Ford Brand Standards Guide

Welcome The Ford Brand Design System applies to anything involving the Ford Brand wherever it is represented. Contained within are the foundational elements we will use to continue to build upon the equities of the Ford Brand in the retail space. CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. Home DRAFT 05 DRAFT 05

Use the Ford Oval correctly, as described in this guide Bring in Ford Blue, when possible, for stronger brand recognition Use our brand font, Ford Antenna, in all Ford materials To achieve the best representation of the Ford brand when creating new advertising and communications, the following is recommended: 1 2 3 CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. Home DRAFT 05 DRAFT 05

Click on the table of contents text to jump to a section. Distinctive Brand Assets Asset Overview Ford Oval Ford Signature Ford Color Palette System Elements Ford Typography Access and Files This document and corresponding assets, logos, fonts and templates are available for download on the Ford Dealer Toolbox at https://www.fdaftoolbox.com . File names for assets shown in this document are listed under the asset images. Questions Please contact the brand team at [email protected] . Please note: [email protected] replaces the previous Ford Global Look + Style email inbox ([email protected]). Click on the Home link from any page in this deck to jump back to this TOC page. Home CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. DRAFT 05 DRAFT 05

PANTONE 294 Ford Signature For those moments when we want to engage. In a conversation, an experience, a story. Each time we open a door to create a new connection. Our personal sign-off. Ford Oval Use where trust matters most. Where you need a symbol of our deeply held values and beliefs. A seal of authenticity and permanence that signals “We act with integrity.” “We stand behind this.” Ford Blue More than a color. It represents a century of hard-earned trust, loyalty and strength. Ford Blue has stood the test of time. Inseparable from who we are and what we stand for. Home CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. DRAFT 05 DRAFT 05

Use Case 2: As a Seal of Authenticity • Ford Parts • Ford Accessories • Motorcraft ® • Ford Blue Advantage • Ford Official Licensed Products Use Case 1: When Trust Matters Most Use Case 3: As a Beacon of the Brand and a Message of Permanence • Vehicle Badging • Dealership Exterior Signage • Ford Campus Exterior Signage • corporate.ford.com • ford.com When to Use the Ford Oval The Ford Oval is our primary corporate logo and strongest Ford asset representing Ford Motor Company globally. * It’s displayed prominently on our products, our dealerships and our world headquarters. This page outlines instances when the Ford Oval should be used. * Based on Brand Distinctive Assets Global Ipsos research, August 2020. • Corporate Reporting • Investor Relations • Legal Communications • Financial Communications • Sponsorships • Partnerships/Joint Ventures • Corporate Entities • Ford Dealership Logos • Sub-Brands • Ford Credit • Ford Service • Ford Protect ® • Ford Fund • Ford Fleet/Police Responder ® • Ford Performance • Built Ford Tough ® (in shield) • Recalls Home CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. DRAFT 05 DRAFT 05

Ford Blue This is our corporate logo in Ford Blue. Use this Ford Oval over white or light backgrounds and images that allow optimum legibility. CMYK files are for digital and offset printing. RGB files are for screen use. Spot files are for one-color printing. Restricted Black This is a restricted asset reserved for approved brands like Motorcraft ® or when color cannot be used, as in black-and-white printing, etching, stenciling or due to sponsorship requirements. File names: Ford_Oval_Blue_Print_CMYK_v1.eps Ford_Oval_Blue_Print_Spot_v1.eps Ford_Oval_Blue_Screen_RGB_v1.eps Ford_Oval_Blue_Screen_RGB_v1.svg Ford_Oval_Blue_Screen_RGB_v1.png File names: Ford_Oval_Black_Print_K_v1.eps Ford_Oval_Black_Screen_RGB_v1.eps Ford_Oval_Black_Screen_RGB_v1.svg Ford_Oval_Black_Screen_RGB_v1.png White This is our corporate logo in white. Consumer testing shows greater recognition of the Ford Brand when this asset is used on top of Ford Blue; however, it may sit on top of colors, imagery, patterns and textures that allow optimum legibility. The Ford Oval should be prominent and cannot be obscured. Please see the following page for examples. File names: Ford_Oval_White_Print_v1.eps Ford_Oval_White_Screen_RGB_v1.eps Ford_Oval_White_Screen_RGB_v1.svg Ford_Oval_White_Screen_RGB_v1.png Ford Oval Home CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. DRAFT 05 DRAFT 05

Do Don’t Don’t place the Ford Oval in white over images that are too busy to allow optimum legibility Don’t use outdated Ford Ovals. Please discard these assets from your files Don’t crop the Ford Oval Don’t recolor the Ford Oval Don’t place the Ford Oval in white over backgrounds that are too light to allow optimum legibility Do use the Ford Oval in Ford Blue over light backgrounds and with proper clear space to increase visibility View Additional Ford Trademark Legibility Guidelines Do use the Ford Oval as the corporate logo, representing the company as our primary trademark Do consider using the Ford Oval in white over Ford Blue to increase brand recognition Don’t position the Ford Oval on an angle (Vertical uses will be approved on a case-by-case basis) Presented By Don’t use the Ford Oval to coin a word or phrase, or as a word in a sentence Don’t distort, skew, break apart or modify the Ford Oval Please assess an experience, space or communication holistically to avoid “over-logo-ing.” In general, a single logo within each point of view is enough. -TASTIC! THAT’S Way The Home CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. DRAFT 05 DRAFT 05

Developing New Dealer Logos The following may be used as guidance for developing new dealership logos. Please note dealership logos use our primary corporate trademark, the Ford Oval, not the Ford Signature. Oval Size The Oval can be divided into squares, each of which is called an X area (eight by three squares). Clear space Adding a square top, bottom, left and right creates the clear space (10 by five squares). Font Ford Antenna Medium, title case, left-aligned. Hometown Autos Ford Home CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. DRAFT 05 DRAFT 05

Use Case 1: In Shared Moments With the Brand • Social Media Content • Influencer and User-Generated Content (UGC) • Enthusiast Groups • Consumer Experience Initiatives • Branded Content Programs • Experiential Activations • Animation Use Case 2: In Instances Where the Oval Has Already Been Established • Dealership Interior Signage • Ford Campus Interior Signage • Ford Internal Engagement • In-Vehicle HMI • In-App • On Licensed Merchandise When to Use the Ford Signature Derived from the signature of our founder, the Ford Signature is one of our most valuable brand assets. * Through consistent use, it has come to be a strong representation of the Ford Brand. It may now be used without the Ford Oval in proximity, but only as described here. Please continue to treat it with care. * Based on Brand Distinctive Assets Global Ipsos research, August 2020. Home CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. DRAFT 05 DRAFT 05

Ford Blue Use this Ford Signature over white or light backgrounds and images that allow optimum legibility. CMYK files are for digital and offset printing. RGB files are for screen use. Spot files are for one-color printing. Restricted Black This is a restricted asset reserved for situations when color cannot be used, as in black-and-white printing, etching or stenciling. File names: Ford_Signature_Blue_Print_CMYK_v1.eps Ford_Signature_Blue_Print_Spot_v1.eps Ford_Signature_Blue_Screen_RGB_v1.eps Ford_Signature_Blue_Screen_RGB_v1.svg Ford_Signature_Blue_Screen_RGB_v1.png File names: Ford_Signature_Black_Print_K_v1.eps Ford_Signature_Black_Screen_RGB_v1.eps Ford_Signature_Black_Screen_RGB_v1.svg Ford_Signature_Black_Screen_RGB_v1.png White Consumer testing shows greater recognition of the Ford Brand when this asset is used on top of Ford Blue; however, it may sit on top of colors, imagery, patterns and textures that allow optimum legibility. The Ford Signature should be prominent and cannot be obscured. Please see the following page for examples. File names: Ford_Signature_White_Print_v1.eps Ford_Signature_White_Screen_RGB_v1.eps Ford_Signature_White_Screen_RGB_v1.svg Ford_Signature_White_Screen_RGB_v1.png Ford Signature Home CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. DRAFT 05 DRAFT 05

Presented By -TASTIC! THAT’S Way The Don’t use the Ford Signature or any other logo as the corporate logo. The Ford Oval is our corporate logo Don’t place the Ford Signature in white over images that are too busy to allow optimum legibility Don’t place the Ford Signature in white over backgrounds that are too light to allow optimum legibility Don’t recolor the Ford Signature Don’t position the Ford Signature on an angle (Vertical uses will be approved on a case-by-case basis) Don’t use the Ford Signature to coin a word or phrase, or as a word in a sentence Don’t distort, skew, modify, break apart or reconfigure the Ford Signature Please avoid using both the Ford Signature and Ford Oval in your communication; choose which to use based on the direction provided in the Distinctive Brand Assets overview Do Don’t or Home CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. DRAFT 05 DRAFT 05

Ford Signature Cropping In most instances, the Ford Signature should be used in its full form, not cropped. Exceptions for cropping may be made after Ford Brand Council review and approval. Even when cropped, the Ford Signature should remain legible and recognizable as the Ford Signature. If a consumer could not immediately recognize and associate it with Ford, it will not be approved for an exception. Please email [email protected] for requests to crop the Ford Signature. Home CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. DRAFT 05 DRAFT 05

Legibility Ford Oval and Ford Signature in Ford Blue The Ford Oval and Ford Signature in Ford Blue may be used on top of images, illustrations, textures or patterned backgrounds, but only if optimum legibility is maintained. Any disruptive matter, words, symbols or marks should be removed from the area (measured as 1/3 the height of the asset) surrounding the Ford Oval and Ford Signature. Ford Oval and Ford Signature in White Consumer testing shows greater recognition of the Ford Brand when these assets are used on top of Ford Blue; however, they may sit on top of colors, imagery, patterns and textures that allow optimum legibility. The Ford Oval and Ford Signature should be prominent and cannot be obscured. Because the Ford Oval in white has a transparent background, placing it over colors, images, illustrations, textures or patterns can change the appearance of the Oval. Special care should be exercised to ensure that optimum legibility is maintained. Please email [email protected] for review. Home CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. DRAFT 05 DRAFT 05

PANTONE 294 Committed to Using Blue Across All Brand Touchpoints • Physical • Digital • Experiential When to Use Ford Blue In all cases, Ford Blue (Pantone 294 ® ) is our primary brand color and a distinctive brand asset that we will continue to invest in. Supporting our core Ford Blue are two new blues – inspired by our past, refreshed for our future. Ford Blue Here, There, Everywhere Consistent use of Ford Blue will create a strong visual connection for consumers across all Ford channels. CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. Home DRAFT 05 DRAFT 05

A Commitment to Ford Blue Ford Blue (Pantone 294 ® ) will remain our primary brand color, with two new blues to support – Ford Twilight and Ford Grabber. In use, please mind the proportions shown here. Focus on Ford Blue. It should be most prominent. Ground with Ford Twilight to bring weight and depth. Complement with Ford Grabber; avoid using in excess. Additional colors, aligned to a business strategy, may be used in select instances. Please follow supplemental guidelines for approved brand colors. Please note: Color values for Ford Blue in CMYK, RGB and HEX have been custom-selected to align to the Pantone 294 chip. Follow the breakdowns on this page when setting color. 10 % Ford Twilight 80 % Ford Blue 10 % Ford Grabber Ford Twilight Pantone 2766 CMYK 100 96 53 47 RGB 0 20 46 HEX 00142E Ford Blue Pantone 294 CMYK 100 85 0 30 RGB 0 9 91 HEX 00095B Ford Grabber Pantone 2126 CMYK 100 81 0 0 RGB 23 0 244 HEX 1700F4 Home CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. DRAFT 05 DRAFT 05

Avoid Using Grabber Blue as: • A primary color; Grabber Blue should be used to complement Ford Blue • A text or background color for large blocks of copy; it can be difficult to read text set in or on Grabber Blue • A single-color pattern; this can create visual vibration and has WCAG/ADA compliance issues; please use the brand patterns only as supplied Consider Using Grabber Blue to: • Complement Ford Blue • Signal modernity • Add a touch of vibrancy • Highlight elements (iconography, numbers, rollover states) This Is To o M u c h Grabber Blue Grabber Blue should be a complementary accent color to Ford Blue – about 10% of your composition. Home CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. DRAFT 05 DRAFT 05

Proper Color Reproduction Adobe Swatch Exchange (.ase) digital color palettes have been provided on GEAR to ease adoption of correct color values. It’s important that the correct color spaces and file types are used with the corresponding medium or channel. Please use the information provided here as guidance. File Types: EPS, SVG, PNG, JPG EPS files are for use in all printed materials, including, but not exclusive to, communications, signage, merchandise and collateral. SVG, PNG and JPG files are for use in web, video, social media applications and digital presentations. SVG files are vector with a transparent background and are scalable. PNG files have a transparent background, while JPG files have an embedded white background. Please select the appropriate file type for your usage. Color Codes: Spot, CMYK, RGB, HEX Spot files are for Pantone ® spot-color applications only. CMYK files are used for all other printed materials. RGB files are for screen/video use. HEX color codes are also provided for digital applications. Please select the correct colorway for your usage. Home CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. DRAFT 05 DRAFT 05

Font Usage Ford Antenna is our custom brand font and should be used in all Ford materials. If you are a Ford employee, Ford Antenna is loaded on your computer. Please contact the Ford help desk with any issues. Use on any non-Ford work is not permitted through our license agreement. Please note: Ford Antenna Medium is the primary font for communications. Logo designs fall outside of the core brand design system and should be guided by the Ford Brand architecture framework. Ford Antenna Ty p e f a c e Licensed and paid for globally, and available for download on Ford Dealer Toolbox. Headlines, Subheads and Body Copy Ford Antenna Medium Callouts, Captions and Tertiary Text Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Medium Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Bold Condensed Weights for Space Constraints Limited Usage CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. Home DRAFT 05 DRAFT 05

Body Copy This is the primary body copy treatment. Ford Antenna Medium, mixed case, left-aligned. * Leading is set to auto. Tracking is set to zero. Use optical kerning where applicable. * For countries reading right to left, primary treatment is right-aligned, not left-aligned. Accessible Headline for Web Ford Antenna Medium, title case, left-aligned, * 1.5 height line spacing ADDING STRENGTH AND TOUGHNESS Ford Antenna Bold, all caps, left-aligned * Our Primary Headline Treatment The primary headline treatment is Ford Antenna Medium, title case, left-aligned. * Alternative Headline Treatments Limited Usage Leading is 1:1, so if your headline is set at 96, your leading will also be 96. Tracking is set to zero. Use optical kerning where applicable. Home CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. DRAFT 05 DRAFT 05

Use Only Our Brand Font, Ford Antenna Headlines Are Set in Ford Antenna Medium Limit Headlines to Eight Words When Possible Headlines Should Be Left-Aligned Use Title Case * for Headlines Optimal Leading for Headlines Is 1:1 Use Auto Leading for Body Copy Set Tr a c k i n g to Zero Use Optical Kerning * For title case, capitalize the first and last word, and all other words except articles (a, an, the), coordinating conjunctions (and, or, but, etc.) and (short) prepositions (in, on, for, up, etc.). Lorem Ipsum Dolor Sit Amet Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor. Avoid Long, Wordy Headers That Lose Visual Impact and Clutter the Communication Don’t Make Your Headline Diminutive Centering Ty p e Is Another Brand avoid all lower case No Mixing Header Weights No Period After Headline. SETTING BODY COPY IN ALL CAPS IS DIFFICULT TO READ AND SHOULD B E AVO I D E D . W i d e O p e n T r a c k i n g Is Hard to Read Avoid Non-Approved Weights of Ford Antenna Do Don’t Home CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. DRAFT 05 DRAFT 05

Ford Antenna CJK Character Set The CJK character set is available upon request for the Asian/ Arabic scripts and characters. These limited-license CJK fonts are for use on external customer-facing documents only. Please contact [email protected] if you have a need for the CJK character set. It includes the following languages: • Arabic, Armenian, Chinese (Traditional and Simplified), Hebrew, Japanese, Korean, Thai Restricted Arial Font For presentations and production situations in which Ford Antenna absolutely can’t be used, such as financial reporting, email and browsers that do not support web fonts, the Arial font family should be used. Ford Antenna Web Font As part of our global font procurement, we have purchased the rights to Ford Antenna web fonts. To obtain, visit www.webtype.com and sign in with the following credentials: Email: [email protected] Password: FordFonts Then go to “YOUR ACCOUNT,” where the Ford Global fonts have been preloaded. Select the fonts you need and click “EDIT.” This will allow you to access the language subsets. Ford Antenna WGL Character Set The WGL character set is included within the Latin character set for Central and Eastern Europe. It includes the following languages: • Agul, Avar, Balkar, Belarusian, Bulgarian, Chechen, Croatian, Cyrillic, Czech, Erzya, Estonian, Gagauz, Greek, Greek (Monotonic), Hungarian, Ingush, Karachay, Khvarshi, Komi, Komi-Permyak, Latvian, Lezgian, Lithuanian, Macedonian, Moldavian, Nenets Tundra, Ossetian, Polish, Romanian, Russian, Rutul, Serbian, Serbian (Latin), Slovak, Slovenian, Turkish, Ukrainian, Vietnamese Home CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. DRAFT 05 DRAFT 05

America’s Best-Selling Brand Headline Ford Antenna Medium font Large, left-aligned * Title case 8 words or less Using a 6x6 grid can help with overall layout and structure Bottom left * logo placement Ford Oval or dealership logo Body Copy Ford Antenna Medium font Sentence case Prominent use of Ford Blue System At-A-Glance Lorem ipsum dolor sit amet, consectetur adip iscing elit. Duis auctor hendrerit ligula. Proin in rutrum leo. Sed maximus arcu et laoreet male suada. Vestibulum tempor gravida malesuada. Tagline Here Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis auctor hendrerit ligula. Proin in rutrum leo. Sed maximus arcu et laoreet malesuada. Vestibulum tempor gravida malesuada. Aliquam maximus tortor purus, non venenatis nisi volutpat id. Cras enim est, ullamcorper quis cursus non, pharetra quis velit. Lorem Ipsum Dolor Sit Amet Hometown Autos Ford Home CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. DRAFT 05 DRAFT 05

The Ford Oval and Ford Signature are trademarks of Ford Motor Company that stand for the words “Ford Motor Company,” or the complete name of a subsidiary that may legally use the company trademark alone to identify itself. Use of the Ford Oval and Ford Signature by anyone other than Ford Motor Company or a subsidiary company that may legally use it is not permitted, unless under license from Ford Motor Company. Unauthorized use of the Ford Oval and Ford Signature harms both the company and consumers who rely on these trademarks to identify the company’s goods and services. Questions regarding who may legally use the Ford Oval and Ford Signature should be directed to the OGC/Trademark Department, Ford Global Technologies LLC. Motorcraft ® is a registered trademark of Ford Motor Company. Pantone ® is a registered trademark of Pantone, Inc. CONFIDENTIAL © 2021 Ford Motor Company. All Rights Reserved. Questions? [email protected] Home DRAFT 05 DRAFT 05