MW-Ford_Brand_60-99.qxp 24/7/06 11:46 am Page 70 2D Communications Advertising Tier 1 (Posters and TV) The same Look and Style elements as in Tier 1 print advertising are also featured in Tier 1 poster advertising. However, given that this medium is often viewed from a distance, there are specific rules as to the size of the different elements in poster advertising. For example, the rules state the height of the orange bar is larger in proportion to the Ford Oval (vs. in print advertising). Also specific guidance exists in relation to the size of the Ford Oval, the logo size and the size of headlines. In instances where special outdoor formats require it, there is a secondary layout option which has the ‘white box’ being extended over the entire right-hand side of the poster space. All Tier 1 TV advertising signs off with the new endframe. This TV endframe is not to be changed and is to be used at the end of all Tier 1 TV commercials and corresponding cinema ads. The new endframe uses orange as the prominent background colour, with the Ford Oval being displayed prominently onto it. For reasons of legibility within the TV and cinema media environment, the Ford Oval is centered and the brand claim ‘Feel the difference’ is positioned centrally aligned beneath it on the new endframe. 70