2 minute read
BRAND GRID
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INITIAL: TOUGH, AGGRESSIVE, MALITARY
The original brand design was to let the army have combat and transport vehicles that can accomplish their missions safely in various harsh situations, which lead to an industrial and tough overall style.
HUMMER
CURRENT: STRONG, EXPERIENCE, DOMINATE
After Hummer entered the civil market, the overall brand style had changed slightly. They paid more attention to the driving experience, so the overall style is more foused on strength, experience and domination.
FUTURE: MOTIVATE, CHALLENGE, FEARLESS
In the future, Hummer's mission will be more focused on challenge and breakthrough. By the brand soul of Hummer, people will constantly challenge themselves and make themselves stronger both in mind and body. We’ll boost people to break through and improve.
HUMMER
