VISUAL DEVELOPMENT GUIDE
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HUMMER
VISUAL DEVELOPMENT GUIDE
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TURN THE PAIN INTO POWER
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CONTENTS
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HUMMER BRAND
LOGO EXPLORATION
BRAND STORY
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VISUAL RESEARCH
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BRAND OVERVIEW
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LOGO SKETCHES
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BRAND MISSION
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DISTILL
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KEY PHRASE
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INITIAL REFINEMENTS
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FINAL REFINEMENTS
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CONTENTS
THE NATURE OF IDENTIT Y
03 LOGO REFERENCES SIMILAR LOGOS
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STANDARDS INSPIRATION
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O1
HUMMER BRAND
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BRAND STORY
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BRAND OVERVIEW
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BRAND MISSION
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KEY PHRASE
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HUMMER HUMMER
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BRAND STORY The story and history of a brand contain the culture and soul of the whole enterprise. Understanding the story of a brand helps to deepen people’s understanding and recognition of the brand. Understanding its past can also make the new design journey more efficient. For Hummer, we need to know that it has been brilliant, it has been low and it’s waiting to open a new chapter.
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BRAND INTRODUCTION
BREIF
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VISUAL DEVELOPMENT DEVELOPMENT GUIDE GUIDE VISUAL
BRAND OVERVIEW
On this day in 1983, the Pentagon did awards a production contract worth more than $1 billion to the AM General Corporation to develop 55,000 High Mobility Multipurpose Wheeled Vehicles (HMMWV). Nicknamed Humvee and designed to transport troops and cargo, the wide vehicles entered the spotlight when they were used by the American military during the 1989 invasion of Panama and the Persian Gulf War in the early 1990s. then in 1992, civilian version of the Humvee known
as the Hummer, went on sale. The real hulking, and attention-grabbing road warrior tipped the scales at about 4.5 tons got less than 10 miles per gallon. It’s an early hit with Hollywood celebrities such as Arnold Schwarzenegger, who went on to own a Hummers fleet. In December 1999, when the economy was strong and gas prices were relatively low, General Motors purchased the rights from AM General to market and distribute the Hummer. In 2002, the Hummer H2, a smaller (some 8,600
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pounds), less expensive version of the original model, debuted. The Hummer became the symbol of America’s supersized lifestyle; however gas-guzzling vehicle was a target of heavy criticism from environmentalists. According to a 2008 report on Salon.com, in August 2003, “Hummer-hating eco-vandals 4 car dealerships in Southern California’s San Gabriel Valley, destroying, defacing, burning dozens of Hummers and other SUVs, while scrawling love notes like ‘Fat, Lazy Americans’ about the
HUMMER BRAND
premises.� And in 2005, the Hummer H3, an even smaller, 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. In 2008, Americans face growing economic crisis and rising gas prices, with increasing environmental concerns, Hummer sales shrunk more than 50 percent. In December 2008, GM, that hard hit by the global recession slumping auto sales, received a multibillion-dollar federal bailout loan in
BRAND OVERVIEW
order to stay afloat. On June 1, 2009, the auto giant, which until 2008 had been the world’s top-selling maker of cars and trucks, filed for Chapter 11 bankruptcy protection. The following day, GM announced that as part of its reorganization plans it would sell the Hummer brand to a Chinese company.
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Our new mission is inspiring people to be tough and brave to conquer the challenges, thus form a positive lifestyle.
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HUMMER BRAND
THE NEW MISSION
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HUMMER BRAND
KE Y PHRASES
KEY PHRASES We have defined three keywords that can best represent the Hummer brand vision and our outlook for the future development of the brand. After that, the three phrases can help us better understand the keywords for our brand.
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HUMMER BRAND
KE Y PHRASES
TOUGH
FORGE OUR BODY AND MIND TO BE STRONGER. Being tough is one of the most important factors for success, despite how times change, it will help people to achieve our goals. Hummer will inherit this idea into our products. Also through the reliable quality of products, users can feel that tough is not just a saying, also what Hummer really doing.
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CHALLENGE
KNOW OURSELVES AGAIN BY NEW ATTEMPT. With the brave soul, you can be accompanied by Hummer to conquer the challenges. Challenge the difficulties, challenge the adversities, and challenge yourself. Somtimes, life is not an easy journey. Walking with the Hummer, to be stronger.
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HUMMER BRAND
KE Y PHRASES
BREAKTHROUGH
BREAK THE CYCLE AND START A NEW JOURNEY. The Hummer was really impressive in both the military and civil market for its breakthrough spirit. No matter what the situation is, Hummer will always lead people out of difficulties. Knowing what is unlimited through the Hummer.
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O2
LOGO EXPLORATION
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VISUAL RESEARCH
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LOGO SKETCHES
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DISTILL
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INITIAL REFINEMENTS
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FINAL REFINEMENTS
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VISUAL RESEARCH
Previous Logo
Previous Logo Combination
Previous Logo with Background
Previous Logo Concept The Hummer logo is as simple as other car logos. It is represented by “H” and usually with black background and white font or vice versa. The best Hummer logo was that of Horch. Its H was formed to suggest the gateway of a castle or city — an image of sturdy tradition.
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LOGO EXPLORRATION
VISUAL RESE ARCH
Where is The Next Stop? In the future, the new logo will take the research information of the visual strategy guide as the background, combined with the brand soul, and extend from four keywords to different directions. The possibility of Hummer brand in the future market is reflected through the new logo.
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LOGO CAMPS The three key words represent the brand soul of the new Hummer: Tough, Challenge, and Breakthrough. These words also show the message of the new Hummer to people: breakthrough yourself and become strong, both physically and mentally. The next logo design process will find out the appropriate definitions from these words, and the final logo will inherit the original brand soul, and at the same time carry forward and establish a new image for the brand in the future market.
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LOGO EXPLORRATION
LOGO CAMPS
TOUGH Being tough is one of the most important factors for success, despite how times change, it will help people to achieve our goals. Hummer will inherit this idea into our products. Also through the reliable quality of products, users can feel that tough is not just a saying, also what Hummer really doing.
CHALLENGE With the brave soul, you can be accompanied by Hummer to conquer the challenges. Challenge the difficulties, challenge the adversities, and challenge yourself. Somtimes, life is not an easy journey. Walking with the Hummer, to be stronger.
BREAKTHROUGH The Hummer was really impressive in both the military and civil market for its breakthrough spirit. No matter what the situation is, Hummer will always lead people out of difficulties. Knowing what is unlimited through the Hummer.
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VISUAL DEVELOPMENT GUIDE
LOGO INSPIRATION The following brands may inspire the logo of the new Hummer in different aspects, whether it’s the brand image or the appearance style of the logo. Combined with the brand style of Hummer, it is preliminarily determined that the new logo will try to adopt angular design and strong appearance on the premise of aesthetic feeling.
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LOGO EXPLORRATION
LOGO INSPIRATION
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LOGO SKETCHES In the first round of sketch, the three keywords (from the soul of the brand) will be divided into three camps to expand the logo respectively — symbolic marks, graphic marks, and wordmarks. Each faction will have 60 rough logos. This round is mainly to explore more possibilities and prepare for the next revision.
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TOUGH
FORGE OUR BODY AND MIND TO BE STRONGER. Being tough is one of the most important factors for success, despite how times change, it will help people to achieve our goals. Hummer will inherit this idea into our products. Also through the reliable quality of products, users can feel that tough is not just a saying, also what Hummer really doing.
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LOGO SKE TCHES _ ROUND 1
LOGO EXPLORRATION
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LOGO SKE TCHES _ ROUND 1
LOGO EXPLORRATION
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LOGO SKE TCHES _ ROUND 1
LOGO EXPLORRATION
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HUMMER HUMMER
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CHALLENGE
KNOW OURSELVES AGAIN BY NEW ATTEMPT. With the brave soul, you can be accompanied by Hummer to conquer the challenges. Challenge the difficulties, challenge the adversities, and challenge yourself. Somtimes, life is not an easy journey. Walking with the Hummer, to be stronger.
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LOGO SKE TCHES _ ROUND 1
LOGO EXPLORRATION
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LOGO SKE TCHES _ ROUND 1
LOGO EXPLORRATION
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LOGO SKE TCHES _ ROUND 1
LOGO EXPLORRATION
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BREAKTHROUGH
BREAK THE CYCLE AND START A NEW JOURNEY. The Hummer was really impressive in both the military and civil market for its breakthrough spirit. No matter what the situation is, Hummer will always lead people out of difficulties. Knowing what is unlimited through the Hummer.
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LOGO SKE TCHES _ ROUND 1
LOGO EXPLORRATION
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LOGO SKE TCHES _ ROUND 1
LOGO EXPLORRATION
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LOGO SKE TCHES _ ROUND 1
LOGO EXPLORRATION
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DISTILL After the first round of rough sketch, I focused on the second round of graphicmarks and wordmarks, and after the screening, I will mainly refine H as the goal.
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LOGO EXPLORRATION
DISTILL
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LOGO EXPLORRATION
DISTILL
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LOGO EXPLORRATION
DISTILL
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LOGO EXPLORRATION
DISTILL
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LOGO EXPLORRATION
DISTILL
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LOGO EXPLORRATION
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INITIAL REFINEMENTS After round 2 of selection, the logo has been determined as a geometric style in this paper. The selected styles are refined to achieve a strong and breakthrough style of Hummer. Through the instructor’s comments and screening, and personal careful choice of many logos, the winning plan in this round is these.
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LOGO EXPLORRATION
INITIAL REFINEMENTS
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LOGO EXPLORRATION
INITIAL REFINEMENTS
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LOGO EXPLORRATION
INITIAL REFINEMENTS
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LOGO SKE TCHES _ ROUND 3
LOGO EXPLORRATION
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FINAL REFINEMENTS Round 4 is the final round, in which the final mark will be determined. The four directions selected in the previous round will be refined and slightly deformed in this round, and the wordmark will also be modified to be consistent with the logo style. This group mainly emphasizes the strong and thick feeling, aiming to reflect the tough guy style and strong feeling of Hummer brand.
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LOGO EXPLORRATION
FINAL REFINEMENTS
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LOGO EXPLORRATION
FINAL REFINEMENTS
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LOGO EXPLORRATION
FINAL REFINEMENTS
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LOGO EXPLORRATION
FINAL REFINEMENTS
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CHOSEN ONE The final version is the geometric letter h after design. H represents the brand of Hummer, while the geometric style reflects the strong quality of Hummer; the font design adopts the interrupted letters to reflect the spirit of breakthrough; at the same time, the top of the logo is an inclined triangle, and the combination of the inclined font is to express the expectation of upward and forward.
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LOGO EXPLORRATION
CHOSEN ONE
VARIATION
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LOGO EXPLORRATION
CHOSEN ONE
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WORDMARK The following is the selection of wordmark Original fonts. We will select one of them as a template and start design optimization to achieve consistency with the main logo.
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Acumin Pro Condensed / Ultra Black Italic
Aktiv Grotesk / Black Italic
BEBAS NEUE / REGULAR
IMPACT / REGULAR
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WORDMARK
HUMMER HUMMER HUMMER HUMMER 87
UNIVERS LT STD / 59 ULTRA CONDENSED
Glypha / 75 Black Oblique
Rockwell Std / Bold
PRIMETIME / Regular
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LOGO EXPLORRATION
WORDMARK
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WORDMARK The two options of wordmark come from Acumin Pro Condensed / Ultra Black Italic Font. Through photocopying, I have made changes in my sketchbook. On the premise of preserving the integrity of the original font, I have integrated the geometric elements of the logo at the same time, trying to make it integrate with the logo to the maximum extent, so as to show consistency.
OPTION 1
H follows the logo design idea and shows the breakthrough directly.
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LOGO EXPLORRATION
WORDMARK
OPTION 2
In order to better integrate with the logo and maintain visual balance, H has been modified to make the overall wordmark look more uniform.
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OUR NEW LOGO
3X X
2X 21X
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LOGO EXPLORRATION
OUR NEW LOGO
Symbol
WordMark Signature
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COLOR EXPLORATION
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LOGO EXPLORRATION
COLOR E XPLORATION
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COLOR EXPLORATION
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LOGO EXPLORRATION
COLOR E XPLORATION
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LOGO EXPLORRATION
COLOR E XPLORATION
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LOGO EXPLORRATION
COLOR E XPLORATION
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FINAL LOGO In this stage, we determine the final wordmark scheme and combine it with the main logo. After fine-tuning, we get the final scheme. At the same time, the color matching procedure is also carried out to make sure that the final delivery can perfectly meet the needs of the new brand in all aspects.
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LOGO EXPLORRATION
FINAL LOGO
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O3
LOGO REFERENCES
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SIMILAR LOGOS
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STANDARDS INSPIRATION
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SIMILAR LOGOS Before finalizing our logo, it’s necessary to find similar logos. First of all, we can avoid the same, and avoid the commercial infringement of the new brand in the future due to the same logo. Secondly, we can better understand the product culture and background of these brands and find potential competitors.
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LOGO FINALIZATION
SIMIL AR LOGOS
HUMMEL
FLUTTER
Similarity: Geometric figure. Difference: Hummel is less Complexity and the way geometry is used is different.
Similarity: Geometric figure. Difference: Flutter logo uses the overlapping vision.
HP
HYATT HOUSE
Similarity: Use of slashes. Difference: HP logo is more simple and abstract.
Similarity: Use of broken H. Difference: Hyatt House logo contains organic graphics.
HHVM
HAXL
Similarity: The trend of hypotenuse and the edge of triangle. Difference: HHVM logo completely breaks the overall feeling of H and divides it into several parts.
Similarity: Geometric division and composition. Difference: HAXL is More abstract with no wordmark added.
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HONDA
HD TV
Similarity: Both use H as the principal. Difference: HONDA uses smoother lines.
Similarity: Use of sans serif italics and bold fonts. Difference: HD TV uses abbreviations directly and does not image the logo.
HEAP
HOOVER
Similarity: Geometric figure. Difference: HEAP whole logo is placed in a hexagon.
Similarity: H’s sense of vision. Difference: Hoover uses the original font and is not modified.
HASKELL
HSHARE
Similarity: Abstract use of graphics. Difference: Haskell‘s overall trademark is in thick lines.
Similarity: The broken part use of the logo. Difference: The logo of hshare uses a sense of fragmentation and perspective.
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LOGO FINALIZATION
SIMIL AR LOGOS
HAPAG LIOYD
BOSE
Similarity: The symbol part is designed in a similar way. Difference:Hapag Lioyd wordmark section uses fonts directly.
Similarity: Overall tilt. Difference: Bose’s logo is based on font.
HALO
HILTI
Similarity: The angle cutting design is used for the font. Difference: Halo’s logo font design into the irregular sense of fragmentation.
Similarity: The strong, thickened feeling of font. Difference: HILTI’s font is not slanted, but thicker.
HEROKU
HASHICORP
Similarity: H’s broken treatment. Difference: Heroku’s logo uses smoother lines.
Similarity: Similarity of part H. Difference: HASHICORP’s H is placed in a hexagon.
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STANDARDS INSPIRATION NEW IDENTITY INTRODUCTION BOEING The concise and clear introduction and the careful typesetting make the reader clear at a glance.
LOGO ANATOMY SEAGATE They showed the scale of the logo and the anatomy of the font, from the professional side to introduce the logo could convince people easier.
ALTERNATE VERSIONS OF THE LOGO FEDEX In addition to changing the color of the trademark, you can also add elements, or the background color block also highlights the brand characteristics.
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LOGO FINALIZATION
STANDARDS INSPIRATION
MAIN ID COLORS (LOGO COLORS) NORWAY They show the anatomy of color using which is easy to analyze and use.
LOGO DON’TS SYMANTEC The red slash has a really strong warning, and the matrix like arrangement can easily identify the consistency of wrong trademarks.
TYPE SPECS EXPLORATORIUM In addition to the introduction and display of specific fonts, the typesetting also has its own characteristics: exaggerated size contrast creates a strong hierarchy.
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© 2020 Shuming Zhang All right reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without permission of the copyright holder.
This book is a non-commercial project for educational purposes and is not intended to represent or replace the original brand.
CLASS
DESIGNER
GR 604 02: The Nature of Identity
Shuming Zhang
INSTRUCTOR
SOFTWARE
Hunter Wimmer
Adobe Creative Suite
PHOTOGRAPHY
TYPEFACES
unsplash.com
Acumin Pro Condensed
pexel.com
Glypha
shutterstock.com pinterest.com googleimage.com
PRINTING & BINDING Blurb.com
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USED RESOURCES
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