Should the Ford brand adopt this surprising logo?

In the 1960s, Ford considered transforming its visual identity. The blue oval proposed at the time by a famous designer clashes.

Four cursive letters in a blue oval. Drawn in its current version in 1927, the Ford logo is one of the most recognizable in the automotive industry in the United States – where it was designed – as in Europe.

But this one almost experienced a drastic transformation during the sixtiesreveals to us the excellent Instagram account Car Design Archives (which we strongly recommend you follow on this platform or on Facebook).

=> See the post on Car Design Archives

At the time, Henry Ford II, the founder’s grandson, was pursuing a brand rejuvenation policy. Objective: to make it sexy with young generations eager for rock, consumption and social change. At that time, Ford launched, for example, the Mustang or the athletic program that culminated in four consecutive victories at the 24 Hours of Le Mans, from 1966 to 1969.

The boss charged American designer Paul Rand (1914-1996) to create a new visual identity for the venerable Detroit brand. The man was notably the author of the American Express, IBM or UPS logos. Rand sketched an oval logo with flats and a specific typeface.

Welcoming the audacity of the project, Henry Ford II did not follow up…

In recent months, many brands like Renault, Peugeot, Citroën or Dacia have transformed their visual identityat the precise moment when the industry is making its big shift towards electrification. What if Ford was digging into its archives to give itself a facelift?

Photo : https://www.paulrand.design/

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