Hummer has been around since 1992, but its history is divided into two long periods. Until 2010, it was a brand of civilian off-road vehicles developed based on HMMWV army vehicles. It operated as a division of General Motors and was closed in 2010 when it became clear that the Chinese company Sichuan Tengzhong would not buy it. The revival of the legendary Hummer cars took place ten years later. True, the range has changed dramatically: old gasoline models have given way to modern electric vehicles.
Meaning and History
What is Hummer?
It is a brand of SUVs and trucks based on the High Mobility Multipurpose Wheeled Vehicle.
The famous brand used to be associated only with all-terrain vehicles, which had excellent cross-country ability, high carrying capacity, reinforced suspension, and utilitarian design. But the development of Hummer did not fit into the plans of General Motors: it tried to sell this brand to everyone and negotiated with various automakers. Despite the efforts made, the buyer was never found. As a result, the corporation was forced to liquidate its iconic division and filed for bankruptcy in 2009. The SUV logo is also a thing of the past. It was remembered as strict black lettering, corresponding to the appearance of bulky cars.
And now, when speed lovers had already said goodbye to the Hummer brand, it returned to the market again. True, nothing of the old concept remained: the cult name now belongs to the family of electric vehicles. The revival of the brand became known back in 2020. General Motors could not keep the intrigue for a long time because it submitted documents to the USPTO and thereby declassified its intentions. Then it became clear that Hummer would have a new logo, externally related to the previous version.
1992 – 2010
The first-word mark of the brand was unveiled in 1992 when AM General introduced the civilian modification of the HMMWV to the market. Concern General Motors bought a promising project in 1998 and even developed several new models, but the original logo did not change. The black “HUMMER” lettering, composed of sans serif caps, was perfect for utility cars. The “heavy” font with unusually wide vertical lines was a testament to the reliability and durability of the SUVs. This mark was used until 2010 and then disappeared along with the trademark.
2021 – today
What is the Hummer logo?
The Hummer brand logo bears its name in bold black letters. The version, created in 2021, uses a font with unusual cuts at the ends of the letters.
As it became known in 2020, General Motors decided to revive the closed brand and even updated its identity to start from scratch. It registered the Hummer trademark for an electric vehicle, which technically belongs to the GMC division. The concern hoped to present the revived car in 2020 but failed to make a splash due to unforeseen circumstances. The presentation was postponed to the end of 2021. Production was also postponed because due to the COVID-19 pandemic, it was impossible to re-equip the plant in time.
Despite the delays, the firm immediately made it clear that the concept had completely changed. This means that the updated brand needed the same new look. The electric pickup emblem was leaked long before its debut. Trademark registration documents became the source of information.
As you already know, the logo font matches the lettering on the radiator grille that the company unveiled in the teaser. The stylish mark corresponds to a utilitarian and high-tech vehicle that reaches a speed of 100 km / h in 3 seconds. The design was developed by Bianca Iacopelli, a hereditary artist with an immense love of art. She began painting as a child, watching her mother work. Representatives of General Motors noticed the girl’s talent and hired her on the company’s permanent staff in 2015.
Bianca has created a wide range of automotive symbols for GM, including the new Hummer emblem. She was entrusted with this project in May 2019. The designer had a difficult task: to develop something completely new, based on the classic brand image. Moreover, the identity had to reflect the revolutionary nature of the electric car, which is a unique and environmentally friendly model. In addition, it was required to preserve the brutality underlying the name.
With clear directions, Bianca Iacopelli and her team took over the transformation of the previous logo to give it the expected characteristics. It took several months of painstaking work. The final version was approved by management in 2020. After the revival, the Hummer nameplate took on the elegance it lacked. The letters have become thinner and have an unusual design.
Font and Colors of the Emblem
How much is a 2020 Hummer?
The Hummer EV3X, which went on sale in October 2020, was originally priced at $ 99,995.
Why was Hummer banned?
Hummer cars were not banned. General Motors temporarily stopped its production due to the war in Iraq because it could not meet the army’s demand for the H3 model.
Which car brand makes Hummers?
Hummer vehicles are manufactured by GMC, a division of General Motors.
Older gasoline-powered Hummer cars had a visually short and bold logo, in some ways even close to the cartoon style. The new symbol differs from the past with its futuristic look. Thin letters look technological and angular. In particular, the two stylized “Ms” stand out, reminiscent of the radiator grilles on cars. And the “E” looks like a plug, which is a reference to electric vehicles. However, the overall concept has not changed. Both emblems are textual and contain nothing but the brand name.
The font for the new Hummer logo was developed by the designers of the General Motors concern. All letters in the word are square. Cut corners visually soften the lettering, making it dynamic. The upper case is retained to keep the brand consistent. The colors did not change either: the graphic symbol was and remains black.