|Headquarters||Detroit, Michigan, United States|
Hummer is the name of an American manufacturer of SUVs, which was established by the General Motors Company in 1992, and discontinued in 2010. After the 10-years long vacation, the brand got its second birth in 2020.
Meaning and History
Hummer is a renowned brand of off-road and sports vehicles. Initially, Hummer specialized in military vehicles, which were known as Humvee.
In 1992, civilian versions were manufactured.
These vehicles could boast exceptional speed and versatility. Humvees are still used by the US military both inside the country and overseas.
The Hummer logo is uniformly simple. It is an ‘H’ written in black on a white background or vice versa. The General Motors has signed license agreements with many companies – manufacturers of bicycles, clothes, shoes, laptops, etc., to promote the brand by placing the Hummer logo on them.
The Hummer logo is iconic as it is simple. Usually, it is a black “H” on a white background or vice versa. This car logo is licensed to be used on many other products not related to automobile industry: jewelry, clothes, laptops, skateboards, etc. Hummer is renowned for its sports and off-road and military vehicles (Humvee), which are still used by the U. S. Army.
1992 – 2010
The original Hummer logo was introduced in 1992 and stayed with the brand till the end of the first part of its history. It was a massive and brutal uppercase logotype, which was usually set in plain black on a transparent background. The capital letters of the inscription were executed in an extra-bold sans-serif typeface with straight lines of the contours and cuts of the bars.
2021 – now
After the Hummer’s come-back in 2020, the company designed a new logo, which was intended to symbolize the new life of the brand, and its modernized concept. Although the badge is still composed of just a bold black logotype, set in the uppercase, the typeface of the “Hummer” inscription has been significantly changed. Now It is set in a fancy geometric font with some diagonal cuts and sharp angles.
The refreshed Hummer logotype, introduced in 2021, is executed in a custom typeface with interesting geometric contours of the capital letters, and some edgy details in each of the characters. There are no commercial analogs for the font, used in the Hummer logo, but some letters might have been based on the characters from FF Beekman Square Std Light or Avionic ExWide Black.