Ford is to reinstate the famous blue oval symbol on top of its world headquarters, according to the Detroit News.
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The paper said the trademark was ditched as a corporate symbol in 2000 in favour of the words “Ford Motor Company” written in script.
But, on June 17, the so-called “trust mark” will fade from view in favour of a new, improved blue oval that features a more stylised blue background and retains the white “Ford” in its characteristic script, the Detroit News said.
The blue oval will return to the spot on top of Ford world headquarters it lost when it was replaced by the trust mark three years ago and will be phased in as supplies of existing stationery are depleted, and on building signs, Ford marketing chief Jan Valentic told the Detroit News.
The move comes in conjunction with the celebration of Ford’s centennial in June, the paper noted.
“There is also a strong business case for doing this, as the Ford brand is one of the most widely recognised and valued trademarks in the world,” Ford Chairman Bill Ford said in an e-mail to employees on Thursday cited by the Detroit News. “In addition, nearly all company facilities are still using oval signs, so this change actually saves us replacement costs.”
The paper said Valentic did not reveal the cost of the change and noted that the oval has been used by Ford since 1903 and has undergone several changes over the years.
While retained as the logo for its Ford brand, the blue oval was replaced in 1999 as a corporate symbol in favour of the scripted trustmark to convey that the company had become more multi-faceted, the Detroit News said.
