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choosing Ford.
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Location photography
The choice of location should follow a number of simple rules. Namely, the location
should be: credible, contemporary and modern in attitude; modern
suburbia (but not steel and glass); aspirational and accessible; cultivated
and civilised.
A location should reflect an accessible dream for the consumer. It should portray
a location that a new Ford would enable them to experience.
Avoid over-emphasising the location. It is no more than a stage for the vehicle.
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People photography
People will be photographed in a separate shoot within a modern,
contemporary suburban environment.
The emphasis will be on people interacting with the car in a way which supports its
positioning. Elements of the vehicle must be shown in relevant, real
circumstances. The photography will be shot on small-format cameras in a style
focusing on capturing genuine moments – natural reportage style, but not
gritty and never contrived.
Photographers must have significant experience of working with people. Where
props are used, they should reflect modern technology and remain appropriate to
the car’s proposition.
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Communication channels
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On the following pages we have simulated communications in various media,
reflecting the new Ford Look and Style:
2D Communications
a Advertising – Tiers 1, 2 and 3
a Online/Interactive
a Direct mail
a Brochures
a Internal presentation templates
a Dealer stationery
a Ford magazine
3D/Experiential Shows and Events
a Brand@Retail
a Autoshows
a Sponsorship
a Public Affairs
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2D Communications
Advertising Tier 1 (Print)
The guidelines provide a clear and recognisable framework, but still allow for
flexibility especially within the image area for targeted, relevant and motivating
communications.
The Ford Oval is determined by the overall size of the ad, obviously acknowledging
that there is a given minimum size of the oval. The main image area has the
signature orange bar on top, the height of which is predetermined in proportion to
the Ford Oval on the ad. If we have to include legal copy, this goes into a white
space area above the orange bar.
The main image is, wherever possible, a full bleed image. On the right-hand side of
the main image, within specific rules as to its position, we have a ‘white box’ which
bleeds to the right-hand side of the ad. This ‘white box’ contains the body copy, the
new logo lockup, the nameplate / product / service name (with ‘Ford’ in bold
typeface), the call-to-action, etc. The headline can either be integrated into the
‘white box’ or onto the main image. For ads where the car is not in the main image,
we are advocating to place the car packshot against an appropriately coloured
technical backdrop.
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2D Communications
Advertising Tier 1 (Posters and TV)
The same Look and Style elements as in Tier 1 print advertising are also featured in
Tier 1 poster advertising. However, given that this medium is often viewed from a
distance, there are specific rules as to the size of the different elements in poster
advertising. For example, the rules state the height of the orange bar is larger in
proportion to the Ford Oval (vs. in print advertising). Also specific guidance exists in
relation to the size of the Ford Oval, the logo size and the size of headlines. In
instances where special outdoor formats require it, there is a secondary layout
option which has the ‘white box’ being extended over the entire right-hand side of
the poster space.
All Tier 1 TV advertising signs off with the new endframe. This TV endframe is not to
be changed and is to be used at the end of all Tier 1 TV commercials and
corresponding cinema ads. The new endframe uses orange as the prominent
background colour, with the Ford Oval being displayed prominently onto it. For
reasons of legibility within the TV and cinema media environment, the Ford Oval is
centered and the brand claim ‘Feel the difference’ is positioned centrally aligned
beneath it on the new endframe.
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TV endframe
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2D Communications
Advertising Tier 2 and 3
Tier 2 advertising picks up on many of the look and style elements from the Tier 1
advertising – to ensure continuity and consistency. As an example, the right-bleed
‘white box’ and the logo lockup are used in Tier 2 advertising, too. The product or
service offering is to be consolidated in a separate ‘offer box’ as illustrated on the
　
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