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opposite page.
Local markets will in most cases have their own in-market Tier 3 advertising
guidelines, which need to be followed. Tier 3 advertising does, however, need to
utilise centrally produced car shots and follow brand guidelines wherever any ‘Ford’
branding is used.
Specific technical guidelines exist for all technical aspects of the new look and style
framework; these can be found in the online Ford Look and Style Arena.
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Online/Interactive
A new design element, the orange horizontal bar, is used to frame the online
content, as can be seen here. The brand claim ‘Feel the difference’ is kept clean
and uncluttered, with its relationship to the oval dictated by the asset format.
A plinth may be used to accommodate the navigation features. It should bleed to
the left- and right-hand sides, and either to the top or bottom of the page, as
shown.
This is the only application in which a plinth may be used.
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Direct mail
Direct marketing is experiential and tactile. The way a pack is delivered, the use of
paper stocks, the mechanics of the piece itself, the presentation of content (and the
idea at its heart) will combine to convey the spirit of ‘Feel the difference’. So flexibility
is allowed, particularly as different audiences will need to be communicated with in
different ways. For example, with loyal customers a more rigid application of the
rules is probably appropriate, whilst prospects would require a more open approach
in order to create intrigue and engage them more actively.
With this in mind, the decision to use the full lockup on envelopes/outers is
dependent on whether there’s a need to: create intrigue; reveal the lockup as a
conclusion to the pack ‘story’; allow some breathing space for the lockup and any
copy; and avoid ‘Feel the difference’ being mistakenly read as the response to a
headline. Again, use will depend on whether the piece is aimed at customers or
prospects.
In short, when it’s used appropriately, the lockup will always provide the perfect
complement to the ‘big idea’ – wherever it appears.
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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.
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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, with the ‘Feel the
difference’ brand claim. Product naming will range left in line with the brand claim.
Note: orange bar only appears on full-colour communications.
FordFocus Coupé-Cabriolet Feel the difference
FordTransit Feel the difference
Mobility Advantage
Our business is to keep your business going
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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
Mobility Advantage
Our business is to keep your business going
FordService
Service portfolio.
100% Ford. 100% Satisfied.
Feel the difference
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Internal templates
Two PowerPoint templates are available, both incorporating design
elements of the revised look and style.
One has a blue background and is primarily for use in marketing and sales
presentations that require a high level of visual impact.
The other is more suitable for non-marketing, internal use requiring greater
deployment of data tables and diagrams.
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Dealer stationery
Dealer stationery reflects our public image as much as any form of advertising.
To maintain a consistent look, 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.
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Dealership Name Feel the difference
123 Any Street
Any Town
ABC 123
Tel: 01234 123456
Fax: 01234 123456
Email: info@dealership.com
Registered in England No 123456789. 123 Street, Any Town, ABC 123, UK. Vat registered No 123456
Dear Sir,
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