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The electric Hummer gets a new logo

GM submitted three trademark applications to government offices here and in Canada, as discovered by GM Authority. Two applications went to the U.S. Patent and Trademark Office and the Canadian Intellectual Property Office on February 4 this year, seeking to reserve the new Hummer logo, at the top in the image above. Note, the two logos aren't to scale; they're about the same size all things being equal, but we shrunk the old mark. GM sent a second application to the USPTO on February 7 requesting the brand name "Hummer" for application to "motor land vehicles, namely, automobiles, trucks and sport utility vehicles; bicycles." True, we've seen the new Hummer script stretched across the front of the coming electric pickup in a teaser clip, but the paperwork continues the process of getting the entire continent ready for the alternate universe resurrection of one of America's most notorious brands.     In 2010, gas prices were in orbit, GM committed to closing the Hummer brand, vandals were setting fire to the scattered Hummers left on dealer lots, the Chevrolet Corvette ZR1 made 638 horsepower, the eco-minded revered the Toyota Prius and the Tesla Model S was still two years away. In that year, it would have been hard to say something more bonkers than, "Hummer's coming back in ten years as an electric pickup, its top trim making 1,000 horsepower and 11,500 pound-feet of torque." But here we are. The new logo's squareness connects it to the resolute bluntness of the old mark, yet the thinner font and chopped corners both modernize the old logo and lessen its truculence. The brand appears headed the same way, with lurid specs and square-jawed looks just like old times, but having in LeBron James a more modern take on the hardcore male vibe than it once got from (unpaid) association with guys like Arnold Schwarzenegger. To be fair, old Hummer commercials always featured women in the driver's seat, or men and young boys dreaming of big adventures, or Regis Philbin chatting up models, but the marketing department couldn't — or didn't want to — outrun the lineup's reputation on the street. We'll see how the electric version and its “incredible on- and off-road capability" fare. According to the teaser site, the new Hummer's debut is still on track for May 20. If the brand manages to recreate the old H3T pickup but with an electric powertrain, it's got one buyer right here lined up already. Related Video:

2023 GMC Hummer paint choices are out of this world

The 2022 GMC Hummer EV Edition 1 came in one color: Interstellar White. Despite production issues potentially pushing Edition 1 builds into the 2023 model year, the Edition 1 will stick to being bathed in that single brilliant shade. GM Authority says it got access to the color palette on the way for the standard series Hummer EVs due next year that shows seven new galactic-themed choices on the way. Interstellar White carries on, joined by Void Black as the only no-cost colors. The others are: Afterburner Tintcoat, said to be an orange hue; Deep Aurora Metallic, said to be some kind of bronze; Meteorite Metallic, said to be a gray; Moonshot Green Matte, which we've seen on early shots of the Hummer EV SUV; Supernova Metallic, said to be dark blue; Tide Metallic, said to be a different shade of blue. GMA didn't get intel on pricing for the cost-extra colors; right now, the most expensive palette option for GMCs is White Frost Tintcoat for $1,095. However, the outlet believes Moonshot Green Metallic will be "extremely limited" and charge a super premium price. If that ends up being the case, it suggests GM has a thing about getting big green for special greens. Cadillac made Dark Emerald Frost a late option on the 2022 CT4-V and CT5-V Blackwings and charged $3,925 for the matte paint job. The brand ended production of Dark Emerald Frost in January, making the color doubly exclusive since it was offered for less than a year at the same time as customer demand far exceeded the number of Blackwings available. Anyone wanting Moonshot on their Hummer should get in line early.  The 2023 GMC Hummer EV will begin production later this year. Last month, GM raised prices for the coming model year by $6,250, and raised the destination fee to $1,995. For the moment, that makes the Hummer EV 2 start at $86,245, the EV 2X at $96,245, and the EV 3X at $106,245. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

REWIND: Watch the GMC Hummer EV live reveal right here

It has been a long wait to see the GMC Hummer electric pickup truck, which was teased way back at the Super Bowl in February of this year. And that wait ends tonight at 8 p.m. eastern time when GM pulls the covers off the truck. You can see the whole reveal right here, or during the World Series on Fox or "The Voice" on NBC. For everything we know about the truck, go to our reveal post here. The truck should be impressive. GMC has previously announced it will have up to 1,000 horsepower, and it will have a variety of fun features such as removable roof panels and four-wheel steering that can move the truck sort of sideways with "Crab Mode." The GMC Hummer will also be available in pickup and SUV forms. So be sure to tune in tonight for one of the biggest (figuratively and literally) vehicle reveals of the year. And keep an eye on Autoblog for all the latest on the Hummer and other vehicles.