Ferrari Identity Review
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Transcript of Ferrari Identity Review
Ferrari road cars, noted for their exquisite styling by design houses
such as Pininfarina, have long been one of the ultimate accessories
for the rich and young (or young-at-heart).
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DevelopmentThe company’s history officially began in 1947 when the first car emerged
from the gate of no. 4 Via Abetone Inferiore in Maranello: the 125 S.
This historic two-seater would go on to win the Rome Gran Prix 1947
and shortly thereafter become a refined GT roadster. The company has
travelled a long way since then, but its mission has remained unaltered:
to make unique sports cars that represent the finest in Italian auto design
and craftsmanship, both on the track and on the road. The essence of
excellence and sportiness, Ferrari needs no presentation. Its calling card
is the numerous Formula One titles it has won: a total of 16 constructor’s
championships and 15 driver’s championships. And of course, the
impressive lineup of legendary GT models: cars that are unique
for their design, technology and luxurious styling and
that represent the best in Italian the world over.
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1). Ferrari 125 S, the first “Ferrari” made 2). The Enzo Ferrari. Built to reflect the companies founder. Only 400 were produced (14 of which have been totalled so far) 3). One of Ferrari’s concept cars
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LogoThe symbol ‘Cavallino Rampante’ aka Ferrari Prancing Horse did have
an interesting story. The symbol was originally the emblem of the Italian
aviators in the Second World War. Originally Prancing Horse logo on
the car used in fighter aircraft owned Italian Francesco Barraca who
died during World War I. The parents of the pilot gave the idea of the
prancing horse to Enzo Ferrari to be painted on Enzo’s racing cars for
good luck.This logo eventually became a symbol in every car Ferrari.
Ferrari has used the Cavallino Rampante on official company stationery
since 1929, while the yellow background was added to honor Modena -
as yellow is the city’s historic color. The red strip represents Ferrari’s
Racing Red, and the green is pulled from Italy’s national colors.
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Primary Logo, used on road cars and publications
Racing Logo, placed on their Formula 1 cars
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Pantone Process Yellow in the background of the shield to represent, Modona, the city in which Ferrari was started.
The Prancing Black Horse known as “Cavallino Rampante”
“S” stands for Scuderia, which is Italian for Horse Stable. It also stands for Team
Italy’s National Color, Green (Pantone 355) sits at the top of the logo
“F” stands for Ferrari, as Enzo Ferrari was the creator of both road and racing Ferrari
Pantone 485, Ferrari’s Signature Racing Red
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TypeThere are several typefaces that Ferrari uses among it’s publications and
promotional materials. The first recognizable typeface is the Display type
used in the logo. Next they use Blair for some of their print produced
posters and publications. Their web site sports two main typefaces. They
use a form of Tahoma for headers and titles. Georgia is used as the body
copy though out the pages.
GeorgiaBLAIR Tahoma
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Logo UseOther than fine automobiles and a healthy collection of racing cars,
Ferrari offers a wide variety of accessories to go along with your dream car.
Everything from shirts, pants, hats and watches to Skateboards, Collectable
steering wheels, and sculptures. Ferrari also licences there name and logo
out to third party companies to put their name and logo on it. Like Acer for
a laptop or Motorola for a cell phone. This helps both organizations gain in
their reputations.
Critique
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Considering that Ferrari doesn’t have any advertising other than their
web site and word of mouth, I would say that they do pretty good for
themselves. They have a really strong following of customers due to the
fact that Ferrari grabs their attention when their potential customers
are young by carrying their tradition of being the stylish and fast car
that every successful business person needs to have when they are rich.
I would say that Ferrari’s only weakness is that they are very traditional,
and not big on change. Their traditional logo has stayed the same since
Ferrari was founded. Their racing team logo helps make the company
not seem so old. What concerns me is Ferrari hanging on to their
traditional ways to long and a younger company surpass them.
Competition
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Ferrari has two threats that they should be concerned about:
Lamborghini and Aston Martin. Both car companies shoot for similar
markets, and have pretty comparable cars. What sets Lamborghini
ahead is the exotic look of all of their cars. What sets Aston Martin
ahead is that they only make 600 cars a year and still come out on
top. Showing us that they are growing in their customers. What gives
Lamborghini a bit of a upper hand is that their car presence has more of
a prestige to it that matches and in some ways surpasses Ferrari’s.
Aston Martin (Top) and Lamborghini (Bottom) are the car companies that give Ferrari a run for their money.
But each time I seemed to be climbing into a roller coaster and
finding myself coming through the downhill run with that sort of
dazed feeling that we all know. - Enzo Ferrari
http://performancecarhire.net/
http://www.logoorange.com/logodesign-F.php
http://www.ferrari.com/English/Pages/Home.aspx
http://www.coachbuild.com/gallery/main.php?g2_itemId=35493&g2_imageViewsIndex=2
http://www.fiatspa.com/en-US/business/automobiles/Pages/ferrari.aspx
http://www.nonemark.com/car-logo/the-symbol-cavallino-rampante-logos-for-ferrari
http://www.ridelust.com/the-top-20-sports-cars-of-all-time/
http://www.fastcarinworld.com/2011/09/learn-origin-logo-horse-leaning-of.html
http://www.ferrari-wallpapers.com/bulkupload/Ferrari2/Others/Others%202.jpg
http://www.acer.com/ferrarione/gallery/gallery.html
http://www.motorola.com//MOTOROLA-Maxx-V6-Ferrari-XP-EN
http://www.wallpaperramp.com/lamborghini-gallardo-2/
http://www.flickr.com/photos/smuckatelli/5856839294/sizes/l/in/pool-73648612@N00/
http://www.astonmartin.com/eng/gallery/imagegallery
http://www.brandnetic.com/
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