Success Story: Hummer/GM



The Challenge

GM would establish an American classic with its bold, rugged HUMMER and H-vehicles. Their signage program needed to convey a powerful brand image with signs as strong and impressive as the vehicles themselves.

The Solution

Icon supported the GM brand identity design department in developing ideas for signage: we presented a broad range of approaches, created prototypes to help visualize ideas, and then turned concepts into reality.

The result: striking illuminated signs with lettering that is black by day and high visibility red by night.

Icon engineered the chosen approach with value in mind. Our implementation included
  • Materials that provided great performance at minimum cost
  • Low-voltage LED technology for maximum energy efficiency
  • Large-scale copy within relatively small square footage

With the national reach and local presence to ensure buy in and smooth implementation, Icon worked closely with individual dealers at 150 locations.

The Result

From the start, Icon managed the process with expertise, meeting critical deadlines and supporting the various goals of GM brand managers in Detroit and 100-plus dealers nationwide.

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