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