The Evolution of Corporate Logos

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Perhaps one of America’s most recognizable brands, the Ford logo has retained its familiar oval shape since the company’s founding during the turn of the 20th century. In 1909, the first logo with the distinctive lettering was designed by C.H. Wills, an engineer and draftsman who was with the company since its incorporation. Though Wills passed away in 1940, the oval emblem he created lives on. In a press statement announcing the company’s most recent logo update in 2003, Jan Valentic, Ford’s vice president of global marketing noted that "The oval is a memorable visual symbol that conjures up great images of the storied experiences people have had with their Ford vehicles…Ford, the oval, is a thread in the fabric of our culture."