Hummer is a famous brand of off-road cars manufacturer, which was founded in 1992 with a focus on military vehicles. The brand is a part of GMC and is one of the most well-known producers of 4WD-cars in the world.
Hummer is an automobile marque with dramatic ups and downs in its history. Established in 1992, the company started from the production of the civilian version of the High Mobility Multipurpose Wheeled Vehicle, or Humvee, the military SUV. The Hummer vehicles became pretty popular across the globe, but not popular enough to let the company grow, so in 2010 Hummer ceased all operations.
It was a very good surprise for all the fans of the car brand when it came back in 2020 as one of the General Motors labels. The reborn Hummer keeps producing SUVs in the iconic red and yellow colors (not only), and today has four models in its portfolio, including the GMC Hummer EV, an electric line of SUVs and trucks.
What is Hummer?
Hummer is the American legend. This brand of SUVs has become truly iconic in no time, with their huge cars, which were initially designed for the US Army. When the brand went commercial, the Hummer models were mainly created in yellow, black, and red colors.
Being one of the most popular SUV-cars manufacturers in the world, Hummer boasts a very strong and masculine visual identity design.
The Hummer logo is composed of a simple and strict wordmark, with no extra details. The extra-bold typeface of the capital lettering is similar to the Franklin Gothic Heavy font.
The nameplate featured very thick straight lines and traditional sharp angles. Due to the boldness of the typeface, the lettering looks like it was cut on both upper and bottom parts in order to fit the invisible frame.
The monochrome palette of the logo adds power and authority to the brand. When placed on the card, the palette changes to metallic-gray and the emblem become a little three-dimensional, with its sides a little shadowed.
The Hummer logo is one of the most minimalist yet outstanding. It is a perfect reflection of the strength and brutality of the brand, which was started as a military one.
The simplicity of the lines is balanced by the brand’s iconic car colors, which are usually yellow, red and black.
The Hummer logo was redesigned in 2021, keeping the iconic character of the brand, but representing it in the new modern way, with some “brutal elegance”. The logo is still based on the black inscription in the uppercase century at the new typeface featured geometric angular contours and thinner lines. For the Hummer H2 model the company still uses the previous version of the logo, but in a different — yellow and white color palette, which looks light l, fun, and friendly.
The bold and brutal uppercase lettering from the official Hummer logo is set in a custom sans-serif typeface with angular contours of the characters and a very strong mood. The closest fonts to the one, used in the Hummer insignia, are, probably, Corporatus Regular, or Bitsumishi Pro Black, but with most of the contours modified.
As for the color palette of the Hummer visual identity, it is set in plain black, and when placed on the cars of the brand, the emblem turns metallic silver. Hummer is a company, that is known for using bright yellow and red shades for its vehicles, hence the laconic and strict scheme of the logo is more than logical.