MW-Ford_Brand_60-99.qxp 24/7/06 3:15 pm Page 72 2D Communications Advertising Tier 2 and 3 Tier 2 advertising picks up on many of the look and style elements from the Tier 1 advertising – to ensure continuity and consistency. As an example, the right-bleed ‘white box’ and the logo lockup are used in Tier 2 advertising, too. The product or service offering is to be consolidated in a separate ‘offer box’ as illustrated on the opposite page. Local markets will in most cases have their own in-market Tier 3 advertising guidelines, which need to be followed. Tier 3 advertising does, however, need to utilise centrally produced car shots and follow brand guidelines wherever any ‘Ford’ branding is used. Specific technical guidelines exist for all technical aspects of the new look and style framework; these can be found in the online Ford Look and Style Arena. 72