Go Further without a logo

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- Focus
- - Go Further without a logo
  - 23/05/2012
  - Sandra Mardin
Going further to challenge 'brand blindness'
Ford Motor Company (2012) ©

Scope
In 2006, Ford Motor Co. mortgaged its logo in exchange for a $23.5 billion restructuring loan. Last month, however, Fitch Ratings raised the automaker’s credit and the company is now on the way to regaining one of its major assets. In the words of Ford's former CFO Lewis Booth (1), getting the Blue Oval back would have an "enormous" psychological impact on the company. So why was it initially dropped for the Go Further campaign?

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Industry Branding Semiotics Automotive & biking

Location United States

Keywords Agile by Default History Logo Unbranding Trust Luxury Brand identity

Read more about 'Go Further without a logo', as well as case studies of new products, campaigns and emerging consumer trends in the Branding, Semiotics and Automotive & biking industries.

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Canvas8 is a behavioural insights agency which offers analysis of consumer trends, market research and industry commentary to advertising and branding professionals.

By bringing together up-to-date research and data from focus group interviews and thought leadership from academics, experts and industry insiders, Canvas8 presents strategic insights about people, what they do, and why it matters.

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