Brand of the Day: Hummer and Its Quiet Revolution

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Hummer, that giant, gas-guzzling road monster of yore, is coming back—but the vehicle’s next generation is set to hum along a bit more quietly than the last. In late January, General Motors announced that Hummer, which they had discontinued in 2010, was going back into production as an electric vehicle. (Yes, “electric Hummer” seems a bit like an oxymoron—but we’ll take anything over the old model.)

As the brand sets its sights to the future, they’re doing the same with the vehicle’s logotype. While GM isn’t releasing images of the new Hummer until May 20, a trademark filing reveals the updated logo (new first, old second):

The “in-your-face” logotype that perhaps perfectly encapsulated the last iteration has given way to modified futuristic typography not entirely dissimilar from another electric vehicle brand we know well …

Though Hummer’s mark is not fully lost in the Blade Runner woods like Tesla’s Cybertruck logo:

The website for the new Hummer offers a preproduction glimpse at the logo application that drivers might expect from the behemoth when it debuts in fall 2021, alongside the promised 1,000 horsepower, 11,500 pounds of torque and 0 to 60 in three seconds.

And in case you missed it, we’ll leave you with Hummer’s Superbowl announcement ad featuring Lebron James:


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