Hummer Book 3 The Visual Standards Guide

03 THE VISUAL STANDARDS GUIDE

03 THE VISUAL STANDARDS GUIDE

4 â– HUMMER BOOK 03 THE VISUAL STANDARDS GUIDE

WE EMPOWER ADVENTURE EXPERIENCES AND BUILD SELF-RELIANCE FOR ADVENTURERS AND MAKE THEM LONG LASTING. CHAPTER 01 OUR NEW LIFE â– 5

CONTENTS

06

CHAPTER 01 OUR NEW LIFE

OUR VISUAL

08 Brand New Logo

30

Typographic Standards

10 Logo Components

34

Brand Colors

12 Logo Anatomy

36

Business System

14 Clean Space 16 Logo Variations 24 Logo Size Chart 26 Logo Misuses

38

28

CHAPTER 02

CHAPTER 03 EXTENSIONS

40 Brand Universe Chart 42 Brand Extension Lists

CHAPTER 01 OUR NEW LIFE

The new Hummer was announced in 2016. The original brand soul is maintained. And It encourages our mission statement.

Moreover, the brand new Hummer has established the brand visual standard to make a unity and consistence.

BRAND NEW LOGO

A logo represents the brand identity. The rebranding Hummer needs the new logo to make a brand more unique and dominant.

The new Hummer logo looks more tough and more powerful.

The idea represents the power and strength, which bases on the core of Hummer brand.

COURAGE We support people having adventures. Doing challenging activities brings braveness to people.

STRONG We provide and support the strong body and mind.

POWERFUL The power comes from the toughness.

08 â– HUMMER BOOK 03 THE VISUAL STANDARDS GUIDE

CHAPTER 01 OUR NEW LIFE â– 09

LOGO COMPONENTS

The new Hummer logo is a combination of a symbol and a wordmark that are used in the different situation.

A symbol consists of the first letter H, scratch and, shield by showing our unique brand soul. Below a symbol is a wordmark.

The shape of letter form relates to a triangle of shield shape.

A SYMBOL COMPOSITION

10 ■ HUMMER BOOK 03 THE VISUAL STANDARDS GUIDE

•

The initial of brand

•

A scratch

•

A shield

Symbol Signature

Wordmark

CHAPTER 01 OUR NEW LIFE â– 11

LOGO ANATOMY

WORD MARK The word mark is constructed from a modified version of the typeface, Gotham. The angles of letter H and M are the same direction, which is 20.5°. Refer to these standards every time when the wordmark are used.

20.5°

20.5°

12 ■ HUMMER BOOK 03 THE VISUAL STANDARDS GUIDE

20.5°

20.5°

SYMBOL A symbol anatomy is the construction and proportion of a logo elements. The minimum required clear space measures as X mark. 20.5° is required every angle. Please maintain the proportion and structure.

Close up a scratch

-20.5°

20.5°

X

1

2

X

CHAPTER 01 OUR NEW LIFE ■ 13

CLEAR SPACE

The new Hummer logo needs a room to shine. The signature logo, symbol and workmark are always be surrounded by a clear space at X mark of their sizes.

SIGNATURE

14 â– HUMMER BOOK 03 THE VISUAL STANDARDS GUIDE

X

X

X

X

X

SYMBOL

X

WORDMARK

X X

X

X

X

X

X

X

X

X

X

X

X

X

CHAPTER 01 OUR NEW LIFE â– 15

LOGO VARIATIONS

ONE COLOR One color version of our wordmark, symbol, and signature are used when the layout needs to be simple and small. It must be enhance particular design concept.

WORKMARK

The Primary color version is our main logo. It should be maintain as limitations.

16 â– HUMMER BOOK 03 THE VISUAL STANDARDS GUIDE

SYMBOL

SIGNATURE

Hummer Black C |75% , M | 68% , Y | 67% , K | 90% R | 0, G | 0, B | 0 #000000 Hummer Orange C |0% , M | 69% , Y | 9% , K | 0% R | 243, G | 114, B | 35 #f37121

CHAPTER 01 OUR NEW LIFE â– 17

FULL COLOR VERSION A full-color version uses for the signature only. The combination of color is a dark color and bright color. Please consider not to combine a light color with a light color

18 â– HUMMER BOOK 03 THE VISUAL STANDARDS GUIDE

Noted that colors are based on our brand colors, which is in the next chapter—Our Visual.

CHAPTER 01 OUR NEW LIFE ■ 19

COLOR BACKGROUND Although, it's always preferable to place our wordmark, symbol and signature on the brand colors. Please use the guidelines as a reference when using the color background version.

WORKMARK

20 â– HUMMER BOOK 03 THE VISUAL STANDARDS GUIDE

SYMBOL

SIGNATURE

CHAPTER 01 OUR NEW LIFE â– 21

IMAGES When a logo is placed on a photography special care must be taken to ensure visibility of logo. The logo position and size can move around but need to maintain a clear space.

WORKMARK

22 â– HUMMER BOOK 03 THE VISUAL STANDARDS GUIDE

SYMBOL

SIGNATURE

CHAPTER 01 OUR NEW LIFE â– 23

LOGO SIZE CHART

We have established various sizes of our logo to make it stand

LOGO VERSION

out as possible. The sizes are based on the context. Please make sure that our logo is dominant when it is in the small size.

SIZE

1 cm

5 cm

1m

5m

24 â– HUMMER BOOK 03 THE VISUAL STANDARDS GUIDE

ONE COLOR

FULL COLORS

COLOR BACKGROUND

ON IMAGES

CHAPTER 01 OUR NEW LIFE â– 25

LOGO MISUSES

As with any creative identity guidelines, there will be elements that are open to interpretation. The brand new Hummer logo operate the rules of common sense. If something looks strange, then it is wrong. We have highlight something should never be used with our logo.

| 1 | Do not resize the logo | 2 | Do not stack the logo | 3 | Do not rearrange the logo | 4 | Do not flip the logo | 5 | Do not rotate the logo | 6 | Do not distort the logo | 7 | Do not place additional elements within the logo | 8 | Do not use color variety other than four provided | 9 | Do not place the logo on photographic background with insufficient contrast

26 â– HUMMER BOOK 03 THE VISUAL STANDARDS GUIDE

|1|

|2|

|3|

|4|

|5|

|6|

|7|

|8 |

|9|

CHAPTER 01 OUR NEW LIFE â– 27

CHAPTER 02 OUR VISUAL

To define a standard visual guidelines—typographic standards, brand colors, and business system in order to make a harmony of the brand.

TYPOGRAPHIC STANDARDS

To define typographic standards conducts an identity system.

Gotham is a primary typeface, uses for headlines and subheads.

Mercury Text G1 is a secondary typeface and should be served for body copy.

Gotham Gotham was created in 2000 by Hoefler & Frere-Jones. It provides a lot of weight from Thin to Ultra. Gotham is the most powerful letter which conveys the various of feeling—assertive, friendly and confident. It has been used in newspapers, corporate logos, movie posters, and packaging for famous brands such as Coca-Cola, Netflix, Crest, and countless others.

30 ■ HUMMER BOOK 03 THE VISUAL STANDARDS GUIDE

Aa Gotham Book

Gotham Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

Gotham Book Italic

Gotham Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

Gotham Medium

Gotham Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

Gotham Medium Italic

Gotham Black Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

CHAPTER 02 OUR VISUAL â– 31

Mercury Text G1 Mercury Text is the same family with Gotham, which was created by H. Mercury provides the high-performance text, which faces designed to develop under the most adverse conditions.

Mercury was designed for newspapers. It has been developed in four different weights to allow designer to choose the appropriate version.

32 â– HUMMER BOOK 03 THE VISUAL STANDARDS GUIDE

Aa Mercury Text G1 Regular

Mercury Text G1 Semi Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

Mercury Text G1 Italic

Mercury Text G1 Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

Mercury Text G1 Semi Bold

Mercury Text G1 Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

CHAPTER 02 OUR VISUAL â– 33

BRAND COLORS

The Hummer color palette reflects the soul the new Hummer brand identity. The colors in the palette were chosen because they help convey strength, power, and encouragement.

Hummer Black

C |75%

#000000

Hummer Orange

R|0

C |0%

R | 243

M | 68%

G|0

M | 69%

G | 114

Y | 67%

B|0

Y | 99%

B | 35

K | 90%

#00000

K | 0%

#f37121

PRIMARY COLORS The primary colors are used as main logos and should be used most often to communicate the brand. The Hummer black and orange also serve as dark and light background.

34 â– HUMMER BOOK 03 THE VISUAL STANDARDS GUIDE

Hummer Grey

Hummer Gold

C |52%

R | 128

C |0%

R |247

M | 43%

G | 130

M | 59%

G | 149

B|6

Y | 99%

B |32

#808285

K | 0%

#f7941e

Y | 41% K | 6%

SECONDARY COLORS The hummer Grey and gold are the secondary colors ,which should be obtained only to create in a layout, the exceptions being when dark background are used.

CHAPTER 02 OUR VISUAL â– 35

BUSINESS SYSTEM

The business system of new Hummer is based on the primary brand colors. The stationery items maintain a corporate, business feel.

36 â– HUMMER BOOK 03 THE VISUAL STANDARDS GUIDE

CHAPTER 02 OUR VISUAL â– 37

CHAPTER 03 EXTENSIONS

To expand and establish new product and services through a variety of category. Each category supports and relates to our mission statement.

BRAND UNIVERSE CHART

|3| |1|

|6|

| 15 | |9|

MIND

| 27 | |5|

| 25 |

| 19 | | 10 |

|4|

| 23 |

| 22 |

|7|

| 14 | | 24 | |8|

| 20 |

| 18 |

| 26 |

| 34 |

| 29|

| 17 | | 35 | | 28 |

| 31|

| 30 |

TOTAL STRENGTH

RETAIL

MEDIA

ENVIRONMENTS

| 1 | H Guide Book

| 3 | H Adventure Club

| 4 | H Adventure Park

| 2 | H Survivor Kits

| 6 | H Channel

| 5 | H Climbing

| 11 | H Outfit

| 10 | H Photography Club

| 17 | H Adventure Fair

| 12 | H Supplement

| 27 | H Adventure Show

| 19 | H Film Festival

| 13 | H Outdoor Gear Rental

| 30 | H Journal App

| 24 | H Shooting Range

| 15 | H Camera

| 32 | H Gym

| 22 | H Travel Magazine

| 33 | H Street Workout

| 23 | H Adventure Insurance

| 34 | H Seasonal Theme Park

40 â– HUMMER BOOK 03 THE VISUAL STANDARDS GUIDE

|2|

| 32 |

| 12 | | 11 |

| 33 |

| 13| | 16 |

TRAINING

BODY

| 21 |

EXPERIENCES

| 7 | H Boot Camp

| 8 | H Competition

We provide the strength of body and

| 16 | H Power Food Course

| 9 | H Adventure Consulting

mind for adventure-minded people

| 18 | H Survival Program

| 14 | H Adventure Tour

through their adventure experiences.

| 20 | H Hunting

| 21 | H Health Check

| 29 | H Martial Arts

| 25 | H Courage Test

| 31 | H Athlete Program

| 26 | H Non-stop Exercise

| 35 | H Filed Trip

| 28 | H Extreme Adventure

CHAPTER 03 EXTENSIONS â– 41

BRAND EXTENSION LISTS

We defined our brand extensions base on the brand universe chart. It shows the lists of potential deliverables that we would like to serve in the future. We categorized them into five categories retail, media, environments, training, and experiences.

H Guide Book

H Channel

R

M

EXP

We provide adventure information which will support explor-

H channel serves on Apple tv and Youtube for people who are

ers to prepare themselves in the adventure world. It will help

interested in outdoor activities. They can enjoy and get some

explorers confident in every activity.

inspiration for their next adventure.

H Survivor Kits

H Boot Camp

R

T

EXP

We provide physical protection for explorers when they

We cooperate with an army to provide the program of

are doing adventure through a durable equipment such as

physical and mental training required for an individual to

knife, shelter, compass, whistle and sewing needles.

become a soldier. They will be ready for next adventures.

H Adventure Club

H Racing

M

EXP

EXP

A club is a space for gathering people who love adventures

Every month, we provide adventure racing, which can increase

together. They can learn interesting information and get

challenging, and build strong body and powerful mind.

some inspiration by sharing adventure experience through H website.

EXP

We serve a great guiding for adventure experiences such as

H Adventure Park

EN

EXP

We provide high-risk activities for people who love challenging through our unique outdoor activities. It will increase physical and mental abilities.

H Climbing

H Adventure Consulting

EN

adventure education, outfit, destinations, and equipment. The adventurers will feel secure and confidence before exploring.

H Photography Club

M

EXP

We see an opportunity for photographers and people who love EXP

We provide the extremely high outdoor rock climbing wall for adventurers. They will get more challenge, trust their ability, and has strong muscle.

42 â– HUMMER BOOK 03 THE VISUAL STANDARDS GUIDE

adventure have a beautiful memory through beautiful photos.

It will remind their meaningful moments.

H Outfit

H Power Food Program

R

T

We provide high quality and technology outdoor apparel such

This program provides food menu that helps people be healthy

shoes, waterproof jackets and pants, and gloves. It can protect

and get more energy. Our professions will give a weekly

the body and give more power for users.

schedule for them to control their eating habits.

H Supplement

H Adventure Fair

R

EN

EXP

We provide high energy supplement. It helps people boost

Our adventure fair provides adventure theme park in different

their energy and increase muscle strength and endurance.

locations. We want to give an opportunity for everyone to have

H Outdoor Gear Rental

R

hazardous experience and be more active.

This service provides various outdoor equipment rental for

H Survival Program

adventures. It will help to protect the whole body from injury.

Our survival program is two weeks program for gaining the

H Adventure Tour

EXP

Our tour provides exciting destinations and activities

T

EXP

strength of body and mind. Adventurers will learn to survive the obstacles in our secret locations.

around the world, which requires specialized skills and

H Film Festival

physical ability. Travelers can gain body strength and

Our adventure film festival provides the different types of

powerful mind at the same time.

genres—adventure, sci-fi, and action movies for everyone.

H Camera

R

M

EN

Movies will give more inspiration and increase adrenaline.

We cooperate with GoPro to provide a waterproof and

H Hunting

shockproof cameras with internal memory. It captures and

We provide hunting experience for explorers bases on our

records the adventure moment automatically. It can remind

situation, and fierce animal robots, which can kill explores

the meaningful moment.

as same as real animals. They will be more active and have a

T

EXP

self-trust.

CHAPTER 03 EXTENSIONS â– 43

H Health Check

H Non-stop Exercise

EXP

EXP

Our health check aims to give an understanding of physical

We launch uncommon exercise campaigns with sports brands

abilities through our advanced technology. It will give an oppor-

to encourage people to be more active and have healthy body

tunity to be more active.

and self-trust.

H Travel Magazine

R

H Adventure show

M

We provide extreme adventure articles through our travel mag-

We provide unusual and extreme activities for people. It will

azine. It will support and inspire explorers to explore more and

give more exciting and inspiration to people.

learn more.

H Extreme Adventure

H Adventure Insurance

EXP

EXP

We collaborate with Red Bull to provide and support unusual

Adventure insurance gives a benefit when people have an acci-

activities. It will give a thrill and excitement, and increase

dent or get an injury while they are doing outdoor activities.

adventurer’s life experience.

People will feel secure and confident.

H Shooting Range

EN

T

H Martial Arts class

T

EXP

We support the aggressive activities for gaining people’s

We provide hard core experience through our shooting ranges.

muscles, mind, and ready for obstacles in the real world

Shooting give health benefits and expand ambition for people.

through our fighting classes.

H Courage Test

H Journal App

EXP

M

Our courage test is an intensive mental condition for par-

App is the space that people can plan and keep their journey.

ticipants by preparing the scary situation. They need to

They also share their experience through app to gain their mind

complete the test by overcoming their fear and weakness.

feeling.

44 ■ HUMMER BOOK 03 THE VISUAL STANDARDS GUIDE

THE CHOSEN LISTS Now we picked nine lists for the first serving our future program on our website, htoughness.com, which is a platform for promoting our brand extensions.

H Athlete program

T

• H SURVIVOR KITS

EXP

We provide the most intensive training programs for university athletics to gain more body strength and mental toughness, and be ready for adventures.

H Gym

EN

• H ADVENTURE CLUB • H BOOST CAMP • H ADVENTURE OUR

EXP

We serve the world biggest gym for people who are mad

• H FILM FESTIVAL

power to workout. We also provide various physical exer-

• H COURAGE TEST

cise, which can increase physically development.

• H MARTIAL ARTS CLASS

H Street Workout

EN

We create and install hard core exercise equipment in public park. People can gain their muscle as they want.

H Seasonal Theme park

T

EXP

In winter, we provide winter theme park that is a place for doing unique winter activities such as snowboarding, skiing, ice swimming and snowmobile.

H Field trip

T

EXP

We will plan and provide interesting destination for college field trips. We also provide staff and tools for doing activities.

Our field trip has a variety of difficult levels for developing body and mind strengths.

CHAPTER 03 EXTENSIONS ■ 45

BE STRONG. BE POWERFUL. BE ADVENTUROUS. htoughness.com

Copyright Š2016 Marisa Jankitnarong All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form, or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of Marisa Jankitnarong Designed by Marisa Jankitnarong Printed and bound by Marisa Jankitnarong