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Hummer Brand Book Communication Guidelines

BRAND BOOK Communication Guidelines May 2015


Introduction


Hummer Brand Book Communication Guidelines

ACCESS TO INFORMATION = THE CURRENCY OF POWER —Keren Elazari, cyber security expert


Hummer is more than a vehicle company, we strive to bring people’s ambition to higher altitudes.

Evolution


Hummer Brand Book Communication Guidelines


TABLE OF CONTENTS

Introduction

Evolution

Evolution

Everything Matters

02

Our History

06

A brand is . . .

03

Timeline

08

Our Vision

10

Our Mission

14

Where We Were

20

Where We Are

21

Our Consumers

22


Table of Contents

Hummer Brand Book Communication Guidelines

New Territory

Visual Guidelines

Logo Guidelines Concept Ideation

30

Color Scheme

48

Renovation

64

Anatomy

36

Typography

50

Dominance

68

Logotype

38

Photography

52

Confidence

78

Clear Space

39

Graphic Elements

53

Security

88

Logo Variations

40

Stationery System

54

Incorrect Uses

42

Social Media Strategy

60

Size

43

00


INTRODUCTION

Evolution


Hummer Brand Book Communication Guidelines

Everything Matters A brand is . . .


Everything Matters

Storytelling Matters.

Simplicity Matters.

We have a limited capacity to absorb facts, but an

Keep it simple. Keep it focused. Avoid “fluff”. Use

enormous capacity to absorb narratives. In order to

visuals instead of words. And always remember, if they

be successful a story has to be genuine and authen-

can’t repeat it, they didn’t get it.

tic. It has to be real.

Voice Matters. Consumers care just as much about how something

Emotions and Experiences Matter. People don’t remember what you told them, they remember how you made them feel.

is said as what is said.

First impressions Matter. Did you “have them at hello”? Impressions are often

Perspective Matters. You’re probably more interested in what you have to say than anyone else is. Make sure your message is

made within the first 60 seconds. Your success

relevant, differentiated and delivered in a way that

depends on whether you quickly capture your target

is engaging.

audience’s interest.

Introduction


Hummer Brand Book Communication Guidelines

A Brand is . . .

A Brand is . . .

A Brand is Not a Logo.

A Brand is Personality.

A logo is a symbol or identifier of the brand.

“If your brand was a person, what would he/she be like?” How a brand looks, sounds and behaves helps

A Brand is Not a Corporate Identity Program. Though that helps to ensure the consistency of the brand.

to establish and define personality.

A Brand is a Feeling. How people feel about a product, person, service or company. Reputation, relationships and experiences all contribute to a person’s emotional feelings about

A Brand is Not What We Say It Is, It’s What They Say It Is. Brands are defined by individuals, not companies. We can guide it. We can care for it. We can manage it and even influence it, but the market (and the people in it) ultimately defines it.

a brand.

A Brand is a Promise. When people buy a brand, they have an expectation. Your brand is your promise. You need to do everything possible to keep that promise. Credits: The Brand Gap, by Marty Neumeier

03


1 EVOLUTION

Evolution


Hummer Brand Book Communication Guidelines

Our History Timeline Our Vision Our Mission Where We Were Where We Are Our Consumers


Our History

Evolution


Hummer Brand Book Communication Guidelines

Our History

The previous Hummer logo and slogan

The Hummer brand was based on U.S. military vehicle design used during the Persian Gulf War. It was a symbol of American ingenuity, military prower and man’s dominance over harsh, unforgiving terrain. The public had a love-hate relationship with its size, power, utility and level of gas consumption. On this day in 1983, the Pentagon awards a production

a target of heavy criticism from environmentalists.

contract worth more than $1 billion to AM General

According to a 2008 report on Salon.com, in August

Corporation to develop 55,000 High Mobility Multi-

2003, “Hummer-hating eco-vandals [struck] four car

purpose Wheeled Vehicles (HMMWV). Nicknamed

dealerships in Southern California’s San Gabriel Valley,

the Humvee and designed to transport troops and

destroying, defacing and burning dozens of Hummers

cargo, the wide, rugged vehicles entered the spotlight

and other SUVs, while scrawling love notes like ‘Fat,

when they were used by the American military

Lazy Americans’ about the premises.”

during the 1989 invasion of Panama and the Persian Gulf War in the early 1990s.

In 2005, the Hummer H3, an even smaller (5,800 pounds), more fuel-efficient (16 to 20 miles per gallon)

In 1992, a civilian version of the Humvee, known as

vehicle, was released. The following year, GM ended

the Hummer, went on sale. The hulking, attention-

production of the original Hummer, due to low sales. In

grabbing road warrior tipped the scales at some

2008, as Americans faced a growing economic crisis

10,000 pounds and got less than 10 miles per

and rising gas prices, along with increasing environ-

gallon. It was an early hit with Hollywood celebrities

mental concerns, Hummer sales shrunk by more than

such as Arnold Schwarzenegger, who went on to

50 percent. In December 2008, GM, which was hard

own a fleet of Hummers. In December 1999, when the

hit by the global recession and slumping auto sales,

economy was strong and gas prices were relatively

received a multi-billion-dollar federal bailout loan in

low, General Motors purchased the rights from AM

order to stay afloat. On June 1, 2009, the auto giant,

General to market and distribute the Hummer. In 2002,

which until 2008 had been the world’s top-selling

the Hummer H2, a smaller (some 8,600 pounds), less

maker of cars and trucks, filed for Chapter 11 bank-

expensive version of the original model, debuted.The

ruptcy protection. The following day, GM announced

Hummer became a symbol of America’s super-sized

that as part of its reorganization plans it would sell the

lifestyle; however, the gas-guzzling vehicle was also

Hummer brand to a Chinese machinery company. Description adapted from www.history.com

07


Timeline

1983

1999

The Pentagon awarded AM General Corporation

GM acquired the Hummer brand from AM

$1 billion to develop 55,000 High Mobility

General Corporation.

Multipurpose Wheeled Vehicles (HMMWV).

GM introduced H1, H2 and H3 models to the public.

1992–2006 Hummer H1

1992 Hummer was a brand of trucks and SUVs, opening market in 1992 when AM General Corporation began selling a civilian version of the M998 Humvee.

Evolution


Timeline

Hummer Brand Book Communication Guidelines

2002

2008

2009

GM-Hummer dealerships open.

GM announced it is reviewing the

While preparing for bankruptcy, GM

brand for possible sale.

announced the discontinuation of several brands including Hummer. China’s Sichuan Tengzhong Heavy Industrial Machinery Co. announced that it was interested in acquiring Hummer but later withdrew the bid.

2003–2009 Hummer H2

2005–2010 Hummer H3

2006

2010

Peak year for H ummer sales, w  ith

GM announced it would dismantle the

71,524 sold.

Hummer brand. Hummer inventory depleted and dealerships started to close in April. The last Hummer H3 rolled off the line on May 24th.

09


Our Vision

Hummer empowers people with a s  ense of security, dominance and confidence.

Evolution


Our Vision

Hummer Brand Book Communication Guidelines

The Chart above represents how the Hummer brand helps people in a corresponsive manner with its brand soul. Self actualization is the realization or fulfillment of one’s talents and potentialities, especially considered as a drive or need present in everyone.

11


Our Vision

The definition of dominance has changed over the

The Hummer brand is still rooted in dominance, but

years. It used to be strength in military forces and

transcends from the physical to the intelligence level.

weaponry. However, in the digital era, dominance is

We help ambitious people through better resources

the access of information through advanced technology.

and technology to achieve goals they could never

Access to Information = Currency of Power Hummer is going to evolve from a blunt SUV and truck brand, which has bad reputation about its super-size, gas consumption and superficiality, into an information provider.

Evolution

imagine reaching and to build futures they dared to dream of. In short, Hummer is more than a vehicle company, we strive to bring people’s ambition to higher altitudes.


Our Vision

Hummer Brand Book Communication Guidelines

Definition of Dominance 1990

2015

2015

Powerful Army

Power of Public Manipulation

Robust Weapons

Intelligence of Information Analysis

Muscular Strength

Utilization of Advanced Technology

PHYSICAL

INTELLIGENT

13


Our Mission

Hummer provides accessible resources for individuals and businesses, offering them knowledge and information allowing them to have better control of their future.

Evolution


our Mission

Hummer Brand Book Communication Guidelines

Voice CONFIDENT, PROACTIVE, INTELLIGENT

Value DETERMINATION, AGILENESS, PRECISION

Keywords DOMINANCE, KNOWLEDGE, CONNECTION

15


Evolution


Hummer Brand Book Communication Guidelines

A visual demonstration of the original Hummer brand Keywords: PROTECTION/RELIABILITY/STRENGTH/ADVENTURE

17


Evolution


Hummer Brand Book Communication Guidelines

A visual demonstration of the new Hummer brand Keywords: DOMINANCE/INTELLIGENCE/INFORMATION/ DEVELOPMENT

19


Where We Were SUV and Truck Brands

FUNCTIONAL

COMFORTABLE

LUXURIOUS

Toyota Tacoma

Chevrolet Colorado

ECONOMICAL

Evolution


Hummer Brand Book Communication Guidelines

Where We Are

Where We Are

Educational Platform

HIGH ACCESSIBILITY

TED Talk

Textbook

REVOLUTIONARY

MODERATE

MUSEUM

DALE CARNEGIE TRAINING IBM EMC

Tech Conference

HP-big analytics platform

Consulting agency

MIT

LOW ACCESSIBILITY Toyota Tacoma

Chevrolet Colorado

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Our Consumers Our personas represent the dreamer, go-getter, idealist and perfectionist.

Evolution


Our Consumers

Hummer Brand Book Communication Guidelines

23


Our Consumers

Paul/The Technology Explorer

Olivia/The Affluencer

Age: 29

Age: 33

Status: Single

Status: Married

Occupation: Engineer and Artist

Occupation: Project Manger

Gender: Male

Gender: female

Location: California

Location: New York

Paul has great talent in coding, inventing and

As an only child, her parents offer her the best

research. He has strong determination on what he

environment and education. She graduated from

loves. He enjoys meet up events to present his work

Brown University with a business degree. She works

and exchange production ideas to peers and people

for a fortune 100-investment company for over 6

who are interested in art. On every project, he tries

years. She plans to start her own financial services

to apply the latest technology to create the most

company. Right now she is at the stage of gath-

impressive effect and interaction with his audience.

ering talents and build resourceful connections. Her

He always has desire to connect his projects with the

current goal is living a healthy lifestyle and building

public, to broadcast how we can apply new tech-

career satisfaction.

nology in practical life.

Evolution


Consumers Our People The

Hummer Brand Book Communication Guidelines

Chris/The CEO

Ann/The College Student

Age: 51

Age: 21

Status: Married, has 2 kids

Status: Single

Occupation: CEO 

Occupation: Student

Gender: Male

Gender: Female

Location: DC

Location: Nevada

Chris is running a tech company that provides internal

Ann is a third year computer science undergrad

management systems for corporations. He has needs

student. She is currently an intern at Microsoft, but

to know key market information to help improve

isn’t sure she likes working for a large corporation.

existing products. For example, a web timesheet Software

Her studying is heavily related to programing and

may need to expand with a smartphone version, to

coding. She is not good at public speaking. However,

provide a more efficient and more flexible platform.

when she talks about programing, she can be

Chris built his company from nothing, so he is pride

talkative and enthusiastic.

of his career accomplishments. He goes to plenty of business events and seminars to build business connections. He believes he is on track to lead his company and employees to the next level.

25


Our Consumers

Andrew/The New Retiree

Pedro/Social Butterfly

Age: 65

Age: 32

Status: Married, 2 kid

Status: Single

Occupation: Retired

Gender: Male

Gender: Male

Occupation: HR

Location: Seattle

Location: California

Andrew use to be a high school teacher, he is

Pedro just moved to San Francisco from Ohio for his

passionate about his career in education. He is a people

new HR position in a tech company in Silicon Valley.

person and enjoys organizing events for his friends

His work requires heavy social skill and precise

and family. Even though he’s retired, he loves to keep himself busy. He travels twice a year and is an avid photographer Andrew thinks consistent learning is a way to create fulfilled life. He uses computer and mobile devices as learning tools; also it creates common conversation with his grandchildren.

people-observation ability. He is ambitious with his career, the reason he accepted his current job is because he saw better opportunities in the future in Silicon Valley. The idea of having a family is not important to him. Being independent and resourceful are his current goals. He reads newspaper and business books daily. He is open-minded and is always willing to help others.

Evolution


Our Consumers

Hummer Brand Book Communication Guidelines

One secret of leadership is that the mind of a leader never turns off. Leaders even when they are sightseers or spectators, are active; not passive observers.

—James Humes, former presidential speechwriter

27


2 LOGO GUIDELINES

Evolution


Hummer Brand Book Communication Guidelines

Concept Ideation Anatomy Logotype Clear Space Logo Variations Incorrect Uses Size


Concept Ideation Our new mark is a representation of everything that we stand for. it’s modern and recognizable. It is not only the new symbol of dominance, security and confidence, but it’s also the mark of vibrant, dynamic and proactive, and most of all, ambitious.

Logo Guidelines


Concept Ideation

Hummer Brand Book Communication Guidelines

31


Concept Ideation

Sketche Process

Logo Guidelines


Concept Ideation

Hummer Brand Book Communication Guidelines

33


Concept Ideation

Logo Guidelines


Concept Ideation

Hummer Brand Book Communication Guidelines

1.

2.

3.

1. The three bars stand for the three brand attributes — confidence, dominance and security. 2. The shield is a symbol of strength. 3. The arrangement of bars and shield symbolizes overcoming self-limits and aiming for higher ideals.

35


Anatomy

Logo Guidelines


Anatomy

Hummer Brand Book Communication Guidelines

For proportion, the x is always the width of the symbol stroke. The height of the logotype is 3.5x. The height of the symbol is 13x. The gap between the symbol and the logotype is 2x.

37


Logotype

Typography Interstate Mono Black

Adjustments 1. Remove sharp points of the letter “M” 2. Extend the middle stroke of the letter ”E” 3. Cut left corner of the letter ”U” 4. Raise the x-height of the letter “H” 5. Round all corners of the logotype

Final The logotype is based on the Interstate typeface. The adjusted angle of the letter U is 45 degrees ­— same angle as the three bars of the Hummer logo.

Logo Guidelines


Hummer Brand Book Communication Guidelines

Clear Space

Clear space

Horizontal

Vertical

To preserve the impact of the Hummer logo, there should be clear space around the mark. No competing graphic or text should be placed within this area. The minimum space is at least the height of the logotype “H.�

39


Logo Variations

Logo color and background For consistency, our logo may only be applied in a limited number of colors and techniques. To preserve legibility, the gray logo should only be placed on a white or off-white background. Colors are also available for use. Please use colors specified in the primary color palette.

Logo Guidelines


Logo Variations

Hummer Brand Book Communication Guidelines

Although it’s always preferred to place the logo on a

When placed over a photograph, the background

dark blue or white background, there are times when

should never appear overly textured, as this will also

it will need to appear over a color. In these cases,

reduce legibility of the logo.

make sure that the logo elements are visible. The exhibits show which logo to use over various colors

Hummer logo is available in a number of color

to enhance visibility. Note that although the black

variations and formats to meet the needs of a variety

logo may be visible on many mid-range backgrounds,

of design layout.

it is preferred that white be used in those cases.

41


Incorrect Uses The examples on this spread demonstrates incorrect uses of the Hummer Logo type. Please do not alter the Hummer Logo in any way.

1. Incorrect Color Split

5. Incorrect Scale

9. Incorrect Element

Do not separate the logo color from

Do not change the rotio between l ogo

Do not use a drop-shadow in

the logotype.

and logotype.

the background.

2. Incorrect Placement

6. Incorrect Composition

10. Incorrect Composition

Do not skew or rotate the logo.T he

Do not outline the logo i n any color.

Do not use the logo as a m  otif or

logo may only be positioned  on a 0°

graphic design element.

horizontal axis.

3. Incorrect Placement

7. Incorrect Symbol

11. Incorrect Color

Do not rearrange the elements i n

Do not flip the logo.

Do not reproduce the logo a sa gradient of any kind.

the logo.

HUMMER 4. Incorrect Color

8. Incorrect Font

12. Incorrect Scale

Do not reproduce the logo i n an

Do not redraw or use another f ont to

Do not distort or stretch the logo.

unapproved color.

create the logo.

Logo Guidelines


Hummer Brand Book Communication Guidelines

Size

Size

Digital Environment

Print Environment

Horizontal

Minimun 1 inch Minimun 1.5 inch

Vertical

Minimun 1 inch Minimun 1.2 inch

Logo Only

Minimun 1 inch

Minimun 1 inch

43


Logo Guidelines


Logo Guidelines

Hummer Brand Book Communication Guidelines

45


2 VISUAL GUIDELINES

Evolution


Hummer Brand Book Communication Guidelines

Color Scheme Typography Photography Graphic Elements Stationery System Social Media Strategy


Color Scheme

Corporate Color The dark blue is the foundation in all Hummer graphic designs. The palette was inspired by the Hummer spirit.

CMYK 100 085 040 030 RGB

020 050 090

HEX

#163257

PANTONE

2955M/294C/3055U

Web Color Colors in both the corporate and extended palettes are provided in RGB and hexadecimal values for web channels.

CMYK 065 000 005 0 RGB

045 195 230

HEX

#2CC3E8

PANTONE

350M/2915 C/2975U

Extended Palette Colors are divided between cool and warm hues with primary and secondary accent colors. The primary palette should be used as a first line solution when making color decisions.

CMYK 000 095 065 0 RGB

240 050 080

HEX

#EE2F4E

PANTONE

205M/198C/192U

CMYK 060 000 040 0 RGB

095 195 175

HEX

#5FC3AD

PANTONE

325M/325C/319U

CMYK 015 000 070 0 RGB

225 230 115

HEX

#DFE571

PANTONE

380M/373C/7456U

CMYK 000 030 070 0 RGB

250 185 100

HEX

#FCBA63

PANTONE Visual Guidelines

7410M/713C/712U


Hummer Brand Book Communication Guidelines Hummer Brand Book Communication Guidelines

Extended Colors / Gradients These are examples of gradients selected to support Hummer brand identity in digital environments. The gradient palette should be used only to help highlight, define a hierarchy or add depth to content as needed.

CMYK 065 000 005 0

CMYK 060 000 040 0

RGB

045 195 230

RGB

095 195 175

HEX

#2CC3E8

HEX

#5FC3AD

PANTONE

350M/2915 C/2975U

PANTONE

325M/325C/319U

CMYK 065 000 005 0

CMYK 015 000 070 0

RGB

045 195 230

RGB

225 230 115

HEX

#2CC3E8

HEX

#DFE571

PANTONE

350M/2915 C/2975U

PANTONE 380M/373C/7456U

CMYK 065 000 005 0

CMYK 000 030 070 0

RGB

045 195 230

RGB

250 185 100

HEX

#2CC3E8

HEX

#FCBA63

PANTONE

350M/2915 C/2975U

PANTONE

7410M/713C/712U

CMYK 065 000 005 0

CMYK 000 095 065 0

RGB

045 195 230

RGB

240 050 080

HEX

#2CC3E8

HEX

#EE2F4E

PANTONE

350M/2915 C/2975U

PANTONE

205M/198C/192U


Typography

Prometo

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$%^(#!?)

Prometo is a sans serif display typeface based on a

with the first sketches being made in 2012. Primarily

grid, with a square design that is instantly recognizable.

for display use, Prometo is proud to make the most of

The attention to detail and skillful craftsmanship in

its features and comes in fourteen weights and styles.

this font family really shine through.

This font family works well in signage, titles, and bill-

Prometo has an industrial feel, as if it has been built rather than drawn. The initial design concept was developed by the design team in our Brazil office,

boards, or for wcommunication that needs something stylish with a clarity of purpose and message. Description adapted from daltonmaag.com

Soleto

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$%^(#!?)

Soleto is a contemporary sans serif font family with

early sketches for Prometo, a sans serif font family

a quietly confident character. It works well for big

created by the design team in our Brazil office in 2012,

areas of text, creating an even rhythm and texture,

but takes the design in a very different direction. This

but can also make a statement at larger sizes.

early connection between the two families means

Soleto is a flexible font family that can adapt itself to a wide variety of uses. It originally arose from the

that designers can combine them with confidence, but Soleto is also quite capable of standing on its own. Description adapted from daltonmaag.com

Visual Guidelines


Hummer Brand Book Communication Guidelines

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$%^(#!?)

Margaret Calvert’s typeface is a contemporary interpretation of the slab serif style, less mechanistic than many, and owing more to humanist letterforms. Designed in 1980 for Monotype, Calvert is based on letters Margaret Calvert originally drew for the

Typography

Calvert

signage system of Britain’s Tyne and Wear Metro system. Description adapted from store1.adobe.com

Prometo Thin/Headline, subhead and quotes Prometo Bold/Headline, subhead and quotes Prometo Medium/Subhead Soleto Regular/Body text and captions Calvert Light/Body text and captions

51


Photography

Always refer to our tone of voice when selecting photographs. Progressive, proactive, confident, techdriven and informative—our photographs should reflect these attributes with the use of futuristic and sharp images.

Visual Guidelines


Hummer Brand Book Communication Guidelines

Graphic Element

Graphic Elements

Use any of these graphic elements to represent Hummer features in designs.

53


Stationery System

Visual Guidelines


Stationery System

Hummer Brand Book Communication Guidelines

55


Visual Guidelines


Stationery System

Hummer Brand Book Communication Guidelines

57


Visual Guidelines


Hummer Brand Book Communication Guidelines


Social Media Strategy

New Territory


Social Media Strategy

Hummer Brand Book Communication Guidelines

61


NEW TERRITORY

Evolution


Hummer Brand Book Communication Guidelines

4 Renovation Dominance Confidence Security


Renovation

Reinventing Hummer

Hummer will create a sophisticated information

In the era of information explosion, It is not difficult

understanding of technology, marketing and human

to gain the knowledge you want to satisfy your

resources, to identify future developments for any

personal interests or business needs. However, the

possible opportunities. The extensions all follow four

rapidness and accuracy of resources are what

actions: Connecting, Establishing, Researching and

developing individuals and growing businesses are

Transcending, bringing people to a higher altitude

network to enhance individuals’ and businesses’

going after.

and greater goals with future developments. We have categorized our future extension with three keywords which derived from our brand attributes— Dominance, Confidence and Security.

Individual

New Territory

Business


Reinventing Hummer

Hummer Brand Book Communication Guidelines

Transcending

SECURITY

DOMINANCE

Researching

Connecting

CONFIDENCE

Establishing

Dominance, Confidence and Security are the three brand attributes. Connecting, Establishing, Researching and Transcending are four core actions that will lead people to climb toward a higher ideal.

65


Business

Individual New Territory


Renovation

Services Business Strategy Consulting Data Analysis Center Collecting data and interpreting in the way that can be used for business strategy development Personal Development Consulting Center Enhancing individual’s mental strength and thinking flexibility Media Integrated Platform

Products

Education

Assisting individuals and businesses to create an integrated online presence

Drones

Training center (Dale Carnegie Training)

Hacker Agency

Multifunction drones which conduct investigations,

Emphasizes practical principles and processes by designing

Conducting profound research in both cloud

surveillance and other personal usages

programs that offer people the knowledge, plus the skills and

settings and internal internet environments.

practices they need to add value to organizations and advance Software for Corporation Management System (achiever) A cloud-based Employee Success Platform, a powerful new way for companies to engage, align, and recognize employees, enabling remarkable business success. Data collecting system (Nextretail) Combination of hardware and software for big data collecting Hiring software (Lever) A modern hiring software that interviewers, managers, recruiters, and entire companies love using. Full company collaboration is the most effective way to source, vet, and close game changing hires.

in their careers.

Mobile device learning platforms which allow people gain knowledge efficiently.

A risk-free setting which provides people adapt and practice their new-learned skills.

Indusrial and academic experience sharing Theme conference Industry resource exchange Seminar Recruiting seminars in universities to approach best academic talents Coding Project Contest Hummer will held contest annually to reward people who has unique perspectives and techniques in software developing field. Micro Robot Implant/ Body Tracking Device (fitbit) Our snipers can Implant micro chips from distance without the targets’ notice. To collect targets’ physical information and behavior pattern.

Private Investigator

Blackmail Design Center

conveying your thoughts profoundly and memorably (unfor-

Surveillance Camera Remote Control Software allows you

For individuals’ benefits, Hummer dedicate to dig your rivals’

gettedably), which is, creating high impact presentations

connect surveillance cameras signals whichever you like in

weaknesses to create a desireable situations for personal

order to reach the first hand info of your opponents

development.

Public Speaking Enhancing the abilities of public speaking skills and

Communications/Human Relations Improving the communication efficience between peers and people with various society status Leadership and Management

Experience

Environment

Assisting companies improve performance by maximizing decision-makers, leaders, executives and managers. Hiring and Retention Strategies Helping companies improve their performance of hiring

Simulation Device

Lectures (Ted Talk)

Confidential Information Exchange Center

the growth of its people. The professional training is for Mobile APP

Events

decision-making

Online Talent Community (meet up)

Headquaters

Connecting tech people with business owners

Hummer Corporation Headquaters

Cloud-based Libraries

Conference Center

Transforming Libraries into the Digital Information Resource Center of the Future

Vehicle Sale Center

Online Personal Planner

Techshop

Computer Science Institute/Coding School Provides course to educate people how to connect technolo-

News press/ Magazine

gies in to real world practices.

Career and life planing consultent

Publications for providing latest infomation in tech industries

Certificate Program

Scholarship Program

Help individual to accelerate the pace of future career building

Allow individual who wants to improve professional skills with

by getting certificates.

further education

Workshop Opportunities of networking and taking a glance of how real industries conduct projects

( )= Existing Competitors


Confidence and empowerment are cousins in my opinion. Empowerment comes from within and typically it’s stemmed and fostered by self-assurance. To feel empowered is to feel free and that’s when people do their best work. You can’t fake confidence or empowerment.

— Amy Jo Martin, founder and CEO of Digital Royalty

DOMINANCE


Hummer Brand Book Communication Guidelines


New Territory


Hummer Brand Book Communication Guidelines

Headquarters

Hummer Headquarters

71


Hummer Headquaters

Hummer headquaters is a hub of creativity and innovation. We provide conference room and activity space for companies and individuals. Hummer headquaters also provide the following soft skill training programs:

Public Speaking Improve public speaking skills in order to create high impact presentations. Communications/Human Relations Improve communication efficiency and relations between colleagues. Leadership and Management Leadership and management training for managers, executives and decision-makers.

New Territory


Hummer Brand Book Communication Guidelines

Headquaters

Entrance of Hummer Headquarters

Seminar 73


Hacker Agency

New Territory


The hacker community may be small, but it possesses the skills that are driving the global economies of the future.

Hacker Agency

Hummer Brand Book Communication Guidelines

—Heather Brooke, professor of Journalism

75


Hacker Agency

At Hummer Hacker Agency, we provide only the best experts with evey single mission. We help you access confidential documents such as revenue records, personal medical data and consumer purchase data, etc. We can provide the key to your future success.

New Territory


Hacker Agency

Hummer Brand Book Communication Guidelines

77


CONFIDENCE

New Territory


Confidence

Hummer Brand Book Communication Guidelines

79


Computer Science Institute

The Future New Territory


Computer Science Institue

Hummer Brand Book Communication Guidelines

81


Computer Science Institute

Hummer Computer Science Institute offers courses to educate people on how to use technology in their profession. Hummer Computer Science Institute hosts seminars and coding contests frequently. Moreover, in order to help students with their career path, the institute encourages them to join its certificate program.

Certificate Program Helps accelerate career path. Coding Contest Coding contests are held annually to reward people who are talented in the software developing field. Seminar Recruiting seminars to attract best academic talents.

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Virtual Reality Simulation Device

Computer Science Institue

Hummer Brand Book Communication Guidelines

Coding Contest

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Talent Exchange Digital Platform

Hummer talent exchange digital platform provides general users connect with different talents and helps Human Resource professionals faciliate the hiring process. Hummer talent exchange digital platform is designed to faciliate instant information exchange and collaboration for the hiring process. It builds online communities, help talents horn their skills and build sufficient network with professionals across industries. The platform is accessible on desktop, mobile and tablet devices.

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Talent Exchange Digital Platform

Hummer Brand Book Communication Guidelines

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Talent Exchange Digital Platform

Hummer Brand Book Communication Guidelines

Tablet and Mobile Phone App

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SECURITY

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Security

Hummer Brand Book Communication Guidelines

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Data Analysis Center

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Data Analysis Center

Hummer Brand Book Communication Guidelines

The number one benefit of information technology is that it empowers people to do what they want to do. It lets people be creative. It lets people be productive. It lets people learn things they didn’t think they could learn before, and so in a sense it is all about potential.

—Steve Ballmer, former CEO of Microsoft

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Data Analysis Center

The Hummer Data Analysis Center generates analysis to support the development and implementation of effective business structure to assure the future decision-making. The Hummer Data Analysis Center specializes generally in three core areas of research and simulation modeling: business strategies, technology applications and internal developments. The Data Analysis Center produces a large volume of independent research in each of these areas and develops the most suitable analytic pattern for each client. Analysis Center

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Hummer Brand Book Communication Guidelines

Data Analysis Center

Analysis Chart

Computer Data Storage Server Room

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Surveillance Program

The Hummer Surveillance Program can generate first hand data and assure the accuracy of diverse infomation resources. Hummer Surveillance Program is chartered to leverage best practices and expertise from government, industry, and academia on investgation and mass data collection. It also serves for personal needs, such as evidence collecting, target interrogation and background analysis on lawsuit and personal usages.

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Investigator


Hummer Brand Book Communication Guidelines

Surveillance Program

Drones

CCTV 95


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Hummer Brand Book Communication Guidelines

ACCESS TO INFORMATION = THE CURRENCY OF POWER —Keren Elazari, cyber security expert


All content for Hummer Communcation guide was conceived, written, designed and collected by Peihua Lee. leepeihua.com peihua.lee0312@gmail.com Design Consultation Hunter Wimmer, GR 604 Nature of Identity, Academy Of Art University Copyright Š2015 Peihua Lee Some of the photographs in this book were taken by the auther. Some images were downloaded from flickr.com and google.com are used in accordance with the Creative Commons Licence. This book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of U.S. Copyright law.


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Colophon


Profile for Zoe Lee

Hummer Branding Book  

Project Link: http://leepeihua.com/design2017/rebranding_hummer.html

Hummer Branding Book  

Project Link: http://leepeihua.com/design2017/rebranding_hummer.html

Profile for leepeihua
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