Hummer_Visual Standards Guide 03 // GR604 Student Project

VISUAL STANDARDS GUIDE

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VISUAL STANDARDS GUIDE

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GO WHERE YOU FEEL MOST ALIVE

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CONTENTS

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HUMMER BRAND

NEW IDENTITY

BRAND OVERVIEW

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OUR NEW LOGO

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BRAND MISSION

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LOGO ANATOMY

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KEY PHRASES

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CLEAR SPACE

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RESERVE VARIATION

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SIZING CHART

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IMPROPER LOGO USAGE

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FINAL LOGO

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CONTENTS

THE NATURE OF IDENTIT Y

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VISUAL SYSTEM

FUTURE STAGE

COLOR STANDARDS

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OUR NEW STAGE

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TYPOGRAPHY STANDARDS

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FICTIONAL LIST

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BUSINESS SYSTEM

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FUTURE EXPANSION

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HUMMER BRAND

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BRAND OVERVIEW

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BRAND MISSION

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KEY PHRASES

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HUMMER

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BRAND OVERVIEW

On this day in 1983, the Pentagon did awards a production contract worth more than $1 billion to the AM General Corporation to develop 55,000 High Mobility Multipurpose Wheeled Vehicles (HMMWV). Nicknamed Humvee and designed to transport troops and cargo, the wide vehicles entered the spotlight when they were used by the American military during the 1989 invasion of Panama and the Persian Gulf War in the early 1990s. then in 1992, civilian version of the Humvee known

as the Hummer, went on sale. The real hulking, and attention-grabbing road warrior tipped the scales at about 4.5 tons got less than 10 miles per gallon.

It’s an early hit with Hollywood celebrities such as Arnold Schwarzenegger, who went on to own a Hummers fleet.

In December 1999, when the economy was strong and gas prices were relatively low, General Motors purchased the rights from AM General to market and distribute the Hummer. In 2002, the Hummer H2, a smaller (some 8,600

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pounds), less expensive version of the original model, debuted. The Hummer became the symbol of America’s supersized lifestyle; however gas-guzzling vehicle was a target of heavy criticism from environmentalists. According to a 2008 report on Salon.com, in August 2003, “Hummer-hating eco-vandals 4 car dealerships in Southern California’s San Gabriel Valley, destroying, defacing, burning dozens of Hummers and other SUVs, while scrawling love notes like ‘Fat, Lazy Americans’ about the

HUMMER BRAND

premises.� And in 2005, the Hummer H3, an even smaller, more fuel-efficient (16 to 20 miles per gallon) vehicle was released. The following year, GM ended production of the original Hummer, due to low sales. In 2008, Americans face growing economic crisis and rising gas prices, with increasing environmental concerns, Hummer sales shrunk more than 50 percent. In December 2008, GM, that hard hit by the global recession slumping auto sales, received a multibillion-dollar federal bailout loan in

BRAND OVERVIEW

order to stay afloat. On June 1, 2009, the auto giant, which until 2008 had been the world’s top-selling maker of cars and trucks, filed for Chapter 11 bankruptcy protection. The following day, GM announced that as part of its reorganization plans it would sell the Hummer brand to a Chinese company.

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VISUAL STANDARDS GUIDE

Our new mission is inspiring people to be tough and brave to conquer the challenges, thus form a positive lifestyle.

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HUMMER BRAND

THE NEW MISSION

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HUMMER HUMMER

VISUAL STANDARDS STANDARDS GUIDE GUIDE VISUAL

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HUMMER BRAND

KE Y PHRASES

KEY PHRASES We have defined three keywords that can best represent the Hummer brand vision and our outlook for the future development of the brand. After that, the three phrases can help us better understand the keywords for our brand.

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HUMMER BRAND

KE Y PHRASES

TOUGH

FORGE OUR BODY AND MIND TO BE STRONGER. Being tough is one of the most important factors for success, despite how times change, it will help people to achieve our goals. Hummer will inherit this idea into our products. Also through the reliable quality of products, users can feel that tough is not just a saying, also what Hummer really doing.

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CHALLENGE

KNOW OURSELVES AGAIN BY NEW ATTEMPT. With the brave soul, you can be accompanied by Hummer to conquer the challenges. Challenge the difficulties, challenge the adversities, and challenge yourself. Somtimes, life is not an easy journey. Walking with the Hummer, to be stronger.

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HUMMER BRAND

KE Y PHRASES

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HUMMER BRAND

KE Y PHRASES

BREAKTHROUGH

BREAK THE CYCLE AND START A NEW JOURNEY. The Hummer was really impressive in both the military and civil market for its breakthrough spirit. No matter what the situation is, Hummer will always lead people out of difficulties. Knowing what is unlimited through the Hummer.

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O2

NEW IDENTITY

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OUR NEW LOGO

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LOGO ANATOMY

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CLEAR SPACE

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RESERVE VARIATION

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SIZING CHART

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IMPROPER LOGO USAGE

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FINAL LOGO

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OUR NEW LOGO The final version is the geometric letter H after design. H represents the brand of Hummer, while the geometric style reflects the strong quality of Hummer; the font design adopts the interrupted letters to reflect the spirit of breakthrough; at the same time, the top of the logo is an inclined triangle, and the combination of the inclined font is to express the expectation of upward and forward.

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NEW IDENTITY

OUR NEW LOGO

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HUMMER

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LOGO ANATOMY

Logo Symbol In order to better reflect the tough style, the symbol part adopts geometric style. The hard lines can better reflect the determination of the challenger.

The overall inclination is 12 degrees, in order to achieve a sense of dynamic and reflect the moral of the brand to move forward. H is divided into three parts, the lower left and upper right parts are divided to reflect one of three cores of our brand—Breakthrough. Take x as a unit length.

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NEW IDENTITY

LOGO ANATOMY

3X 6X X 2X 2X

X

2X

5X

Symbol

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HUMMER

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Logo Wordmark In the logo wordmark part, Acumin Pro Condensed / Ultra Black Italic is used as the original font, which is modified and style enhanced after image trace (in illustrator). In order to achieve the same visual style as the logo symbol, we also adjust the font angle to 12 degrees. The segmentation of

3X

H and R also maintains the same angle as the logo symbol.

3X

3X 14.5X

Wordmark

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NEW IDENTITY

LOGO ANATOMY

3X X

2X 21X

Signature

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HUMMER

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CLEAR SPACE Clear space is to ensure that there is enough space around the logo, so as to avoid congestion caused by insufficient space in actual use and damage the beauty of the logo. The logo signature uses 2x as a clear space. Because the main body is complex, the reserved space is larger. Because the lower part of the letter R is longer, the clear space at the bottom is 1.5x.

2X

2X 2X

2X

2X

2X 2X

2X

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NEW IDENTITY

CLE AR SPACE

2X

2X

2X

2X

2X

2X 2X

2X

2X

2X

2X

2X

1.5X

1.5X 2X

2X

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NEW IDENTITY

COLOR E XPLORATION

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VISUAL STANDARDS GUIDE

NEW IDENTITY

COLOR E XPLORATION

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RESERVE VARIATION

The black font will highlight the trademark more directly, so as to achieve the eye-catching and attractive effect, but it is not applicable in some occasions, such as the shopping mall with the overall environment of light color (it will appear too abrupt and lose the sense of professionalism).

The vertical composition is suitable for use in square space. At the same time, the up-down relationship between symbol and wordmark can make the whole logo look stronger.

The spirit of the new Hummer includes tough, and military green is the appropriate representative. At the same time, because Hummer used to be a military truck brand, adding military green to the image is also an inheritance of the previous experience.

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NEW IDENTITY

RESERVE VARIATION

Add graphic elements to adjust the overall picture, so that the logo is not so monotonous. At the same time, the added elements can be adjusted from different environments.

White characters on black background have a strong sense of visual impact, which is suitable for display in light efficient places. At the same time, it can avoid that the audience can’t see the logo when the background is messy.

When the proportion is appropriate, symbol and wordmark can also get along well, so as to achieve the effect of integration and make the logo look more integrated.

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SIZING CHART The logo chart helps the new Hummer brand to be used in the right size. This part also helps the user decide which version to use in print, digital media, or signage, It is also a reference in practical use.

[A] Signature 10 inch (height)

5 inch (height)

1 inch (height)

0.5 inch (height)

0.25 inch (height)

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NEW IDENTITY

SIZING CHART

[B] Symbol

[C] Wordmark

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IMPROPER LOGO USAGE The logo has been tried many times before the final type, and it is possible to achieve the maximum visual and conceptual rationalization. In order to avoid mistakes and unprofessional in later use, here are a few inappropriate practices, especially do not change the overall structure of the trademark.

Shadow

Gradient

Improper color using

Unnecessary border

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NEW IDENTITY

IMPROPER LOGO USAGE

HUMMER Improper background

Improper wordmark

Tensile deformation

Do not outline it

Do not make it babyish

Improper size changing

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FINAL LOGO In this stage, we determine the final wordmark scheme and combine it with the main logo. After fine-tuning, we get the final scheme. At the same time, the color matching procedure is also carried out to make sure that the final delivery can perfectly meet the needs of the new brand in all aspects.

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NEW IDENTITY

FINAL LOGO

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O3

VISUAL SYSTEM

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COLOR STANDARDS

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TYPOGRAPHY STANDARDS

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BUSINESS SYSTEM

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HUMMER

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COLOR STANDARDS The Hummer color palette consists of primary and secondary colors. Orange represents passion and courage, black represents perseverance, and white represents purity. Combined with the specific situation, the Hummer logo will show different effects.

Hummer Orange

100%

75%

50%

75%

50%

Hummer Black

100%

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VISUAL SYSTEM

COLOR STANDARDS

PRIMARY COLOR C: 7

R: 230

M: 55

G: 133

Y: 100

B: 4

PMS: 1385 C

K: 0

C: 83

R: 21

M: 73

G: 22

Y: 59

B: 25

PMS: 419 C

K: 83

SECONDARY COLOR C: 0

R: 255

M: 0

G: 255

Y: 0

B: 255

PMS: 663 C

K: 0

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TYPOGRAPHY STANDARDS Typeface plays an essential role in Hummer’s visual identity part.

It should be consistent with other visual elements and publication formats to create the new Hummer. The fonts we choose should be tough, capable and readable. After a series of selection and comparison, Acumin Pro and Glypha become a combination of collocation.

Aa

PRIMARY TYPE Acumin is a versatile sans-serif typeface family designed

by Robert Slimbach, intended for a balanced and rational quality. Solidly neo-grotesque, it performs beautifully at display sizes but also maintains an exceptional degree of sensitivity for text sizes.

Heading, Quotes, Subheading

Aa

SECONDARY TYPE Glypha was designed by Adrian Frutiger and appeared with D. Stempel AG in 1977. The font consists of ten cuts and is formally based on its predecessor, Serifa, although its lower case letters are a bit larger. Like Serifa, Glypha is also based on the general scheme used to design Univers.

Body Copy, Citation

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VISUAL SYSTEM

T YPOGRAPHY STANDARDS

Acumin Pro Condensed / Light

Acumin Pro Condensed / Light Italic

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6789,.?!@#%&*

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6789,.?!@#%&*

Acumin Pro Condensed / Bold

Acumin Pro Condensed / Bold Italic

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6789,.?!@#%&*

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6789,.?!@#%&*

Glypha / 55 Roman

Glypha / 55 Oblique

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6789,.?!@#%&*

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6789,.?!@#%&*

Glypha / 75 Black

Glypha / 75 Black Oblique

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6789,.?!@#%&*

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6789,.?!@#%&*

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BUSINESS SYSTEM

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VISUAL SYSTEM

BUSINESS SYSTEM

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FUTURE STAGE

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OUR NEW STAGE

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FICTIONAL LIST

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FUTURE EXPANSION

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OUR NEW STAGE Products

PR01: Hummer Fitness Equipment PR02: Hummer Fighting Store PR03: Hummer Magzine PR04: Hummer Fitness Tech

Educational

ED01: Hummer Wilderness Survival Course ED02: Hummer CPT Certification

Co-Branding

CO01: Reebok (footwear & apparel company) CO02: CrossFit (physical race)

Experience

EX01: Hummer Challenger Program EX02: Hummer Gym Warrior Trials

Environments

EN01: Hummer Training Center EN02: Hummer Cultural Center

Events

EV01: Hummer Off-Road Riding Race EV02: Hummer Fitness Festival

Services

SE01: Hummer Self-Defense Course SE02: Hummer Nutrition Class SE03: Hummer Physical Therapy & Wellness SE04: Hummer Wilderness Rescue

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FUTURE STAGE

OUR NEW STAGE

EXPLORE

CO01 EN02

ED01 EV01

SE03

EV02

SE04 EX01

CO02 EX02

SE02 EN01

PR04

PR01

PR02

ED02

SE01

COMPETE

PR03

CONQUER

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FUNCTIONAL LIST Hummer has ability and also willing to let more people learn to be strong and have the courage to breakthrough. Let more people learn to face everything with a strong attitude so that people can be more adaptable to future life, so as to make contributions to society.

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FICTIONAL LIST

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Hummer Fitness Equipment (PR01) Good equipment makes your training efficient.

Hummer Fighting Store (PR02) Better equipment, safer training.

Introduction It is a comprehensive fitness equipment supplier, providing professional fitness equipment for the gym.

Introduction A store that provides combat and training gears.

Description Hummer fighting store is a store mainly engaged in fighting training supplies and related peripheral products. The main purpose of the store is to provide high-quality training equipment so that people can better protect themselves during fighting training, so as to achieve better training effects and keep training.

Description With competition and breakthrough as the Hummer’s core, it provides excellent fitness equipment for fitness enthusiasts and gyms. While creating a more reliable fitness environment, it also incorporates the new Hummer spirit into it—tough and breakthrough will be accompanied by the people who use the equipment to constantly hone themselves and achieve the purpose of health and strength through the efforts and assistance of the equipment.

Mission-focus Hummer fighting store reinforces our mission of encouraging people to be tough and brave by not only helping people train safely and effectively but also helping them to recover physically by themselves.

Mission-focus Hummer Fitness Equipment reinforces our mission of encouraging people to be tough and brave by providing professional fitness equipment that full of tough feelings.

Similar to Dick’s, Gym Source

Similar to Precor, Life Fitness, Cybex.

Differentiators We will hold some combat competitions and provide the protective gears to the winners as reward.

Differentiators It has a clear brand spirit - tough, while the overall product style is Durable and to be consistent with the hummer brand.

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Hummer Magzine (PR03) Inspire and encourage

Hummer Fitness Tech (PR04) Make your progress with technology.

Introduction Hummer magzine has stories that inspire people brave.

Introduction Hummer Fitness Tech provides sports technology products.

Description Hummer magazine will tell people exciting ambitious stories, through which people’s spirits will become stronger. When they have a strong spirit, they will be stonger. At the same time, other modules in the magazine will also promote some activities that make people strong and happy, so that people who want to participate in the activities get access to.

Description Hummer fitness tech mainly provides people with technology products as sports AIDS. It includes protective equipment, nutritional supplements, exercise recovery, and injury care. As a company focusing on sports science and technology products, we will combine the most advanced technology on the market to help athletes to maximize their performance and reduce the pain of sports. To help athletes achieve better results in “challenge” and “breakthrough” by science and technology.

Mission-focus Hummer magzine reinforces our mission of facing a challenge and making breakthrough by showing real stroies that inspire people to be strong and motivate.

Mission-focus Hummer Fitness Tech reinforces our mission of facing a challenge and making breakthrough by providing advanced technology that helps people to have a better sports performance.

Similar to Outdoor Life, Field & Stream, Men’s Journal.

Differentiators Hummer magzine will provide real stories that can motivate people to be strong and brave.

Similar to Hyperice, Omsignal, Strava.

Differentiators Hummer fitness tech will provide tech products and encourage people to break through their limits not only have good performance.

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FUTURE STAGE

FUNCTIONAL LIST

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Hummer Wilderness Survival Course (ED01) Adventures of a Lifetime. Every Time.

Hummer CPT Certification (NSCA-Certified Personal Trainers) (ED02) Become a professional coach and fitness enthusiast.

Introduction This is a course to teach people how to survive in the wild.

Introduction This is a course to help people become qualified for professional fitness teaching.

Description Hummer Wilderness Survival Course dedicated to providing people with local access to hands-on outdoor learning adventures that refine inborn survival instincts into functional survival skills-sets and cultivate an intimate connection with the natural world. In this process, we can train people’s strong will and desire to survive. Through overcoming adversity, adapting and conquering, we can achieve the breakthrough of self inertia and become stronger.

Description The Most Qualified Personal Trainers Start With Hummer CPT Certification. Begin Your Journey Today! Study For A Career In Fitness. Become A Certified Personal Trainer - Fully Accredited! Hummer CPT Certification is a course to train Personal fitness trainers who, using an individualized approach, assess, motivate, educate and train clients regarding their personal health and fitness needs.

Mission-focus Hummer Wilderness Survival Course reinforces our mission of encouraging people to be tough and brave by adapting to the wild environment and learning the survival skills.

Mission-focus Hummer CPT Certification Course reinforces our mission of encouraging people to be tough and breakthrough by helping them become a fitness coach and experience a truth in the process: little by little efforts and progress will eventually make a huge change in life.

Similar to California Survival School.

Differentiators Hummer Wilderness Survival Course is not to train survival skills in the field, but more importantly to cultivate people’s strong will through the field survival.

Similar to NASM. Differentiators Hummer Wilderness Survival Course is not to train qualified Personal Trainers, but more importantly to inspire people to breakthrough and understand themeaning of change.

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07

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Hummer with Reebok Sports(CO01) Out of the ordinary

Hummer with CrossFit (CO02) It never gets easier, you just get better.

Introduction A series of sports competitions with Reebok

Introduction Hummer and CrossFit co-host fitness competition

Description Sports events jointly organized by Hummer and Reebok include comprehensive sports and Cross country race. The competition form is divided into amateur group and professional group, aiming to inspire people to dare to challenge and breakthrough through sports, and realize the joy of victory brought by strong willpower in the competition.

Description Hummer and CrossFit jointly hold comprehensive sports competitions. The competition system is an elimination system. There is no limit for applicants. As long as they are willing to try to break through, people who want to change can sign up to participate. The competition content will not be limited to the high-intensity physical competition but also sports injury treatment and other related competitions and lectures. The aim is to let more people challenge themselves in a sporting way and open the heart.

Mission-focus Hummer with Reebok Sports reinforces our mission of taking an active attitude to face the challenge by taking part in sports and explore people’s potential.

Mission-focus Hummer and CrossFit reinforces our mission of taking an active attitude to face the challenge by taking part in sports and encouraging people to know relevant knowledge.

Similar to Toughmudder Differentiators Hummer with Reebok Sports is not to the game to compete with other players, but more importantly to cultivate people’s strong will through the competition.

Similar to CrossFit Differentiators Hummer and CrossFit is not to the game to compete with other players, but more importantly to encourage people to be more active and brave through sports.

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FUTURE STAGE

FUNCTIONAL LIST

09

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Hummer Challenger Program (EX01)

Gym Warrior Trials (EX02)

Experience challenges, experience another state of life.

Be muscular, be tough, be active.

Introduction A plan helps people experience things they want to do but don’t do.

Introduction This project aims to inspire more people start to exercise and be healthy.

Description For various reasons, many people want to do a lot of things in their life but fail to complete them. Hummer challenger program aims to help people experience these things, mainly including travel exploration, survival in the wild, extreme sports, etc. We will have corresponding training before the start of each kind of project. In the process, there will be special personnel passing through, and a certificate will be issued after the end as a souvenir.

Description With the development of society and the enrichment of material life, more and more people are suffering from various diseases. We will find the best body figure through the gym warrior trials. More importantly, we will encourage more people to pay attention to body management at one time.

From this, people will begin to form self-discipline, a strong attitude towards life, a stronger body and a happier life.

Mission-focus Hummer gym warrior trials reinforces our mission of being tough by having a good body figure.

Mission-focus Hummer Challenger Program reinforces our mission of challenging and breakthrough by doing unfinished and feels more active life feeling.

Similar to IFBB (International Federation of Bodybuilding and Fitness)

Similar to Various skill training institutions and extreme sports such as skydiving.

Differentiators We encourage more people to pay attention to body management through competitions like IFBB, and at the same time influence people around us to develop self-discipline habits and a tough attitude to face challenges.

Differentiators Hummer Challenger Program helps people feel another more positive life state by experiencing the things we haven’t done, not only for doing things, but also for a better life.

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Hummer Training Center (EN01) Beyond the fitness

Hummer Cultural Center (EN02) Tough Spirt

Introduction A fitness training center under the name of Hummer.

Introduction Hummer cultural center is a place to introduce Hummer brand spirit and all kinds of information related to brand spirit.

Description Hummer training center is a comprehensive sports center under the name of Hummer, including basketball field, swimming field, badminton field, physical training center, physical rehabilitation center, fight training field, and other physical training environments. It aims to make more people have a physical environment by popularizing sports, and make their psychology stronger by physical strength, so as to make them more powerful.

Description Hummer cultural center is a place to show perople stories about tough and chaelleng, people can learn the story of the Hummer brand. At the same time, the center will show people all kinds of strong deeds in history, real people and real things, so as to inspire people to be strong, brave and brave. Here, the audience can see the story of the pioneers in the West as well as how the adventurers survived when they were in danger. At the same time, the cultural center holds several lectures every year to share with people how to make themselves strong and brave and how to make life less difficult.

Mission-focus Hummer training center reinforces our mission of taking an active attitude to face the challenge by taking part in sports and explore poeple’s potential.

Similar to California Memorial Stadium, Oracle Stadium

Mission-focus Hummer cultural center reinforces our mission of taking an active attitude to face the challenge by inspiring people with stories, powering people’s spirit.

Differentiators There is a comprehensive sports environment, so that more and more people have the opportunity to improve their health, and thus become more confident and strong.

Similar to Oakland Asian Cultural Center, Chicago Cultural Center Differentiators This cultural center aims to motivate people to be strong and help them to face challenges bravely.

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FUTURE STAGE

FUNCTIONAL LIST

13

14

Hummer Off-Road Riding Race(EV01) Challenge and breakthrough.

Hummer Fitness Festival (EV02) Be tough both mentally and physcially.

Introduction An extreme sports race to inspre people.

Introduction A Festival gets people together and inspire people to be tough.

Description Hummer off-road riding race is mainly in the outdoor muddy field. At the same time, it also joins in other kinds of exciting racing races, such as monster racing, stunt racing and so on.

It is mainly to passionate people through the sportsmanship of the players who are courageous and fearless in the competition field. In the roar of the engines, the game will inspire the audience.

Description Hummer Brave Festival is open to all people. The purpose is to make them tougher mentally and physically. The festival will be divided into two parts: External and Internal. The visitors can take part in physical exercise, watch competitions; and listen to lectures, watch inspirational movies and exchange experiences. These activities are all about inspiring people to become tougher.

Mission-focus Hummer off-road riding race reinforces our mission of facing the challenge bravely by witnessing the fighting spirit in the game.

Mission-focus Hummer brave festival reinforces our mission of being tough mentally and physically by communicating and exercising.

Similar to Cross-Country Eliminator (XCE), Cross-Country Olympic (XCO), Cross-Country Marathon

Similar to Fort Collins Fitness Festival, Break Free Fitness Festival.

Differentiators It’s a festival to help people to be stonger both in mind and body.

Differentiators Hummer off-road riding race emphasizes more on inspire the audience in the game than simply seeking visual stimulation.

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VISUAL STANDARDS GUIDE

FUNCTIONAL LIST

15

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Hummer Self-Defense Course (SE01) Self-defense is Nature’s eldest law.

Hummer Nutrition Class (SE02) Eat well, live well

Introduction Teach people how to protect themselves.

Introduction Teach people how to eat right.

Description Self-defense is not only our right; it is our duty. Sometimes violence is the only way out. This course teaches people how to protect themselves. It also includes emotional control and physical training. In this way, people can train their body and mind at the same time. It is the most effective way to make their body and mind strong.

Description Hummer nutrition course aims to teach people how to eat correctly, get good physical condition and positive attitude towards life through healthy diet. The course will not only explain nutrition knowledge and teach people how to eat well, but also introduce people’s self-discipline lifestyle and develop good habits of regular work and rest through diet knowledge. In order to better face the challenges of life.

Mission-focus Hummer self-defense course reinforces our mission of being tough by teaching people how to protect themseves.

Mission-focus Hummer nutrition course reinforces our mission of facing the challenge and live positively by teaching people how to have a healthy diet and lifestyle.

Similar to Udemy, Skillshare, ProTrainings. (Self Defense Courses)

Similar to Cornell, Coursera. (Nutrition And Healthy Living Certificate)

Differentiators Hummer self-defense course not only emphasizes personal combat ability, but also trains the maturity of mind.

Differentiators Hummer nutrition course not only teach how to eat well, but also trains how to live well with self-discipline.

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FUTURE STAGE

FUNCTIONAL LIST

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Hummer Physical Therapy & Wellness (SE03) Good therapy helps you better challenge.

Hummer Wilderness Rescue (SE04) The first guarantee in case of danger in outdoor exploration.

Introduction Provide best therapy service for people who needs.

Introduction Provide rescue service for outdoor adventure camp.

Description Hummer Physical Therapy & Wellness is care that aims to ease pain and help you function, move, and live better. You may need it to Relieve pain. Improve movement or ability.

Prevent or recover from a sports injury. In the process of physical therapy, special services will be provided according to different groups of people, such as sports injury and rehabilitation courses, life guide for disabled people, fracture physical therapy.

Description Hummer wilderness rescue is the search for and provision of aid to people who are in distress or imminent danger. The general field of search and rescue includes many specialty sub-fields, typically determined by the type of terrain the search is conducted over. These include mountain rescue; ground search and rescue, including the use of search and rescue dogs. We also conduct a spectrum of rescue and professional training courses. These programs include avalanche courses, crevasse rescue, swift water rescue, and high angle rescue for individuals and professional groups.

Mission-focus Hummer Physical Therapy & Wellness reinforces our mission of making breakthrough and facing the challenge by relaxing people to move forward in a better way.

Mission-focus Hummer wilderness rescue reinforces our mission of being tough and facing the challenge by provide rescue services and tech people how to rescue.

Similar to NASAR, Colorado SAR Teams. (Search And Rescue)

Similar to

Differentiators Hummer Physical Therapy & Wellness not only therapy, but also provide a better way to towards.

NASAR, Colorado SAR Teams. (Search And Rescue) Differentiators Hummer wilderness rescue not only search and rescue, but also trains people how to rescue.

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01 Hummer Fitness Equipment (PR01) Good equipment makes your training efficient.

Introduction It is a comprehensive fitness equipment supplier, providing professional fitness equipment for the gym.

Description With competition and breakthrough as the Hummer’s core, it provides excellent fitness equipment for fitness enthusiasts and gyms. While creating a more reliable fitness environment, it also incorporates the new Hummer spirit into it—tough and breakthrough will be accompanied by the people who use the equipment to constantly hone themselves and achieve the purpose of health and strength through the efforts and assistance of the equipment.

Mission-focus Hummer Fitness Equipment reinforces our mission of encouraging people to be tough and brave by providing professional fitness equipment that full of tough feelings.

Similar to Precor, Life Fitness, Cybex.

Differentiators It has a clear brand spirit - tough, while the overall product style is Durable and to be consistent with the hummer brand.

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02 Hummer Fighting Store (PR02) Better equipment, safer training.

Introduction A store that provides combat and training gears.

Description Hummer fighting store is a store mainly engaged in fighting training supplies and related peripheral products. The main purpose of the store is to provide high-quality training equipment so that people can better protect themselves during fighting training, so as to achieve better training effects and keep training.

Mission-focus Hummer fighting store reinforces our mission of encouraging people to be tough and brave by not only helping people train safely and effectively but also helping them to recover physically by themselves.

Similar to Dick’s, Gym Source Differentiators We will hold some combat competitions and provide the protective gears to the winners as reward.

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04 Hummer Fitness Tech (PR04) Make your progress with technology.

Introduction Hummer Fitness Tech provides sports technology products.

Description Hummer fitness tech mainly provides people with technology products as sports AIDS. It includes protective equipment, nutritional supplements, exercise recovery, and injury care. As a company focusing on sports science and technology products, we will combine the most advanced technology on the market to help athletes to maximize their performance and reduce the pain of sports. To help athletes achieve better results in “challenge” and “breakthrough” by science and technology.

Mission-focus Hummer Fitness Tech reinforces our mission of facing a challenge and making breakthrough by providing advanced technology that helps people to have a better sports performance.

Similar to Hyperice, Omsignal, Strava.

Differentiators Hummer fitness tech will provide tech products and encourage people to break through their limits not only have good performance.

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08 Hummer with CrossFit (CO02) It never gets easier, you just get better.

Introduction Hummer and CrossFit co-host fitness competition Description Hummer and CrossFit jointly hold comprehensive sports competitions. The competition system is an elimination system. There is no limit for applicants. As long as they are willing to try to break through, people who want to change can sign up to participate. The competition content will not be limited to the high-intensity physical competition but also sports injury treatment and other related competitions and lectures. The aim is to let more people challenge themselves in a sporting way and open the heart.

Mission-focus Hummer and CrossFit reinforces our mission of taking an active attitude to face the challenge by taking part in sports and encouraging people to know relevant knowledge.

Similar to CrossFit Differentiators Hummer and CrossFit is not to the game to compete with other players, but more importantly to encourage people to be more active and brave through sports.

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12 Hummer Cultural Center (EN02) Tough Spirt Introduction Hummer cultural center is a place to introduce Hummer brand spirit and all kinds of information related to brand spirit.

Description Hummer cultural center is a place to show perople stories about tough and chaelleng, people can learn the story of the Hummer brand. At the same time, the center will show people all kinds of strong deeds in history, real people and real things, so as to inspire people to be strong, brave and brave. Here, the audience can see the story of the pioneers in the West as well as how the adventurers survived when they were in danger. At the same time, the cultural center holds several lectures every year to share with people how to make themselves strong and brave and how to make life less difficult.

Mission-focus Hummer cultural center reinforces our mission of taking an active attitude to face the challenge by inspiring people with stories, powering people’s spirit.

Similar to Oakland Asian Cultural Center, Chicago Cultural Center Differentiators This cultural center aims to motivate people to be strong and help them to face challenges bravely.

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13 Hummer Off-Road Riding Race (EV01) Challenge and breakthrough.

Introduction An extreme sports race to inspre people.

Description Hummer off-road riding race is mainly in the outdoor muddy field. At the same time, it also joins in other kinds of exciting racing races, such as monster racing, stunt racing and so on.

It is mainly to passionate people through the sportsmanship of the players who are courageous and fearless in the competition field. In the roar of the engines, the game will inspire the audience.

Mission-focus Hummer off-road riding race reinforces our mission of facing the challenge bravely by witnessing the fighting spirit in the game.

Similar to Cross-Country Eliminator (XCE), Cross-Country Olympic (XCO), Cross-Country Marathon Differentiators Hummer off-road riding race emphasizes more on inspire the audience in the game than simply seeking visual stimulation.

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15 Hummer Self-Defense Course (SE01) Self-defense is Nature’s eldest law.

Introduction Teach people how to protect themselves.

Description Self-defense is not only our right; it is our duty. Sometimes violence is the only way out. This course teaches people how to protect themselves. It also includes emotional control and physical training. In this way, people can train their body and mind at the same time. It is the most effective way to make their body and mind strong.

Mission-focus Hummer self-defense course reinforces our mission of being tough by teaching people how to protect themseves.

Similar to Udemy, Skillshare, ProTrainings. (Self Defense Courses) Differentiators Hummer self-defense course not only emphasizes personal combat ability, but also trains the maturity of mind.

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17 Hummer Physical Therapy & Wellness (SE03) Good therapy helps you better challenge.

Introduction Provide best therapy service for people who needs.

Description Hummer Physical Therapy & Wellness is care that aims to ease pain and help you function, move, and live better. You may need it to Relieve pain. Improve movement or ability.

Prevent or recover from a sports injury. In the process of physical therapy, special services will be provided according to different groups of people, such as sports injury and rehabilitation courses, life guide for disabled people, fracture physical therapy.

Mission-focus Hummer Physical Therapy & Wellness reinforces our mission of making breakthrough and facing the challenge by relaxing people to move forward in a better way.

Similar to NASAR, Colorado SAR Teams. (Search And Rescue) Differentiators Hummer Physical Therapy & Wellness not only therapy, but also provide a better way to towards.

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18 Hummer Wilderness Rescue (SE04) The first guarantee in case of danger in outdoor exploration.

Introduction Provide rescue service for outdoor adventure camp.

Description Hummer wilderness rescue is the search for and provision of aid to people who are in distress or imminent danger. The general field of search and rescue includes many specialty sub-fields, typically determined by the type of terrain the search is conducted over. These include mountain rescue; ground search and rescue, including the use of search and rescue dogs. We also conduct a spectrum of rescue and professional training courses. These programs include avalanche courses, crevasse rescue, swift water rescue, and high angle rescue for individuals and professional groups.

Mission-focus Hummer wilderness rescue reinforces our mission of being tough and facing the challenge by provide rescue services and tech people how to rescue.

Similar to NASAR, Colorado SAR Teams. (Search And Rescue) Differentiators Hummer wilderness rescue not only search and rescue, but also trains people how to rescue.

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Š 2020 Shuming Zhang All right reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without permission of the copyright holder.

This book is a non-commercial project for educational purposes and is not intended to represent or replace the original brand.

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GR 604 02: The Nature of Identity

Shuming Zhang

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