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(Brand guidelines) // Automotive

Ford brand
guidelines

Ford’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from ford.com.

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About Ford

Ford is an automotive brand spanning trucks, SUVs, cars, commercial vehicles, and electrified models. Its public-facing identity pairs confident, practical language with vehicles shown in real-world settings—from work and travel to outdoor adventure.

Use the Ford Blue Oval as the main Ford identity. Preserve the oval, script lettering, colors and proportions. Keep it clear of competing vehicle badges, product names and partner marks.

Ford colors

  • Ford Blue

    Blue Oval identity

    HEX
    RGB

  • White

    Script wordmark and light surfaces

    HEX
    RGB

  • Website blue

    Digital accent

    HEX
    RGB

  • Black

    Text

    HEX
    RGB

Ford fonts

  • Ford F-1

    Brand and vehicle-interface typography · 400

Font names only. The Brand Skill download doesn’t include font files.

Ford’s voice

Write with direct confidence and a conversational, energetic feel. Ford’s copy balances practical capability with a sense of discovery; it can be playful, but keeps the benefit clear. Prefer active verbs, concise statements, and vivid phrasing tied to what people do with their vehicles.

Keep product claims and qualifiers accurate to the specific model, feature, and context. Describe driver-assistance technology as assistance, not autonomous driving; state that drivers remain responsible for attention and control.

  • “Kick gas. Take names”
  • “Whether hauling tools and equipment to a job site or the family to a weekend getaway, this lineup of versatile, hardworking trucks and vans gets the job done”

Dos and don’ts

Do

  • Pair confident copy with clear, practical benefits: capability, utility, comfort, or ease of use.
  • Use vivid, conversational language and occasional wordplay when it supports the message.
  • Keep product claims precise to the vehicle, model year, equipment, and availability described.
  • Show Ford vehicles in believable settings that connect to their use: work, travel, daily life, or outdoor pursuits.
  • Use Ford F-1 for headings and body copy.
  • Keep Ford’s wordmark and icon recognizable and separate from decorative or interface artwork.

Don’t

  • Don’t imply that a driver-assistance feature makes a vehicle autonomous or removes the driver’s responsibility.
  • Don’t present changing prices, incentives, specifications, or availability as universal or guaranteed; use the right qualification for the specific message.
  • Don’t let punchy copy obscure the useful point or exaggerate a product claim.
  • Don’t substitute a campaign graphic, app icon, or backdrop for Ford’s standalone logo.

Ford imagery

119 images from ford.com, in 3 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Ford brand and campaign imagery

13 images

Ford’s campaigns mix vehicle imagery with people, activities, and strong headline-led ideas. Keep the vehicle and the human story connected; use campaign artwork as a visual reference for that specific kind of brand storytelling.

  • A dynamic collage of rounded rectangular and circular tiles floats against a solid black background, anchored by a central white pill-shaped graphic…
  • A high-gloss black Ford F-150 pickup truck is captured from a front-three-quarter angle, emphasizing its monochromatic, blackout design.
  • A silver Ford F-150 4x4 pickup truck is parked beside a calm lake, outfitted for a kayaking trip with a vibrant orange and red kayak mounted on a bed-mounted…
  • A minimalist black graphic icon of a horizontal envelope, featuring a distinctive rounded bottom-left corner and sharp angles elsewhere.
  • A navy blue and white graphic lockup featuring bold block text within a grid of bordered boxes.
  • A collage-style graphic featuring lifestyle and nature photos inside rounded shapes, centered on the phrase "This Changes Everything." Bold black text is set…
  • A close-up shot focuses on a pair of hands with a dark skin tone expertly manipulating the sliders and knobs of a professional black DJ controller.
  • A bright orange bicycle stands out against a golden sunset as a man with a bun and backpack rides it along a seaside pier.
  • A man in a plaid shirt and shorts carries a toddler in pink pajamas on his shoulders as he walks across a wooden dock at a mountain lake.
  • A horizontal graphic banner features the bold, blue text "READY SET Ford" against a black background.
  • A wide, panoramic graphic banner features the vibrant blue text "READY SET Ford" centered against a soft, overcast sky with light, wispy clouds.
  • A minimalist 3D abstract graphic features smooth, sweeping blue curves that create a sense of depth and motion.
  • A deep navy blue abstract graphic featuring smooth, sweeping curves and subtle 3D depth.

Vehicle and lifestyle imagery

86 images

Show Ford vehicles as tangible products in active, lived-in settings. The brand’s imagery connects a vehicle to the way it is used: work and towing, commuting and travel, charging at home, driving through city streets, and exploring rugged terrain. Use convincing environments and natural moments with people when they help tell the story.

Use model-relevant environments: open roads, job sites, mountains, trails, water, and home settings. Off-road imagery should communicate terrain and capability; electric-vehicle imagery can make charging and home energy part of the ownership story. Show the vehicle clearly enough to read its form and design.

Preserve the following Ford vehicle and lifestyle imagery as useful visual references:

The repeated Orange Fury configurator imagery is part of a vehicle-color and trim experience. Keep the set together when a task concerns product configuration or color selection.

  • A split-frame photograph showcases two Ford pickup trucks in outdoor settings.
  • A split-screen marketing image showcases two powerful Ford trucks in motion against lush outdoor backdrops.
  • A graphic grid on a black background features rounded organic shapes and circles containing lifestyle photography and earthy color blocks in muted blue,…
  • A minimalist graphic banner features the word "FATHOM" in a bold, black, wide-spaced sans-serif font centered against a solid peach-colored background.
  • A vibrant red Mustang Mach-E electric SUV speeds through a dark city tunnel at a three-quarter angle.
  • A vibrant red Ford F-150 truck sits on a boat ramp, effortlessly towing a large, sleek black motorboat on a trailer.
  • A white Ford Maverick pickup truck is captured in motion, cruising around a sharp asphalt curve along a lush, sun-drenched coastal hillside.
  • A white Ford E-Transit cargo van with its headlights on is parked in an urban alleyway at night.
  • A woman with glasses and a teal vest smiles broadly with her hands off the wheel inside a moving Ford Mustang Mach-E, showcasing the BlueCruise hands-free…
  • A man with salt-and-pepper hair and a beard sits in the driver's seat of a modern Ford truck with his hands resting in his lap, demonstrating hands-free…
  • A gray Ford Bronco is captured in a low-angle shot as it climbs up a steep, textured orange rock formation under an overcast sky.
  • A side profile product shot of a metallic blue four-door Ford Bronco with a contrasting white hardtop roof.
  • A light sand-colored Ford Bronco with the roof removed navigates a rocky, dust-filled desert trail in a wide-angle action shot.
  • A dusty cactus gray Ford Bronco with a roof rack and large off-road tires sits on a sandy riverbank, angled toward the left foreground.
  • A close-up interior shot from the driver's perspective shows a woman's tanned hands on the steering wheel as she navigates an off-road vehicle through a…
  • A close-up photograph features the center console of a vehicle's rear passenger area, framed between two dark leather seats with mesh storage pockets.
  • A low-angle photograph of a white four-door Ford Bronco with red 'BRONCO' lettering on the grille, positioned atop a rippled sand dune.
  • A vibrant red, two-door Ford Bronco climbs a steep, rocky ridge against a backdrop of towering red sandstone cliffs under a clear blue sky.
  • A vibrant blue Ford Bronco Raptor climbs an incline of rugged, mossy rock, its large mud-flecked BFGoodrich tires dominating the foreground.
  • A close-up lifestyle photo shows a person seated in the back of a vehicle, holding a thin tablet in landscape mode.
  • A vibrant orange Ford Maverick pickup truck is parked on a paved lot at twilight, angled toward the viewer to highlight its front grille and side profile.
  • A side-angle outdoor photograph of a red Ford Maverick XLT truck parked on a dirt shore beside a blue lake.
  • A vibrant blue Ford pickup truck speeds along an asphalt track, its headlights glowing brightly against a hazy sunset backdrop.
  • A dark gray Ford Maverick Tremor truck is angled upward on a steep, rocky mountain trail under a bright sky with scattered white clouds.
  • A high-angle lifestyle shot looks down into the bed of a red pickup truck parked on a dirt surface.
  • A vibrant orange Ford Maverick pickup truck is positioned at a three-quarter angle against a clean, stark white background.
  • A vibrant orange Ford Ranger pickup truck is presented in a studio three-quarter front view against a solid white background.
  • A front-facing product shot of a bright orange Ford Maverick pickup truck centered against a solid white background.
  • A vibrant orange Ford Maverick pickup truck is showcased from a three-quarter front angle against a plain white background.
  • A vibrant orange Ford Maverick pickup truck is positioned at a three-quarter angle against a plain white background.
  • A vibrant orange Ford Maverick pickup truck is showcased in a studio-lit product shot against a stark white background.
  • A vibrant orange Ford Maverick pickup truck is showcased in a clean studio product shot against a solid white background.
  • A bright orange Ford Maverick pickup truck is showcased in a studio product shot against a clean, solid white background.
  • A vibrant Cyber Orange Ford Maverick pickup truck is shown in a studio-lit product shot against a plain white background.
  • A vibrant orange Ford Maverick compact pickup truck is shown from a side-profile view against a solid, neutral grey background.
  • A vibrant orange Ford Maverick pickup truck is shown in a clean, studio-style profile shot against a neutral white background.
  • A vibrant orange pickup truck is captured in a clean studio profile shot against a plain white background.
  • A vibrant orange four-door pickup truck is shown in a clean studio product shot from a direct side profile against a plain white background.
  • A vibrant orange pickup truck is showcased from a driver-side profile perspective against a plain white studio background.
  • A bright orange Ford Maverick pickup truck is shown in a three-quarter rear studio shot against a plain white background.
  • A vibrant orange Ford Maverick pickup truck is shown from a rear three-quarter angle against a plain white background.
  • A vibrant orange Ford Maverick pickup truck is captured in a three-quarter rear-angle studio shot against a clean, white background.
  • A vibrant orange Ford Maverick pickup truck is presented from a rear three-quarter angle against a plain white studio background.
  • A vibrant orange Ford Maverick pickup truck is shown from a high-angle rear three-quarter view against a clean white background.
  • A vibrant Cyber Orange Ford Maverick pickup truck is showcased from a high rear-three-quarter angle against a clean, neutral white background.
  • A vibrant orange Ford Maverick pickup truck is presented from a direct rear-facing studio angle against a clean white background.
  • A vibrant orange Ford Maverick pickup truck is viewed from a high rear-three-quarter angle against a plain white studio background.
  • A vibrant orange Ford Maverick pickup truck is showcased from a rear three-quarter angle against a plain white background.
  • A vibrant orange Ford Maverick pickup truck is presented in a studio shot from a rear three-quarter angle.
  • A vibrant orange Ford Maverick pickup truck is shown from a rear three-quarter studio perspective against a plain white background.
  • A vibrant orange Ford Maverick pickup truck is shown from a rear three-quarter angle against a plain white background.
  • A vibrant orange Ford Maverick pickup truck is showcased from a rear three-quarter angle against a stark white background.
  • A vibrant orange Ford Maverick compact pickup truck is shown from a profile perspective against a plain white background.
  • A vibrant orange compact pickup truck is shown from a direct profile view against a stark white background.
  • A vibrant orange crew-cab pickup truck is shown from a direct side-profile view against a clean, neutral white background.
  • A vibrant orange compact pickup truck is shown from a direct side profile against a plain white background.
  • A vibrant orange Ford Maverick pickup truck is showcased in a clean, side-profile studio shot against a stark white background.
  • A vibrant orange Ford Maverick pickup truck is showcased in a clean studio profile shot against a solid white background.
  • A vibrant orange Ford Maverick pickup truck is showcased in a clean studio product shot against a solid white background.
  • A bright orange Ford Maverick pickup truck is positioned at a three-quarter angle against a solid white background.
  • A vibrant orange Ford Maverick pickup truck is presented in a clean studio product shot against a solid white background.
  • A bright blue Ford Super Duty pickup truck cruises along a coastal road, towing a large blue and white motorboat on a trailer.
  • A low-angle action shot captures a metallic brown Ford F-150 Platinum pickup truck towing a silver Airstream-style travel trailer down a paved road.
  • A glossy deep blue Ford Super Duty dually pickup truck hauls a massive white fifth-wheel camper trailer down a paved highway.
  • A dynamic action photo of an olive green Ford Ranger Raptor kicking up a thick cloud of dust as it maneuvers across a rugged, gravel-filled dirt landscape.
  • A vibrant yellow-orange Ford Maverick pickup truck is parked on a concrete lot at dusk, illuminated by warm overhead string lights.
  • A high-roof, black Ford Transit cargo van drives along a dusty riverside road with its headlights beaming.
  • A medium shot of a young male technician in dark grey Ford coveralls and a baseball cap carrying a large black car bumper over his shoulder.
  • A sleek, black Ford Mustang Mach-E is parked on a grey paved driveway, charging via a white wall-mounted Ford charging station during dusk.
  • A woman with long brown hair wearing an olive green jacket plugs a charging cable into a bright blue electric vehicle in a sunlit driveway.
  • A vibrant red Mustang Mach-E electric SUV speeds through a dark, low-lit urban tunnel, captured in a dynamic three-quarter front view.
  • A light blue Ford Explorer ST is parked on a rocky riverbank, angled toward the viewer to show its black mesh grille and red ST badging.
  • A red Ford Escape Platinum drives along a slick, rain-drenched city highway, captured from a low rear-angle.
  • A gray Ford brand placeholder graphic features the iconic script logo encased in a double-bordered oval at the top.
  • A man in winter gear and a maroon beanie steps down from a blue Ford F-150 truck parked in a vast, snowy mountain landscape.
  • A person in a puffer jacket, beanie, and sunglasses steps out of a blue Ford pickup truck parked in a snowy landscape.
  • A collection of Ford-branded car detailing supplies sits in the foreground of a wide, cinematic action shot.
  • A collage style image features a blue Ford-branded wash bucket and various car cleaning supplies, including a microfiber mitt, a cap, and various brushes,…
  • A silver Ford Ranger pickup truck kicks up a massive plume of dark dust as it speeds through a rugged desert landscape at dusk.
  • A white Ford Bronco Sport sits on a rocky lakeside campsite with two blue and orange kayaks strapped to its roof rack.
  • A metallic cherry red four-door Ford Bronco with a black hardtop and bronze rims sits parked on a dirt path in a sun-dappled forest.
  • A man in a grey polo shirt and navy baseball cap sits in the driver's seat of a delivery van, focused on a handheld tablet.
  • A wide, panoramic photograph captures rolling green and golden hills under a soft, hazy sky.
  • A wide-angle panoramic photograph captures a rugged, arid mountain range under a high-contrast sun that casts deep shadows into its rocky crevices.
  • A wide-angle panoramic photograph captures a range of rugged, desert mountains bathed in the warm, orange glow of a setting sun.
  • A wide-angle panoramic photograph captures a sprawling urban skyline at dawn or dusk, framed by a thick belt of green trees in the foreground.

Product and website interface

20 images

Ford’s product pages combine clear feature descriptions with vehicle photography, specification and configuration tools, and straightforward next steps. Keep the relevant model or feature in view, and make shopping or support actions easy to scan. Vehicle interfaces should remain product-specific and legible; use genuine product screens as references rather than inventing Ford interface states.

  • The word "Ford" is written in a bold, white cursive script against a solid, deep navy blue background.
  • A bold, black minimalist graphic of a car steering wheel.
  • A minimalist black circular icon containing a cutout, lowercase letter 'i' in the center.
  • A bold, minimalist black and white graphic of a mechanical gear with six rounded teeth.
  • A bold black line-art icon depicting a shield with a checkmark centered inside.
  • A close-up interior shot of a Ford Expedition dashboard features a dual-screen digital layout with a wide driver-facing panel and a secondary center…
  • A woman with short brown hair and glasses sits in the driver's seat of a parked red car, cross-legged and focused on her smartphone.
  • A bold, minimalist black vector icon representing user search.
  • A bold black graphic of two interlocking rectangular speech bubbles suggests an active conversation.
  • A bold, black minimalist magnifying glass icon features a thick circular lens frame and a short, straight handle angled toward the bottom right.
  • A solid black icon depicting a car and a key.
  • A minimalist black icon depicts the front view of a car with a gear symbol positioned above its right side.
  • A minimalist black magnifying glass icon rendered in a bold, uniform line weight.
  • A minimalist black icon features two overlapping chat bubbles with rounded corners and distinct tails.
  • A minimalist black car icon viewed from a head-on, frontal perspective.
  • A high-angle interior photograph of a Ford Mustang Mach-E at twilight, highlighting a glowing 'Ambient Lighting' menu on the large, vertical touchscreen.
  • A close-up lifestyle photograph captures two smiling women in sunglasses during a car ride on a bright day.
  • A close-up photograph features a person's hand with silver bracelets interacting with a large, vertical touchscreen display inside a modern vehicle's dashboard.
  • A close-up photograph from the backseat captures a woman with blonde hair sitting in the driver's seat of a Ford vehicle.
  • A close-up lifestyle shot shows hands holding a smartphone displaying the FordPass Rewards app with '54,715 Total Points' and a 'Silver Tier' status.

Download Ford’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Ford’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 121 images and the logos. The font files belong to Ford Motor Company, so they’re left out.

Download the Brand SkillZIP, 12.0 MB

ford-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ voice.md

│ ├ dos-and-donts.md

│ ├ brand-imagery.md

│ ├ vehicle-imagery.md

│ ├ colors.md

│ ├ logo.md

│ ├ product-interface.md

│ └ typography.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from ford.com on 3 Nov 2026. It isn’t Ford’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Ford and its logos are trademarks of Ford Motor Company. Rainbrand isn’t affiliated with or endorsed by Ford Motor Company.

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