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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:

GMC Hummer EV coming to Extreme E with Chip Ganassi Racing

The electric off-road racing series Extreme E is getting another famous face. This time it's not a person, but rather a vehicle: the GMC Hummer EV. GMC announced that it will be the main sponsor for the Chip Ganassi Racing Extreme E team. With the sponsorship, GMC gets to tweak the Extreme E Odyssey 21 race SUV to look more like the Hummer EV pickup and SUV that starts production late this year. The changes are subtle but effective, with the nose getting a full-width light-bar motif. Of course the race SUV is vastly more rounded than the road-going truck. It also features a standardized chassis from Spark Racing and a battery pack from Williams. The team is able to provide its own electric motor, though, which the series limits to 550 horsepower. The GMC Hummer EV race SUV will make its competition debut alongside several other pedigree teams at the first Extreme E event in Saudi Arabia this April. Three teams are operated by Formula One drivers including Sir Lewis Hamilton, Nico Rosberg and Jenson Button, the latter of whom will be driving. Andretti United will also field a team, a familiar competitor to Chip Ganassi in other racing series such as IndyCar. As for drivers, two World Rally Championship champions will compete: Carlos Sainz and nine-time consecutive champion Sebastien Loeb. The series will feature five races and with the way the competition is shaping up, they should be very interesting to watch. Related video:

SEMA 2010: Zero South Biodiesel Electric Hummer shows its guts

Zero South Biodiesel Electric Hummer - Click above for high-res image gallery
Zero South, a company that popped up at SEMA in 2008, is back again with its Biodiesel Electric Hummer. The heavily modified H1 rides on tracks at all four corners - a necessary modification, since this Hummer is designed for an expedition to the South Pole.
The trip is going to be documented by Chris Paine, who's best known for the film Who Killed the Electric Car? It was reported back in 2008 that the vehicle was going to be driven by Buzz Aldrin and Apple co-founder Steve Wozniak. The film is called Drive Around the World and was shot in 3D. Drive Around the World is also the name of an organization that works to inspire an urge to explore while raising money for various charities. The H1 shown above is Zero South's vehicle for participating in these expeditions.