MW-Ford_Brand_21-59.qxp 20/7/06 4:44 pm Page 34 Naming A wide range of Ford nameplates, products and services fall under the umbrella of the Ford primary brand. Until recently, the sub-brand was expressed in Ford Bold, with the Ford primary brand reproduced in Ford Light. Now, however, the Ford primary brand is being emphasised in Ford Bold, with the sub-brand shown in Ford Light, as can be seen opposite. 34