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.
The History of Hummer
The Hummer brand traces its origins back to 1983, when AM General received a $1 billion contract from the U.S. military to develop the High Mobility Multipurpose Wheeled Vehicle (HMMWV), commonly known as the Humvee. This vehicle was designed to transport troops and cargo over rough terrain and proved invaluable during military operations, particularly in the Gulf War. By 1991, over 72,000 Humvees had been produced for military use.
In 1992, AM General introduced a civilian version of the Humvee called the Hummer H1. This model retained much of the ruggedness of its military counterpart but included additional features, which were aimed at providing consumer comfort. The introduction of the Hummer coincided with a growing interest in SUVs among American consumers. The interest was further fuelled by celebrity endorsements, notably from Arnold Schwarzenegger, who played a significant role in popularising the vehicle.
In 1999, General Motors (GM) acquired the rights to the Hummer brand from AM General. GM sought to capitalise on the growing popularity of SUVs and quickly expanded the lineup with two new models: the H2 and H3. The H2 was based on GM’s Chevrolet Tahoe platform and aimed at a more upscale market. The H3, on the other hand, was designed to be more affordable and accessible. By 2006, Hummer sales peaked at over 71,000 units in the U.S., which marked a high point for the brand.
However, despite its initial success, Hummer faced significant challenges in the late 2000s. Rising fuel prices and increasing environmental concerns led to a decline in demand for large SUVs. As competitors introduced more fuel-efficient alternatives with similar off-road capabilities, Hummer’s sales began to plummet.
By 2009, amid economic turmoil and changing consumer preferences, GM announced it would discontinue the brand as part of its restructuring following bankruptcy. So, the last Hummer H3 that rolled off the production line was in May 2010. It marked the end of an era for a brand that had become synonymous with American excess and ruggedness.
In a surprising turn of events, GM announced in 2020 that it would revive the Hummer brand as an all-electric vehicle under its GMC division. The new GMC Hummer EV aims to combine the brand’s legacy of toughness with modern electric vehicle technology. This shift aligns with global trends towards sustainability and reflects GM’s commitment to innovation in response to changing market dynamics.
The GMC Hummer EV promises features like impressive off-road capabilities and advanced technology while maintaining zero emissions. These features would be a significant departure from its gas-guzzling predecessors. In fact, pre-orders for this electric pickup truck have reportedly surpassed 65,000 units shortly after its announcement.
Interesting Facts About Hummer
- Hummer began its journey as a multi-purpose utility vehicle for the military. Its design, comprising a 6.2-litre V8 engine with a three-speed automatic transmission system, won the contract to produce all-terrain military vehicles for the American military. Popularly known as Humvees, the vehicles were meant to carry cargo and troops.
- Hummer or Humvee is an abbreviation for High Mobility Multi-Purpose Wheeled Vehicle.
- The original Hummer could inflate and deflate its own tyres, thanks to the presence of a central tyre inflation system.
- The first Hummer could run at a maximum speed of 60 mph in 18.1 seconds.
- The first civilian Hummer (M988) was purchased by the action movie star Arnold Schwarzenegger in 1992. The company had embossed “Terminator” on his SUV.
- Hummer happens to be one of the best off-road vehicles with a ground clearance of 16 inches, independent front and rear suspension, and 37-inch tyres, among others.
- Hummer is as wide as an 18-wheeler, which allows it to maintain a low centre of gravity.
- The TorqueTrac 4 traction control system is used in Hummers to protect their tyres from spinning.
- A few models of Hummer have dual fuel tanks. These can be of help when going on long road trips.
- The Hummer SUV is quite shorter in length when compared to other SUVs on the road.
- In addition to Arnold Schwarzenegger, Mike Tyson and Britney Spears own Humvees as well.
- Hummer is all set to make a comeback as an electric SUV (Watts to Freedom) and a truck. The Hummer EV can travel at 60 mph in 3.0 seconds flat, which will be quicker than a Porsche 911 Carrera (4.0 seconds) and a BMW M3 (4.1 seconds).
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.