Logos and Helvetica
Under Consideration offers an in depth look at Ford’s revised identity, recently unveiled and set for full integration by 2010. As a company, Ford has gone through various transformations and shake ups in the past few years; revamping the logo only seems logical in the group’s ongoing effort to compete.
But is it? A while back I was working with a client who asked me, “What makes a logo timeless?” He cited the Morton Umbrella Girl as an example of a logo that has, despite minor revisions once every ten or twenty years, retained its original look and message. I do feel that the Umbrella girl is antiquated, largely because it relies on a dated convention - a drawing - rather than on the logo name itself to convey the brand.
The bottom line is that only good design makes a logo timeless. Paul Rand, Saul Bass, and Massimo Vignelli all come to mind - consider how little the identities for IBM, UPS, American Airlines, United Airlines, and AT&T have changed since their respective inceptions.
The Ford logo stands among these other brands as a testiment to logo immortality. The logo certainly doesn’t invoke masculinity as much as the company’s slogan - “Built Ford Tough” - but it has and continues to speak to the brand historically: strong, classic, and American, with a unique italicized font that calls to mind the curves of a car or the open road.
Over time a company’s mission and objectives may change and slight cosmetic changes are consequently in order. But to revamp your logo from scratch indicates either a) flaws in your initial logo to begin with or b) a disregard for how a logo is perceived over time. How will the new Ford logo fair in twenty years from now?
Logos signify strength; professional success over time siginifies strength. Ford’s almost rash decision to switch gears demonstrates a problem more symptomatic of the company as a whole: lack of foresight.
Great logos are like Helvetica - love them or hate them, they stand the test of time and continue to broadcast a strong message.
Note: Ford is adopting Meta as its corporate font (note “Motor Company” above). Meta was designed by Erik Spiekermann, a fantastic font designer who speaks out vehemently against Helvetica.