Ford Motor Company is an American multinational automaker that has its main headquarter in Dearborn, Michigan, a suburb of Detroit. It was founded by Henry Ford and incorporated on June 16, 1903. The company sells automobiles and commercial vehicles under the Ford brand and most luxury cars under the Lincoln brand. Ford also owns Brazilian SUV manufacturer Troller, an 8% stake in Aston Martin of the United Kingdom and a 32% stake in Jiangling Motors. It also has joint-ventures in China (Changan Ford), Taiwan (Ford Lio Ho), Thailand (AutoAlliance Thailand), Turkey (Ford Otosan), and Russia (Ford Sollers). The company is listed on the New York Stock Exchange and is controlled by the Ford family; they have minority ownership but the majority of the voting power.
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History of the Ford Logo
The volatile markets of the 1960s, combined with the broader social and economic climate in the U.S. and beyond, prompted Ford Motor Company to explore ways to strengthen its position. Post-war globalization had encouraged many American businesses to expand overseas to maintain growth and market value. While Ford already had a global presence, exporting to Europe and South America, it aimed to enhance its reach and modernize its corporate identity to align with the new era. This initiative also sought to bring consistency to its branding across factories, showrooms, and divisions.
As part of the process, Ford identified opportunities to reduce costs through economies of scale while increasing the visibility and impact of its brand. This included revisiting its logo, a copperplate script based on the signature of founder Henry Ford.
Three design studios were invited to submit proposals: Sandgren and Murtha, Paul Rand, and Unimark International. Each approached the project differently. Sandgren and Murtha focused on creating an “exclusive and upscale” identity, leveraging their corporate branding expertise. Rand took a more radical stance, criticizing Ford’s logo as outdated and unfit for modern industry. His proposal reimagined the logo with evenly weighted letters, a lozenge frame, and improved functionality, emphasizing a sleek, contemporary aesthetic.
However, it was Unimark International that ultimately won the project. Unlike Rand’s approach of replacing the old, Unimark proposed refining the existing logo to maintain its legacy. Research revealed that the script-and-oval logo was one of the most recognized symbols in the U.S., second only to Coca-Cola. Massimo Vignelli of Unimark argued for preserving this equity, suggesting a clean-up rather than a complete overhaul.
Unimark refined the script, improving its legibility, scalability, and consistency while retaining its original character. They streamlined the outlines, adjusted the flow of the letters, and created variants for different applications. This approach resonated with Ford’s leadership, who saw value in maintaining the logo’s familiarity.
The redesign extended beyond the logo to address broader branding challenges. Unimark introduced a modular grid system to standardize dealership signage, corporate stationery, and physical architecture worldwide. This grid allowed for flexible and cost-effective customization, addressing inconsistencies caused by decentralized production. They also standardized typefaces, opting for the widely available Helvetica, and established a simplified color palette with Ford Blue, Corporate Blue, Ford Truck Red, and Mercury Red.
Unimark’s evidence-based approach, including insights from Ford’s European operations, emphasized practicality and consistency. By formalizing these elements, the studio ensured a cohesive identity across dealerships globally. This comprehensive system minimized costs, reduced inconsistencies, and made the revised logo integral to the brand’s operations.
Unimark’s success with Ford cemented its reputation as a trailblazing design studio, setting the stage for future iconic projects. While some elements of the identity, such as typefaces and color schemes, evolved over time, the refined Ford logo remains a lasting testament to their work.
Monochrome logos with similar color:
