After 100 years, FORD MOTOR COMPANY is changing its CORPORATE LOGO

NEW YORK -- Ford is replacing its corporate logo, the words "Ford Motor Company" written in script, with the Ford Division Blue Oval trademark, relegated to Ford-branded vehicles only in 2000, when former CEO Jacques Nasser, who focused on diversification, ran the company.

On June 17, the company will reveal the new corporate logo, replacing the primary symbol representing Ford Motor Co. during much of the last 100 years, at Ford's World Headquarters building as part of its centennial celebration.

The change represents the company's efforts to move back to its volume brands, its core business, represented by Ford-badged vehicles, according to Jan Valentic, vp-global marketing. "It makes business sense," said Valentic. "The Ford brand is the most recognized trademark in the world."

She added that the change will require minimal expenses since the oval is already featured on company documents, and will remain the brand badge for Ford Division. The company's other brands, Lincoln, Mercury Mazda and the Premier Auto Group brands Landrover, Jaguar, Aston Martin, will retain their badges.

The new logo, created by J. Walter Thompson, Detroit, is "cleaned up" said Valentic, with minor differences in terms of shading. She said Ford won't tout the change in advertising. "You already see the current oval in the 'Look again' campaign, and we don't do a lot of corporate advertising, anyway, quite honestly," she said.

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Cien anos despues, la compania de autos FORD se prepara para un cambio muy interesante: su logo coroporativo sera cambiado. Creo que ya es hora de renovar su identidad corporativa, que como todo, su intencion tiende hacia la "modernizacion y diversificacion". Personalmente me parece una exelente idea que esta compania quiera mantenerse como lideres en autos de "clase media", porque como sabran esta marca es uno de los coches mas vendidos del mundo en algunas epocas. Para mi no hubo mejor noticia del mundo que ver como FORD compraba la Mazda. Si contara con el dinero ahorita me compraria un "juguete de esos" todo "pettite" y de color amarillo como los "walkman" de los anos 80's ...los recuerdan?? Son la cosa mas preciosa que yo haya visto.

Fuente: www.brandweek.com
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