ONE OF THE WORLD’S TOUGHEST BRAND CHALLENGES: TAKE A GLOBALLY ICONIC BUT FADING BRAND AND RE-ESTABLISH ITS RELEVANCE, POWER AND PRACTICAL ARCHITECTURE AND IDENTITY ISSUES WITH THE MINIMUM OF FUSS AND MAXIMUM IMPACT.
For over 100 years, Ford has been one of the most famous and respected brands in the world. But a brand of this magnitude can be complex to manage.
The Partners’ brief from Ford was twofold: to help restore impact and pride to the famous blue oval and to ensure consistency in its relationship with the many product and service brands to which it needed to relate.
BRAND STRATEGY AND ARCHITECTURE
Our journey started with a worldwide audit, took in opposing factions within a global executive committee and ended with the unveiling of the first standardised blue oval in nearly 50 years on top of Ford HQ in Detroit.
Our work involved integrating across multiple stakeholder groups to solicit insight and support for our strategic and creative proposals, as well as conducting a comprehensive audit of the brand. This revealed 31 different versions of the oval in use throughout the business. In such a complex situation, we knew our solution needed to deliver simplicity.
We created a new standard for the blue oval, which was designed to work effectively in all media environments.
We enhanced its visual impact and also introduced a brand architecture system to govern its use in relation to any other product or service brand.
Comprehensive guidelines and launch workshops supported the implementation of the new oval, which has become the global standard for the Ford brand (the first since 1961) and also for the Ford Motor Company corporate brand.