Ford Blue Blood

The Partners 2003 (top), Paul Rand 1966 (lower)

It was cool to see a discussion about the Ford Oval in the NY Times last week. We were lucky enough to have the chance to update the Ford Oval in 2003 for the centenary of the company. The mark has become symbolic for Ford, with a lot of pride invested in it – they have a saying in Dearborn that true Ford people ‘bleed Ford blue’! It wasn’t an option to do anything as radical as Paul Rand’s job back in the sixties, especially as Ford were struggling financially at the time. We also found that there were hundreds of versions of the oval all around the world (we lost count at 400), so our task was to create one that could be used everywhere. Needless to say the debates about every slight tweak were prolonged, but we were very careful to preserve the character of the ‘original’. The new Oval revealed on top of ford HQ in June 2003 was the first new standard since 1967. That made us proud too.