How Ford’s Golden Anniversary Shaped the Typeface You’re Reading Right Now

Ford has long drawn on its heritage to create new vehicle designs, but one of the company’s latest creations is not a product for sale. Ford’s new standard typeface, Ford F-1, is rooted in Ford history, particularly the company’s 50th anniversary in 1953. The new typeface, introduced last year, was inspired by an emblem that was created to celebrate Ford’s semi-centennial and adorned Ford’s truck lineup. 

Ford’s Golden Anniversary may be best remembered for the reopening of the Rotunda building in Dearborn, which had been closed during World War II. The facility was completely remodeled as an exhibition space and its exterior was decorated with what appeared to be 50 birthday candles. Also on June 16, the date of Ford’s incorporation in 1903, the new Engineering and Research Center was opened. The anniversary, themed “50 Years Forward on the American Road,” also served as the subject of a pictorial book, a national television special and radio broadcast, and a film. These productions were accompanied by an anniversary calendar featuring Norman Rockwell illustrations, among other festivities.  

The Ford crest introduced on the 1953 model year line of trucks was mounted on the front of the hood in conjunction with a gold-edged medallion mounted as the trucks’ horn button. Each resembled the general shape of the crest of Ford’s passenger car lineup, including features of the 1953 line of trucks, with the Ford name engraved at the top of the shield. A gear symbol, representing power, was placed above a field of ribbed plastic in red, blue or silver, and paired with a lightning bolt meant to signify speed.

Ford was producing four complete lines of trucks at the time: conventional, cab forward, parcel delivery and school buses — enough to satisfy 97% of all hauling needs. The new emblem was also used in promotional material and brochures. 

The colorful crest, or coat of arms, had been introduced on Ford’s passenger cars in 1950 in what was a significant departure from Ford tradition. Derived from an authentic coat of arms which dated back to 18th-century England, where the Ford family traced its roots, the three-inch-by-three-inch emblem appeared over the center of the vehicles’ grille and on the center of the trunk lid. It was shaped like a shield and divided into three fields of red, white and blue divided by a black chevron marked with five gold spheres. The crest was topped with “Ford” in block letters and three gold-colored lions were mounted in the center of each field. 

The crest followed another break from tradition that came with the beginning of the post-World War II era. The traditional Ford script was replaced with block letters on the front of the hood with the 1949 Ford, the company’s first completely new model following the war. The car is credited with helping revive Ford following pre-war losses and establishing a new era in company history.   

Teamwork makes the theme work

After a year-long collaborative process involving the Ford Typography team of Mexico, the U.S.-based Design DNA team, and Marketing, Ford F-1 replaced Ford Antenna on all Ford Motor Company devices and communications. With this new typeface, Ford’s history continues to inform its present and future while propelling the company’s legacy forward one group of characters at a time. 

Love Ford history? Access http://fordarchivesonline.com with your CDSID to search your favorite topics. Or visit http://fordheritagevault.com, where no CDSID is needed, to browse and download product history.