The Ford Motor Company has a division that was named after an American politician. This is Lincoln, a luxury brand with roots dating back to the early 20th century. It appeared in 1917 when Henry Martyn Leland fell out with the president of General Motors and quit to start his production. And five years later, the new business was declared insolvent and passed into the possession of Ford.
Meaning and History
What is Lincoln?
This is a series of luxury cars owned by Ford. It was founded by the inventor Henry Martyn Leland.
Lincoln cars have always been driven by members of the upper class of society, including prominent US statesmen. First of all, this concerns limousines, which have become the main means of transportation for the elite. The company’s logo is still considered a symbol of prestige, power, and wealth. It took on a modern form after another Ford division, Continental, was integrated into the Lincoln brand. Despite the evolution, the design remains recognizable thanks to the cruciform elements.
1917 – 1922
One of the first logos was stylized to resemble the White House facade, as evidenced by a triangular roof and columns. Above was the inscription “LELAND-BUILT,” and inside an uneven oval was the name of the trademark in the center. Along the edge was a ribbon with a striped pattern consisting of many parallel lines.
The bottom was decorated with two olive branches – a symbol of peace. This is a reference to the Great Seal of the United States because the bald eagle also has an olive branch on its face. The designers tried to connect the Lincoln brand identity with a real politician.
1922 – 1939
In 1922 Lincoln became one of the Ford divisions. To indicate this, the name of the parent company appeared on the logo. It was written inside an ellipse using a handwritten font. In the middle was the luxury brand’s name, and at the very bottom was the word “DETROIT” (the city where the automaker’s plant was based). The patriotic motives disappeared as the new owner decided to change the brand’s image radically.
1939 – 1954
The emblem turned black and round. Of all the inscriptions, only the name Lincoln remained. The developers made it white and chose a different font – with an imitation of calligraphic handwriting. A triangular shield was depicted in the lower half, divided into four parts by two intersecting lines.
1954 – 1964
In 1954, the color scheme changed. The circle has a brown ring frame, while the inner part has acquired a silvery hue. In addition, the designers painted the shield: the cross turned red, and the horizontal lines inside the two segments were repainted blue.
1964 – 1972
When the Lincoln and Continental divisions merged, they needed a new brand name. The developers have adapted the Continental emblem (four-pointed star) by placing it inside the silver letter “H.” The image was three-dimensional and stylized as a figure on the radiator grille.
1972 – 2012
In 1972, the logo became two-part. At the top was a cross that crossed the rectangular frame at four points. At the bottom was the word LINCOLN — strict, black, and sans serif. All letters had the same line width. Another version of the logo used the same lettering but with a three-dimensional silver badge.
2012 – present
The designers have shortened the cross so it fits perfectly into a rectangular frame with rounded edges. The graphic is located on the left and is separated by a thin vertical line from the phrase “THE LINCOLN MOTOR COMPANY.” The company name is split into two lines.
Font and Colors of the Emblem
There is a lot of controversy over the meaning of the Lincoln logo. Some are convinced that this is a compass that points in four directions. In this case, it should symbolize the expansion of the company, its desire to sell cars around the world. According to another version, the cross is a four-pointed star taken from the Continental brand after the merger of the two divisions. Then he personifies prestige, luxury, comfort, and elegance in every detail. Another theory is that the cross was borrowed from the shield that adorned the 1950s Lincoln badge.
The thin, crisp, and neat font on the car brand’s logo is called Couture. At least he looks a lot like him. This is a development of the typographer Chase Babb. The color scheme is limited to black and white, which makes the brand very stylish.