Hummer: Brand Guidelines

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HUMMER BRAND BOOK

©2019 Frans Ahlberg, Maiken Krohn, and Enrike Grageda All content for Hummer Brand Guidelines was conceived, designed, and produced by Frans Ahlberg, Maiken Krohn, and Enrike Grageda.

Research and strategy by Maiken Krohn, art directed and designed by Frans Ahlberg, writing and editing supplemented by Enrike Grageda.

Photography provided by: Rikard Landrin (rikardlandrin.com) André García (andregarcia.com) The only exception is the Hummer name.

Design Consultation Roger Muller ADV 370 Brand and Branding, Academy of Art University Some of the photographs and images were downloaded from shutterstock.com and are used in accordance with the Royalty Free License. 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 the US Copyright Law. Manufactured in the United States of America.

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CONTENTS

8–13 History of the brand 14–23 New brand direction

56–61 Brand Review 62–81 Identity development

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84–93 Logo mark system 94–101 Variations

26–31 Personality

104–115 Look and feel 116–125 Advertising

2 3 6 7 34–49 Analysis 50–53 Customer profiles

128–135 Business development 136–155 Brand extensions

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HISTORY OF THE BRAND

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TIMELINE

HISTORY

1990 ​ Humvee caught the attention of Arnold Schwarzenegger and he helped to refine the vehicle for civilian use.

1989 ​ Humvee entered the spotlight and were used by the American military.

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1999 ​ General Motors purchased rights from AM General to market and distribute the hummer as the economy was strong and gas prices were low.

1992 ​ Schwarzenegger flew to Indiana to collect the first two hummers.

2005 ​ The Hummer H3, and even smaller and more fuel-efficient model, was released.

2006 G ​ eneral Motors ended production of the Hummer due to low sales.

2002 ​ The Hummer H2, a smaller and less expensive model, debuted.

2009 ​General Motors announced it reached a deal to sell the brand to Tengzhong, a China-based company.

2008​ Hummer sales shrunk by 50% due to growing economic crisis, rising gas prices, and increase in environmental concerns.

2010 ​ General Motors announced the deal with Tengzhong fell through and Hummer would shut down.

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HISTORY

We started making vehicles that were built to last and could pack a good punch. Our vehicles became the star and carried our soldiers through the battleground.

Sought out by Arnold Schwarzenegger, we were to be adapted for a civilian lifestyle.

The Hummer took spotlight and thrived in an economy that could handle its gas tank. With the Hummer in high demand, a production of cheaper and more fuel-efficient version cars were made. The years that followed led to a decrease in sales and a halt in production due to the failing economy. Our world shifted as gas prices rose and people became more environmentally cautious.

Our Hummer series was no longer practical for daily use. Many of our vehicles left the streets and people found themselves wanting cars with healthier features.

As our environment changed we needed to come up with a way to adapt.

We fell off the map during a state of eco-consciousness in the world. Military vehicles didn’t appeal to an audience that was gravitating towards the salad bar of cars. The market saw the fault in our cars. We were built too tough for nature that we were harming what we wanted the world to get out and see.

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NEW BRAND DIRECTION

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MISSION STATEMENT

We believe in exploring new possibilities and traveling the roads unpaved. We support the adventure in you and encourage you to set new limits.

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REBRANDING OBJECTIVE We are focused on being more nature inspired.

We want to get you from point A to point B, while you stop to sightsee in between. We encourage people to opt-in for adventures with a side of luxury. It’s time we go out with style. Our goal is to promote a lasting connection between you and your travels.

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BRAND PERSONALITY We want to roll with the good vibes and put the macho personality in the past. Our goals are to move forward and live adventurously. Hummer is made to suit your style and luxury. Built tough for your expeditions.

We want to create designs that are luxurious yet practical and appeal to the wanderlust.

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BRAND KEYWORDS

Destination – Hummer’s durability is built tough to withstand any condition opening the door to new possibilities and more destinations.

Power – Power is the core focus of the vehicle and we want to put you in control of it.

Explore – There is so much to be seen and we have given you the power to go further.

Thrive – It all starts with change. The power of exploration will allow for happiness and improvement in life.

Disconnect – The future of luxury is being able to distance yourself from the urban jungle. You need to go further and we’ve got what you need to succeed.

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PERSONALITY

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YESTERDAY’S PERSONALITY

We made vehicles that were built to last and could pack a punch. The inspiration came from the Humvee which was the star vehicle during wars and carried our soldiers through the battlefront.

Arnold Schwarzenegger sought out General Motors to recreate the vehicle for civilian use. With Arnold as the front man, our marketing strategy appealed to toughness and pride. People were buying these vehicles solely to feed their macho egos. The target audience for these Hummers were mostly middle aged men who could afford to shell out the cash to buy a luxury vehicle.

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TODAY’S PERSONALITY

We are saying goodbye to the aggressively masculine outlook of the past. Our mission is to encourage people to disconnect, live in the moment, and let only our dreams set the limit for our adventures. We want you to feel like anything is possible.

Our new moodboard will be more nature inspired, where we will give a new meaning to strength and power. We care about you and the difference we can make while exploring this planet. Therefore, we will be making hybrid cars that still maintain their power when needed.

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ANALYSIS

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MARKET ANALYSIS

Hummer is not a car for the bigger crowd, it’s a car for those who need its features and the doors it opens for you, to live an outdoor life in a new way with greater possibilities. Hummer is not for people who need a new everyday car for urban purposes, there are other cars that works better for that.

The Hummer is a tiger off road. Their toughest car could operate in up to 30 inches of water and climb a 22-inch vertical wall. Those are features that put the Hummer in a unique position out on the market.

The looks of the car is also a unique feature for Hummer.

As Hummer takes its audience’s values into consideration, Hummer will start to focus on making hybrid cars to be more environmentally friendly. If we want to preserve the beautiful world we’re about to explore, we need to treat it well.

With this said, Hummer satisfies a smaller market audience that really needs its power and features.

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JEEP WRANGLER

Jeep stands for freedom, adventure, authenticity and passion. Their core values are embodied in every Jeep Brand vehicles DNA. The Jeep badge stands for more than a brand. In truth, it’s a badge of honor.

CHEVROLET COLORADO ZR2

When joining the Chevrolet family, you’re joining a 100-year-old practice of protection, caring for others and evolving technology. They strive to make you feel confident from point A to B and all the way to Z. Innovation is what drives them forward. From work truck to the off-road-ready.

RAM RABEL TRX

When talking about the vehicle they have a tone that is very straightforward, yet aggressive. They carry keywords like quality, reliability, durability and loyal. This concept is capable of tearing up both off-road terrain and the pavement. Ram also has a volunteer nation, called Ram nation, who support people who are in need of help.

It could be anything, from big to small.

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LAND ROVER DISCOVERY SVX

In creating a vehicle that inspired total confidence whatever the terrain, they ushered in a new generation of adventurers. They see journeys into undiscovered territory as exciting all will always be, and the future is no different. The Discovery feels at home in the city, and also drives impeccably off-road. They want to take towing capability to a new level.

MERCEDES-BENZ G 550

A long time ago, some engineers in Graz developed a completely new kind of DNA: the DNA of an off-road vehicle – iconic, rugged, almost indestructible.

Now they have developed it into a new G-Class.

They focus around the vehicle and the stories it creates.

They’re part of its DNA. They encourage people to share their personal experiences and adventures.

FORD RAPTOR

Their team are people working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership.

They see the truck as a worker. A worker who just wants to get its job done, even if that means working overtime. Whether it’s hauling a big load or getting you to a job site, count on the lineup of versatile vehicles.

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ADJACENT COMPETITIORS

North Face – Outdoor product company specializing in fleece, coats, shirts, footwear, and equipment such as backpacks, tents, and sleeping bags.

Marmot – Outdoor clothing and sporting goods company.

Cake – High performance electric off-road motorbikes.

Heimplanet – Travel equipment, such as inflatable tents, bags and hooks with a unique design.

Hyperlite – Mountain gear focusing on minimalism, to live up to the exact requirements people need.

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ASPIRATIONAL COMPETITIORS

Subaru Ascent Toyota Hilux Audi Q8 Range Rover Evoque Suzuki Jinny

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STRENGTHS

We are providing our customers with a quality brand vehicle. They were once built tough for the war and now we have adjusted the Hummer to be more fuel-conscious.

Our Hummer is built tough to withstand any terrain while being safe to the earth and its environment. It wouldn’t hurt to be a little adventurous and we’ve got just the vehicle to help you explore. With our Hybrid Hummers you can now feel good about doing your part for the environment, while owning a vehicle that still maintains its power when you need it.

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SWOT

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Its durability across all terrain.

Its fuel consumtion.

Its iconic design.

Cultural attitude and audience.

Very strong and popular brand name.

Reputation as being environmentally unfriendly.

High price.

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Make environmentally friendly cars.

Hard imprinted audence.

Make new adventure-related products.

Rise in all prices.

Growing environmental movement.

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CUSTOMER PROFILES

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PERSONAS

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Michael Smith Portland, USA.

Sara Lewis Geneva, Switzerland

A restless 48-year old photographer and father of three.

A driven 28-year old estate agent exploring the world on her own.

“I work all day monday through friday and I like to take time on the weekends to escape the city with my family.

I plan trips to do things like go hiking or mountain biking. I would do anything it takes to reach places no one has gone before to find new trails to ride on. I want to make it to my destination without any hesitations.”

“My coworkers didn’t really take me for the adventuring type at first. I let my appearance seem professional but my personality scream adventure. I want to get the most out of my car. I love being able to stand out and push forward with my goals. I usually bring my dog along for hikes so I need a pretty big car.”

Kyle Foster Bergen, Norway.

Gracie Sanchez Dublin, Ireland.

A 26-year old adventure seeker with a big YouTube following.

A spiritual 40-year old group fitness instructor.

“I am constantly working to afford all the finer things in life. I don’t like being limited to what I can do. I want to be able to customize my car and have a vehicle that is tough enough to tackle any terrain. Being out, constantly looking for exciting new locations to document is a part of my job and I need a car that can keep up with my tempo and expectations.”

“My husband and I like to get away on the weekends. We don’t like to stay at home all day so usually our mornings start off by taking a drive to the coast.

We like our cars to be built to last and withstand any impact. We aren’t afraid to explore and get dirty, nor our dog”

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BRAND REVIEW

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THE OLD

We went full-force with our Hummers and created a vehicle that just wasn’t that realistic. Our Hummers resembled luxury and wealth and it was something that could feed your pride. It wasn’t the best on fuel-efficiency and really hogged up the road. Many found the car to be amazing in looks and designs, but not practical when it came to everyday use.

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THE NEW

Our new re-invented Hummer appeals to those who crave adventure and aren’t afraid to get dirty.

We know this car isn’t made for everyone, but those who own it will surely appreciate all of its features.

We are made to endure different terrains while also being safe for the earth. We want you to reach every peak in the mountains and every pocket in the valleys.

We crave a good journey and we hope you’ll join.

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IDENTITY DEVELOPMENT

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Logo mark sketches First draft

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Logo mark sketches Second draft

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Logo sketches Third draft

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Logo mark Final

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Word mark Drafts

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Word mark Construction

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Word mark Final

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Combination mark Final

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SIMILAR LOGOS

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LOGO MARK SYSTEM

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STACKED SIGNATURE

The stacked signature features the logo and wordmark and it is used as the primary signature. It is used for assets such as advertising, print, marketing material, press releases, and emails.

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LOG O MARK

The logo mark is used in internal communications, brand collaborations, and when needed due to spacing issues that won’t allow for the stacked signature. The logo mark is used secondarily to the stacked signature.

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CLEAR SPACE

The minimum required distance from the logo for placement of text or graphic elements must be the height of the wordmark surrounding the invisible box around the logo. This rule applies to any and all uses of the logo.

In regards to printed materials where the logo is placed at the edge of the paper, the minimum distance from the edge of the format is the height of the wordmark surrounding the invisible box around the logo.

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MINIMUM SIZE

The stacked signature can be sized to fit formatting depending on usage. If the signature is being used with a width smaller than 1.5 inches, then only the logo mark should be used.

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VARIATIONS

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Combination mark color Hummer light gray, On darker background.

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Combination mark color Hummer dark gray, On lighter background.

Combination mark color Hummer white, On darker image.

Combination mark color Hummer black, On brighter image.

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Logo mark color Hummer light gray, On darker background.

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Logo mark color Hummer dark gray, On lighter background.

Logo mark color Hummer white, On darker image.

Logo mark color Hummer black, On brighter image.

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DONT’S

Do not Stretch

Do not Retype text

HUMMER

Do not Distort

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Do not Use busy background

Do not Rotate

Do not Use on simular colors

Do not Add graphics

Do not Use upside down

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LOOK AND FEEL

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HEAD

The typeface Hummer uses in their headlines is Poppins. The finely crafted typeface projects Hummer’s integrity. The headlines will be written in all capitalized letters and can use either Bold or Medium font-weight.

Poppins 10 | 20 | 250 Bold Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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Ag

Cap–Height X–Height

Base Line

Descender

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BODY

The typeface Hummer uses in their body copy is Helvetica. The strict lined typeface projects Hummer’s integrity. The body copy can be written in either Bold or Light font-weight.

Helvetica 8 | 16 | 230 Bold Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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Ag

Cap–Height

X–Height

Base Line

Descender

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COLOR PALETTE

Primary color Hummer light gray PMS: 663 C CMYK: C11 M7 Y8 K0 RGB: R232 G232 B232

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Primary color Hummer dark gray PMS: 426 C CMYK: C73 M63 Y59 K75 RGB: R38 G38 B38

Secondary color Hummer white PMS: WHITE CMYK: C0 M0 Y0 K0 RGB: R255 G255 B255

Secondary color Hummer black PMS: PROCESS BLACK CMYK: C91 M79 Y62 K97 RGB: R0 G0 B0

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VOICE

The voice of Hummer is confident, energetic, and edgy.

Hummer embodies the adventurous spirit and encourage others to explore, but knows this brand isn’t made for everyone.

We want to keep things fresh and exciting while adding an alluring twist.

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PHOTO STYLE

Our photography is nature inspired to showcase all the places that Hummer can take you. We capture a sense of adventure in our visuals keeping them light with breathtaking views. Our photographs should visually communicate the brands’ keywords: Destination, Power, Explore, Thrive, and Disconnect.

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ADVERTISING

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OLD ADVERTISING

Hummer targeted people with a strong cocky attitude.

Our past advertisements focused on the the car as a sibling of military vehicles.

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OLD HUMMER

Accessory Key chain

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Gift box Key chain, perfume, lotion

Website Layout

Store Interior

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NEW ADVERTISING

Through our advertisements Hummer encourages our audience to seek an adventurous lifestyle. We are focusing on the journey and less on the cars ability to feed one’s ego.

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Billboard Bold headline, destination driven

THE LONG WAY HOME

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Business system Branded stationary

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Website Simple and clean

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BUSINESS DEVELOPMENT

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MERCHANDISE

Car lights Brighter night vision

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Hummer backpack Multi-weather material

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Hummer roof box Extra luggage storage

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Hummer t–shirt Sleek light-weight tee

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Hummer tent Warm in extreme temperatures

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BRAND EXTENSIONS

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PHASE 1

Collaborate with GoPro Small high-definition cameras you can use on the car to record your adventure.

Sponsor travel-influencers Social media influencers try out our vehicles and are encouraged to share their travel to bring more attention to Hummer.

Nature/adventure photo books These books showcase Hummer inspired environment and nature.

Audible and Spotify collaboration Enjoy never-ending entertainment for your road trips or commutes at a discounted rate.

Smart watch app Download this app to your watch to get info about the surrounding environment and its conditions.

Roof tents Sleep under the stars and take in the world at night in tents that are meant for the roof of your Hummer.

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Advisor Get advice on where to go and what to do in your Hummer to make the most out of your vehicle and your trip.

Travel community events Share your interest with other hummer owners at events that allow you to meet new people and maybe even plan adventures together.

American Express Earn points and get rewarded for purchases made on all things related to your vehicle with your Hummer American Express Card.

Athletes in extreme sports See how Hummer helps athletes to achieve their goals. This is a social media partnership that will spread awareness of the brand.

Gumball 3000 Race See who will step up to claim the prize in this race that will be Hummer vehicles only.

Safari There’s so much out there to see and we want to bring you closer to nature and wildlife by offering this Hummer expedition.

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PHASE 2

Electric charging station Hummer branded charging stations placed in locations where their audience will use their car. For example, National Park or Trails.

Outdoor clothing Get out and see the world while wearing Hummer branded outdoor clothing.

Swiss International Airlines Book an experience to remote locations with Swiss International Airlines. When you book a trip you get discounts on Hummer rental vehicles.

Monthly edition travel magazine We want to see what everyone has done. Hummer will piece together submitted stories for this travel magazine to inspire the world.

Energy drink Get the energy needed to keep on going during all your expeditions with Hummer Energy Drinks.

Personally designed vehicles This partnership with artist in different locations will showcase their work on vehicles that can be auctioned off as limited edition.

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VR pre-purchase experience See the adventure before you purchase to get an idea of all the things you can do in a Hummer.

Food trucks Every extreme adventure deserves great food. Hummer will set up food truck events on the weekends at popular locations.

Camps for kids Prepare your kid for Hummer adventures. In this camp kids will learn basic skills needed to survive in the wilderness.

Rescue membership Hummer will pick you up in the event that something occurs on your extreme trips.

Extreme Sports Association For the thrill seekers, Hummer will offer its members the opportunity to participate in an extreme sporting event.

Survival training Know how to get yourself out of tough situations, Hummer will put you in tough situations and you’ll be guided through with an expert.

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PHASE 3

Mountain hotels Live on the wild side or continue your adventure and book a room in the mountains.

Adventure travel tours Travel with Hummer to get down and dirty while experiencing nature in a new way.

Adventure series on Netflix There is so much of the world left to see and we want to show some places Hummer can take you.

Hood and roof solar panels Park the car in a sunny spot while the Hummer is resting and use the solar energy when in activity again.

Vacation Packages Hummer will plan summer vacations for you. Just pay for a package and you’ll find out what you are doing the week before.

Snowmobiles Take comfortable and durable Hummer branded snowmobiles out for a spin during the snowy seasons.

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Stimulated Theme Park Ride Feel what it is like to be in a hummer in different locations and terrains in this Indiana Jones style experience.

Mountain Guides Learn more about the mountains and see how to tackle them for those who decide to take things to new heights.

Crossfit gym When you decide to take things to the extreme get the physical training necessary to explore the wilderness.

Extreme sports video game Push your dreams to the extreme and do things that you’ve been dying to try in your hummer in this video game.

Mechanic school Vehicles will be sent to mechanic school so that students can learn how to repair, build, and customize.

National parks Free admission days to National parks for Hummer owners, we will also get your car parked for free.

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SAFARI

There’s so much out there to see and we want to bring you closer to nature and wildlife by offering this Hummer expedition. Hop in our Hummers and explore the unpaved roads and the animals that live in the wild.

Tours will be for parties of four with a tour guide.

Expeditions are held in Africa and will have campsites for guests who wish to stay overnight. Some of the proceeds will go to saving wildlife and providing resources to communities in need.

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PERSONALLY DESIGNED VEHICLE

Hummer will partner up with artists in different locations will showcase their work on vehicles that can be auctioned off as limited edition. We aim to show how you can really make this vehicle yours by adding your own personal touch. Top designs will be shown in our magazine and will be photographed for advertisements.

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SURVIVAL TRAINING

Know how to get yourself out of tough situations.

Don’t get caught off guard when life puts you through tough situations. Hummer experts will teach you how to get yourself out of sticky situations in our survival training camps. At these camps the experts will prepare for disasters that might catch you off-guard. There will be levels of difficulty ranging from routine things like changing a tire to situational mishaps like pulling yourself out of mud.

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VACATION PACKAGES

Hummer will plan summer vacations for you. This is for those who like to keep things exciting or just like to live spontaneously. Just pay for a package and you’ll find out what you are doing the week before your trip.

Some packages are a trip to explore winter in Sweden, the safari in Africa, or drive through the Rocky Mountains.

These trips will allow you to explore while driving a Hummer in different environments.

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Hummer travel magazine Photos and journey inspiration

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Hummer Go Pro For extreme adventures

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Hummer app Important travel information

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Hummer charging station For every electric car

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