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The brand book
The brand book Feel the difference

Feel the difference

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www.thebrandbook.com

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

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MW-Ford_Brand_3-12.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. 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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09 . There has never been a better time to restate what our brand is all about.MW-Ford_Brand_3-12.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. 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.

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

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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

13 14 ...e. at ’s ns Experiencing ct le -.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. 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. this is then expressed under the banner of ‘Feel the Internal Design. This is a compelling invitation for consumers to experience world Marketing Direction world the difference i. the ‘feel good’ experiences that you get when reality exceeds expectations.MW-Ford_Brand_Book_13-17. 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. So that Ford’s products truly deliver ‘style with substance’. great to drive and affordable. Great to drive/ Great to sit in To consumers. as..

the brand essence on a personal level. 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.qxp 20/7/06 4:27 pm Page 15 Know your consumer. 15 16 .MW-Ford_Brand_Book_13-17. We learn how different target groups think so our communications talk their language and our products live up to their expectations. 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. These ‘consumerscapes’ enable us to engage with our market and communicate When the rational and emotional benefits come together. the whole becomes greater than the sum of the parts. as the following example shows.

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Its not a ‘Dad Wagon’ doesn’t compromise on I love people commenting on my car… comfort. challenge) Dream Job: Sportsman. online shopping But value also important (DVDs). soap operas stuff). Pilot Work Adventure and challenge ‘for him’ Active mind & body My hobbies are really important to me . meeting different people. FordGCI CD340 SAV ‘Henri’ Scape Feb 2005 Male • 39 Years • Married + 2 children (13 & 9) • Diploma (18) • € 65. easy access to cargo + Powerful. 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. 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. getting back to nature (adventure) An adventure for me and my family Brands Television Choose labels with distinct character Self-expression rather than Adventure. 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. Investigator. image documentaries (people’s lives. curious about the World Keeping up with current affairs & trends makes life interesting.qxp Modern active lifestyle I like to have my ‘own life’ – my own time.Sexy. music) Internet Quality & durability eBay (for canoeing Tangible benefits from higher end-brands Homes & garden. but finding a balance (family. European football. Airbus MW-Ford_Brand_Book_13-17. close to nature & speed for functionality.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. for me Modern Active Lifestyle No Compromise | Flexibility + Style Above content supplied by Ford GCI . travel planning Brands & Media Expressive style The perfect mix Progressive design that shows I know Finally. comfort .000 • Toulouse. 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. fun. my work. music. their friends & my canoeing equipment Feelings whilst driving An SUV just doesn’t have enough space + Tough & rugged Flexibility of seats. a great looking car that how to have fun.Normal. Internet… Self discovery. I’m finding more time for reading. A driver’s car. strong & imposing Rear seat roominess (command driving position) SAV Driving Quality + Stylish & sexy Not willing to sacrifice handling. 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 . traditional life’ as well as my family Multi-faceted lives My family. dramas. F • Exhibition Coordinator.

traditional life’ as well as my family Multi-faceted lives My family. for me Modern Active Lifestyle No Compromise | Flexibility + Style Above content supplied by Ford GCI . their friends & my canoeing equipment Feelings whilst driving An SUV just doesn’t have enough space + Tough & rugged Flexibility of seats. image documentaries (people’s lives. meeting different people. F • Exhibition Coordinator. FordGCI CD340 SAV ‘Henri’ Scape Feb 2005 Male • 39 Years • Married + 2 children (13 & 9) • Diploma (18) • € 65. 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.000 • Toulouse. Pilot Work Adventure and challenge ‘for him’ Active mind & body My hobbies are really important to me . getting back to nature (adventure) An adventure for me and my family Brands Television Choose labels with distinct character Self-expression rather than Adventure.Sexy. a great looking car that how to have fun. 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 . but finding a balance (family. my work. European football. dramas. A driver’s car. soap operas stuff). music. 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. challenge) Dream Job: Sportsman.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. Internet… Self discovery. comfort . online shopping But value also important (DVDs). Its not a ‘Dad Wagon’ doesn’t compromise on I love people commenting on my car… comfort. 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. Airbus MW-Ford_Brand_Book_13-17. close to nature & speed for functionality. music) Internet Quality & durability eBay (for canoeing Tangible benefits from higher end-brands Homes & garden. I’m finding more time for reading. strong & imposing Rear seat roominess (command driving position) SAV Driving Quality + Stylish & sexy Not willing to sacrifice handling.qxp Modern active lifestyle I like to have my ‘own life’ – my own time. travel planning Brands & Media Expressive style The perfect mix Progressive design that shows I know Finally. fun. easy access to cargo + Powerful. Investigator. 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. curious about the World Keeping up with current affairs & trends makes life interesting.Normal.

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It’s crucial to get above the noise level when you have something special to say. Growing public demand for a wider choice of products means communication budgets are spread more thinly.MW-Ford_Brand_21-59. 21 . and here the world is changing rapidly. 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. The internet. digital TV and mobile technology have given consumers unprecedented choice to engage with. The choice of media is becoming more fragmented. or avoid. 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.

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

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

MW-Ford_Brand_25.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_21-59.qxp 24/7/06 5:41 pm Page 26 Basic elements 26 .

MW-Ford_Brand_21-59.lookandstyle. visit the Ford Look and Style Arena at: www.com 27 .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.ford. 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.

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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 .

It is.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. important that they are used correctly to maintain the consistency of the brand. 32 . therefore.MW-Ford_Brand_21-59.

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

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

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

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

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 .

as shown. 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. appropriate to the medium B The ‘brand claim’ – in this case.MW-Ford_Brand_21-59. 38 . ‘X’ denotes the height of the Ford Oval.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.

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

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

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

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 detailed on the previous page. Long sub-brands can be split over two lines. as the example shown right. 42 .MW-Ford_Brand_21-59.

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.

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

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

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

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 .

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.

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

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

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

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

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

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

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

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

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

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

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MW-Ford_Brand_60-99. Elements of the vehicle must be shown in relevant. The emphasis will be on people interacting with the car in a way which supports its positioning. real circumstances. they should reflect modern technology and remain appropriate to the car’s proposition. Photographers must have significant experience of working with people. contemporary suburban environment. Where props are used. 64 .qxp 24/7/06 11:09 am Page 64 People photography People will be photographed in a separate shoot within a modern. 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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qxp 24/7/06 11:09 am Page 66 Communication channels 66 .MW-Ford_Brand_60-99.

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.

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

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For example.MW-Ford_Brand_60-99. given that this medium is often viewed from a distance. In instances where special outdoor formats require it. with the Ford Oval being displayed prominently onto it. 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. 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. in print 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. Also specific guidance exists in relation to the size of the Ford Oval. The new endframe uses orange as the prominent background colour. 70 . there is a secondary layout option which has the ‘white box’ being extended over the entire right-hand side of the poster space. the Ford Oval is centered and the brand claim ‘Feel the difference’ is positioned centrally aligned beneath it on the new endframe. All Tier 1 TV advertising signs off with the new endframe. there are specific rules as to the size of the different elements in poster advertising.

MW-Ford_Brand_60-99.qxp 24/7/06 3:14 pm Page 71 TV endframe 71 .

too. As an example. Tier 3 advertising does. which need to be followed.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. Local markets will in most cases have their own in-market Tier 3 advertising guidelines. the right-bleed ‘white box’ and the logo lockup are used in Tier 2 advertising. The product or service offering is to be consolidated in a separate ‘offer box’ as illustrated on the opposite page. need to utilise centrally produced car shots and follow brand guidelines wherever any ‘Ford’ branding is used.MW-Ford_Brand_60-99. however. 72 . these can be found in the online Ford Look and Style Arena. Specific technical guidelines exist for all technical aspects of the new look and style framework.

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

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

MW-Ford_Brand_60-99. 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.

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. FordTransit Feel the difference Mobility Advantage FordFocus Coupé-Cabriolet Feel the difference Our business is to keep your business going 78 . with the ‘Feel the difference’ brand claim. Note: orange bar only appears on full-colour communications. Product naming will range left in line with the brand claim.MW-Ford_Brand_60-99.

79 . 100% Satisfied.MW-Ford_Brand_60-99. 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.

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

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we have developed rules to govern the layout of a range of standard Dealer stationery.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. The examples shown are designed to accommodate single or multiple addresses. To maintain a consistent look.MW-Ford_Brand_60-99. 82 .

00 Dear Sir. consectetur adipscing elit. 123 Street. vel illum dolore eu fugiat nulla pariatur. consectetur adipscing elit.com Email: info@dealership. At vero eos et accusam et justo odio dignissim qui blandit praesent lupatum Fax: 01234 123456 Email: info@dealership.com Cutomers Name 123 Any Street Any Town City ABC 123 08. omnis dolor repellend. UK. Lorem ipsum dolor sit amet. Ut impedit anim id quod maxim placeat facer possim omnis es voluptas assumenda est. Vat registered No 123456 . sed diam nonnumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat. simil tempor sunt in culpa qui officia. Any Town. Duis autem vel eum irure dolor in reprehenderit in voluptate velit esse molestaie son consequat.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. Any Town. ABC 123.com Email: info@dealership. ABC 123. 123 Street. UK. consectetur adipscing elit. 123 Street.MW-Ford_Brand_60-99. ABC 123. Any Town. consectetur adipscing elit. sed diam nonnumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat. Vat registered No 123456 Registered in England No 123456789. Yours sincerely. Another Person Registered in England No 123456789.01.00 With compliments Dear Sir.com Email: info@dealership. Ut impedit anim id quod maxim placeat facer possim omnis es voluptas assumenda est. omnis dolor repellend. 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.com delenit aigue duos dolor et molestais exceptur sint occaecat cupidat non provident. UK. 0mi quis nostrud exercitation ullamcorpor suscipit 123 Any Street Feel the difference laboris nisi ut aliquip ex ea commodo consequat. sed diam nonnumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat. sed diam nonnumy eiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat.01. 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. simil tempor sunt in culpa qui officia. Temporem autem quinsud et aur office Denim ad minimim veniami quis nostrud exercitation ullam corpor suscipit laboris nisi ut aliquip ex ea commodo consequat. Temporem autem quinsud et aur office Denim ad minimim venia. Ut impedit anim id quod maxim placeat facer possim omnis es voluptas assumenda est. Yours sincerely. Duis autem vel eum irure dolor in reprehenderit in voluptate velit esse Any Town ABC 123 molestaie son consequat. Name Title Another Person 83 Registered in England No 123456789. omnis dolor repellend.com Cutomers Name 123 Any Street Any Town City ABC 123 08.com Email: info@dealership. 0mi quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo consequat. Duis auteLorem ipsum dolor sit amet. Ut impedit anim id quod maxim placeat facer possim omnis es voluptas assumenda est. Dealership Name Temporem autem quinsud et aur office Denim ad minimim venia. omnis dolor repellend. Tel: 01234 123456 vel illum dolore eu fugiat nulla pariatur. Lorem ipsum dolor sit amet. Temporem autem quinsud et aur office Denim ad minimim veniami quis nostrud exercitation ullam corpor suscipit laboris nisi ut aliquip ex ea commodo consequat. Duis auteLorem ipsum dolor sit amet.

composition. excite. 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. read and – crucially – to act. 84 .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’. inform and inspire in the style of the very best news-stand publications. imagery. instinctive triggers to create the all-important emotional connection. Ford magazine uses the reader’s own sensual. typography and tone all engage. colour.MW-Ford_Brand_60-99. and to inspire consumers to open.

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MW-Ford_Brand_60-99. a consistent image for Ford in automotive retailing. (being able to touch. The showroom environment must change to bring our brand to life. leveraging Ford brand over nameplate messages. drive and buy our products). 86 . over time. The image opposite shows key branding elements that we will deploy and that must be implemented in the showroom to create.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. experience. It is where they experience the brand in three dimensions.

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

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As a result.MW-Ford_Brand_60-99. for example. were designed following research into TV legibility and the amount of time that the image remains on-screen.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. 90 . The perimeter boards. We aim to protect the value of each brand whilst retaining the excitement and passion of football. which surround the pitch. the boards focus on the primary brand and achieve maximum legibility by using a line version of the Ford Oval.

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This look and style will evolve in tandem with the show and event design. without pixelated graphics (bottom right). 92 .MW-Ford_Brand_60-99. as shown (top right). The creation of pixelated graphics injects movement and life into flat colour to increase visual interest while staying within the grid. A full or partial image of the vehicle must always be used for maximum impact.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. Official product press packs follow the style of the brochures.

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 .MW-Ford_Brand_60-99.

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

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

especially during the launch phase of a new product. Separate Media Guidelines are available to help clarify this channel/message relationship.MW-Ford_Brand_60-99.qxp 24/7/06 6:45 pm Page 96 The selective use of tactical advertising will help to strengthen the Ford primary brand. Adherence to these guidelines will ensure that we protect the value and relevance of the Ford-branded communications. The following table shows where variable marketing offers should not be used. 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 .

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

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

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