• My first thought was, dumb idea--that logo has been around forever, it's extremely recognizable and directly associates anyone who sees it with all that the Ford family of vehicles represents in the blink of an eye. Which is exactly what you want a logo to do.
• My second thought, scratch the first thought. Parting ways with all those direct associations might just be what the doctor ordered to save a seemingly dying American icon. But why?

Think about it, people don't think overwhelmingly positive thoughts when they hear GM, Ford or Chrysler. They just don't. The tarnishing of these great brands has eroded virtually all the positive memory of why we loved them in the first place.

Separation from all that erosion could be just the thing Ford needs (or GM or Chrysler). All of the sudden, with something as simple as a logo shift, there is a pause between what the eye sees and what the mind already knows. The mind has to work harder to associate the negative thoughts towards the old with the visual impression of the new. Even though we all know it's just a logo, it still creates separation in the mind. And that separation means opportunity.

Opportunity to redefine itself. To show the American consumer and the world that our country's great brands of yesterday are ready to invent again. They're looking to embrace what's next, not just hold on to what they've had.

I think this was a brilliant joke--but perhaps an even more brilliant strategy.

Ford, you listening?