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Grey and Silver as defined within the current guidelines, a secondary colour palette
of Blue and Orange has been introduced to allow for a more emotional expression
of the Ford Brand.
Blue (Pantone 293) is a richer and more emotionally engaging version of Ford Blue
(Pantone 294). It should never be used to replace Ford Pantone 294 in corporate
communications and never be used in the Ford Oval itself.
Orange (Pantone 021) adds a warmth to the Ford Brand. However, it should never
dominate the Ford Blue in communications – Ford is always Blue.
Blue Grey (20% Cyan, 20% Black) is generally used as a background tint for
technical information panels, to help make the information more reader-friendly.
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Primary colours
Secondary colours
32
Fonts
Ford Light and Ford Bold are the two fonts used to express the Ford primary brand.
It is, therefore, important that they are used correctly to maintain the consistency of
the brand.
ABCabc123
ABCabc123
33
Ford Light
Ford Bold
34
Naming
A wide range of Ford nameplates, products and services fall under the umbrella
of the Ford primary brand. Until recently, the sub-brand was expressed in Ford Bold,
with the Ford primary brand reproduced in Ford Light. Now, however, the Ford
primary brand is being emphasised in Ford Bold, with the sub-brand shown in
Ford Light, as can be seen opposite.
FordFocus
FordFocus
35
Old format
New format
36
For consistency, the primary brand must always be expressed in Ford Bold.
The sub-brand – the nameplate, service, product or organisation – must always be
reproduced in Ford Light.
FordFocus ST
FordKa
FordTransitConnect
FordPrivilege
FordInsure
FordFleet
FordCredit
FordService
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Nameplates
Service/Product
Organisation
38
Brand box
The brand box comprises the following elements:
A The Ford Oval must always be reproduced from the range available,
appropriate to the medium
B The ‘brand claim’ – in this case, the ‘Feel the difference’ tagline – must always
appear in English
C Black vertical rule
D White background box
All the elements must always appear together.
‘X’ denotes the height of the Ford Oval, as shown.
39
Feel the difference
Feel the difference
X
A
B
C
D
40
Box with sub-brand
Whenever a sub-brand is used, it must always be reproduced at the same size as
the brand claim.
The position of the box should follow the guidelines shown opposite, where:
E Sub-brand (nameplate, service, product or organisation)
F Area for secondary information e.g. title, date, etc.
‘X’ is derived from the height of the Ford Oval. The distance between the left-hand
side of the box and sub-brand (E) should be ‘X’. However, for print ads and posters,
this must be reduced to 1/2 ‘X’. The minimum distance between the right-hand side
of the sub-brand (E) and the left-hand side of the brand claim (B), must not be
smaller than ‘X’ and can be increased by multiples of ‘X’. The distance in the
example shown is 2 ‘X’.
FordNameplate Feel the difference
X X X
X
C
B
F
D A
E
41
42
Box size with sub-brand
The box width can vary in size depending on the length of the sub-brand, as
detailed on the previous page.
Long sub-brands can be split over two lines, as the example shown right.
43
FordAuto-Versicherung Feel the difference
FordKa Feel the difference
FordFocus Feel the difference
Coupé-Cabriolet
44
Brand box size
The brand box size is variable within certain parameters. It may be extended up or
to the left, as shown. However, it may not be extended down or to the right.
45
Feel the difference
46
Box location
The box must always start from the right-hand edge, and may move up and down
within the communication area, as required.
Minimum stop area = X (top and bottom).
‘X’ denotes the height of the Ford Oval.
In the following spread, the examples shown on the right-hand page are correct.
Those reproduced on the left-hand page are not allowed.
47
FordFocus ST Feel the difference
X
X
FordFiesta Feel the difference FordFiesta Feel the difference
FordFiesta Feel the difference FordFiesta Feel the difference
48
X
Feel the difference
X
X X
FordFiesta Feel the difference
FordFiesta Feel the difference
　
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