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