21
Reaching your consumer
Then comes the task of getting the target market’s attention, and here the world is
changing rapidly.
Growing public demand for a wider choice of products means communication
budgets are spread more thinly. The choice of media is becoming more
fragmented. The internet, digital TV and mobile technology have given consumers
unprecedented choice to engage with, or avoid, our communications.
It’s crucial to get above the noise level when you have something special to say. This
is why all Ford communications for the new era will have the right tone of voice and
a consistent new look and style and why it is critical that we have a consistent
application across all communication channels.
22
New tone of voice
Every product, every organisation, has a tone of voice which the consumer
recognises on a conscious or subconscious level. It reflects the brand and its
relationship with the consumer.
Ford’s tone of voice combines friendly familiarity with respect, much as you
would speak with a friend or colleague. It is warm and accessible without being
in any way patronising. It invites the consumer to engage in a dialogue of partners,
with the promise of reward.
‘Feel the difference’ expresses this tone of voice perfectly.
Importantly, it is a lot more than an advertising line. It represents the whole
philosophy of Ford, and the consumer’s experience on contact with any part of the
Ford organisation. ‘Feel the difference’ is who we are.
24
New look and style
‘Feel the difference’ also calls for changes in the way we represent the brand
visually, without sacrificing any of the positive equity we have in the current
look and style.
Some existing elements, including the Ford Oval, brand colour palette and the
Helvetica fonts will, therefore, be retained.
New graphic elements built into all Ford communications reflect ‘Feel the difference’
and give a consistent feel to different communication messages and campaigns. So
our brand personality continually reasserts itself in the consumer’s mind.
25
FordFocus ST Feel the difference
FordFocus ST
FordFocus ST Feel the difference
Media Press Pack 2006
Basic elements
26
In the following pages we show the basic elements that are used to ensure the
consistent expression of the Ford Brand.
a The Ford Oval
a Colour palette
a Fonts
a Naming
a Brand box
a Box with brand
a Brand box size
a Box location
a Box typography
a Packshot lockups
a Orange bar
a Photographic style
For further detailed information, visit the Ford Look and Style Arena at:
www.lookandstyle.ford.com
27
28
The Ford Oval
The badge version of the Ford Trademark, commonly referred to as the Ford Oval,
should be used whenever possible. However, there are other versions available
when the badged version cannot be used for technical or reproduction reasons.
29
30
Colour palette
In addition to the five Ford primary colours of Ford Blue, White, Black, Mid Grey, Light
中國航空網 www.k6050.com
航空翻譯 www.aviation.cn
本文鏈接地址：航空資料26(110)
