Here\u2019s a Clear Look at the New GMC Hummer EV Logo
We fully expect the upcoming GMC Hummer EV to retain at least some of the styling cues that made its uber-aggressive gas-guzzling predecessors popular—otherwise, what’s the point? But it’s obviously not as simple as ripping out a V8 and dropping in up to three motors. Everything has been redesigned from the ground up, including the Hummer logo.
As reported by GM Authority, that new logo can be seen in a U.S. Patent and Trademark Office filing. It’s a substantial shift away from the previous logo. Here’s a refresher:
The old Hummer logo was big, bold and chunky. This new one is slimmer, more angular and more techy; it wouldn’t look out of place on a Warthog from the Halo universe, which, we suppose, was exactly the aim.
The symmetrical treatment of the the pair of Ms is a nice detail; we bet it’s intended to recall the Hummer’s six bar/seven-slot grille, which is getting reworked for the new truck.
You can check out the trademark filing here. You’ll note that it’s meant to cover primarily “motor land vehicles, namely, automobiles, trucks and sport utility vehicles; bicycles.”
The bike part seems a little weird, until you remember that Hummer once offered a series of branded folding bicycles produced by Montague. Demand is (or was) such for these bicycles that they’ve been counterfeited. In fact, fakes are still available today; make of that what you will, but to us it signals that, whether you get it or not, the Hummer brand retains a certain amount of equity—which is why GM is bringing it back.
This time around, an electric bike seems like an obvious spinoff.
So when will we finally see the new Hummer (and inevitable accessories) to which this new logo is attached? The original date was supposed to be May 20, but GM has already had to postpone a few events and reveals—including the debut of the electric Cadillac Lyriq. We’re hoping things have settled down enough by next month to pull the covers off of the new Hummer as scheduled, but we’re not taking anything for granted.
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