THE EDMONTON JOURNAL,
Gizmos & Gadgets
October 29, 1999

Signs add aero look to Ford dealerships

Dealerships in other countries may use new signs
by Dave Halliday
Journal Wheels Editor
 EDMONTON
New signs are adding an aerodynamic look to Canadian Ford and Ford Lincoln dealerships.

The signs consist of a Ford logo one of the best-known corporate logos in the world atop a sleek, futuristic pylon. The signs were designed by Kramer Design Associates of Toronto.

The signs have proven popular with Ford's nearly 600 Canadian dealerships - all of them have signed-up for the new look, Kramer Design says.

Notably, this marks the first time in the automobile maker's history that it is utilizing identical branding on its cars and signs, Kramer Design says.

The basic sign is the same at all dealerships. However, the signs at Lincoln dealers will have an added black band around the pylon bearing the Lincoln name and logo.

The modular panel system is very flexible and can be adapted to accommodate future changes to Ford's brand presentation and/or messaging.

Not only has the program virtually sold itself to every single Canadian dealership, but it has caught Ford's attention outside Canada, says Jeremy Kramer, vice-president and creative director of Kramer Design. In fact, once the Canadian installation is complete, it will be adapted for the United States and abroad.

The sign program is fully integrated to present a cohesive visual brand image. The signage elements include:

• Primary entrance pylons to highlight Ford branding and dealer's
  name, internally lit for night-time visibility;
   
• Secondary pylons featuring dynamic electronic message boards
  that can advertise special promotions, new car arrivals or events;
  and
   
• Free-standing directional signage that identify driveway, entrance,
  customer service, parking or showroom.

In order to provide maximum visibility, individual dealership's needs of have been met with flexible options in size, height and site placement.

The signs have been engineered to conform to safety standards and wind-load requirements. Markham, Ont.-based Steel Art Signs handled manufacturing and installation of the signage.

Kramer Design, owned and managed by creative principals Burton and Jeremy Kramer, has established itself as a leading North American design firm specializing in creating corporate identity programs for the likes of CIBC, CBC and National Research Council.

Founded in 1967, Kramer Design has grown to become a multi-disciplinary firm specializing in branding, signage and wayfinding programs for entertainment and corporate clients.

For more information please visit http://www.kramer-design.com or contact:

Janet Young
KDA Services Group, Kramer Design Associates
Tel: (416) 921-1078 x 39
Toll Free: 1-877-214-6721
Email: info@kramer-design.com