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The Ottawa Citizen, The attention-getting,
lighted pillars are already receiving positive reactions. Industrial designer Walter Zanetti of Origin Studios in Ottawa is also enthusiastic about the signage. ÏIt catches your eye immediately, he says. ÏThe materials have a really futuristic look that tells me Ford is advanced in its technology. This, says Mr. Kramer, was a prime objective. ÏOur design makes use of the same forms that goes into modern car designs. A second goal, to promote product recognition through a uniform image, is important because Ford's Mercury line is no longer available in Canada. This was one reason Ford is piloting the new signs in Canada. ÏThere was a real need for change here, says Mr. Kramer, adding it also made sense to test the signs in a relatively small market. ÏNow that they (Ford Motor Co.) can see the Canadian prototype, I think that the U.S. version will be on the streets soon. Ford which recently launched its global anthem advertising program, is Ïthe only car manufacturer that has taken this step so far, says Mr. Kramer. Ford has provided each dealership with a lighted primary entrance pylon, highlighting Ford branding and the dealer's name. Dealerships purchase secondary matching pylons. The modular panel system Ïcan be adapted to accommodate future changes to Ford's brand presentation and messaging. Signs at Lincoln dealers will have an added black band around the pylon bearing the Lincoln name and logo. In an industry known for its often garish car-lot advertising, it's clear that Ford has made special efforts to make the new signs appealing. The sign bases, for example, are meant to be surrounded by greenery. Kramer Design Associates specializes
in corporate identity programs. Among its designs are the Canadian Broadcasting
Corporation ÏbubbleÓ and the red-and-gold CIBC image. For more information please visit http://www.kramer-design.com or contact: Janet Young
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