Ford Mach E- Brand Guidelines (Dahlbo) by Roger Muller

FORD MUSTANG MACH-E MACH E BRAND BOOK

TABLE OF CONTENTS

© 2021 Stephanie Dahlbo All content for Ford Mach-E: Brand Guidelines was conceived, designed, and produced by Stephanie Dahlbo with the exception of the name of the Brand, the Ford logo, and limited images of the Mustang Mach-E which were provided by the Ford Motor Company in its Press Kit Design Consultation Roger Muller ADV 370 Brand and Branding Academy of Art University Some of the photographs and images were downloaded from unsplash.com and are used in accordance with the Unsplash Licence. License the book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in Sweden. 2

MACH E BRAND BOOK

True line

Creative brief

Who and why

S.W.O.T

Brand adjectives

Colors

Typography

Globalize to Iceland

Future

Advertisment

MACH E BRAND BOOK

Always on the edge of things.

MACH E BRAND BOOK

Creative brief

Why does our client need to advertise? The client, Ford, need to advertise the new Mustang Mach-E to be at the forefront of the development into the electric era. What is the advertising going to accomplish? Redefine the branding of what the Mustang was previously associated with and help Ford justify the money it needs to make a profit. Who are we going to connect with? It treads the fine line between lifestyle and family versatility. What are the most insightful things we know about them? Drivers who are looking for everyday function with modern driving, dynamic road holding, comfort and, if desired, good range. What is the single most effective message we can tell them? Mustang Mach-E is a new form of electrical freedom, while maintaining its iconic character. What else is there to know that supports this message? Their market position in relation to competitors with equivalent products.

MACH E BRAND BOOK

WHO? Transport today represents one of the biggest problems when it comes to emissions and this is exactly what the Ford Mustang Mach-E wants to change. The electric vehicle industry continues to develop and more and more people are choosing to buy an electric car. In big cities, however, it is far from everyone who needs a big car to get around on the streets. Something that Ford took into account when they launched the new Mustang Mach-E - a flexible car that enables individuals to discover new places without major emissions. The Ford Mustang Mach-E campaign will target the curious adventurer that prioritizes range, for those who are forward-thinking and aim to work for future generations. Considering how premium the 2021 Ford Mustang Mach-E is, a $42,895 MSRP is a fair starting price targeting the price-sensitive audience characterized as one with less disposable income. WHY? With the Mustang Mach-E, Ford wants to contribute with a vehicle where you can specifically, based on your own needs, get from point A to point B and in an environmentally friendly way and easily get what you need. The goal is to help create awareness while changing behaviors and habits on the road to a fossil-free country. Opinion formation and attitude change are a big and important part when it comes to the journey from combustion to renewable energy, something not everyone seems to want to realize - but something that Ford, with the Mustang Mach-E, wants to try to change.

MACH E BRAND BOOK

S.W.O.T ANALYSIS

STRENGHT - Advanced driver technology - Three different driving modes - Adaptive speed holder - Spacious - All-wheel-drive configuration - Ford’s charging points are useable by any vehicle

WEAKNESS - The name is misleading - Woefully less efficient than some competitors - Lack of available charging stations

OPPORTUNITY - Can be an affordable alternative to Tesla’s umcoming SUV Model Y. - Reached the European market before Elon Musk. - Coalesce the disparate charging options on the market.

THREAT - More and more conventional automakers have been tapping into the electic-vheicle market. - Next year we will see cars such as VW ID.4, Skoda Enyaq and Tesla Model Y being released.

MACH E BRAND BOOK

BRAND ADJECTIVES

MACH E BRAND BOOK

ATTENTIVE

CHARACTERISTICS

EFFICIENT

ELECTRIFIED

SLEEK

IMMERSIVE

INTELLIGENT

REVITALIZING

SEAMLESS

THRILLING

MACH E BRAND BOOK

Colors

Evening Blue PMS 3597 C HEX 1E3C76 RGB 30, 60, 118 CMYK 100, 83, 34, 7 RAL 5002

MACH E BRAND BOOK

Colors

Attentive Blue PMS 2383 C HEX 286CAE RGB 40, 108, 174 CMYK 77, 38, 0, 32 RAL 5023

MACH E BRAND BOOK

Colors

Electric Blue PMS 2171 C HEX 4DA6DD RGB 77, 166, 221 CMYK 65, 25, 0, 13 RAL 5024

MACH E BRAND BOOK

Colors

Adventurous Orange PMS 715 C HEX F28D2B RGB 242, 141, 43 CMYK 0, 42, 82, 5 RAL 1034

MACH E BRAND BOOK

TYPOGRAPHY

Mark Pro ABCDEFGHIJKLMNOPQRSTUV WX YZ abcdefghijklmnopqrstuv w x yz 0123456789(:.,;-!?&%)

Headline 82 px

Subhead 48 px

MACH-E MACH-E

MACH E BRAND BOOK

Mark Pro Light ABCDEFGHIJKLMNOPQRSTUV W X Y Z abcdefghijklmnopqrstuv w x yz 0123456789(:.,;-!?&%) Mark Pro Regular ABCDEFGHIJKLMNOPQRSTUV W X Y Z abcdefghijklmnopqrstuv w x yz 0123456789(:.,;-!?&%) Mark Pro Medium ABCDEFGHIJKLMNOPQRSTUV W X Y Z abcdefghijklmnopqrstuv w x yz 0123456789(: .,;-!?&%) Mark Pro Bold ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuv w x yz 0123456789(:.,;-!?&%)

MACH E BRAND BOOK

GLOBALIZE TO ICELAND With just over 356,000 citizens and the motor-driven vehicles in the country are slightly more, which is partly due to all the rental cars that serve the millions of tourists who come to Iceland every year. Iceland is one of the world’s most car-dense countries in terms of per capita. The harsh climate and poor public transport make the car a must. The Icelanders’ great environmental commitment has meant that electric car sales and demand for charging stations have accelerated significantly over the past years. Iceland is perfect for electric cars ¬– cold climate, cheap electricity, and short distances. The investment they’re making is an important part of Iceland’s efforts to move from one of Europe’s climate worsts to reaching the goal of net-zero climate disruptive emissions by 2040, there for a great market to introduce the Ford Mustang Mach-E.

MACH E BRAND BOOK

One main focus when introducing the Mach-E will be to challenge the Icelanders to go from edge to edge that goes hand in hand with “always on the edge of things”. Icelanders are, as mentioned above, very committed to reaching the goal of net-zero climate disruptive emissions by 2040, and something that will be a focal point in marketing towards this specific demographic.

Making the Mach-E part of the loadable stations that are already starting to spread out around Iceland, jump on the ongoing trend and pushing it even further. Their solution to what they’re already striving for.

MACH E BRAND BOOK

It’s crucial to really focus on what’s relevant for the consumer and target marketing from their point of view and what’s important to them. In this case, as Iceland is the market, climate change is a large focus. I’ll refer to Ethan Brown, founder and CEO of Beyond Meat, in his way of questioning the problems that exist around climate. “You can be a great surgeon or a great musician or actor or writer, et cetera. But if the world has become destabilized because of climate, none of those crafts can be protected.” From a totally different market group, but just as relevant in this case.

MACH E BRAND BOOK

ALWAYS ON THE EDGE OF THINGS 5G An integrated system overview and be able to communicating with other vehicles, in addition, your car will communicate with pedestrians and cyclists. Dosn't end there, you will have the ability to create a community within this technology and get in contact with others. The future of work is remote, which will decrease human interaction. This will enable a new way of connecting with others.

SELF-DRIVING OFFICE Imagine a self-driving office. The Ford Mustang Mach-E could be the future of work. Visualizes how you can connect to your workplace via the car’s infotainment system and conduct presentations directly from the car. Offices and meeting rooms on four wheels.

MACH E BRAND BOOK

#allwaysontheedge

MACH E BRAND BOOK

LETS GO 40

MACH E BRAND BOOK