Hummer
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Brand Identity
The objective was to revive a stagnant or defunct brand by infusing it with fresh energy and purpose. This involved expanding the core essence of the brand and devising a new visual system that would unlock future possibilities, ultimately leading to the creation of a comprehensive brand standards guide. By delving into the original brand's essence, I unearthed its soul and utilized it as a foundation to develop a forward-looking brand identity. This revitalized brand was designed with a future-focused approach, resulting in the production of multiple deliverables.
I embarked on the rebranding of Hummer, a truck and SUV brand rooted in its military heritage. By identifying key attributes such as adventure, unmovable strength, and guardianship, I sought to transform Hummer into a new brand that empowers individuals to be resilient, courageous, and safeguard their well-being both indoors and outdoors. To visually communicate this concept, I incorporated a color palette consisting of gold, grey, and black within the brand's visual system.
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For the new logo, I ingeniously combined elements symbolizing power and protection. The logo features the majestic wings of an eagle, representing strength, alongside a shield, serving as a visual representation of safeguarding. Furthermore, the letter "H" is integrated seamlessly into the design, representing the brand's connection to its original identity.
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Through these rebranding efforts, the new Hummer brand evokes a sense of empowerment, boldness, and protection, ensuring its resonance with the target audience.
