Advertising. Tier 1 and Tier 2 Press, Outdoor, TV and Film. Ford of Europe August 2009

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1 Ford of Europe 0 Introduction 1 Colour 2 Typography and Copy 3 Names 4 Trademark 5 Brand Box lock-up 6 Outdoor posters 7 Orange bar and Legals 8 Secondary logos 9 TV and Film end frames Advertising Tier 1 and Tier 2 Press, Outdoor, TV and Film

2 0.0 Advertising Elements This document should be also be read in conjunction with the Copy and Photographic Style Guidelines, which can be downloaded from the Ford Look and Style Arena at: A Lorem ipsum dolor sit amet, consectetuer adipiscing elit, : sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, an quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum. B Elements: Section A Legals 7 B Orange bar 1, 7 C Headline 2, 5.2 D Text 2 E Brand Box 5 F Name 5 G Pack shot H Secondary logo 8 This is a heading Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, an quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequati. Ut wisi enim ad minim veniam, an quis nostrud exerci tation ullamcorper plate C D E H G F

3 1.0 Colour Primary and secondary colours Shown here are the primary and secondary colour palettes. Ford Orange is used only as an accent colour. It is never a dominant colour. We recommend Ford Technical Blue is used as a background colour for technical information. Primary colours PMS CMYK RGB Web Paint 3M 294 C 100, 56, 0, , 51, RAL Design VT 9768 Ford Blue White Black PMS CMYK RGB Web Paint N/A 0, 0, 0, 100 0, 0, RAL PMS CMYK RGB Web Paint 877 C Silver 0, 0, 0, , 204, 204 CCCCCC RAL Design PMS CMYK RGB Web Paint N/A 0, 0, 0, , 153, RAL Design Silver / Light Grey Mid Grey Secondary colours PMS CMYK RGB Web Paint 293 C 100, 57, 0, 2 0, 103, B1 RAL Design PMS CMYK RGB Web Paint N/A 20, 0, 0, , 194, 210 A5C2D2 RAL Design PMS CMYK RGB Web Paint 021 C 0, 72, 100, 0 255, 102, 0 FF6600 RAL Design Ford Exhibition Blue Ford Technical Blue Ford Orange

4 2.0 Typography Font styles There are 3 types of font styles: Ford, System and Web. Ford fonts are used unless: 1 The availability cannot be guaranteed, e.g. Microsoft PowerPoint / Word, in which case the System font is used instead, or 2 A FL&S Standard specifically states otherwise. The Ford fonts are available to download from the FL&S Arena. The Web font is used in all web applications, other than the Brand font when reproduced as an image. Fonts are only reproduced using one of the Ford primary or secondary colours. Font colours are used consistently and are not to be mixed within a line of text. Italics are never to be used. Ford System Web Ford Light = Neue Helvetica 43 Light Extended abcdefg ABCDE Ford Bold = Neue Helvetica 73 Bold Extended abcdefg ABCDE Arial Regular = Helvetica Regular = Neue Helvetica 55 Roman abcdefg ABCDE Arial Bold = Helvetica Bold = Neue Helvetica 75 Bold abcdefg ABCDE Verdana Regular abcdefg ABCDE Verdana Bold abcdefg ABCDE

5 2.1 Typography Font sizes and line spacing All fonts are reproduced at the sizes and line spacing shown in the table opposite. Headings are in a single font weight. Full points are not required at the end of headings, unless it runs to more than one sentence. 115% Line spacing Main headings would be set using 115% line spacing Nameplates within body copy can be preceded with all-new or new, when ever appropiate, for example; The all-new Ford Focus drives... Ampersands are only used within acronyms. Body copy is not ranged right, as this makes it harder to read. A Ford Copy Glossary is available to download from the FL&S Arena. It provides writers and others producing Ford marketing communications with a quick reference to Ford-approved technical terms and contentious points of grammar and spelling. 150% Line spacing Body copy would be set using 150% line spacing, for better legibility. Half line spacing should be used between paragraphs. Line spacing is based on ratios to type size, but actual values have been calculated and are shown below. Type Size pt 115% % % line # % line #

6 3.0 Names Copy and Brand Style Names within body copy, regardless of font style, are written in the same font weight, with word spaces. These are written in full the first time they appear, e.g....the Ford Focus.... After that, the name may be shortened, e.g....the Focus.... Product Copy Ford Ka Ford Fiesta TDCi Ford Fiesta Van Brand Style FordKa FordFiesta TDCi FordFiestaVan When the Ford Font is available, the Name may appear in the Brand Style when used in the Brand Box or the Merchandising lock-up. Ford Focus ST Ford Transit Connect FordFocus ST FordTransitConnect If a Name cannot appear within the Brand Box, it may appear in the Brand Style outside of it when used in a heading, unless a FL&S Standard specifically states otherwise. Service / Product Ford Business Partner Ford Privilege Ford Insure FordBusinessPartner FordPrivilege FordInsure The Brand Style is when Ford appears in Ford Bold, followed by the Name in Ford Light without a word space. Some Names are Complex ; made up of two names without a word space, e.g. Transit Connect and Fiesta Van. Derivatives follow the Name in Ford Light with a word space. Organisation Ford Credit Ford Fleet Ford Motorsport Ford Service FordCredit FordFleet FordMotorsport FordService Do not try to emulate the Brand Style in anything other than the Ford Font. A Microsoft Excel sheet containing a list of all the generic Ford Names and exceptions is available for download from the FL&S Arena

7 3.1 Names Exceptions and line breaks In certain cases, where an agreement already exists, Names may depart from the FL&S Brand Style convention, such as Ford kinetic Design. The name kinetic is owned by a third party who have agreed that Ford can use the name if it appears with a lower case k and is proceeded with the Ford Name. Exceptions Copy Ford kinetic Design Ford Convers+ Ford C-MA Ford S-MA Ford Focus ECOnetic Brand Style FordkineticDesign FordConvers + FordC MA FordS MA FordFocus ECOnetic Sometimes Names do not always fit best in a single line. Line breaks FordFiesta Flight FordTransitConnect Shown opposite are the various acceptable ways of writing Names and Derivatives on several lines. Ford Fiesta Flight Ford TransitConnect The principle is that if Ford and the Name (with Derivative) cannot fit on a single line, each part should appear on a separate line. Ford Fiesta Flight Ford Transit Connect A Microsoft Excel sheet containing a list of all the generic Ford Names and exceptions is available for download from the FL&S Arena

8 3.2 Names Vehicle registration plates Names on vehicle registration plates should be written in Ford Bold, without Ford preceding the Name. Centre the Name top to bottom on the height of the lower case letters. Standard size 200pt Ford Bold 520 Focus 110 Only reproduce the Name in the small size, if the standard size doesn t fit the plate. Only break a name over two lines should it not fit in one line at the smaller size. All Names that include ECOnetic must appear on one line. Under no circumstances should badges be used on vehicle plates. The vehicle plate background colour should match the silver specification within the primary colour palette. Small size 140/140pt Ford Bold ECOnetic family 120pt Ford Bold FiestaVan RallyRanger Transit Connect Mondeo ECOnetic

9 4.0 Ford Trademark Versions The full colour 3D Ford Trademark, (Version 1.1), must be used wherever possible. Version 1.1a has been developed for print, where as 1.1b has been optimised for on screen applications. 1.1a CMYK Use wherever technically possible, e.g. Literature, Advertising, DM, PoS, Internet, New Media, Exhibitions 1.1b RGB Use in all on-screen applications, inc TV, wherever possible. This version is optimised for RGB use 1.2 PMS 294 Use wherever technically possible when printing in Ford Blue or Ford Blue and Black only, e.g. Stationery 1.3 Greyscale Use wherever technically possible when printing in Black only, e.g. Press advertising Other versions are available when the full colour 3D version cannot be used for technical or reproduction reasons. 1.4 PMS Black 2.1 PMS Black 3.1 Black or white Use instead of 1.1 when printing in Ford Blue and Black only, e.g. Stationery Use wherever technically restricted, by e.g. Silk screen, Embroidery, Hand painting Use wherever technically restricted, by e.g. Silk screen, Embroidery, or in some Press advertising Use wherever technically restricted, by e.g. Embossing or rudimentary print techniques

10 4.1 Ford Trademark Sizing Publish all printed versions of the Ford Trademark within the range of sizes shown. A6 50% F1 = 1.25mm A1 280% F1 = 7mm Master artwork is A4. A5 70% F1 = 1.75mm A0 400% F1 = 10mm Minimum allowed size is A6, unless written approval is first gained from the FL&S Team. BC* 80% F1 = 2mm *Business Card A0+ Consult FL&S Team A4 100% F1 = 2.5mm Master artwork A3 140% F1 = 3.5mm A2 200% F1 = 5mm F

11 5.0 Brand Box Lock-up construction and expansion The Brand Box should be used in all communications except TV, film and Autoshows. The Brand Box lock-up comprises the following elements: A The Ford Oval B The Brand Claim C Black vertical rule D White background The brand claim must always appear in English. On A4 artwork the Brand Claim is set in 14pt Ford Light and the vertical rule is set at 1pt. Master artworks of the Brand Box can be downloaded from the Ford Look and Style Arena. A D B C F1 The Brand Box can be expanded upwards and to the left only

12 5.1 Brand Box Lock-up with Name < Length of Name > Whenever a Name is used, it is always reproduced at the same size as the Brand Claim. plate The Advertising format has a reduced space either side of the Name. Space beneath the Name can hold secondary information, such as title, date or URL, but only if required. This information is set at half the point size of the Name and positioned as shown. No other elements are allowed within the Brand Box with the exception of the Ford BP Abu Dhabi WRT logo, when accompanied by the Ford Motorsport Name. 0.5 < Length of Name > plate Advertising format FordMotorsport WRT format 1.5

13 5.2 Brand Box and Text Headlines and body copy Body copy must always be contained within the Brand Box. There must be a minimum gap of a least 1 between the top of the vertical rule within the Brand Box and the bottom line of the body copy, as illustrated. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, an quis nostrud exerci tation Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, an quis nostrud exerci tation This is a heading Headlines may be used inside or outside of the Brand Box, as required. Both headlines and body copy must adhere to the Typography and Naming sections within this document. This is a heading Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, an quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis 0.5 Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, an quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis 0.5

14 Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, an quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, an quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, an quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, an quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum 5.3 Brand Box Lock-up with text, position and background Do not... The Brand Box dimensions can be expanded (to the left and upward), in order to accommodate a heading and/or text, such as in advertising executions. The Brand Box: 1 Must only bleed off the right hand side of the communication 2 Can move up and down the right hand side of the communication This is a heading 3 Must have a minimum gap of at least the depth of the Ford Trademark above and below it, unless a specific FL&S Standard states otherwise This is a heading This is a heading This is a heading 4 The edge of the Brand Box must be visibly defined, i.e. it cannot be placed on a white background, unless a drop shadow is added using the following Photoshop settings at A4; Opacity: 40% Black, Angle: 90, Distance: 5px, Spread: 0% and Size: 12px

15 5.4 Brand Box and Pack Shot Position and Specification On occasions the main image will not include the vehicle within the creative concept. On these occasions the vehicle is to be included within a pack shot attached to the left of the Brand Box. The background of the pack shot should be in keeping with colour of the main image. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, : sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, an quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum. This is a heading Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, an quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequati. Ut wisi enim ad minim veniam, an quis nostrud exerci tation ullamcorper plate April 2007

16 5.5 Brand Box and Swoosh Position and Specification On occasions there is a requirement to show a product related symbol or after sale product, such as pack shot or a cut out photograph of a wheel or fan belt, for example. This is a main heading In order to facilitate these within the layout, a swoosh background has been developed so that the product can sit comfortably next to the Brand Box, which is positioned within it. The swoosh background is not to be used for vehicle product shots. The Swoosh is derived from the top left quarter of the Ford Trademark and is filled with a dark to light blue graduation. It must always be positioned 1 above the Brand Box and have a white 1pt rule outline, as shown. The full colour cut out product shot can break out of the Swoosh into the main image area. The Swoosh is not to be used if there is no cut out product shot within the communication. The Brand Box must follow the guidelines specified on the previous page of this document. Product This is a sub heading Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, an quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum 1pt white rule 100, 70, 0, 30 CMYK graduation 72, 17, 0, 0 April 2007

17 6.0 Outdoor posters 48 and 96 sheet posters Outdoor posters are just to use the Brand Box on its own. The Nameplate is to appear within the headline and should take the copy style, as defined within Typography section. The minimum headline size is 480pt. Luxury space for seven. New Ford Galaxy A 48 sheet poster is 6095mm wide by 3048mm deep. A 96 sheet poster is 12190mm wide by 3048mm deep. New. But why keep it that way? New Ford Ranger 530mm April 2007

18 Official fuel consumption figures in mpg (l/100km) Ford range: urban ( ), extra urban ( ), combined ( ). The official CO2 emission is g/km. Grew to be an extremely important way of expression in both China and. Lorem ipsum dolor forgrosit ameto cons adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat minim volut paut wisi enim ad minim veniam is a nostrud rcitation dolore iusto odio dignissim qui pro esent luptatum. 7.0 Orange bar and Legals Used as an accent colour All full-colour communications must carry an orange bar, either at the top of the page or at the top of the communications area. 1/4 for all communications 1/2 for outdoor posters The depth of the bar must be 1/4, except for outdoor posters where it becomes 1/2. denotes the height of the Ford Trademark. Advertising headline Neue Helvetica 55 Roman in black should be used within a white plinth for legal information, if required. The preferred position of the white plinth is on top of the Orange bar. The size and position of legal information should conform to local legal requirements. Advertising headline Outdoor poster Literature Press advert Online/Interactive April 2007

19 8.0 Secondary logos Size and position Secondary logos (expressing endorsements or partnerships) or vehicle badges may be included by being placed in one of the corners of the message area, as long as they do not compete with the Ford Trademark and the Brand Claim. Therefore, individual logos should not appear more visually dominant in terms of size and colour than the Ford Trademark. Only one secondary logo can appear in a communication, unless written approval has first be obtained from the FL&S Team. This is a heading Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, an quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. This is a heading Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, an quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. This is a heading Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, an quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse Secondary logos must not be placed inside the Brand Box.

20 9.0 TV and Film end frames Lock-up construction and clear area The lock-up, as illustrated, must only be used for TV commercial and Film end frames. Construction The background colour for the end frames should be Ford Orange with a radial dark to light graduation over it, as shown. The Brand Claim is set in neither Ford Light or Bold, but in Neue Helvetica 53 Roman Extended. Master artwork for the TV and Film end frames are valuable from Ogilvy s office in London. End frames for video sized formats, such as 640x360 (16:9) and 480x360 (4:3) should be 70% of the original TV commercial and Film end frame size, as illustrated :3 for 480x360 video 16:9 for 640x360 video 16:9 4:3 Centred

21 9.1 TV Endframe Sequence Penultimate endframe All typography must be set in the same size, weight and with the same letter spacing as the Brand Claim, either on a blue background or a picture. Standard timing is 3.75 seconds. on TVCs should not be used as a voiceover, just as a title. Secondary logos must appear above the name (see example). Penultimate endframe The all-new Ford Nameplate Penultimate endframe with price point Ka. The New Ford From 11,535* Penultimate endframe with secondary logo Endframe The new Ford Nameplate International Van of the Year

22 9.2 TV and Film end frames Media sensitive alternatives There are times when use of Ford branding requires a level of subtlety and discretion. When this is the case, the branding must appear as part of the scenery and should be clearly visible within the last frame of the film, as opposed to the traditional end frame, described on the previous page. Endframes subtlety used within the scenery of a film The Brand Claim is set in neither Ford Light or Bold, but in Neue Helvetica 53 Roman Extended on a solid Ford Orange Background. Please keep to the construction on the right to ensure the size and distance relationship between the Ford oval and the brand claim are maintained. Construction All media sensitive branding must be approved by the Manager for Brand Communications Strategies, FoE Marketing. 0.75