Volkswagen was not the only car manufacturer using Futura for their adverts. Afew years after the launch of the famous campaign by Volkswagen of America, competitor Ford relied on Paul Renner’s groundbreaking geometric sans serif, too. Unlike Volkswagen’s, though, their use was hardly consistent. This sample of magazine ads from the mid-1960s shows that Ford had no recognizable visual identity beyond the Blue Oval logo (with script lettering credited to Childe Harold Wills). Almost every model was advertised in a different, at times seemingly random typeface.
Around the same time, in 1966, Ford hired Paul Rand to redesign the logo. According to Safet Satara of AutoWise, “the proposed solution was too radical for Henry Ford II, so the more conventional emblem prevailed.”