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The brand book
The brand book Feel the difference

Feel the difference

301933_Inside F Cover Patch 20/7/06 5:00 pm Page 1

www.thebrandbook.com

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“ Coming together is a beginning,
working together is success.”
Henry Ford

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qxp 21/7/06 11:32 am Page 5 Page 09 How to use this book Page 11 A new era of Ford Page 12 Defining the brand Page 16 Know your consumer.MW-Ford_Brand_3-12. Personally Page 21 Reaching your consumer Page 22 New tone of voice Page 25 New look and style Page 26 Basic elements Page 66 Communication channels Page 94 Key media principles 05 .

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qxp 21/7/06 11:32 am Page 9 How to use this book This book is a reference manual for everyone who looks after the Ford brand across the European network. 09 . It has three purposes: a To reaffirm core Ford values a To reveal the personality Ford will present in the future a To provide communication guidelines for all products and services in all media We decided to create this book now because Ford is reshaping for the future.MW-Ford_Brand_3-12. There has never been a better time to restate what our brand is all about.

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positive ‘feel’.qxp 21/7/06 11:32 am Page 11 A new era of Ford Ford is evolving. kinetic design.’ This exactly expresses how we want consumers to feel about our brand.MW-Ford_Brand_3-12. The difference in our products is clear at a glance – but the difference in Ford isn’t just confined to the vehicles we create. brings a new look of power and purpose to the whole range. Our goal is that this difference should extend from the consumer’s first experience of contact with Ford and Ford people. Our new design language. 11 . Achieving this will change our brand. With the new look comes a fresh. A single phrase says it all: ‘Feel the difference. This includes our Dealerships and our whole organisation and extends through to the tangible reward: the hands-on experience of owning and driving a Ford.

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Defining the brand

The Ford Brand Essence starts from ‘DCDQ’ (Dependable, Contemporary, Driving

Quality) – the familiar expression of the Ford DNA within the Ford organisation.

The attached Brand Structure chart shows how ‘DCDQ’ – as expressed within the

internal world of Ford – is then taken into Design, Engineering and Marketing and,

ultimately, into the consumer world.

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Know your consumer. Personally
The Ford Brand Essence
Building the cars people want means knowing the consumer well – as well as

Feel the difference you would a friend or neighbour.

We know what makes our target consumer tick so well that he or she is even
The difference is the ‘feel good’ experience that you get
given a name, as the following example shows.
when reality exceeds expectations.

These ‘consumerscapes’ enable us to engage with our market and communicate
When the rational and emotional benefits come together,
the brand essence on a personal level.
the whole becomes greater than the sum of the parts.

We learn how different target groups think so our communications talk their

language and our products live up to their expectations.

15 16

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Rational + ++
Beyond
expectation

Ford: ‘Feel good’
experiences

Emotional – Emotional +
Ford Product output Product output Makes each Expressed to
Competencies Differentiators summary – our Ford vehicle consumers
(DNA) USP formula a... as...

at ’s
ns
Experiencing

ct le
-- Rational –

io
pe op
quality that

ex Pe
D lasts Style with ‘Feel Good’ Feel the
Substance Experience difference

Kinetic Design Ford is known for consistently delivering products with strong rational
C
When reality (Where ‘the appeal – well engineered, great to drive and affordable. But in the
Intriguing, exceeds difference’ is a
insightful expectation ‘Feel Good’ consumer’s world the appeal must be emotional as well as rational –
DQ features Experience) thus the importance of kinetic design. So that Ford’s products truly
deliver ‘style with substance’.
Great to drive/
Great to sit in
To consumers, this is then expressed under the banner of ‘Feel the
Internal Design, Engineering and Customer difference’. This is a compelling invitation for consumers to experience
world Marketing Direction world
the difference i.e. the ‘feel good’ experiences that you get when reality

exceeds expectations.

13 14

. at ’s ns Experiencing ct le -. the ‘feel good’ experiences that you get when reality exceeds expectations.. 13 14 . Rational – io pe op quality that ex Pe D lasts Style with ‘Feel Good’ Feel the Substance Experience difference Kinetic Design Ford is known for consistently delivering products with strong rational C When reality (Where ‘the appeal – well engineered. Engineering and Customer difference’. But in the Intriguing.qxp 20/7/06 4:27 pm Page 13 Rational + ++ Beyond expectation Ford: ‘Feel good’ experiences Emotional – Emotional + Ford Product output Product output Makes each Expressed to Competencies Differentiators summary – our Ford vehicle consumers (DNA) USP formula a.MW-Ford_Brand_Book_13-17. So that Ford’s products truly deliver ‘style with substance’.e. exceeds difference’ is a insightful expectation ‘Feel Good’ consumer’s world the appeal must be emotional as well as rational – DQ features Experience) thus the importance of kinetic design. great to drive and affordable. This is a compelling invitation for consumers to experience world Marketing Direction world the difference i. Great to drive/ Great to sit in To consumers. as. this is then expressed under the banner of ‘Feel the Internal Design...

We know what makes our target consumer tick so well that he or she is even The difference is the ‘feel good’ experience that you get given a name. the brand essence on a personal level. as the following example shows. the whole becomes greater than the sum of the parts. when reality exceeds expectations. Personally The Ford Brand Essence Building the cars people want means knowing the consumer well – as well as Feel the difference you would a friend or neighbour. These ‘consumerscapes’ enable us to engage with our market and communicate When the rational and emotional benefits come together.qxp 20/7/06 4:27 pm Page 15 Know your consumer.MW-Ford_Brand_Book_13-17. 15 16 . We learn how different target groups think so our communications talk their language and our products live up to their expectations.

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image documentaries (people’s lives. Internet… Self discovery. for me Modern Active Lifestyle No Compromise | Flexibility + Style Above content supplied by Ford GCI . traditional life’ as well as my family Multi-faceted lives My family. my work. Pilot Work Adventure and challenge ‘for him’ Active mind & body My hobbies are really important to me . keeps me young and stops me getting dull! Leisure Travelling to far-flung places is a great way to learn about the World Dream Holiday: Learning new things. close to nature & speed for functionality. travel planning Brands & Media Expressive style The perfect mix Progressive design that shows I know Finally. challenge) Dream Job: Sportsman.Normal. strong & imposing Rear seat roominess (command driving position) SAV Driving Quality + Stylish & sexy Not willing to sacrifice handling. music. flexibility & driving …I wouldn’t get that in an MPV or saloon experience I didn’t know this Flexible interior space kind of car existed All the room I need for the kids. online shopping But value also important (DVDs). my own interests 20/7/06 But leading an active family life is important too Passionate & spontaneous I’m always passionate about everything I do I still like to live ‘on the spur of the moment’ as much as possible 4:27 pm Self Perception: + Cool. easy access to cargo + Powerful. fun. their friends & my canoeing equipment Feelings whilst driving An SUV just doesn’t have enough space + Tough & rugged Flexibility of seats. meeting different people. but finding a balance (family. a great looking car that how to have fun. I’m finding more time for reading. Airbus MW-Ford_Brand_Book_13-17. FordGCI CD340 SAV ‘Henri’ Scape Feb 2005 Male • 39 Years • Married + 2 children (13 & 9) • Diploma (18) • € 65. Investigator. my hobbies and me… …its all about maintaining the balance Not ruled by family My family is an essential part of my life but it doesn’t define me Independence rediscovered I’m finding more time for hobbies & relaxation Our kids aren’t as dependent on us as they used to be They’re getting more involved in sports and clubs at school Functionality + Expressive Design No compromise approach to products & technology Home & Family I always like to express my own sense of style Appreciate challenging and creative roles Work is a key part of my life so its important I enjoy what I do I achieve more when I’m in a job that’s creative & stimulating Its not just about climbing the ladder.kayaking is my true passion It’s great doing stuff as a family – the kids are getting into water sports too As the kids grow up. soap operas stuff). dramas.000 • Toulouse. Its not a ‘Dad Wagon’ doesn’t compromise on I love people commenting on my car… comfort.Sexy. A driver’s car. getting back to nature (adventure) An adventure for me and my family Brands Television Choose labels with distinct character Self-expression rather than Adventure. European football. sensitive Cool Dad – but not one that tries too hard! Outlook I suppose I’m conscious of what people think of me Passionate about my ‘own Page 19 .qxp Modern active lifestyle I like to have my ‘own life’ – my own time. music) Internet Quality & durability eBay (for canoeing Tangible benefits from higher end-brands Homes & garden. comfort . curious about the World Keeping up with current affairs & trends makes life interesting. F • Exhibition Coordinator.

European football. Internet… Self discovery. music. getting back to nature (adventure) An adventure for me and my family Brands Television Choose labels with distinct character Self-expression rather than Adventure. but finding a balance (family.qxp Modern active lifestyle I like to have my ‘own life’ – my own time. easy access to cargo + Powerful. image documentaries (people’s lives.kayaking is my true passion It’s great doing stuff as a family – the kids are getting into water sports too As the kids grow up. Investigator. flexibility & driving …I wouldn’t get that in an MPV or saloon experience I didn’t know this Flexible interior space kind of car existed All the room I need for the kids. travel planning Brands & Media Expressive style The perfect mix Progressive design that shows I know Finally.Sexy. online shopping But value also important (DVDs). music) Internet Quality & durability eBay (for canoeing Tangible benefits from higher end-brands Homes & garden. I’m finding more time for reading. keeps me young and stops me getting dull! Leisure Travelling to far-flung places is a great way to learn about the World Dream Holiday: Learning new things. for me Modern Active Lifestyle No Compromise | Flexibility + Style Above content supplied by Ford GCI .Normal. fun. soap operas stuff). my own interests 20/7/06 But leading an active family life is important too Passionate & spontaneous I’m always passionate about everything I do I still like to live ‘on the spur of the moment’ as much as possible 4:27 pm Self Perception: + Cool. traditional life’ as well as my family Multi-faceted lives My family. sensitive Cool Dad – but not one that tries too hard! Outlook I suppose I’m conscious of what people think of me Passionate about my ‘own Page 19 . comfort . curious about the World Keeping up with current affairs & trends makes life interesting.000 • Toulouse. FordGCI CD340 SAV ‘Henri’ Scape Feb 2005 Male • 39 Years • Married + 2 children (13 & 9) • Diploma (18) • € 65. dramas. Pilot Work Adventure and challenge ‘for him’ Active mind & body My hobbies are really important to me . my hobbies and me… …its all about maintaining the balance Not ruled by family My family is an essential part of my life but it doesn’t define me Independence rediscovered I’m finding more time for hobbies & relaxation Our kids aren’t as dependent on us as they used to be They’re getting more involved in sports and clubs at school Functionality + Expressive Design No compromise approach to products & technology Home & Family I always like to express my own sense of style Appreciate challenging and creative roles Work is a key part of my life so its important I enjoy what I do I achieve more when I’m in a job that’s creative & stimulating Its not just about climbing the ladder. close to nature & speed for functionality. meeting different people. A driver’s car. a great looking car that how to have fun. Its not a ‘Dad Wagon’ doesn’t compromise on I love people commenting on my car… comfort. Airbus MW-Ford_Brand_Book_13-17. strong & imposing Rear seat roominess (command driving position) SAV Driving Quality + Stylish & sexy Not willing to sacrifice handling. their friends & my canoeing equipment Feelings whilst driving An SUV just doesn’t have enough space + Tough & rugged Flexibility of seats. my work. F • Exhibition Coordinator. challenge) Dream Job: Sportsman.

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The internet. Growing public demand for a wider choice of products means communication budgets are spread more thinly. our communications.qxp 24/7/06 3:33 pm Page 21 Reaching your consumer Then comes the task of getting the target market’s attention. and here the world is changing rapidly. 21 .MW-Ford_Brand_21-59. 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. The choice of media is becoming more fragmented. digital TV and mobile technology have given consumers unprecedented choice to engage with. or avoid.

It invites the consumer to engage in a dialogue of partners. with the promise of reward. it is a lot more than an advertising line. It is warm and accessible without being in any way patronising. much as you would speak with a friend or colleague.MW-Ford_Brand_21-59. ‘Feel the difference’ is who we are. Ford’s tone of voice combines friendly familiarity with respect. It reflects the brand and its relationship with the consumer. and the consumer’s experience on contact with any part of the Ford organisation. Importantly. It represents the whole philosophy of Ford. ‘Feel the difference’ expresses this tone of voice perfectly. every organisation. 22 .qxp 24/7/06 3:33 pm Page 22 New tone of voice Every product. has a tone of voice which the consumer recognises on a conscious or subconscious level.

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So our brand personality continually reasserts itself in the consumer’s mind. New graphic elements built into all Ford communications reflect ‘Feel the difference’ and give a consistent feel to different communication messages and campaigns. therefore. 24 . including the Ford Oval. Some existing elements. brand colour palette and the Helvetica fonts will.MW-Ford_Brand_21-59.qxp 24/7/06 4:07 pm Page 24 New look and style ‘Feel the difference’ also calls for changes in the way we represent the brand visually. be retained. without sacrificing any of the positive equity we have in the current look and style.

qxp 25/7/06 12:12 pm Page 25 FordFocus ST Feel the difference FordFocus ST FordFocus ST Feel the difference Media Press Pack 2006 25 .MW-Ford_Brand_25.

qxp 24/7/06 5:41 pm Page 26 Basic elements 26 .MW-Ford_Brand_21-59.

lookandstyle. 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.MW-Ford_Brand_21-59. visit the Ford Look and Style Arena at: www.com 27 .ford.qxp 24/7/06 5:41 pm Page 27 In the following pages we show the basic elements that are used to ensure the consistent expression of the Ford Brand.

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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.

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Colour palette

In addition to the five Ford primary colours of Ford Blue, White, Black, Mid Grey, Light

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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MW-Ford_Brand_21-59.qxp 20/7/06 4:44 pm Page 31 Primary colours Secondary colours 31 .

important that they are used correctly to maintain the consistency of the brand.MW-Ford_Brand_21-59. 32 .qxp 20/7/06 4:44 pm Page 32 Fonts Ford Light and Ford Bold are the two fonts used to express the Ford primary brand. It is. therefore.

qxp 20/7/06 4:44 pm Page 33 Ford Light ABCabc123 Ford Bold ABCabc123 33 .MW-Ford_Brand_21-59.

qxp 20/7/06 4:44 pm Page 34 Naming A wide range of Ford nameplates. products and services fall under the umbrella of the Ford primary brand. 34 . with the Ford primary brand reproduced in Ford Light. Now. Until recently. with the sub-brand shown in Ford Light. the Ford primary brand is being emphasised in Ford Bold.MW-Ford_Brand_21-59. the sub-brand was expressed in Ford Bold. however. as can be seen opposite.

qxp 20/7/06 4:44 pm Page 35 Old format FordFocus New format FordFocus 35 .MW-Ford_Brand_21-59.

the primary brand must always be expressed in Ford Bold.qxp 21/7/06 4:25 pm Page 36 For consistency. product or organisation – must always be reproduced in Ford Light. service. The sub-brand – the nameplate. 36 .MW-Ford_Brand_21-59.

qxp 21/7/06 4:25 pm Page 37 Nameplates FordFocus ST FordKa FordTransitConnect Service/Product FordPrivilege FordInsure Organisation FordFleet FordCredit FordService 37 .MW-Ford_Brand_21-59.

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. 38 .qxp 21/7/06 4:25 pm Page 38 Brand box The brand box comprises the following elements: A The Ford Oval must always be reproduced from the range available.MW-Ford_Brand_21-59. appropriate to the medium B The ‘brand claim’ – in this case.

MW-Ford_Brand_21-59.qxp 21/7/06 4:25 pm Page 39 Feel the difference X D Feel the difference B C A 39 .

qxp 21/7/06 4:25 pm Page 40 Box with sub-brand Whenever a sub-brand is used. ‘X’ is derived from the height of the Ford Oval. The position of the box should follow the guidelines shown opposite.g. 40 . for print ads and posters.MW-Ford_Brand_21-59. it must always be reproduced at the same size as the brand claim. this must be reduced to 1/2 ‘X’. However. where: E Sub-brand (nameplate. The minimum distance between the right-hand side of the sub-brand (E) and the left-hand side of the brand claim (B). etc. title. date. The distance in the example shown is 2 ‘X’. service. must not be smaller than ‘X’ and can be increased by multiples of ‘X’. The distance between the left-hand side of the box and sub-brand (E) should be ‘X’. product or organisation) F Area for secondary information e.

qxp 21/7/06 4:25 pm Page 41 X X X E FordNameplate Feel the difference B F X C D A 41 .MW-Ford_Brand_21-59.

MW-Ford_Brand_21-59.qxp 21/7/06 4:25 pm Page 42 Box size with sub-brand The box width can vary in size depending on the length of the sub-brand. as the example shown right. 42 . as detailed on the previous page. Long sub-brands can be split over two lines.

qxp 21/7/06 4:25 pm Page 43 FordKa Feel the difference FordAuto-Versicherung Feel the difference FordFocus Feel the difference Coupé-Cabriolet 43 .MW-Ford_Brand_21-59.

it may not be extended down or to the right.qxp 21/7/06 4:25 pm Page 44 Brand box size The brand box size is variable within certain parameters.MW-Ford_Brand_21-59. 44 . However. as shown. It may be extended up or to the left.

MW-Ford_Brand_21-59.qxp 21/7/06 4:25 pm Page 45 Feel the difference 45 .

and may move up and down within the communication area. Minimum stop area = X (top and bottom). the examples shown on the right-hand page are correct.MW-Ford_Brand_21-59.qxp 21/7/06 4:26 pm Page 46 Box location The box must always start from the right-hand edge. Those reproduced on the left-hand page are not allowed. 46 . ‘X’ denotes the height of the Ford Oval. as required. In the following spread.

qxp 21/7/06 4:30 pm Page 47 X FordFocus ST Feel the difference X 47 .MW-Ford_Brand_21-59.

MW-Ford_Brand_21-59.qxp 21/7/06 4:31 pm Page 48 FordFiesta Feel the difference FordFiesta Feel the difference FordFiesta Feel the difference FordFiesta Feel the difference 48 .

MW-Ford_Brand_21-59.qxp 21/7/06 4:31 pm Page 49 X X FordFiesta Feel the difference Feel the difference X X FordFiesta Feel the difference 49 .

MW-Ford_Brand_21-59. Headlines may be used inside or outside the box. as illustrated. Ut wisi enim ad minim veniam. quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. consectetuer adipiscing elit. sed diam nonummy nibh Lorem ipsum dolor sit amet. This is a heading This is a heading Lorem ipsum dolor sit amet. FordFocus ST Feel the difference FordFocus ST Feel the difference 50 . Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequati. Duis autem vel eum iriure dolor in hendrerit in vulputate velit ea commodo consequat. Ut wisi enim ad euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.qxp 21/7/06 4:32 pm Page 50 Box typography Body copy must always be contained within a box. esse molestie consequati. as required. sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. consectetuer adipiscing elit. quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex minim veniam.

consectetuer adipiscing elit.MW-Ford_Brand_21-59. sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Ut wisi enim ad minim veniam. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequati. FordFocus ST Feel the difference 51 .qxp 21/7/06 4:32 pm Page 51 This is a heading Lorem ipsum dolor sit amet.

Ut wisi enim ad minim adipiscing elit. sed diam nonummy nibh Lorem ipsum dolor sit amet. laoreet dolore magna aliquam erat volutpat. consectetuer adipiscing elit. aliquam erat volutpat. consectetuer headline euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.qxp 21/7/06 4:34 pm Page 52 Advertising headline Lorem ipsum dolor sit amet. quis nostrud ullamcorper suscipit nonummy nibh euismod tincidunt ut lobortis nisl ut aliquip commodo consequat. Ut wisi enim ad minim consectetuer adipiscing elit. Lorem ipsum dolor sit amet. consectetuer adipiscing elit. FordGalaxy Feel the difference FordGalaxy FordGalaxy Feel the difference FordGalaxy Feel the difference Feel the difference 52 . FordGalaxy Feel the difference Advertising headline Advertising headline Advertising Lorem ipsum dolor sit amet. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. sed diam nonummy nibh veniam. Ut wisi enim ad minim veniam. quis nostrud exerci tation ullamcorper euismod tincidunt ut laoreet dolore magna suscipit lobortis nislfacilisi.MW-Ford_Brand_21-59. sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. sed diam veniam. quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

as shown here. the main image. 53 . and be in harmony with.MW-Ford_Brand_21-59.qxp 21/7/06 4:34 pm Page 53 The background colour of a packshot should be taken from.

except for outdoor posters where it becomes 1/2 ‘X’. 1/4 X 1/2 X 54 . either at the top of the page or at the top of the communications area. ‘X’ denotes the height of the Ford Oval.MW-Ford_Brand_21-59. The depth of the bar must be 1/4 ‘X’.qxp 21/7/06 4:34 pm Page 54 Orange bar All full-colour communications must carry an orange bar.

qxp 21/7/06 4:34 pm Page 55 1/4 X 1/2 X 55 .MW-Ford_Brand_21-59.

Paintwork should have a ‘liquid’ look to help define the vehicle’s form. When using a studio. 56 . a single light source.MW-Ford_Brand_21-59. warm ambient light should be used to enhance the vehicle. remaining sharply in focus. as much as possible. the shot must be taken on location with careful consideration given to the light direction. with the minimal use of people.qxp 21/7/06 4:34 pm Page 56 Exterior photography The car must always be the star. Rich. Wherever possible. recreate natural ‘liquid’ light that honours.

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The angle of the camera and the lens must combine to create a spacious environment. 58 . with consideration to a credible driver or passenger viewpoint. lit with warmth to highlight the texture. quality of materials and craftsmanship.MW-Ford_Brand_21-59. but natural-effect lighting.qxp 21/7/06 4:34 pm Page 58 Interior photography Interiors should be shot in a studio using controlled. The main features should be clearly in focus.

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and promise the emotion of pride and the reward of choosing Ford. through quality. They should communicate passion in the detail.MW-Ford_Brand_60-99. whether performed by man or machine.qxp 24/7/06 11:09 am Page 60 Close-up photography As an invitation to the consumer to scrutinise the vehicle. Every detail shot must exude craftsmanship and precision. close-up shots must be clear and precise with no ambiguity. 60 . craftsmanship. attention to detail and design of form.

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MW-Ford_Brand_60-99. Avoid over-emphasising the location. It should portray a location that a new Ford would enable them to experience. modern suburbia (but not steel and glass). It is no more than a stage for the vehicle. the location should be: credible. 62 . Namely. cultivated and civilised.qxp 24/7/06 11:09 am Page 62 Location photography The choice of location should follow a number of simple rules. aspirational and accessible. contemporary and modern in attitude. A location should reflect an accessible dream for the consumer.

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Where props are used. contemporary suburban environment. 64 . real circumstances.MW-Ford_Brand_60-99. The emphasis will be on people interacting with the car in a way which supports its positioning.qxp 24/7/06 11:09 am Page 64 People photography People will be photographed in a separate shoot within a modern. Photographers must have significant experience of working with people. they should reflect modern technology and remain appropriate to the car’s proposition. Elements of the vehicle must be shown in relevant. 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.

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MW-Ford_Brand_60-99.qxp 24/7/06 11:09 am Page 66 Communication channels 66 .

MW-Ford_Brand_60-99.qxp 24/7/06 11:09 am Page 67 On the following pages we have simulated communications in various media. 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 67 . reflecting the new Ford Look and Style: 2D Communications a Advertising – Tiers 1.

we have a ‘white box’ which bleeds to the right-hand side of the ad. relevant and motivating communications. obviously acknowledging that there is a given minimum size of the oval.qxp 24/7/06 3:13 pm Page 68 2D Communications Advertising Tier 1 (Print) The guidelines provide a clear and recognisable framework. the new logo lockup. The Ford Oval is determined by the overall size of the ad.MW-Ford_Brand_60-99. this goes into a white space area above the orange bar. On the right-hand side of the main image. wherever possible. a full bleed image. For ads where the car is not in the main image. The main image is. If we have to include legal copy. the nameplate / product / service name (with ‘Ford’ in bold typeface). 68 . The headline can either be integrated into the ‘white box’ or onto the main image. we are advocating to place the car packshot against an appropriately coloured technical backdrop. the height of which is predetermined in proportion to the Ford Oval on the ad. the call-to-action. etc. This ‘white box’ contains the body copy. but still allow for flexibility especially within the image area for targeted. The main image area has the signature orange bar on top. within specific rules as to its position.

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given that this medium is often viewed from a distance. 70 . in print advertising). the logo size and the size of headlines. the rules state the height of the orange bar is larger in proportion to the Ford Oval (vs. However.MW-Ford_Brand_60-99. Also specific guidance exists in relation to the size of the Ford Oval. there is a secondary layout option which has the ‘white box’ being extended over the entire right-hand side of the poster space. The new endframe uses orange as the prominent background colour. For example. with the Ford Oval being displayed prominently onto it. In instances where special outdoor formats require it. there are specific rules as to the size of the different elements in poster advertising.qxp 24/7/06 11:46 am Page 70 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. All Tier 1 TV advertising signs off with the new endframe. For reasons of legibility within the TV and cinema media environment. 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 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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Specific technical guidelines exist for all technical aspects of the new look and style framework. Tier 3 advertising does. too. As an example. need to utilise centrally produced car shots and follow brand guidelines wherever any ‘Ford’ branding is used. Local markets will in most cases have their own in-market Tier 3 advertising guidelines. however.qxp 24/7/06 3:15 pm Page 72 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.MW-Ford_Brand_60-99. 72 . The product or service offering is to be consolidated in a separate ‘offer box’ as illustrated on the opposite page. the right-bleed ‘white box’ and the logo lockup are used in Tier 2 advertising. which need to be followed. these can be found in the online Ford Look and Style Arena.

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The brand claim ‘Feel the difference’ is kept clean and uncluttered. 74 . and either to the top or bottom of the page. as can be seen here. This is the only application in which a plinth may be used. the orange horizontal bar.and right-hand sides. with its relationship to the oval dictated by the asset format. is used to frame the online content. as shown. A plinth may be used to accommodate the navigation features.MW-Ford_Brand_60-99.qxp 24/7/06 11:12 am Page 74 2D Communications Online/Interactive A new design element. It should bleed to the left.

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reveal the lockup as a conclusion to the pack ‘story’. Again.qxp 24/7/06 11:12 am Page 76 2D Communications Direct mail Direct marketing is experiential and tactile. In short. with loyal customers a more rigid application of the rules is probably appropriate.MW-Ford_Brand_60-99. So flexibility is allowed. particularly as different audiences will need to be communicated with in different ways. when it’s used appropriately. With this in mind. 76 . use will depend on whether the piece is aimed at customers or prospects. the use of paper stocks. the lockup will always provide the perfect complement to the ‘big idea’ – wherever it appears. the mechanics of the piece itself. the decision to use the full lockup on envelopes/outers is dependent on whether there’s a need to: create intrigue. The way a pack is delivered. allow some breathing space for the lockup and any copy. and avoid ‘Feel the difference’ being mistakenly read as the response to a headline. whilst prospects would require a more open approach in order to create intrigue and engage them more actively. the presentation of content (and the idea at its heart) will combine to convey the spirit of ‘Feel the difference’. For example.

77 .qxp 24/7/06 11:12 am Page 77 If we’re sending someone important information (and we don’t have to create intrigue) it’s fine to use the brand claim – like this.MW-Ford_Brand_60-99.

Product naming will range left in line with the brand claim.MW-Ford_Brand_60-99. with the ‘Feel the difference’ brand claim. FordTransit Feel the difference Mobility Advantage FordFocus Coupé-Cabriolet Feel the difference Our business is to keep your business going 78 . Note: orange bar only appears on full-colour communications.qxp 24/7/06 11:14 am Page 78 2D Communications Brochures Covers for brochures and similar collateral will now incorporate the vertical rule and feature the Ford Oval in a more dominant top right-hand location.

79 . Our business is to keep your business going 100% Ford.qxp 24/7/06 11:14 am Page 79 FordFocus ST Feel the difference FordInsure Feel the difference We can cover your second car too (Even if it isn’t a Ford) FordTransit Feel the difference FordService Feel the difference Mobility Advantage Service portfolio. 100% Satisfied.MW-Ford_Brand_60-99.

qxp 24/7/06 11:14 am Page 80 2D Communications Internal templates Two PowerPoint templates are available. One has a blue background and is primarily for use in marketing and sales presentations that require a high level of visual impact. internal use requiring greater deployment of data tables and diagrams. The other is more suitable for non-marketing. both incorporating design elements of the revised look and style.MW-Ford_Brand_60-99. 80 .

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we have developed rules to govern the layout of a range of standard Dealer stationery. The examples shown are designed to accommodate single or multiple addresses.qxp 24/7/06 2:27 pm Page 82 2D Communications Dealer stationery Dealer stationery reflects our public image as much as any form of advertising. To maintain a consistent look.MW-Ford_Brand_60-99. 82 .

01. simil tempor sunt in culpa qui officia. Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet.com Email: info@dealership. Duis auteLorem ipsum dolor sit amet. 123 Street. UK. consectetur adipscing elit. Duis autem vel eum irure dolor in reprehenderit in voluptate velit esse molestaie son consequat. Any Town. 0mi quis nostrud exercitation ullamcorpor suscipit 123 Any Street Feel the difference laboris nisi ut aliquip ex ea commodo consequat. Ut impedit anim id quod maxim placeat facer possim omnis es voluptas assumenda est.com Email: info@dealership. ABC 123. Ut impedit anim id quod maxim placeat facer possim omnis es voluptas assumenda est. omnis dolor repellend.01. Temporem autem quinsud et aur office Denim ad minimim venia.com Cutomers Name 123 Any Street Any Town City ABC 123 08.com Email: info@dealership. consectetur adipscing elit. vel illum dolore eu fugiat nulla pariatur.qxp 24/7/06 2:34 pm Page 83 Dealership Name 123 Any Street Feel the difference Dealership Name 123 Any Street Feel the difference Any Town Any Town ABC 123 ABC 123 Tel: 01234 123456 Tel: 01234 123456 Fax: 01234 123456 Fax: 01234 123456 Email: info@dealership. 123 Street. At vero eos et accusam et justo odio dignissim qui blandit praesent lupatum delenit aigue duos dolor et molestais exceptur sint occaecat cupidat non provident. 0mi quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequat. 123 Street. Any Town. Duis auteLorem ipsum dolor sit amet. Yours sincerely.00 With compliments Dear Sir. Dealership Name Temporem autem quinsud et aur office Denim ad minimim venia. Temporem autem quinsud et aur office Denim ad minimim veniami quis nostrud exercitation ullam corpor suscipit laboris nisi ut aliquip ex ea commodo consequat. Tel: 01234 123456 vel illum dolore eu fugiat nulla pariatur.00 Dear Sir. sed diam nonnumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat. Duis autem vel eum irure dolor in reprehenderit in voluptate velit esse Any Town ABC 123 molestaie son consequat. omnis dolor repellend. Name Title Another Person 83 Registered in England No 123456789. Vat registered No 123456 Registered in England No 123456789. Ut impedit anim id quod maxim placeat facer possim omnis es voluptas assumenda est. simil tempor sunt in culpa qui officia. Any Town. sed diam nonnumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat.MW-Ford_Brand_60-99. ABC 123.com Email: info@dealership. Temporem autem quinsud et aur office Denim ad minimim veniami quis nostrud exercitation ullam corpor suscipit laboris nisi ut aliquip ex ea commodo consequat. Vat registered No 123456 . omnis dolor repellend.com delenit aigue duos dolor et molestais exceptur sint occaecat cupidat non provident. sed diam nonnumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat.com Cutomers Name 123 Any Street Any Town City ABC 123 08. UK. consectetur adipscing elit. Yours sincerely. Vat registered No 123456 Dealership Name Dealership Name Dealership Name 123 Any Street 123 Any Street 123 Any Street Feel the difference Dealership Name 123 Any Street Feel the difference Any Town Any Town Any Town Any Town ABC 123 ABC 123 ABC 123 ABC 123 Tel: 01234 123456 Tel: 01234 123456 Tel: 01234 123456 Tel: 01234 123456 Fax: 01234 123456 Fax: 01234 123456 Fax: 01234 123456 Fax: 01234 123456 Email: info@dealership. omnis dolor repellend. consectetur adipscing elit. UK. ABC 123. sed diam nonnumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat. At vero eos et accusam et justo odio dignissim qui blandit praesent lupatum Fax: 01234 123456 Email: info@dealership. Ut impedit anim id quod maxim placeat facer possim omnis es voluptas assumenda est. Another Person Registered in England No 123456789.

colour.qxp 24/7/06 5:58 pm Page 84 2D Communications Ford magazine Ford magazine is a consumer magazine which uses leading-edge newstand editorial values to communicate ‘Feel the difference’. composition. excite. 84 .MW-Ford_Brand_60-99. typography and tone all engage. and to inspire consumers to open. Ford magazine uses the reader’s own sensual. read and – crucially – to act. The style and tone of the editorial conveys ‘Feel the difference’ throughout – in both the subjects it covers and the ways in which it covers them: use of design. inform and inspire in the style of the very best news-stand publications. imagery. instinctive triggers to create the all-important emotional connection.

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It is where they experience the brand in three dimensions.qxp 24/7/06 3:50 pm Page 86 3D/Experiential Shows and Events Brand@Retail Our showroom is the key moment of truth with our consumers. over time. The image opposite shows key branding elements that we will deploy and that must be implemented in the showroom to create. (being able to touch. experience.MW-Ford_Brand_60-99. The showroom environment must change to bring our brand to life. a consistent image for Ford in automotive retailing. 86 . drive and buy our products). leveraging Ford brand over nameplate messages.

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That design language exists. The rules of engagement differ with every event. it must support familiarity (in this case via the use of Ford Blue) that welcomes customer loyalists. Here.MW-Ford_Brand_60-99. blue pixelation primary colour. inform. involve. The design guidelines follow a few basic principles that include high-quality detailed execution. stronger. Additionally. orange and highlight colour accents. interact and create emotion with the consumer. and the challenge to ‘Feel the difference’ must always be present. This design language involves strong colour. It also provides a backdrop to the ever-changing messages for each new product. more emotional design language has been developed over the years. and clear Ford branding. Ford is often in direct visual competition – and not just from other car manufacturers. we are talking about environments that vary from autoshows to retail parks. from in-store displays to football stadiums. 88 . a different. primary brand attractors and the use of the latest technology to communicate. To stand out.qxp 25/7/06 4:16 pm Page 88 3D/Experiential Shows and Events Autoshows and events With experiential marketing. it works and provides a consistency to the Ford primary brand across Europe. and will continue to evolve.

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The perimeter boards. As a result. the boards focus on the primary brand and achieve maximum legibility by using a line version of the Ford Oval. for example. 90 . which surround the pitch.qxp 24/7/06 6:25 pm Page 90 3D/Experiential Shows and Events Sponsorship Combining two strong identities like Ford and UEFA Champions League requires simple creative rules.MW-Ford_Brand_60-99. We aim to protect the value of each brand whilst retaining the excitement and passion of football. were designed following research into TV legibility and the amount of time that the image remains on-screen.

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Official product press packs follow the style of the brochures. as shown (top right).qxp 24/7/06 6:28 pm Page 92 3D/Experiential Shows and Events Public Affairs The official events press pack design is set to complement the autoshow and event design graphics. without pixelated graphics (bottom right). This look and style will evolve in tandem with the show and event design. A full or partial image of the vehicle must always be used for maximum impact. The creation of pixelated graphics injects movement and life into flat colour to increase visual interest while staying within the grid. 92 .MW-Ford_Brand_60-99.

MW-Ford_Brand_60-99.qxp 24/7/06 6:30 pm Page 93 Bio Ethanol Bio Ethanol Feel the difference FordFocus ST FordFocus ST Feel the difference Media Press Pack 2006 93 .

greater fragmentation. our media world is the new world of ‘engagement’. The traditional communication model of ‘interruption’ is no longer valid. The following channel planning principles should be observed when developing any form of branded content for Ford. This has major implications for Ford. converging technology and more demands upon their time. are rapidly changing in the context of more choice. exciting and engaging brand communications in channels that reach their target audiences most effectively. Driven by consumer choice and innovation.MW-Ford_Brand_60-99. and the media landscape they connect with. We need to create interesting. 94 .qxp 24/7/06 6:44 pm Page 94 Key media principles Consumers.

Insights into the use of each channel should complement the product. So. Channel insights should also provide a framework for developing the 360 big idea. therefore. We should. Channel neutrality Campaign ideas are not led by any single medium before the creative development is agreed. Channel innovation in every campaign is mandatory. And be based on the ability to truly engage with Ford consumers. be prepared to experiment and be prepared to learn. the primary brand and the consumer insights for each campaign. The new media landscape should be considered in its broadest context. They should provide unique connection points with each different Ford target audience. and channel insights are born out of a clear understanding of the consumer’s channel habits and usage. They must be integrated into content development from the beginning of the Blue Team process. 95 . it is important to seek content ideas for multiple channel distribution and not for merely a 30" TVC.qxp 24/7/06 6:44 pm Page 95 Channel insights The consumer comes first.MW-Ford_Brand_60-99.

The following table shows where variable marketing offers should not be used.MW-Ford_Brand_60-99. Separate Media Guidelines are available to help clarify this channel/message relationship. Adherence to these guidelines will ensure that we protect the value and relevance of the Ford-branded communications. Launch Mid-cycle Run-out TV No deal No deal No deal Print No deal Can deal Can deal Radio No deal Can deal Can deal Online No deal Can deal Can deal 96 . especially during the launch phase of a new product.qxp 24/7/06 6:45 pm Page 96 The selective use of tactical advertising will help to strengthen the Ford primary brand.

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com 98 .qxp 24/7/06 6:24 pm Page 98 An online version of this brand book is available at www.thebrandbook.ford.com The content shown within this brand book is an overview only.MW-Ford_Brand_60-99.lookandstyle. Detailed standards are available on the Ford Look and Style Arena at www.

lookandstyle.MW-Ford_Brand_60-99.qxp 24/7/06 6:24 pm Page 99 www.ford.com .

BrandBook_OuterCovers_301933 21/7/06 4:18 pm Page 1 The brand book The brand book Feel the difference Feel the difference .