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WE GAIN STRENGTH
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GAIN COURAGE AND CONFIDENCE
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BY EACH EXPERIENCE
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WE WILL TAKE YOU TO THE NEXT LEVEL
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WELCOME TO THE NEW H4
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CONTENTS
[1]
Never Give Up How We Began Our Timeline
[ 2]
New Bravery
18–19 20–29
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The Audience
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The New Identity
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The Antatomy
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Signature Mark Usage
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Misuses
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Color Palette Typographic Standards Business System
[3]
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Next Evolution
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Be Bold
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Be Trained
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Be Ready
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“
EVERY MAN TAKES THE LIMITS OF HIS OWN FIELD OF VISION FOR THE LIMITS OF THE WORLD.
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— A RTHUR SCHOPENHAUER, PHILOSOPHER
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NEVER GIVE UP
CHAPTER [ 1 ] How We Began Our Timeline
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[ 1985 ] AM GENERAL ROLLED THE FIRST HUMVEE
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How We Began HUMMER was a brand of trucks and SU Vs that was first marketed in 1992 when AM General began selling a civilian version of the M998 Humvee. In 1998, General Motors (GM) purchased the brand name and marketed three vehicles: the original HUMMER H1, based on the Humvee; and the H2 and H3 models that were based on smaller, civilian-market GM platforms. A lthough the automaker announced two days later that it had been approached with new offers, by April 2010, any sa le became un li kely, as inventor y was depleted and HUMMER dealerships began shutting down . A fter filling a rental car fleet order, the last HUMMER H3 rolled off the line on May 24, 2010. Humvee is a registered trademark of AM General LLC. H U MMER , H1, and H2 are registered trademarks of General Motors Corporation.  
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[ 1985 ] A M General rolled the first Humvee off the assembly line of their new South Bend facilit y. The first HMMWV was a standard Military vehicle.
[ 1992 ] A M Genera l bega n product ion of ver sion s of t he Humvee, called the HUMMER for civilian use. Known as “the world's most serious 4×4,” the vehicle has found favor with com mercia l users who apprciate the value of H U MMER's long life and amazing performance, and individuals who seek the ultimate in toughness and mobility.
[ 1999 ] A M General and General Motors Cor poration finalized an agreement to jointly pursue product, marketing and distribution opportunities for HUMMER. GM acq uired the exclusive ownership of the H U M M ER brand name worldwide and the current HUMMER was renamed the HUMMER H1.
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[ 2002 ] In 2002, AM General began assembling the HUMMER H 2, a new “nex t generation” spor t uti l it y veh icle designed by GM, at a new factory in Mishawaka. GM now has responsibility for marketing and distributing all HUMMERs.
[ 2005 ] The H U MMER H3, an even smaller (5,800 pounds), more fuel-efficient (16 to 20 miles per gallon) vehicle, was released. The following year, GM ended production of the original HUMMER, due to low sales.
[ 2008 ] HUMMER’s viability in the economic downturn was being questioned, and it was placed under review by GM management. Rather than being transferred to Motors Liquidation Company as part of the GM bankr uptcy in 2009, the bra nd was retained by GM , in order to investigate its sale.
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[ 2009 ] A Ch inese ma nu fact u rer a n nou nced that it wou ld acquire HUMMER , pending government approvals, but later withdrew its bid.
[ 2010 ] Reuters reported that the Chinese ministry of commerce had prevented t he dea l , a lt hough a m i n istr y spokesperson denied rejecting the application, which had been stalled for eight months. At the end of February, General Motors announced it would begin dismantling the Hummer brand.
[ 2018 ] The HUMMER is good at producing trucks and SUVs, there was nothing that stood out. However, the new H4 is going to expand our services and products into next level. We will provide our audiences to touch their limits and learn how good they can be.
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THE ESSENCE OF STRATEGY IS THAT YOU MUST SET LIMITS ON WHAT YOU ARE TRYING TO ACCOMPLISH. — M ICHAEL PORTER, AUTHOR
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NEW BRAVERY
CHAPTER [ 2 ] The Audience The New Identity The Antatomy Signature Mark Usage Misuses Color Palette Typographic Standards Business System
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The Audience  BRYAN THE ATHLETE_ AGE 25 Br ya n plays professiona l foot ba l l . He was bor n in a farm town, and his father taught him how to play football. During the game season, he has to do many str ict tra i n i ngs to ma i nta i n pea k physica l condition. He wanted to give up many times, so he has to find out how to release his stress, and breakthrough his body's resistance. He loves outdoor activities to relieve stress, and he enjoys staying in nature since he can feel calm and free.
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» DANIEL THE ADVENTURER_ AGE 38 Daniel is a nature, wildlife and landscape photographer who makes his career full of adventure. He likes to travel around the world to discover new spots. He sometimes works in extremely dangerous situations because he wants to shoot incredible photographs. He almost died a few years ago because he was too close to shoot a series of volcanic eruptions, but this experience didn’t change his behavior.
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 TAYLOR THE CELEBRITY_ AGE 31 Taylor is a famous actress. She has been into acting for many years. She has many experiences to play different characters, but sometimes she has a hard time figuring out some of the difficult characters. It takes her an enormous amount of time to ma ke a brea kthrough. After filming, she will have a lot of money and free time. She likes to use this money and time to travel around the world and enrich herself to be a better woman.
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» T HOMAS THE BUSINESSMAN_ AGE 56 T homas is a h igh tech CEO. H is work is busy a nd stressf u l . His job is helping the compa ny boost to the next level. He often comes out with some excellent strategies, but sometimes he doesn’t. During the weekend, he likes to go outside and find a way to challenge himself. He would like to pay extra money to enjoy a trip which is different than others. He prefers to go unique spots and seldom has people know that. He really enjoys the moment to embrace the natural and continues to explore himself.
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 JOEL THE WARRIOR_ AGE 33 Joel is a member of the special forces. He has specifically to perform special tasks, airborne, reconnaissa nce, i n f i ltration a nd a nti-ter ror ism . He seldom stays at home because he has many missions he has to do, and most the time he is moving around place to place. He often faces to harsh environments. He has to deal with physical and mental suffering during the mission. He loves his country, and he has a duty to keep everyone safe. However, he still does training very hard because he knows there are always new challenges in the future.
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» JASMINE THE FREE SPIRIT_ AGE 35 Jasmine is a freelance graphic designer who usually does her work outside the office. She is very independent and she knows a lot, so she accepts many different kinds of projects to examine herself. She doesn’t like to restrict her freedom. She likes to do challenge things, and sherarely does the easy stuff. She enjoys going climbing and on survival camping trips. She doesn’t want to settle down yet because there are still many unknown journeys which are waiting for her.
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] + [ h4]
[ » TIRE IMPRINT
» NEW NAME
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[ ? ] » THE NEW LOGO
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The New Identity The HUMMER company has been around since 1992, we d id not adopt a logo u nti l 2014 . But not much h a s ch a nged a bout t he logo over t he yea rs u nti l now. HUMMER has revolutionized into H4. We have changed the name from HUMMER to H4 to emphasize that we are moving forward a new direction. The new H4 identity expresses a model of solidity. The logo com bined the vehicle elements that is a tire track shape to convey the original brand; the tire track and H4 a re kept to sy m bolize the new approach wh ile maintaining the essence of the identity.
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5.25X
0.5625X
1.125X
1.125X
135 Degree
1.125X 0.5625X 75 Degree 0.5625X
X
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The Antatomy T he fou ndation of t he sig n at u re m a rk , t he sh ape of the pa ra l lelog ra m in f luences the logot y pe that surrounds it. Constr ucting an angle of 75 degrees is a dy na m ic relationsh ip a nd t he placement a re positioned. According to the shape of parallelogram itself speaks in a tire imprint concept. It's steady and strong for the new H4 keeps moving forward.
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Signature Mark Usage The HUMMER company has been around since 1992, we d id not adopt a logo u nti l 2014 . But not much h a s ch a nged a bout t he logo over t he yea rs u nti l now. HUMMER has revolutionized into H4. We have changed the name from H U M M ER to H4 to emphasize that we are moving forward a new direction. » CLEAN SPACE To ma ximize visual effectiveness, nothing should introduce into this specified clear space. The radius of the clearzone for the signature mark must equal the size of the box represented in the box labeled “X” (equaling the height of the letters). This is then used to measure the space. » SIZE To maintain readability, the signature mark should not to be reproduced any smaller than 0.5 inches in lengh (for printed materials) or 36 pixels (for digital materials) in length. around the signature mark.
X
X
X
X O.5'' X
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Don't alter layouts
Don't add elements
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Don't add drop shadows
Don't rotate elements
Don't alter colors
Don't alter proportions
Misuses A lot of thought and effort has gone into determining the perfect relationship between the elements that ma ke up our signat ure; do not attempt to recreate these elements.
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Color Palette Consistent color usage ensures maximum brand recognition. The corporate color, H4, is the foundation of the brand and should always be used properly to reinfource brand equity.
» PRIMARY PALETTE CMYK 0/0/0/95 RGB 50/49/50 HEX #323132 PANTONE P 179-15 U
CMYK 0/0/0/50 RGB 153/155/157 HEX #999B9D PANTONE P 179-7 U
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» SECONDARY PALETTE CMYK 0/45/100/0 RGB 249/160/27 HEX #F9A01B PANTONE P 17-8 U
CMYK 0/15/30/0 RGB 254/220/179 HEX #FEDCB3 PANTONE P 17-2 U
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Typographic Standards As the H4 brand has evolved, there are several reasons why we’ve chosen Forza, Vitesse, and FF QType for ou r t y peface. Because of Succi nct geometr ies make for an expressive type family that’s ardent, disciplined, shrewd, and commanding. It helps us communicate ideas in a straightforward. They all serve different purposes. Forza is used for title and subtitle. Vitesse is used for body text and captions. Those typeface are created from Hoelfer&Co. which designed the same form, so it will go together very well. FF QType is used for quotes and numbers. It helps us speak in a sharp and clean voice.
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Aa Aa Aa
» FORZA [ TITLE & SUBTITLE ] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
» VITESSE [ BODY TEXT & CAPTIONS ] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
» FF QTYPE [ QUO TES AND NUMBERS ] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Business System Ou r busi ness system has been created clea n a nd sharp. The business system's action is always consistent with same elements and colors. The color just can only use black, grey and white. The angle of 75 degrees' line has been used to be a graphic element in different ways. Using simplicity style is the best way to create modern feeling.
H4 Customer Center PO Box 33177 Detroit, MI 48232-5177
Welcome to the New H4
Test Your Limits
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Jon Kirsch
George Kennedy
Customer Service Supervisor
945 Market Street Apt.606 San Francisco, CA94103
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office@h4project.com
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+1 866 486 6376
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www.h4project.com
May 19, 2014
Dear George Kennedy, H4 Customer Center PO Box 33177 Detroit, MI 48232-5177
For anyone feeling nostalgic about the passing of the HUMMER brand, or the actual wartime vehicle that inspired it, now is your chance to own a version of the original HMMW V, albeit without an engine. After a 12-year hiatus from the civilian vehicle market, AM General is reportedly set to offer a kit-car of the C-Series Humvee. The kit will conform to U.S. government regulations and has been made possible by a deal with General Motors. The kit costs $59,000 – and you still need an engine. A likely favorite would be a Duramax Diesel V8 and Allison transmission combination, as was found on the H1 Alpha. AM General estimates that an owner could buy the kit Humvee and outfit a powerplant and transmission for $75,000. Not bad, considering that H1 Alpha has an MSRP of $140,000 in 2005. How is this possible? If you recall, GM was trying to unload the Hummer brand to Chinese-based Sichuan-Tengzhong, among other suitors. As we all know, a deal never happened and the brand rumbled off into the sunset. The deal with AM General worked so that the military Humvee producer could offer a vehicle to the public as long as it was fundamentally different from the H1. By offering a kit car, they apparently end-around much of the legal confines. But that also means are other setbacks. The final product will not look like the civilian HUMMER H1, and it will not have niceties like interior trim, power locks, door mounted mirrors, or even hard doors. It will simply be a four-seat, soft-top, soft door vehicle. AM General will offer “add-on” factory options such as the Central Tire Inflation System, and rocker protection, and potentially twopiece beadlock wheels. Sincerely yours,
Jon Kirsch Customer Service Supervisor
Jon Kirsch Customer Service Supervisor
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office@h4project.com
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THERE ARE NO LIMITS. THERE ARE ONLY PLATEAUS, AND YOU MUST NOT STAY THERE, YOU MUST GO BEYOND THEM. — B RUCE LEE, MARTIAL ARTIST
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NEXT EVOLUTION
CHAPTER [ 3 ] Be Bold Be Trained Be Ready
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The Extension The new H4 is transforming something greater than vehicles. We will keep the sa me core concept, but we will introduce you the new ser vices to find your potential. We have expanded our brand towards different areas. The new H4 is taking our audience on a new custom made self improvement. Our various services, education and products are going to bring you to the next level.
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» BE BOLD Performance Apparel Energy Food High Tech Gear Survival Kits
» BE TRAINED Mixed Martial Arts Target Shooting Wilderness Hiking Military Camp » BE READY Life Coach Custom Clothing Social Lounge Consultant
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BE BOLD
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[1] Survival Kits The new H4 Sur vival K its are common and widely equipped but urban equivalents are rarely configured for active everyday carry. This is despite the average person being in such environments for longer periods of time. The H4 Gear has assembled the most impressive portable urban survival kit currently available in a prepackaged form. All pieces have been meticulously selected for function, quality
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[1] Wilderness Hiking It will get the senses burning, your inners moving and your outers glowing. As you would expect these cannot be taken lightly and you'll only get the best out of them if you're up to the challenge and, importantly, fit enough. If you're ready for this kind of action, many of the best, most rewarding, memorable and fulfilling extreme stag weekend experiences await.
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[ 2] Target Shooting After arriving at one of the best target shooting ranges you will ever experience, you’ll be given a clear safety briefing. At all times you will be closely observed and encouraged to improve your target shooting ability. In the end of the session you will be given your hopefully peppered target for memories.
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[ 3] Mixed Martial Arts At no limits training facility we offer a 10,000 sqft fully equipped state of the art facility, weight room, h eav y bag s , s peed bag s , a f u l l si ze compet it ion boxing ring, ever y thing needed to help you f u lfill your goals all with a professional staff. Whether you are a beginner or an expert, we treat you like a world champion. You will be a tough man afterwards.
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BE READY
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[1] Custom Clothing You make a first impression in seven seconds. Like it or not, it's true. The H4 Custom clothing will ensure that you make the best impression possible, and our custom clothing is gentlemen and stylish. We’ve recognized a problem finding great fitting clothing is a difficult for people. We’re solving this issue by providing a local, convenient, service-oriented shopping ex perience that helps you to become nice looking. It's time to focus on you.
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[ 2] Life Coach T he H4 Life Coach ing is a n occupation where you work with who wish to make a change in their lives. By working with you to evaluate your lives on a personal, professional, and spiritual level. We help you to make realistic goals and establish the necessary steps required to reach those goals. We will have the necessary life experiences and communication skills to be totally introduce to you.
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ONE SECRET OF SUCCESS IN LIFE IS FOR A MAN TO BE READY FOR HIS OPPORTUNITY WHEN IT COMES. — B ENJAMIN DISRAELI, BRITISH POLITICIAN
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Colophon Published in Spring 2014 by Chin I Lee 1489 Webster Street Apt 508 San Francisco, CA94115 Tel +1 415 640 5685 Email: chininicklee@gmail.com Š 2013 CHIN I LEE Designer: Chin I Lee Typefaces: Forza, Vitesse, FF Qtype Instructor: Hunter Wimmer Sponsored by Academy of Art University GR602 Nature of Identity Printed in U.S.A website at h4transformed.com
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