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Trademark application points to evolution of new Hummer EV logo

A trademark application has revealed yet another evolution of the logo expected to adorn GMC's new Hummer EV pickup truck, bringing back the big "H" badge utilized on the H2 and H3 model lines of the expanded SUV lineup's heyday.  The image included with the filing depicts a logo that should be familiar to Hummer fans (or really any American who left their house between 2003 and 2010), with "EV" supplanting the old numerical model indicator. The "Hummer" and "EV" typeface appears to be a direct lift from a filing that surfaced back in April.  This should provide some comfort to folks who are fans of the idea of a future-proofed, all-electric pickup, but want something that embodies the charisma and road presence of the models sold in Hummer's now-deceased, not-so-environmentally-spectacular incarnation. While we don't yet know really any details of the new all-electric SUV, we do know it will be sold via GMC dealers, meaning the revived nameplate will not bring the rest of the Hummer brand along with it.  We haven't really seen much of the new truck, save for teasers and hints here and there. Even the "reveal" back in June only gave us a vague, big-picture look at the truck's silhouette, and various companion images and videos have hinted at features such as a removable roof assembly.  The truck’s general shape is off-road oriented with squared-off, sharp lines tracing the entire silhouette. Its big, knobby tires and blocky wheels are clear indicators of what GM was aiming for with this electric pickup. As for the SUV, comparisons to the Ford Bronco four-door will be inevitable. If our eyes are picking up the scale of this photo correctly, though, the Hummer SUV appears to be a slightly larger vehicle than the four-door Bronco is. Although, the wheelbase for the SUV is shorter than that of the Hummer truck. ThatÂ’ll help it off-road. Those small bumpers and short overhangs along with the bumper cutouts should be hugely beneficial to approach and departure angles, as well. GMCÂ’s shots of the Hummer in the studio are equally as revealing. We can see what looks to be an intense front skid plate and two big tow hooks. In addition to the off-road gear, GMC has allowed a look at the frunk. The front “grille” is one piece with the hood of the truck, so the whole assembly pulls up. That makes for what appears to be a very easy-to-load front trunk compared to other EVs that force you to lift items up and over the front of the car.

GMC Hummer EV will be unveiled during the World Series and 'The Voice'

A big-time vehicle reveal deserves a prime-time multi-platform debut. At least, that seems to be the opinion of the folks tasked with reintroducing the American public on October 20 to the Hummer nameplate, this time affixed to pickups and SUVs that also wear General Motors' "Professional Grade" GMC badge. And instead of a standalone brand with dealerships full of gas-guzzling off-road beasts, this new, kinder, gentler and fully electric Hummer won't sip any gas at all. The debut will take place across several channels. As has been the de facto process during the pandemic, the event will be streamed online. But — taking a page from the reveal of the Ford Bronco this past July — it will also be witnessed by watchers of the World Series on Fox and "The Voice" on NBC (at least those who are watching live and aren't skipping commercials). Interestingly, according to The Detroit News the television segments will be spread across multiple commercial breaks as sort of a mini film. Naturally, we'll be covering the unveiling live right here on Autoblog, and we'd argue that's the best place to see it all unfold (we admit we may be biased). In any case, no matter where you watch you'll be treated to a host of details about what GMC is calling "the worldÂ’s first super truck." We know it'll boast 1,000 horsepower, go from 0-60 in around 3 seconds, have the next generation of GM's Super Cruise autonomy technology, have removable roof panels and be able to crab walk. Sounds pretty super to us, and we're looking forward to the full reveal in just a couple of weeks. See you then. Related Video:

Junkyard Gem: 2006 Hummer H3 SUV

After General Motors bought the rights to the Hummer brand from AM General in 1999, it continued to sell the civilianized versions of the military HMMWV that was made famous after appearing in the heavily televised Operation Desert Storm. The Hummer H1 (as it became known) never sold in large numbers, but The General decided to make everyman Hummers based on existing GM truck platforms. The Silverado-based H2 came first, debuting as a 2003 model, followed by the Colorado-based H3 as a 2006 model. Here's one of those first-year H3s, found in a Denver self-service car graveyard recently. Now it's time for some Hummer brand history. After the American Motors Corporation bought Kaiser Jeep in 1970, it spun off the fleet and military parts of that operation into a new company called AM General. The best-known AM General products for many years were the Jeep DJ Dispatchers, generally called "Mail Jeeps," and they were sold all the way through 1984. 1984 was also the year that the United States Army put the first AM General-built High Mobility Multipurpose Wheeled Vehicles (HMMWV, which soldiers pronounced "Humvee" at first but eventually adopted the "Hummer" nickname). Around the same time, militarized VW-powered sand rails were being purchased from Chenowth by Uncle Sam. After Arnold Schwarzenegger convinced AM General to build civilianized Hummers, sales of the not-so-civilized brute that became the H1 began in 1992. The H2 and H3 had the misfortune to be launched just before the Great Recession hit and fuel prices went crazy, while a couple of overseas conflicts that were much less popular than Gulf War I made grim headlines and reduced the street appeal of combat-inspired civilian wheels. The H1 got the axe in 2006; GM tried and failed to sell the Hummer brand to a Chinese manufacturer in 2010, as it struggled through Chapter 11 bankruptcy, finally giving up and killing the brand alongside Pontiac, Saturn and Saab. Then the Hummer name was revived in 2022 as an electron-fueled GMC model, and you can buy a 2024 GMC Hummer EV SUV right now (though GMC's website warns of "LIMITED AVAILABILITY" in big red letters, so you might have a hard time actually taking delivery of one). The final 2010 H3s were built for Avis at Shreveport Operations, which itself shut down two years later.