description adapted from store1.adobe.com
Prometo Thin/Headline, subhead and quotes Prometo Bold/Headline, subhead and quotes Prometo Medium/Subhead Soleto Regular/Body text and captions Calvert Light/Body text and captions
51
Photography
Always refer to our tone of voice when selecting photographs. Progressive, proactive, confident, techdriven and informative—our photographs should reflect these attributes with the use of futuristic and sharp images.
Visual Guidelines
Hummer Brand Book Communication Guidelines
Graphic Element
Graphic Elements
Use any of these graphic elements to represent Hummer features in designs.
53
Stationery System
Visual Guidelines
Stationery System
Hummer Brand Book Communication Guidelines
55
Visual Guidelines
Stationery System
Hummer Brand Book Communication Guidelines
57
Visual Guidelines
Hummer Brand Book Communication Guidelines
Social Media Strategy
New Territory
Social Media Strategy
Hummer Brand Book Communication Guidelines
61
NEW TERRITORY
Evolution
Hummer Brand Book Communication Guidelines
4 Renovation Dominance Confidence Security
Renovation
Reinventing Hummer
Hummer will create a sophisticated information
In the era of information explosion, It is not difficult
understanding of technology, marketing and human
to gain the knowledge you want to satisfy your
resources, to identify future developments for any
personal interests or business needs. However, the
possible opportunities. The extensions all follow four
rapidness and accuracy of resources are what
actions: Connecting, Establishing, Researching and
developing individuals and growing businesses are
Transcending, bringing people to a higher altitude
network to enhance individuals’ and businesses’
going after.
and greater goals with future developments. We have categorized our future extension with three keywords which derived from our brand attributes— Dominance, Confidence and Security.
Individual
New Territory
Business
Reinventing Hummer
Hummer Brand Book Communication Guidelines
Transcending
SECURITY
DOMINANCE
Researching
Connecting
CONFIDENCE
Establishing
Dominance, Confidence and Security are the three brand attributes. Connecting, Establishing, Researching and Transcending are four core actions that will lead people to climb toward a higher ideal.
65
Business
Individual New Territory
Renovation
Services Business Strategy Consulting Data Analysis Center Collecting data and interpreting in the way that can be used for business strategy development Personal Development Consulting Center Enhancing individual’s mental strength and thinking flexibility Media Integrated Platform
Products
Education
Assisting individuals and businesses to create an integrated online presence
Drones
Training center (Dale Carnegie Training)
Hacker Agency
Multifunction drones which conduct investigations,
Emphasizes practical principles and processes by designing
Conducting profound research in both cloud
surveillance and other personal usages
programs that offer people the knowledge, plus the skills and
settings and internal internet environments.
practices they need to add value to organizations and advance Software for Corporation Management System (achiever) A cloud-based Employee Success Platform, a powerful new way for companies to engage, align, and recognize employees, enabling remarkable business success. Data collecting system (Nextretail) Combination of hardware and software for big data collecting Hiring software (Lever) A modern hiring software that interviewers, managers, recruiters, and entire companies love using. Full company collaboration is the most effective way to source, vet, and close game changing hires.
in their careers.
Mobile device learning platforms which allow people gain knowledge efficiently.
A risk-free setting which provides people adapt and practice their new-learned skills.
Indusrial and academic experience sharing Theme conference Industry resource exchange Seminar Recruiting seminars in universities to approach best academic talents Coding Project Contest Hummer will held contest annually to reward people who has unique perspectives and techniques in software developing field. Micro Robot Implant/ Body Tracking Device (fitbit) Our snipers can Implant micro chips from distance without the targets’ notice. To collect targets’ physical information and behavior pattern.
Private Investigator
Blackmail Design Center
conveying your thoughts profoundly and memorably (unfor-
Surveillance Camera Remote Control Software allows you
For individuals’ benefits, Hummer dedicate to dig your rivals’
gettedably), which is, creating high impact presentations
connect surveillance cameras signals whichever you like in
weaknesses to create a desireable situations for personal
order to reach the first hand info of your opponents
development.
Public Speaking Enhancing the abilities of public speaking skills and
Communications/Human Relations Improving the communication efficience between peers and people with various society status Leadership and Management
Experience
Environment
Assisting companies improve performance by maximizing decision-makers, leaders, executives and managers. Hiring and Retention Strategies Helping companies improve their performance of hiring
Simulation Device
Lectures (Ted Talk)
Confidential Information Exchange Center
the growth of its people. The professional training is for Mobile APP
Events
decision-making
Online Talent Community (meet up)
Headquaters
Connecting tech people with business owners
Hummer Corporation Headquaters
Cloud-based Libraries
Conference Center
Transforming Libraries into the Digital Information Resource Center of the Future
Vehicle Sale Center
Online Personal Planner
Techshop
Computer Science Institute/Coding School Provides course to educate people how to connect technolo-
News press/ Magazine
gies in to real world practices.
Career and life planing consultent
Publications for providing latest infomation in tech industries
Certificate Program
Scholarship Program
Help individual to accelerate the pace of future career building
Allow individual who wants to improve professional skills with
by getting certificates.
further education
Workshop Opportunities of networking and taking a glance of how real i ndustries conduct projects
( )= Existing Competitors
“
Confidence and empowerment are cousins in my opinion. Empowerment comes from within and typically it’s stemmed and fostered by self-assurance. To feel empowered is to feel free and that’s when people do their best work. You can’t fake confidence or empowerment.
”
— Amy Jo Martin, founder and CEO of Digital Royalty
DOMINANCE
Hummer Brand Book Communication Guidelines
New Territory
Hummer Brand Book Communication Guidelines
Headquarters
Hummer Headquarters
71
Hummer Headquaters
Hummer headquaters is a hub of creativity and innovation. We provide conference room and activity space for companies and individuals. Hummer headquaters also provide the following soft skill training programs:
Public Speaking Improve public speaking skills in order to create high impact presentations. Communications/Human Relations Improve communication efficiency and relations between colleagues. Leadership and Management Leadership and management training for managers, executives and decision-makers.
New Territory
Hummer Brand Book Communication Guidelines
Headquaters
Entrance of Hummer Headquarters
Seminar 73
Hacker Agency
New Territory
“
The hacker community may be small, but it possesses the skills that are driving the global economies of the future.
”
Hacker Agency
Hummer Brand Book Communication Guidelines
—Heather Brooke, professor of Journalism
75
Hacker Agency
At Hummer Hacker Agency, we provide only the best experts with evey single mission. We help you access confidential documents such as revenue records, personal medical data and consumer purchase data, etc. We can provide the key to your future success.
New Territory
Hacker Agency
Hummer Brand Book Communication Guidelines
77
CONFIDENCE
New Territory
Confidence
Hummer Brand Book Communication Guidelines
79
Computer Science Institute
The Future New Territory
Computer Science Institue
Hummer Brand Book Communication Guidelines
81
Computer Science Institute
Hummer Computer Science Institute offers courses to educate people on how to use technology in their profession. Hummer Computer Science Institute hosts seminars and coding contests frequently. Moreover, in order to help students with their career path, the institute encourages them to join its certificate program.
Certificate Program Helps accelerate career path. Coding Contest Coding contests are held annually to reward people who are talented in the software developing field. Seminar Recruiting seminars to attract best academic talents.
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Virtual Reality Simulation Device
Computer Science Institue
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Coding Contest
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Talent Exchange Digital Platform
Hummer talent exchange digital platform provides general users connect with different talents and helps Human Resource professionals faciliate the hiring process. Hummer talent exchange digital platform is designed to faciliate instant information exchange and collaboration for the hiring process. It builds online communities, help talents horn their skills and build sufficient network with professionals across industries. The platform is accessible on desktop, mobile and tablet devices.
New Territory
Talent Exchange Digital Platform
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Talent Exchange Digital Platform
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Tablet and Mobile Phone App
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SECURITY
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Security
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Data Analysis Center
New Territory
Data Analysis Center
Hummer Brand Book Communication Guidelines
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The number one benefit of information technology is that it empowers people to do what they want to do. It lets people be creative. It lets people be productive. It lets people learn things they didn’t think they could learn before, and so in a sense it is all about potential.
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—Steve Ballmer, former CEO of Microsoft
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Data Analysis Center
The Hummer Data Analysis Center generates analysis to support the development and implementation of effective business structure to assure the future decision-making. The Hummer Data Analysis Center specializes generally in three core areas of research and simulation modeling: business strategies, technology applications and internal developments. The Data Analysis Center produces a large volume of independent research in each of these areas and develops the most suitable analytic pattern for each client. Analysis Center
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Hummer Brand Book Communication Guidelines
Data Analysis Center
Analysis Chart
Computer Data Storage Server Room
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Surveillance Program
The Hummer Surveillance Program can generate first hand data and assure the accuracy of diverse infomation resources. Hummer Surveillance Program is chartered to leverage best practices and expertise from government, industry, and academia on investgation and mass data collection. It also serves for personal needs, such as evidence collecting, target interrogation and background analysis on lawsuit and personal usages.
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Investigator
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Surveillance Program
Drones
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ACCESS TO INFORMATION = THE CURRENCY OF POWER —Keren Elazari, cyber security expert
All content for Hummer Communcation guide was conceived, written, designed and collected by Peihua Lee. leepeihua.com peihua.lee0312@gmail.com Design Consultation Hunter Wimmer, GR 604 Nature of Identity, Academy Of Art University Copyright Š2015 Peihua Lee Some of the photographs in this book were taken by the auther. Some images were downloaded from flickr.com and google.com are used in accordance with the Creative Commons Licence. This book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of U.S. Copyright law.
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Colophon