Page 11 - OneFord_Brand_Design_System
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Key Consumer Learning
#1.
The Ford brand’s distinctive assets demonstrate
top-tier performance. They deliver optimal branding
power when used consistently and correctly.
#2.
Consistent use of Ford Blue improves brand
registration and is currently under leveraged in
select mediums including advertising.
#3.
Complementing the Ford Blue with a more vibrant
blue signals advanced technology, modernity and
forward thinking but does not work well where
“toughness” is the message.
#4.
A photography style that captures the consumer’s
relationship with the brand creates aspiration and
relevance. Challenging perceptions of the brand as
aged and staid.
#5.
A degree of system flexibility is required to provide
a complete and diverse picture of a rich brand
experience.
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