fpv Logo - History, Design, and Meaning

The visual identity of the Ford subsidiary was introduced in 2002 and has remained unchanged, with the background of the horizontally oriented oval badge switching from blue to black depending on the model of the company's car.

There were various options for the badge's execution — it could be rendered flat in a monochrome or white and blue palette, made three-dimensional, and the white could turn silver, with the edges of the oval gaining thickness and gradient shades. However, one element that never changed was the brand symbol.

The FPV badge featured a stylized profile of an eagle facing left. The bird's sharp lines in its eye and beak gave it a dangerous and aggressive appearance. The lettering was positioned beneath the eagle's head, on its silver 'wing.'

In addition to the color palette, there were two versions of the FPV inscription typeface, both based on a bold and modern sans-serif font. One version featured sharp ends on the lines and an elongated tail of the 'V' directed to the left, mirroring the eagle's design.

The FPV lettering, derived from the sharp and powerful brand emblem, was presented in all capital letters using a custom italicized sans-serif typeface, likely based on Snasm Heavy Italic, but with modified and sharpened contours and lines.

In terms of color, the Australian division of Ford, specializing in high-performance cars, opted for traditional and timeless combinations of black and silver or blue and silver. For flat versions, the brand utilized monochrome and white with blue.

Both styles appeared clean and fresh, evoking a sense of confidence, strength, and determination, effectively reflecting the essence of a strong brand and its values.