The Guidelines

This guide details the visual and communication elements that support the Ford AXZD-Plans and Partner Recognition Program. When used correctly and consistently, these elements promote consistency of presentation for all creative projects, whether a website banner, magazine advertisement or a flyer.

By following this guide, you help define the AXZD-Plans and Partner Program for consumers. Equally important, you help them recognize, differentiate and remember these programs. This guide provides explicit guidelines on how to use – and how not to use – various graphic and communication elements. It offers an overall framework for making and evaluating creative decisions.

If you have any questions or need further clarification, please contactMarketing our corporate communications Brand team. Guidelines [INSERT RELEVANT CONTACT INFO] 2010 Ford AXZD-Plans and Partner Recognition Program

Marketing Brand Guidelines

This guide details the visual and communication elements that support the Ford AXZD-Plans and Partner Recognition Program. When used appropriately, these elements promote consistency of presentation for all program marketing components, whether a website banner, magazine advertisement or a flyer.

By following this guide, you help define the AXZD-Plans and Partner Program for customers, dealers and internal Ford personnel. Equally important, you help them recognize, differentiate and remember these programs. This guide provides explicit guidelines on how to use – and how not to use – various graphic and communication elements. It offers an overall framework for making and evaluating creative decisions.

If you have any questions or need further clarification, please contact our corporate communications team. [INSERT RELEVANT CONTACT INFO]

01 Table Of Contents

Signature Guidelines 03 Program Signatures 04 Plan-Specific Signatures 05 Reversing Signatures 06 Clear Space and Small Signature Usage

Graphic Elements Communication Content/Style 07 The Color Palette 15 Style and Tone 08 The “Plan Bar” 15 Description of AXZD-Plans and Partner Program 09 The “Interchange” Graphic 16 Partner Recognition Program Distinctions 10 Tag Line Graphic, AXZ-Plans 16 The “Drive One” Marketing Campaign 11 Tag Line Graphic, Partner Recognition Program 16 AXZD-Plans Cross-Promotion 12 Tag Line Graphic, All Other Pricing Programs 17 Vehicle, Brand and Dealer References 13 The “Savings Equation” 17 Commonly Used AXZD-Plans and Partner Program Phrases 17 General Copy Guidelines Typography 14 Helvetica Neue

02 Signature Guidelines

Program Signatures • The AXZD-Plans and Partner Recognition signatures are intended to be used with the Ford Oval – these components utilized together are referred to as the “lockup.”

• When used against a white or a very light background, the lockup should be reproduced in either 4-color, grayscale or 1-color black.

• For Ford Oval reproduction and application guidelines, always refer to the Ford Oval Owner’s Manual.

03 Signature Guidelines

Plan-Specific Signatures • The AXZD-Plans and Partner Recognition signatures are intended to be used with the Ford Oval – these components utilized together are referred to as the “lockup.”

• When used against a white or a very light background, the lockup should be reproduced in either 4-color, grayscale or 1-color black.

• For Ford Oval reproduction and application guidelines, always refer to the Ford Oval Owner’s Manual.

04 Signature Guidelines

Reversing Signatures • The Ford Oval/Plan lockup is always 4-color with white text or, when used against a light color background, it may be 4-color, grayscale, or 1-color black.

• The background can be a solid color, graduated color or black.

PLEASE NOTE: These guidelines apply to all the Ford Plan logos.

05 Signature Guidelines

Clear Space and Small Signature Usage x =x x x x • The Ford Plan signatures must always be utilized in a manner that maintains brand integrity and respect.

• To ensure this, keep the signature within its defined

“safe zone” and follow minimum size guidelines to allow for x x accurate reproduction.

x =x x x x x x

Minimum size of the Ford Oval: The “safe zone” is an integral part of the Plan signatures. The dotted line around the signature indicates Never smaller than 0.8”x 0.3” or the minimum space in which no other graphic type or image should intrude. Calculate this space by X, 80 pixels in width which equals the distance between the Ford Oval and the Plan logotypes. The Oval and the Plan name (components) have a fixed relationship as shown above. These components cannot be altered in any way and are not to be isolated from one another.

06 Graphic Elements

The Color Palette • Each Ford vehicle pricing plan has its own color palette, as well as a secondary color scheme based on Ford Blue as the primary color.

C=100 M=58 Y=0 K=21 C=100 M=0 Y=10 K=25 C=0 M=30 Y=95 K=0 C=59 M=0Y=100 K=7 R=28 G=57 B=109 R=68 G=141 B=178 R=242 G=185 B=53 R=110 G=180 B=62 Pantone 294 Pantone 314 Pantone 130 Pantone 369 #1C396D #448DB2 #F2B935 #6EB43E

07 Graphic Elements

The “Plan Bar” • The “Plan Bar” is a graphical representation of all the Ford Plan options. It contains the color palette for all the AXZD-Plans and the Partner Program.

• Each color in the “Plan Bar” represents a different Plan option. For example, dark blue represents Partner and X-Plan options.

• Each color is equal in length. The length of the entire bar can change as long as each color remains equal in length.

X-Plan Partner Recognition AXZ-Plan D-Plan AXZ-Plan Friends & Neighbors

08 Graphic Elements

The “Interchange” Graphic • The “Interchange” graphic represents all Ford vehicle pricing plans working together. The circular graphic mimics the Ford “Oval.”

• This graphic is only used as an “art” device in the background. It should never be used as a main image.

09 Graphic Elements

Tag Line Graphic, AXZ-Plans • The AXZ-Plans signature is the “umbrella” for all the vehicle pricing plans Ford offers to employees and their family and friends.

• Whenever possible and as design allows, use the tag line graphic shown in conjunction with the AXZ-Plans signature.

10 Graphic Elements

Tag Line Graphic, Partner Recognition Program • The X-Plan Partner Recognition Vehicle Pricing Program highlights the benefits of being a Ford Partner.

• Whenever possible and as design allows, use the tag line graphic shown in conjunction with the Partner Recognition signature.

11 Graphic Elements

Tag Line Graphic, All Other Pricing Programs • Whenever possible and as design allows, use the tag line graphic shown in conjunction with all other Ford vehicle pricing signatures other than the AXZ-Plans and the Partner Recogni- tion X-Plan.

12 Graphic Elements

The “Savings Equation” • The “Savings Equation” graphic emphasizes the fact that AXZ-PLAN DISCOUNT + CUSTOMER INCENTIVES = GREAT SAVINGS consumers can take advantage of publicly offered incentives in addition to AXZ-Plans savings.

• Whenever possible and as design allows, use the graphic X-PLAN DISCOUNT + CUSTOMER INCENTIVES = GREAT SAVINGS shown to promote additional savings opportunities for AXZ-Plans consumers. AZ-PLAN DISCOUNT + CUSTOMER INCENTIVES = GREAT SAVINGS

D-PLAN DISCOUNT + CUSTOMER INCENTIVES = GREAT SAVINGS

13 Typography

Helvetica Neue

• Helvetica Neue is the primary font for the Ford Plan brand and should be used for all print communications and interactive Helvetica Neue elements (such as multimedia Flash presentations) whenever Bold Extended - Primary use: Headlines possible.

• Consistent use of the Helvetica Neue font family throughout ABCDEFGHIJKLMNOPQRSTUVWXYZ all communications will help deliver consistent brand image abcdefghijklmnopqrstuvwxyz and recognition. 1234567890

• This typeface is available in a variety of weights, offering condensed, regular and extended formats. Extended - Primary use: Secondary Headlines and Subheads • Helvetica Neue Bold Extended should be used for headlines and ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Neue Extended for secondary headlines and subheads. abcdefghijklmnopqrstuvwxyz • Arial should be used for Word documents, presentation 1234567890 applications such as PowerPoint, and as the primary font for Web-specific text, including Internet-based communications. Other Helvetica Neue – available in varying weights: Helvetica Neue Condensed Helvetica Neue Regular Helvetica Neue Extended

14 Communication Content/Style Content Description of AXZD-Plans and Partner Program

Consistency in copy style is essential for clearly communicating AZ-Plan the benefits of the Ford AXZD-Plans and the Ford Partner Employees and retirees of Ford Motor Company, as well as select family members, Recognition Program. Use this section of the Marketing Brand are entitled to purchase or lease eligible vehicles at AZ-Plan pricing. These savings are in addition to most other publicly offered programs. Guidelines as a reference tool when creating communication components for AXZD-Plans and Partner Programs. D-Plan Employees of Blue Oval Certified, Lincoln Premier and Mercury Advantage Dealership

Style and Tone employees and eligible family members are entitled to savings in addition to most other publicly offered programs when they purchase or lease eligible vehicles at In copy promoting the AXZD-Plans or Partner Program, use a friendly, D-Plan pricing. conversational tone to make a strong connection with the target audience. Always opt for clarity and honesty rather than innuendo and ambiguity. Clearly written copy with X-Plan Partner Recognition Program strong messages builds potential customers. Employees of Ford Partner companies, as well as their household members, can purchase or lease eligible vehicles at X-Plan pricing. These savings are in addition to Whenever possible and as design allows, use bulleted copy for ease of reading and to most other publicly offered programs. emphasize important points (e.g. when defining a sequence of steps or describing the benefits of AXZD-Plans and Partner Program pricing). X-Plan Friends and Neighbors Program Friends and neighbors of Ford Motor Company employees or retirees have access When describing any of the AXZD-Plans or Partner Program, DO NOT use phrases to online shopping tools and savings with special incentives on eligible vehicles at such as “discounts,” “price cuts,” “slashed prices,” or any other words that imply that X-Plan pricing. These savings are in addition to most other publicly offered programs. Ford Motor Company is seeking to quickly liquidate vehicles. Rather, AXZD-Plans and the Partner Recognition Program offer “exclusive savings” on eligible Ford, Lincoln Whenever possible and as design allows, use the and Mercury vehicles. copy below in marketing materials to define the

Using the phrase “in addition to most other publicly offered programs” is encouraged benefits of AXZD-Plans and the Partner Program. in AXZD-Plans and Partner Recognition Program copy, as it highlights other potential AXZD-Plans and the Partner Recognition Program are appealing for several reasons: savings opportunities. • Exclusive Pricing! Your Plan price is established before you visit the dealership so you don’t have to negotiate.

• Exceptionally Simple! Your Plan price is clearly marked on the vehicle invoice. Just ask your dealer to show you. • Great Value! We offer you exclusive savings in addition to most other publicly offered programs. 15 Communication Content/Style (cont.) Drive Quality Drive Safe

Partner Recognition Program Distinctions Drive Green Drive Smart The Partner Recognition Program maintains two websites for different program audiences: AXZD-Plans Cross-Promotion Partner Program human resources contacts: www.partnerrecognition.com Whenever possible and as design allows, cross-promote ESP, SIRIUS, SYNC, Custom Partner Program employees: www.fordpartner.com Accessories and Owner Advantage Rewards within AXZD-Plans marketing copy. Whenever possible and as design allows, use the text below to make a distinction ESP (Extended Service Plan) provides consumers with four coverage options that can between the information and materials available on the different sites. protect their vehicles and limit out-of-pocket costs for up to seven years and 100,000 What You can do at www.partnerrecognition.com miles. For more information, visit (login using your company’s unique Partner Code) http://www.flmowner.com/servlet/ContentServer?pagename=Owner/Page/ESPPage.

• View complete program details SIRIUS Satellite Radio is an available feature on Ford vehicles. Enjoy over 130 • View your company’s sales reporting channels including 100% commercial-free music from virtually every genre, plus live • Order program materials online sports play-by-play, news, talk and entertainment. For more information, visit • Download and print valuable Partner Toolkit items http://www.fordvehicles.com/sirius-ford.

• Update key contact information SYNC is an easy-to-use in-car connectivity system that allows vehicle occupants to What Your Employees can do at www.fordpartner.com operate most popular MP3 players, Bluetooth®-enabled phones and USB drives with simple voice commands. For more information, visit www.fordvehicles.com/innovation/sync. (login using your company’s unique Partner Code) Custom Accessories make it easy and fun for Ford, Lincoln and Mercury owners • Research vehicle specific X-Plan pricing and incentives to personalize their vehicles to their tastes and enhance their driving enjoyment. • Review the latest vehicle product information For more information, visit www.fordaccessoriesstore.com. • View the complete Partner Recognition Program process, rules and helpful FAQs • Generate Personal Identification Numbers (PINs) for exclusive X-Plan pricing Owner Advantage Rewards provides enrolled members with rewards for future service visits each time they purchase parts or service at a participating dealership. The “Drive One” Marketing Campaign For more information, visit https://owneradvantagerewards.ford.com. The “Drive One” marketing campaign reinforces Ford’s commitment to quality, technology, the environment and safety. The logos shown above, otherwise known as the “four pillars,” represent the elements of the Drive One campaign and, whenever possible and as design allows, should be included within AXZD-Plans marketing components. 16 Partner Toolkit Communication Content/Style (cont.) Partners (uppercase plural form) X-Plan discount(s)

Vehicle, Brand and Dealer References X-Plan eligible vehicle(s) When referring to vehicle lines use: Ford, Lincoln and Mercury vehicle(s), OR X-Plan Partner Recognition Program (uppercase) Ford, Lincoln or Mercury vehicle(s). X-Plan price(s) X-Plan savings DO NOT use: Ford and Lincoln Mercury vehicle(s), OR Ford and Lincoln Mercury X-Plan vehicle pricing vehicles. General Copy Guidelines When referring to vehicle brands use: Ford, Lincoln and Mercury brands, OR Ford, commas Lincoln or Mercury brands. Do NOT use a comma before the “and” or “or” in a series. DO NOT use: Ford and Lincoln Mercury brands, OR Ford or Lincoln Mercury brands. Example: Choose from an exciting array of Ford, Lincoln and Mercury vehicles.

When referring to a dealership, use: Ford and Lincoln Mercury Dealer (Dealership), Dealer/Dealership OR Ford or Lincoln Mercury Dealer (Dealership). When connected to a brand, Dealer/Dealership should be a capitalized – e.g. your Ford Dealership. Otherwise, lowercase except where punctuation dictates. DO NOT use: Ford, Lincoln and Mercury Dealer (Dealership), OR Ford Lincoln or Mercury Dealer (Dealership). email One word, no dash. When referring to the vehicle brand websites use: Ford, Lincoln and Mercury brand vehicle sites. FAQs Stands for Frequently Asked Questions. DO NOT use with an apostrophe, e.g. FAQ’s. Commonly Used AXZD-Plans and Partner Program Phrases Ford Motor Company AXZD-Plans (plural, NOT AXZD-Plan) Full company reference is preferable on first use. “Ford” is acceptable on second and AZ-Plan further references. D-Plan health care Partner Code (uppercase) Two words, lowercase except where punctuation dictates otherwise. Partner employees, retirees and their household members Partner organizations I.D. card Partner Program (uppercase) Used with periods. Partner Recognition Program (uppercase) Internet Partner Recognition X-Plan price Always initial capped.

17 single and double digit numbers Communication Content/Style (cont.) Single digit numbers will be spelled out EXCEPT in phone numbers, addresses and when used as a graphic element. Double digit numbers will be indicated

login, logoff, logon with numerals. Use as one word except where it is used as a verb, then it is two words. Example: The two program cards are printed on 30 percent post-consumer waste Examples: recyclable paper stock. AXZ Plan Login System Social Security Number Login (or) Login Information (header before fields asking user to enter user name and Always initial capped. password) Log on at the Ford Partner Recognition Program website. website Log into your account. One word, lowercase except where punctuation dictates otherwise.

mpg website addresses Always lowercase; stands for miles per gallon. Always begin with www. Secure websites should begin with https://

online ZIP code One word. Uppercase ZIP.

percent ESP Use the word in standard copy and the % symbol in disclaimer copy or charts. Always uppercase; stands for Extended Service Plan.

Personal Identification Number Owner Advantage Rewards Always initial capped. Always initial capped.

PIN Opt In Language Guidelines Always uppercase; stands for Personal Identification Number. Below is opt-in language required when collecting consumer PII for contact by Ford or dealers. We use the term “contacted” rather than “email” to encompass all forms of PIN Certificate communications. Please ensure this language is on the BRC’s, and please train those Always initial cap Certificate. who collect consumer personal information via PDA or any other similar method to state the opt-in to the consumer when they are collecting their personal information.

By providing my information above, I agree to be contacted by Ford and/or the authorized dealer.

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