EXPLORE THE
UNLIMITED EXPERIENCE
DESIGN BY SATHIT N.
TABLE OF
CONTENTS
01
START THE ENGINE COMPANY HISTORY TIMELINE PAST FUTURE DRIVERS
04 06 08 10 12
02
GET MODIFIED ON THE WAY NEW LOGO ANATOMY OF LOGO IDENTITY MISUSE TYPOGRAPHY COLOR PALETTE STATIONERY
03
ESCAPE THE EXPECTED THE UNLIMITED EXPERIENCE ADVERTISING
46 48
22 26 30 34 36 38 40
START THE
ENGINE
COMPANY HISTORY Hummer was a brand of trucks and SUVs, 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 By 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 bankruptcy in 2009, the brand was retained by GM, in order to investigate its sale. In 2009, a Chinese manufacturer, Sichuan Tengzhong Heavy Industrial Machinery Company, announced that it would acquire Hummer, pending government approvals, but later withdrew its bid. On February 24, 2010, Reuters reported that the Chinese ministry of commerce had prevented the deal, although a ministry 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.[4] Although the automaker announced two days later that it had been approached with new offers, by April 2010, any sale became unlikely, as inventory was depleted and Hummer dealerships began shutting down. After filling a rental-car fleet order, the last Hummer H3 rolled off the line at Shreveport on May 24, 2010.
HUMMER
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TIMELINE The original Hummers were first designed and built by AM General Corporation, which was formerly AMCJeep’s General Products division, in its Mishawaka, Indiana, assembly plant. The vehicles were created under a contract for the United States armed forces. The first model, the Humvee, was built in a variety of military-based equipment and versions.
HUMMER
1992 2008
START THE ENGINE
AM General began selling a civilian version of the M998 Humvee.
1998
General Motors (GM) purchased the brand name and marketed three vehicles: H1, H2 and H3.
Hummer’s viability in the economic downturn was being questioned.
2009 2010
PAGE 6-7
General Motors announced that the company was shutting down its Hummer brand.
Part of the GM bankruptcy the brand was retained by GM, in order to investigate its sale.
HUMMER
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PAGE 8-9
PAST THE PAST Our original intent was to create unique vehicle. It can take you where ever you want to go. We gain a lot of reputation. We are tough and strong. No matter what is it, where it is, we can go for it.
FUTURE OUR FUTURE Explore the unlimited experience is the heart of the new HUMMER. We want you to experience everything. Open your eyes for your new perspective. Everything is possible, let’s go together.
HUMMER
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DRIVERS The following profiles represent those in our target audience
Jessica
39, Soccer Mom Profession: Company owner Marital Status: Married Hobby: Sky Diving • Love to see the world in different angle • Doesn’t like things that used by others before • Looking for a new SUV or MPV for her kids Goals : Do the best for her kids Tasks : Work and take care of kids Criteria : Everthing should be perfect Values : Donation is her concern
HUMMER
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Steve
34, Party Guy Profession: Head Pilot Marital Status: Married Hobby: Car Racing • Like find something new to fulfill his life. • Love to do something exciting. • Like to go shopping with his wife every weekend and have dinner outside. Goals : Travel around the world Tasks : International Pilot Criteria : everytihng should have reason in itself Values : social welfare
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Robert
28, Stylist Profession : Architechure Marital Status: Single Hobby: Traveling • Very rich man, Works 5 days a week • Love to find new inspiration by traveling. • Like to explore different architechure. Goals : create a famous landmark Tasks : keep an eyes on design world Criteria : need detials on everytihng Values : love to help people and animal
HUMMER
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Michael
40, Musician Profession: Music Director Marital Status: Single Hobby: Rock Climbing • Like to explore a new sound and new experience to produce new songs. • Plays rock&roll 4 nights a week. • Like rock climbing cause he can see different things that other can’t. • Collect vintage instrumentals Goals : Have his own single Tasks : Listen to every genres of music Criteria : No, Values : No
Ashly 33, Weekend Shopper Profession: Accountant Marital Status: Divorced Hobby: Scuba Diving • Love to explore new things under the sea • Like to see new species that she’s never seen • Looking for her new job to get higher income • Goes to flea market to find some cool things Goals : Success in life Tasks : Work and take care of kids Criteria : Do, don’t dream Values : Recycle things
HUMMER
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Luara
37, Brand Obsessed Profession: Fashion magazine editor Marital Status: Single Hobby: Clubbing • Upper-income and high educated • Like to explore what’s new in the market. • Up to date, in trend and fashionable. • Love to buy brandnew brandname Goals : Do the best Tasks : Up date all the time Criteria : Eat organic food Values : love to help people
HUMMER
“
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The difference between ordinary and extra-ordinary is so often just simply that little word - extra.” – BEAR GRYLLS
GET
MODIFIED
ON THE WAY HUMMER
MM
MM
Logo design is a big challenge for branding. These are the designs considered in the LOGO evolution of our new logo. TOUGH
MM MM
HUMMER
H H U M M E R
HUMMER HUMMER
HUMMER
hummer HUMMER
HUMMER
HUMMER
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HUMMER LOGO This mark combines 3 arrows together, it becomes a shape of diamond (sheild) that protects the letter H in the center which create 2 more arrows inside.
ESCAPE
H H U M M E R
H U M M E R
H U M M E R
HU MME R
HUM M ER
HUMMER
HUMMER
H UM M E R
HUMMER
HUMMER
HUMMER LOGO This mark combines 3 arrows together, it becomes a shape of diamond (sheild) that protects the letter H in the center which create 2 more arrows inside.
ESCAPE
H H U M M E R
H
h
HUMMER
H U M M E R
HUMMER
H
H
HUMMER
HUMMER
HUMMER
HUMMER
H U M M E R
HUMMER
HUMMER
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HUMMER LOGO ESCAPE
This mark combines 3 chevrons together (arrows) which has its route from military, it becomes a shape of sheild that protects the letter H in the center which create 2 more arrows inside.
NEW LOGO This mark combines 3 chevrons together (arrows) which have its route from military, it becomes a shape of sheild that protects the letter H in the center which create 2 more arrows inside.
HUMMER
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ANATOMY OF LOGO 6X 1X
1X
1X
1X
6X
.0.5X 1X
11X CLEAR SPACE THE SPACE AROUND THE MARK IS AS IMPORTANT AS THE MARK ITSELF. Never encroach upon the space allotted to the mark. The measurements shown above are only the minimum requirements. Under no circumstance go within these borders but please do allow as much space as possible.
THE MORE SPACE THE MORE IMPORTANT THE MARK FEELS. Our mark is important and powerful and should be treated that way. There can never be too much space around the mark as the more space it is permitted, the more important it becomes.
HUMMER
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STRUCTURE THE MARK IS BUILT WITH POLYGON AND ARROWS. Our structure demonstrates the soul of HUMMER. We are build of a strong foundation towering high above the rest of the city. We stand tall backed by our power, prestige and excellence.
USE THE STRUCTURE OF THE MARK AS INSPIRATION FOR GRAPHICS. Pull from the angles and structure of the mark to create graphics. The top of the mark has been used as inspirations throughout this standards guide.
ALTERNATE LOGO USE THE ICON, MARK OR LOGOTYPE WHEN SIMPLICITY IS DESIRED. The icon, mark and logotype are intented to be used when as a product branding tool. Use the icon, mark or logotype as a clean and simple solution for branding situations.
1X
1X
1X
HUMMER
HORIZONTAL
ICON
LOGOTYPE
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ON COLOR BACKGROUND
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BLACK&WHITE
ONE COLOR
BLACK&WHITE
ONE COLOR
IDENTITY MISUSE Never do any of the above. To do so would jeopardize our image. We cannot stress enough the importance and significance of upholding our image. Our identity is the visual representation of our company. Our mark is our image.
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Do not place the mark.
Do not scale.
Do not outline.
Do not flip the mark.
Do not put ant bar.
Do not gradient.
TYPOGRAPHY Selecting the right typeface for a corporation is like choosing the perfect suit for the occasion. As we have made very clear, a stellar image is the most valuable attribute one can have. We must represent our corporation in the best way possible at all times and that means choosing the most appropriate typefaces.
HUMMER
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blair+
DIN Blair medium DIN REEGULAR HUMMER Hummer hummer 012345 6789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
DIN MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
DIN CONDENSE BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ITC Blair was designed by Jim Spiece in 1997. It is used for the logotype. It’s give a static feel and it also looks modern and elegance.
DIN was released by the D Stempel AG foundry in 1923. It is used in the system because it has many weight. It looks bold, strong and modren.
51&53
COLOR PALETTE The colors that used for HUMMER are the bright color that catch the eyes easily. They give the feeling of power, dynamic, movement and jump of the page.
HUMMER
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PRIMARY COLOR PASSION ORANGE
MYSTERY BLACK
CMYK
0.80.100.0
90.90.90.90
RGB
240.90.35
RGB
PANTONE
Warm Red C
Black C
SECONDARY COLOR ENERGY YELLOW
CONFIDENT BLUE
FRESHY GREEN
POWER RED
CMYK
0.20.100.0
85.50.0.0
50.10.100.0
0.100.100.0
RGB
255.240.0
240.90.35
140.182.60
230.45.45
PANTONE
Yellow C
Cyan C
376 C
032 C
ORANGE It is associated with joy, sunshine, and the tropics. enthusiasm, fascination, happiness, thirst for action. creativity, attraction encouragement.
BLACK It is associated with power, elegance, formality and mystery.
GREEN Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility.
RED it is associated with energy, war, danger, strength, power, determination as well as passion, desire
BLUE It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, and intelligence.
YELLOW color of sunshine. It’s associated with joy, happiness, intellect, and energy.
Business Card
STATIONERY Letterhead The colors that stationery system that used for HUMMER are the primary color with the arrow as a graphic element. They give the feeling of power, dynamic, and movement. we provide you with the most stunning cards that are sure to impress a future client.
Enveloppe
Stationery Set
HUMMER
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HUMMER
“
GET MODIFIED
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To me, it’s about getting better every time and doing the best I can every run no matter where I am.” – SHAUN WHITE
ESCAPE THE
EXPECTED
IN THE HOUSE
IN THE CAR
IN THE OPEN
HUMMER
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PAGE 46-47
IN THE HOUSE
THE UNLIMITED EXPERIENCE
PRODUCTS Exercise machine Audio System Game Console Music Instruments Vodka
Hummer lets you explore your world like no other. Products and services that elevate the status of our clients. We have tiered product lines for each of our clients.
IN THE CAR PRODUCTS GPS Energy Drink Car Accesories Car Audio Car Air Freshener SERVICES Gas Station Car Rental Services Bar&Lounge
IN THE OPEN PRODUCTS Digital Cameras MP3 Players Adventure Products Outdoor Sport & Gear Extreme Sport Guns Bulletproof EVENTS Spaceship W/NASA Jetplane W/Airforce Submarine EDUCATION Technical Education Off-Road Driving School EXPERIENCE Adventure Tour Shooting Courses
ADVERTISING Advertisment is one of the important thing for HUMMER. With the concept “Escape the expected”, it’s like discovering the power you never knew you had.
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PAGE 48-49
MOTORCROSS We are known for our extreme sports where the elite play, but we also offer sponsorship to accompany our clients on the course. Our motorcycle represent power and are engineered for rider seeking maximum force while racing distance and obstacle.
HUMMER
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LET’S SEE A DIFFERENT VIEW
HUMMER
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SPORTS EQUIPMENT We are known for our outstanding sports equipment. Like shoes, they are the best at quality, they are strong and durable. They can take you where ever you want to go, what ever situation. We offer a range of other sports equipment including tennis rackets, equestrian equipment, skis and more.
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HUMMER
ESCAPE THE EXPECTED
IF YOU RISK NOTHING, YOU GAIN NOTHING
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SPORT GEAR We are known for our extreme sports where the elite play, We produce high end sport gear that are very strong and durable. Our sport gear represent power and are engineered for rider seeking maximum force while racing distance and obstacle. Just play what you want to play.
HUMMER
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FREEDOM IS IN THE AIR, EXPERIENCE YOURS
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MUSIC INSTRUMENT We are known for our outstanding musician where the elite play, but we also offer hi-end instruments to accompany our clients on the course. Our instrument represent power and are engineered for musician seeking maximum force while delivering power and accuracy. Along with our instruments, we offer a range of other instruments including guitars, basses drums, amps and more.
HUMMER
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PLAYING MUSIC, IT’S LIKE ESCAPE TO MY WORLD,MUSIC WORLD.
HUMMER
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HUMMER
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HAND GUN & SHOOTING COURSES We will provide you an exciting experience with a shooting courses that you can feel you power. You can control everything and you will never miss your target. Power is in your hand.
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HUMMER
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WITH THE POWER OF IT, IT’S LIKE YOU CAN CONTROL EVERYTHING AND WILL NEVER MISS THE TARGET.
HOME AUDIO SYSTEM We are known for our outstanding powerful home audio. Whith the quality of the materials make every sound real. You can feel like you can escape to where ever the music wil bring you to.
HUMMER
ESCAPE THE EXPECTED
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HUMMER
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GAME CONSOLE We are known for our outstanding wi-fi and wireless game console where the elite play, but we also offer hi-end processor and large space of memory. Our game console represent power and are engineered for player seeking maximum force while delivering power. You can feel the realistic and escape into stimulation world.
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CONCEPT CAR
We are known for produce our outstanding vehicle. Now we do a lot more, with our concept car we will create something that powerful and environment friendly. With Electric power, hydrid and bio-diesel, we will combine them together and it will be a super concept car that will first emerge in the world.
HUMMER
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GAS STATION With our technology, HUMMER provides you a special gasoline that can take you vehicle go further and longer than anyone can do. You can feel the different of the power of the engine. We also provide a rest area with many refreshments like enery drink, coffee, snacks, free wi-fi hot spot and everything that you can’t imagine.
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HUMMER
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SPACESHIP Hummer lets you explore your world like no other. Everything possible, with the coordinate with NASA. You can experience the real space like you have never known before. You can feel the power of everything around you. We will create a special event in 2012. For more information visit www.hummerexplore.com
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SUBMARINE Hummer makes everything possible, with the coordinate with Airforce. You can experience the world under the water like you have never before. You can feel and see the new experience. We will create a special event in 2012. For more information visit www.hummerexplore.com
JET Hummer makes everything possible, with the coordinate with Airforce. You can experience the real fighting jet like you have never before. You can feel the power of everything. We will create a special event in 2012. For more information visit www.hummerexplore.com
HUMMER
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“
Experiencing yourself from your usual point perspective – it’s like never knew you had.” – SLASH
HUMMER
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out of context, divorced of view, skews your discovering a talent you
Copyright © 2011 Sathit Nualchawee All rights 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 prior permission. Designed by : Sathit Nualchawee Printed, and bound by : Blurb.com Printed on Premium Matte Paper For more information www.hummerexplore.com e-mail : verygong@yahoo.com / 415–710–8057