Hummer is a famed American all-terrain vehicle founded in 1992. Primarily produced for military use, Hummer was redesigned to produce SUVs for civilian use later. These rugged vehicles did face a slump in sales, which forced the brand to be wound up in 2010. However, it was revived again in 2020 in the form of electric vehicles. The Hummer logo reflects its military origins and adventurous spirit. This article delves into the history and evolution of the Hummer logo. It traces its development from its inception to its modern redesign.
The Genesis of the Hummer Logo (1992 – 2010)
The first Hummer logo was introduced alongside the civilian model in 1992. It featured the brand name written in a bold, blocky font in monochrome that emphasised strength and durability. It reflected the rugged design of the vehicle. The extra-bold font of the brand name was similar to Franklin Gothic Heavy font. The boldness of the font made the letters appear to be cut at the top and bottom. The logo often included a stylised depiction of the Humvee itself and reinforced its military heritage.
(2021 – Present)
After the revival of the company in 2020, the logo was redesigned in 2021. The revamped logo features the brand name in black capitals with angular contours. The futuristic look of the logo has two stylised “Ms” sticking out and the letter “E” appearing like a plug, arguably a reference to the electric character of the vehicles. Besides, the square letters in the brand name had cut corners to make them look dynamic.
The Elements of the Hummer Logo
Font
The official Hummer logo features bold, uppercase letters crafted in a custom sans-serif typeface. The letters are characterised by angular shapes and a commanding presence. The fonts that closely resemble the one used in the Hummer logo are likely to be Corporatus Regular or Bitsumishi Pro Black.
Colour
The colour of the Hummer logo primarily utilises a solid black, which transforms into a metallic silver when applied to the brand’s vehicles. Hummer is also recognised for incorporating vibrant yellow and red hues in its vehicles. The colour choices make the logo minimalist and logical.
Finally
The Hummer logo shows the journey of the brand from being a military utility vehicle to a luxury SUV and now as an electric vehicle. Both logo iterations of the brand capture different aspects of American automotive culture—strength, adventure, and now sustainability.