General Motors has collaborated with New York-based design firm Perception to conceptualize the graphics that will appear on the digital instrument cluster and infotainment screen in the new GMC Hummer EV pickup and SUV.
Perception is an innovation consultancy and design firm that specializes in creating both real and fictitious technologies for cinema, television, advertising and other media. The company helped conceptualize futuristic settings and sequences for Marvel films like Black Panther and Iron Man and has even aided companies like Comcast in envisioning what the future of home entertainment will look like for their marketing materials.
GM hired Perception to conceptualize, design and animate the entire user experience and user interface for the GMC Hummer EV instrument cluster. The company created the vehicle’s interior start-up animation, which appears on the instrument cluster and infotainment screen when the vehicle is switched on. Perception also developed the typeface for the infotainment screen and instrument cluster and thought up the lunar theme that will feature on the vehicle’s digital interfaces.
“Together, GMC and Perception obsessed over every detail within the Hummer EV’s digital experience,” the automaker said in a statement. “From all-unique iconography, to a custom-designed typeface, every single element was tailored to this very special vehicle.”
Perception completed some of the animations that will appear on screen when the GMC Hummer EV is put into its various specialized drive modes as well. For example, the animations for CrabWalk mode and Watts to Freedom mode were both completed by Perception and add to the experience of the driver and occupants of the future GMC EV.
“In their collaboration with GMC, the team at Perception blended their experiences in both film and technology to design a cinematic experience for the Hummer EV,” the automaker added. “By designing a system of data-rich layouts and informative visualizations, Perception has created an experience that matches the Hummer EV’s incredible prowess.”
The video embedded below shows us a preview of some of the instrument cluster display and infotainment graphics that Perception developed for the GMC Hummer EV.