GR604 Student Project (Hummer) -Visual Development Guide

VISUAL DEVELOPMENT GUIDE Nature of Identity Hummer Rebranding

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HISTORY & FUTURE 02 Brand Mission 04 Rebranding Objective 05 Differentiator

NEW LOGO 08 New Logo 10 Logo Componeots 12 Logo Anatomy 14 Clear Space 16 Size Chart 18 Incorrect Usage

NEW LOGO VISUAL 22 Color Palette 24 Typography 26 Stationery

BRAND FUTURE 30 Initial List 32 Brand Expand

NEW BRAND MISSION STATEMENT RISE TO THE CHALLENGE.

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OUR MISSION Our mission is to encourage the development of strong character through making an impact, overcoming challenges, solving difficulties.

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REBRANDING OBJECTIVE The new Hummer is focused on thinking about providing new equipment and thinking about the relationship between the user and the equipment. We will combine more cutting-edge technologies on the basis of traditional off-road vehicles to provide more powerful protection for the equipment and make the product with multiple use scenarios. Let you explore with peace of mind and realize the dream of going beyond yourself.

Through new research or collaboration, the new Hummer brand combines technology and hardware capabilities to create new products that help users achieve breakthroughs.

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DIFFERENTIATOR Hummer encourages people to step out of their comfort zone, face challenges, push themselves, or try something you’ve never done before, Hummer will encourage you to push yourself and inspire others to go above and beyond.

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NEW LOGO

This section presents and introduces the use of hummer's new logo, including the rules for using the logo and the specifications for using it.

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NEW LOGO

This will be the new logo of the future Hummer. black and white versions of the logo will be shown here, as well as colored versions of the new logo and metal versions used on the product.

COLOR

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BLACK

WHITE

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LOGO COMPONENTS

The new Hummer is a symbolic logo consisting of a graphic logo and a word logo. Show about how it is used.

The new Hummer logo consists of an "H" as the initials of Hummer, representing the Hummer brand, with a quadrilateral surrounding the H and used in combination with the word logo.

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GRAPHIC MARK SIGNATURE

WORD MARK

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LOGO ANATOMY

The scale of the logo needs to be marked for logo decoupling. With the smallest part marked as X, this part must be the part of the logo and cannot be the negative space of the logo. This step effectively helps to control the proportions in any use of the logo.

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7X X

2X

14X

2X

14X

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CLEAR SPACE

Clean space is the minimum space to keep the brand logo in use. No other content, symbols, colors, text or other information is allowed in this area. And the minimum edge distance as a printed part is marked.

X

X

X

X

X

X

X SIGNATURE

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X

X

X

X GRAPHIC MARK

X

X

X

X WORD MARK

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SIZE CHART

Standardize how the new Hummer logo is used at different sizes to ensure the logo is clear and readable when printed and used.

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LOGO VERSION

SIGNATURE

GRAPHIC MARK

WORD MARK

>1 inch

1/2 inch

1/4 inch

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INCORRECT USAGE

This section shows how logos are prohibited in use, which can result in reduced brand accuracy and communication.

Don't compress

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No word mark above the symbol

Don't use other colors

Don't use projection

Don't use similar colors

Don't use similar color picture

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NEW LOGO VISUAL

This section regulates hummer's visual system, including colors and the fonts used.

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COLOR PALETTE

This section shows how logos are prohibited in use, which can result in reduced brand accuracy and communication.

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Pantone 7569C CMYK: 44,63,98,4 RGB: 158,106,39

White CMYK: 0,0,0,0 RGB: 255,255,255

Black CMYK: 0.0.0.100 RGB: 0.0.0

Grey CMYK: 0,0,0,60 RGB: 137，137，137

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TYPOGRAPHY

This section shows how logos are prohibited in use, which can result in reduced brand accuracy and communication.

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Montserrat Bold

Montserrat Medium

Aa

Aa

Montserrat Light

Titillium Web Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~!@#$%^&*(){}<>:;?/+-*

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~!@#$%^&*(){}<>:;?/+-*

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~!@#$%^&*(){}<>:;?/+-*

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789~!@#$%^&*(){}<>:;?/+-*

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BRAND FUTURE

This phase will plan the future direction of hummer and its business, helping the brand to increase its influence on the side.

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INITIAL LIST PR-01 PRODUCTS

ED-01 EDUCATIONAL

Hummer clothing

Senior Hummer Academy

PR-02 PRODUCTS

ED-02 EDUCATIONAL

Hummer equipment

Hummer safety seminar

PR-03 PRODUCTS

ED-03 EDUCATIONAL

Hummer magazine

Hummer driving skills academy

SE-01 SERVICES

EV-01 EVENTS

Global Network Enhancement System

SE-02 SERVICES Hummer tuning shop

SE-03 SERVICES Medical and rehabilitation

Hummer Award

EV-02 EVENTS Hummer club

EV-03 EVENTS Hummer talk

EN-01 ENVIRONMENTS

CO-01 CO-BRANDING

Hummer Experience Center

HUMMER + DJI

EN-02 ENVIRONMENTS

CO-02 CO-BRANDING

Hummer gym

HUMMER + Muscletech

EX-01 EXPERIENCES Hummer Rescue Team

EX-02 EXPERIENCES Hummer outdoor classroom

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CHART

Impact

PR-03 CO-01

EX-01 EX-02 EV-01 EV-02

Overcome EN-01 EN-02 ED-03

ED-01 ED-02 PR-01 PR-02

SE-02

SE-01 SE-03 EV-03 CO-02

Solve

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BRAND EXPAND PR-01 PRODUCTS

PR-02 PRODUCTS

HUMMER CLOTHING

HUMMER EQUIPMENT

Help people better adapt to their environment and break through.

Helping people cope better with their environment.

We develop clothing, which can be your armor to explore nature and your assistant to find your inner strength.

We design comfortable clothing to help you cope with different environments.

We develop equipment to help people better cope with difficult and unpredictable circumstances.

Increase self-confidence.

MISSION-FOCUS

MISSION-FOCUS

Hummer clothing reinforces our mission by give people peace of mind in the face of challenges by providing performance apparel and using clothing to ensure that people cope with all kinds of difficulties.

Hummer equipment enhances our mission by help people better cope with difficulties and circumstances and increase their self-confidence.

DIFFERENTIATORS

DIFFERENTIATORS

With the premise of ensuring comfort, Hummer clothing focuses more on ensuring that people are in excellent condition in different environments to cope with the upcoming difficulties.

Different from other equipment, Hummer equipment deeply matches our products, such as roof tent, full vehicle lighting system, extrication winch and other equipment, which can be deeply integrated with the products.

SIMILAR TO

SIMILAR TO

North Face, Arcteryx

Go fast camping, Yakima

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PR-03 PRODUCTS

SE-01 SERVICES

HUMMER MAGAZINE

GLOBAL NETWORK ENHANCEMENT SYSTEM

Help people to get new information and articles.

We publish the latest news and articles about the Hummer brand so that people can be better informed about what we are up to.

MISSION-FOCUS Hummer Magazine reinforces our mission to keep people informed of our developments, and activities for the coming period. Join us in time for events and get more information.

DIFFERENTIATORS We publish information about the development of the company, as well as the events we will hold in the coming period and the location. The magazine also shows the latest information and news about the brand.

SIMILAR TO Life & Thyme, Modern Huntsman

Helping people get out of difficult situations in extreme environments. It can also bring hope for survival.

Helps vehicles to track and locate their location and plan their way forward in any area they enter. The system can also help scientific research teams, search and rescue teams or expedition teams to protect themselves in extreme environments.

MISSION-FOCUS Network Enhancement Systems strengthens our mission by help people in deep trouble by providing global network location services and solving their worries.

DIFFERENTIATORS The Global Network Enhancement System (GNES) can enhance network signals via satellites to maintain contact with the outside world in places where signals are weak.

SIMILAR TO GPS, STARLINK

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SE-02 SERVICES

SE-03 SERVICES

HUMMER TUNING SHOP

MEDICAL AND REHABILITATION

Help people to achieve idealized multi-scene deep usage mode to cope with different scenarios.

Helping people in the first place, and the subsequent recovery and rehabilitation, helps people regain their confidence. face life and challenges again.

In-depth modifications are made according to people's needs. Some customers use the environment outdoors, some for home use, some of them need higher ground clearance and extrication ability, some need a quiet driving experience and a safe and comfortable baby seat.

Medical and Rehabilitation has professional as well as experienced doctors and outdoor rescue specialists, as well as a rehabilitation team consisting of physical therapists and psychological counselors. Helping people to recover positively.

MISSION-FOCUS

MISSION-FOCUS

Hummer Tuning Shop enhances our mission by allows us to upgrade our products in depth to meet the different scenarios of urban and outdoor use according to people's usage needs.

Medical Care and Rehabilitation enhances our mission by help people reduce the threat to their lives in times of danger and to actively engage in follow-up rehabilitation.

DIFFERENTIATORS

DIFFERENTIATORS

Unlike other tuning stores, our engineers are more familiar with our products and can make more suitable modifications according to the needs of our customers.

Unlike other medical and rehabilitation teams, the Hummer medical team specializes in the rescue and treatment of the Hummer brand. We also actively cooperate with medical teams around the world, as well as discharging medical teams at regular intervals to help the community.

SIMILAR TO Barbus, AMG

SIMILAR TO California Pacific Medical Center Ben Berman Outpatient Rehab

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EN-01 ENVIRONMENTS

EN-02 ENVIRONMENTS

HUMMER EXPERIENCE CENTER

HUMMER GYM

It can be deployed in the experience pavilion of the mall.

Helps people gain a strong body, muscles and spirit, and gain confidence.

You can experience the vehicle condition in depth in this experience center. Hummer's R&D team will combine VR and physical experience mode, and we can experience more product performance in a limited venue.

You can do fitness training, yoga training or, meditation training here. Help people get strong physically and mentally and face challenges.

MISSION-FOCUS

MISSION-FOCUS

The Hummer Experience Center reinforces our mission by allow more people to experience our products in a more convenient location. Thus, we will try to break through and change ourselves.

Hummer gym enhances our mission by help people get strong physically and mentally so they can face more challenges.

DIFFERENTIATORS

DIFFERENTIATORS

Unlike large experience centers built on the outskirts of cities, we can build experience centers with VR equipment and physical experience machines in places where there is more foot traffic.

Unlike other gyms, Hummer Gym has professional trainers that plan for each individual to help you get in better shape so you are ready to face the challenges that come your way.

SIMILAR TO

SIMILAR TO

VR Movie

24 hour fitness, Crunch

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EX-01 EXPERIENCES

EX-02 EXPERIENCES

HUMMER RESCUE TEAM

HUMMER OUTDOOR CLASSROOM

He can train people in professional skills.

Teach people the experience of outdoor survival.

All Hummer owners can apply to join the Hummer Rescue Team, and we will organize professional rescue training for owners. We hope you can lend a helping hand in time to help vehicles stranded on the road when you encounter them in need of assistance.

Outdoor classes teach people wilderness survival experience, help people better adapt to various environments, increase self-confidence, and face difficulties sensibly.

MISSION-FOCUS

MISSION-FOCUS

Hummer Rescue Team reinforces our mission to give more people help in times of trouble and renewed courage to keep going.

The Hummer Outdoor Classroom reinforces our mission to help more people learn about the outdoors so they can gain the confidence to face difficulties and challenges.

DIFFERENTIATORS

DIFFERENTIATORS

Unlike regular rescue teams, we offer training to vehicle owners and the general public in the hope that you can use your expertise to lend a helping hand when you're on the road and in trouble.

The Hummer Outdoor Classroom teaches people experience and helps them face the special situations that occur in the outdoors.

SIMILAR TO

SIMILAR TO

Blue Sky Rescue Team

UFIT, ActiveSG Circle

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ED-01 EDUCATIONAL

ED-02 EDUCATIONAL

SENIOR HUMMER ACADEMY

HUMMER SAFETY SEMINAR

Help people better adapt to their environment and break through.

Help people gain knowledge about surviving emergencies.

The Academy conducts lectures and hands-on courses to teach professional driving skills, such as winch use, creep mode, tire pressure release, etc., which will help more people have the confidence to beat the odds.

Hummer safety seminars travel around the world to teach people how to deal with sudden and dangerous events, as countless people are killed in disasters every year due to a lack of knowledge in this area.

MISSION-FOCUS

MISSION-FOCUS

Senior Hummer Academy reinforces our mission by get more people to use our products better and more deeply, and to expand the reach of our brand by helping others.

The Hummer Safety Seminar reinforces our mission by help people gain the professional survival knowledge they need to respond to danger when it comes.

DIFFERENTIATORS

DIFFERENTIATORS

Unlike the normal product delivery, Hummer will conduct some courses before delivery to facilitate you to learn more driving skills quickly.

This is a professional lecture on the small dangers around you, the Heimlich maneuver or CPR. Or how to survive in an earthquake or hurricane, low temperature environment.

SIMILAR TO Rivadavia Driving School Academic Driving School

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ED-03 EDUCATIONAL

EV-01 EVENTS

HUMMER DRIVING SKILLS ACADEMY

HUMMER AWARD

Helps people learn driving patterns better and anticipate risks and road conditions in advance.

Encourage people to try and break through.

With 140,000 people killed in car accidents worldwide each year, the Defensive Driving Academy helps people learn to drive in depth, anticipate road changes and risks in advance, and reduce the probability of car accidents.

This award will be held every three years, covering extreme sports such as autocross, motocross, and mountain rappelling. The prize money is used to motivate those who are brave enough to break through.

MISSION-FOCUS

MISSION-FOCUS

The Defensive Driving Academy enhances our mission by help people learn to drive in depth so they can face a variety of environments.

The Hummer Award reinforces our mission by make more people brave enough to challenge themselves and break through, and to encourage more people to dare to face any challenge through this prize.

DIFFERENTIATORS

DIFFERENTIATORS

Distinguishing itself from regular driving, the Defensive Driving Academy skips basic instruction and focuses on how to anticipate vehicles, traffic, pedestrians and hazards on the road to reduce traffic accidents.

In addition to the competition awards, we will also sponsor those who dare to push the limits.

SIMILAR TO Red Bull Grand Prix, The Olympic Games

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EV-02 EVENTS

EV-03 EVENTS

HUMMER CLUB

HUMMER TALK

Bringing people with the same hobby together.

Top industry and professional speakers are invited.

This club brings people with the same hobby together, they can attend parties to communicate together, share their experiences and insights, and have a meeting of minds.

Professionals and top industry workers are invited to give TED talks and share their experiences and interesting stories.

MISSION-FOCUS

MISSION-FOCUS

The Hummer Club strengthens our mission by allowing people to share their experiences, increase their selfconfidence and face challenges.

Hummer Talk enhances our mission by make professional knowledge as well as information available to a wider audience, boosting people's confidence and courage.

DIFFERENTIATORS

DIFFERENTIATORS

Provide a venue for exchanging experiences and some facilities for people to use together for learning and research.

Shows how people at the top of the industry think and work, and how much more can be learned from them.

SIMILAR TO

SIMILAR TO

Safra, OnePA

TED, The talk

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CO-01 CO-BRANDING

CO-02 CO-BRANDING

HUMMER + DJI

HUMMER + Muscletech

DJI's partnership with Hummer will provide additional hazard prediction capabilities.

Muscletech has partnered with Hummer to provide a good nutritional supplement.

Hummer and DJI have partnered to carry an on-board platform-based drone system that can explore unknown road conditions ahead in extreme environments on a limited basis.

Muscletech, the largest supplement company in the United States, specializes in nutritional supplementation and can provide support for all Hummer activities.

MISSION-FOCUS

MISSION-FOCUS

The Hummer + DJI program reinforces our mission by provide people with a better mission to break through.

Taking advantage of collaboration takes people one step further.

Hummer+Muscletech strengthens the mission so that people can stay stronger and healthier to deal with difficulties.

DIFFERENTIATORS

DIFFERENTIATORS

Unlike utilitarian brand partnerships. Hummer's partnership with DJI is focused on helping users better achieve their goals. All ideas are based on how to use new technologies to guarantee safety.

Muscletech can serve as a support and participant for Hummer aware or the rest of the activities, helping these people to become more fit, more confident and face difficulties and challenges.

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PR-01 PRODUCTS HUMMER CLOTHING

Help people better adapt to their environment and break through.

We develop clothing, which can be your armor to explore nature and your assistant to find your inner strength.

We design comfortable clothing to help you cope with different environments.

MISSION-FOCUS Hummer clothing reinforces our mission by give people peace of mind in the face of challenges by providing performance apparel and using clothing to ensure that people cope with all kinds of difficulties.

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DIFFERENTIATORS With the premise of ensuring comfort, Hummer clothing focuses more on ensuring that people are in excellent condition in different environments to cope with the upcoming difficulties.

SIMILAR TO North Face, Arcteryx

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PR-02 PRODUCTS

HUMMER EQUIPMENT Helping people cope better with their environment.

We develop equipment to help people better cope with difficult and unpredictable circumstances. Increase selfconfidence.

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MISSION-FOCUS Hummer equipment enhances our mission by help people better cope with difficulties and circumstances and increase their self-confidence.

DIFFERENTIATORS Different from other equipment, Hummer equipment deeply matches our products, such as roof tent, full vehicle lighting system, extrication winch and other equipment, which can be deeply integrated with the products.

SIMILAR TO Go fast camping, Yakima

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SE-01 SERVICES GLOBAL NETWORK ENHANCEMENT SYSTEM Helping people get out of difficult situations in extreme environments. It can also bring hope for survival.

Helps vehicles to track and locate their location and plan their way forward in any area they enter. The system can also help scientific research teams, search and rescue teams or expedition teams to protect themselves in extreme environments.

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MISSION-FOCUS Network Enhancement Systems strengthens our mission to help people in deep trouble by providing global network location services and solving their worries.

DIFFERENTIATORS The Global Network Enhancement System (GNES) can enhance network signals via satellites to maintain contact with the outside world in places where signals are weak.

SIMILAR TO GPS, STARLINK

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SE-03 SERVICES

MEDICAL AND REHABILITATION Helping people in the first place, and the subsequent recovery and rehabilitation, helps people regain their confidence. face life and challenges again.

Medical and Rehabilitation has professional as well as experienced doctors and outdoor rescue specialists, as well as a rehabilitation team consisting of physical therapists and psychological counselors. Helping people to recover positively.

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MISSION-FOCUS Medical Care and Rehabilitation enhances our mission by help people reduce the threat to their lives in times of danger and to actively engage in follow-up rehabilitation.

DIFFERENTIATORS Unlike other medical and rehabilitation teams, the Hummer medical team specializes in the rescue and treatment of the Hummer brand. We also actively cooperate with medical teams around the world, as well as discharging medical teams at regular intervals to help the community.

SIMILAR TO California Pacific Medical Center Ben Berman Outpatient Rehab

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EN-01 ENVIRONMENTS HUMMER EXPERIENCE CENTER

It can be deployed in the experience pavilion of the mall.

You can experience the vehicle condition in depth in this experience center. Hummer's R&D team will combine VR and physical experience mode, and we can experience more product performance in a limited venue.

67

MISSION-FOCUS The Hummer Experience Center reinforces our mission by allow more people to experience our products in a more convenient location. Thus, we will try to break through and change ourselves.

DIFFERENTIATORS Unlike large experience centers built on the outskirts of cities, we can build experience centers with VR equipment and physical experience machines in places where there is more foot traffic.

SIMILAR TO VR Movie

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EN-02 ENVIRONMENTS HUMMER GYM

Helps people gain a strong body, muscles and spirit, and gain confidence.

You can do fitness training, yoga training or, meditation training here. Help people get strong physically and mentally and face challenges.

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MISSION-FOCUS Hummer gym enhances our mission by help people get strong physically and mentally so they can face more challenges.

DIFFERENTIATORS Unlike other gyms, Hummer Gym has professional trainers that plan for each individual to help you get in better shape so you are ready to face the challenges that come your way.

SIMILAR TO 24 hour fitness, Crunch

77

ED-01 EDUCATIONAL HUMMER DRIVING SKILLS ACADEMY Help people better adapt to their environment and break through.

The Academy conducts lectures and hands-on courses to teach professional driving skills, such as winch use, creep mode, tire pressure release, etc., which will help more people have the confidence to beat the odds.

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MISSION-FOCUS Senior Hummer Academy reinforces our mission by get more people to use our products better and more deeply, and to expand the reach of our brand by helping others.

DIFFERENTIATORS Unlike the normal product delivery, Hummer will conduct some courses before delivery to facilitate you to learn more driving skills quickly.

SIMILAR TO UFIT, ActiveSG Circle

83

ED-02 EDUCATIONAL HUMMER SAFETY SEMINAR Help people gain knowledge about surviving emergencies.

Hummer safety seminars travel around the world to teach people how to deal with sudden and dangerous events, as countless people are killed in disasters every year due to a lack of knowledge in this area.

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MISSION-FOCUS The Hummer Safety Seminar reinforces our mission by help people gain the professional survival knowledge they need to respond to danger when it comes.

DIFFERENTIATORS This is a professional lecture on the small dangers around you, the Heimlich maneuver or CPR. Or how to survive in an earthquake or hurricane, low temperature environment.

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CO-01 CO-BRANDING HUMMER + DJI

DJI's partnership with Hummer will provide additional hazard prediction capabilities.

Hummer and DJI have partnered to carry an on-board platform-based drone system that can explore unknown road conditions ahead in extreme environments on a limited basis.

MISSION-FOCUS The Hummer + DJI program reinforces our mission by provide people with a better mission to break through.

Taking advantage of collaboration takes people one step further.

DIFFERENTIATORS Unlike utilitarian brand partnerships. Hummer's partnership with DJI is focused on helping users better achieve their goals. All ideas are based on how to use new technologies to guarantee safety.

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Yubo Wang/04941129

CITED unsplash.com pexels.com wikipedia.org gmc.com pinterest.com

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DESIGN CONSULTATION Hunter Wimmer GR604 Nature of Identity Website: hummercompany.com

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