hummer Logo - History, Design, and Meaning
Company Overview
Hummer was a brand of trucks and SUVs, first marketed in 1992 when AM General began selling a civilian version of the M998 Humvee. In 1998, General Motors (GM) purchased the brand name and marketed three vehicles: the original Hummer H1, based on the military Humvee, as well as the H2 and H3 models that were based on smaller, civilian-market GM platforms.
Key Information
- Founded: 1992
- Founder(s): AM General
- Headquarters: Detroit, Michigan,
hummer Logo Meaning and History
Hummer is an automobile marque that has experienced dramatic ups and downs throughout its history. Established in 1992, the brand began with the production of the civilian version of the High Mobility Multipurpose Wheeled Vehicle, or Humvee, which was originally a military SUV. Hummer vehicles became popular worldwide, but not to the extent that allowed the company to sustain growth, leading to the cessation of operations in 2010.
Fans of the brand were pleasantly surprised when Hummer was revived in 2020 as one of General Motors' labels. The reborn Hummer continues to produce SUVs in its iconic red and yellow colors, among others, and now has four models in its portfolio, including the GMC Hummer EV, an electric line of SUVs and trucks.
What is Hummer?
Hummer is the American legend. This brand of SUVs has become truly iconic in no time, with their huge cars, which were initially designed for the US Army. When the brand went commercial, the Hummer models were mainly created in yellow, black, and red colors.
The Hummer logo features a simple and strict wordmark with no extraneous details. The extra-bold typeface used for the capital lettering is reminiscent of the Franklin Gothic Heavy font.
The nameplate is characterized by very thick straight lines and traditional sharp angles. The boldness of the typeface gives the lettering a cut appearance at both the upper and lower parts, as if fitting within an invisible frame.
The monochrome palette of the logo conveys power and authority. When placed on vehicles, the palette shifts to metallic gray, giving the emblem a slightly three-dimensional look with shadowed sides.
The Hummer logo is minimalist yet striking, perfectly reflecting the strength and ruggedness of the brand, which originated as a military vehicle manufacturer.
The simplicity of the lines is balanced by the brand's iconic vehicle colors, which typically include yellow, red, and black.
In 2021, the Hummer logo was redesigned to maintain the brand's iconic character while presenting it in a modern way that embodies 'brutal elegance.' The logo now features a black inscription in uppercase using a new typeface with geometric angular contours and thinner lines. For the Hummer H2 model, the company continues to use the previous version of the logo, but in a different yellow and white color palette, which appears lighter, more fun, and friendly.
The bold and rugged uppercase lettering of the official Hummer logo is set in a custom sans-serif typeface with angular contours, conveying a strong mood. Fonts similar to the one used in the Hummer insignia include Corporatus Regular or Bitsumishi Pro Black, although most contours have been modified.
The color palette of the Hummer visual identity is primarily black, and when placed on the brand's vehicles, the emblem turns metallic silver. Hummer is known for using bright yellow and red shades for its vehicles, making the minimalist and strict scheme of the logo a logical choice.
