The Ford logo is one of the most iconic and recognizable logos in the automotive industry. Ford Motor Company was founded in 1903 by Henry Ford and has gone on to become one of the largest automakers in the world. The Ford logo has evolved over the company’s long history, but it has always featured the name Ford in a stylized font and incorporated the color blue. In this article, we will take a close look at the specific shade of blue used in the modern Ford logo.
A Brief History of the Ford Logo
The very first Ford logo in 1903 simply featured the name “Ford” in black letters on a brass background. In 1912, the logo was updated to add the famous script font with black lettering against a blue background. This logo design with the script font persists today and has become synonymous with the Ford brand.
In 1927, the logo was enhanced with a more three-dimensional look featuring sharp edges and contrast. This chrome “Blue Oval” logo was placed in the center of waterfall grilles on Ford vehicles. Over the next decades, the company continued to refine and modernize the logo, adjusting the color and dimensions. The current Ford logo debuted in 2003 alongside the company’s centennial celebration. This iteration returned to a simple, minimalist design of the name Ford in white against a brighter shade of blue.
The Specific Blue Shade
So what is the exact blue color used in the modern Ford logo unveiled in 2003? According to Ford’s branding guidelines, the specific blue is Pantone PMS 289 C. This is considered a vibrant, medium-light blue.
The RGB values for this Ford blue are:
- Red: 0
- Green: 170
- Blue: 224
The hex triplet code for this color is #00AAE0.
In the CMYK color model, the Ford blue is composed of:
- Cyan: 69%
- Magenta: 23%
- Yellow: 0%
- Black: 12%
The HSB values for the hue, saturation, and brightness of Ford blue are:
- Hue: 197
- Saturation: 100%
- Brightness: 88%
So in summary, Ford blue PMS 289 C is a vivid medium-light blue with strong cyan tones. It has high saturation which helps it stand out against white and black graphic elements. The brightness is slightly muted to enable legibility with the white Ford script logo.
Significance of Ford Blue
The specific blue shade used in the Ford logo holds important meaning for the brand. Here are some key reasons why Ford blue PMS 289 C was chosen:
- Brand recognition – The blue is distinctly tied to Ford’s identity and helps with instant brand awareness.
- Evokes dependability – The blue hue is associated with trust, strength, and reliability.
- Premium appeal – The richness of the blue conveys quality and visually communicates the premium nature of Ford vehicles compared to economy brands.
- Memorable and vibrant – The saturated blue is eye-catching and memorable yet still professional.
- Cohesion – Ford blue provides a cohesive thread across all branding on Ford vehicles, dealerships, advertising, merchandise, and initiatives.
In essence, Ford blue PMS 289 C is a strategic color choice that aligns with Ford’s brand personality and history. The color elicits key associations that Ford wants related to its brand.
Use of Ford Blue on Vehicles
While the corporate Ford logo consistently uses PMS 289 C blue, the use of the specific shade on Ford vehicles has varied over time. In the early decades, Ford blue was popularly applied to entire vehicle exteriors. Iconic models like the Model T, Thunderbird, and Mustang all featured prominent Ford blue paint jobs.
However, starting in the 1980s and 90s, Ford began utilizing a broader palette of colors for vehicle exteriors to appeal to changing consumer tastes. Today, Ford blue appears mostly in logo badging, while vehicle bodies are painted in hues selected for each model line. For example, darker blues are used on Ford trucks and SUVs to convey ruggedness, while lighter blues appear on sedans for sleekness.
That being said, Ford blue remains popular with buyers who want to customize their vehicles. Many Ford owners choose blue decals, pinstriping, brake calipers, or customize the exterior color with Ford blue paint. As a signature shade, Ford blue PMS 289 C is still in demand.
| Vehicle | Exterior Color Uses of Ford Blue |
|---|---|
| Ford Mustang | Optional factory color; popular custom paint color |
| Ford F-150 | Badging and branding elements |
| Ford Edge | Caliper paint; wheel accent colors |
As shown in this table, while Ford blue may not always be a primary exterior color, it makes frequent appearances as an accent shade.
Use in Ford Dealership Design
Ford dealerships showcase the Ford blue shade prominently in dealership architecture and design. Facility signage, walls, floors, furnishings, and accent lighting often incorporate PMS 289 C. This powerful blue provides a dynamic backdrop for displaying the vehicles.
Dealerships strive for brand consistency and incorporating the Ford blue in the dealership environment helps connect the space back to the parent company. Customers feel immersed in the brand experience. The blue also energizes the retail space to attract foot traffic.
Co-Branding Partner Uses
Ford occasionally engages in co-branding initiatives by partnering with other companies on products, licensing, or campaigns. In these scenarios, the partner brand is given permission to use Ford blue and logo lockups. Some examples:
- Ford F-150 and Wrangler – Special co-branded Wrangler outdoor gear was produced featuring Ford blue accents and embroidery.
- Ford and Virgin Galactic – A customized Mustang Mach-E was created with Ford blue elements to promote the collaboration. The vehicle was given away through a sweepstakes.
- Ford and AT&T – Ford allowed AT&T to utilize Ford blue in retail signage and employee uniforms under a connected vehicle partnership.
When the iconic Ford blue is incorporated into co-branded products or initiatives, it provides Ford enhanced visibility and allows partners to capitalize on Ford’s brand equity.
Use of Ford Blue Internally
Within the company, Ford blue is heavily used in internal branding, signage, communications, and design motifs. Installations at Ford corporate offices, manufacturing plants, and facilities around the globe incorporate the Ford blue strategically.
Some benefits of emphasizing Ford blue internally:
- Creates a stronger connection and synergy between employees and the company.
- Visual reminder of core values and what Ford stands for.
- Provides a dynamic environment that energizes and motivates.
- Promotes pride in being part of the Ford family.
From computers and monitor screens, to walls, conference rooms, and furniture, Ford blue makes its mark across Ford’s internal spaces and materials.
Conclusion
Ford blue PMS 289 C is a uniquely formulated color that has become inextricably linked with the Ford brand identity. This vivid medium-light blue carries important meanings and associations for Ford across its logo, vehicles, dealerships, partnerships, and corporate properties. As an iconic brand color, Ford blue has permeated our cultural consciousness and continues to visually represent core elements of the brand. The next time you see a Ford vehicle or advertisement, take a closer look at that blue and appreciate the strategic color selection that went into defining the Ford image.
