MW-Ford_Brand_60-99.qxp 24/7/06 6:25 pm Page 90 3D/Experiential Shows and Events Sponsorship Combining two strong identities like Ford and UEFA Champions League requires simple creative rules. We aim to protect the value of each brand whilst retaining the excitement and passion of football. The perimeter boards, for example, which surround the pitch, were designed following research into TV legibility and the amount of time that the image remains on-screen. As a result, the boards focus on the primary brand and achieve maximum legibility by using a line version of the Ford Oval. 90