MW-Ford_Brand_21-59.qxp 24/7/06 4:07 pm Page 24 New look and style ‘Feel the difference’ also calls for changes in the way we represent the brand visually, without sacrificing any of the positive equity we have in the current look and style. Some existing elements, including the Ford Oval, brand colour palette and the Helvetica fonts will, therefore, be retained. New graphic elements built into all Ford communications reflect ‘Feel the difference’ and give a consistent feel to different communication messages and campaigns. So our brand personality continually reasserts itself in the consumer’s mind. 24