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Ford and Mazda adopt new dealer identities in South Africa with 3M Brand Solutions

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Bottom Photo One

Ford and Mazda had decided to rebrand twenty-two key automotive dealer sites in South Africa with newly designed internally illuminated signage. Initial discussions led to the appointment of Identity, corporate signage manufacturers based in Johannesburg, who regularly consult and work with 3M on major branding challenges. Following meetings with all parties, where the importance of material durability, quality and warranty were all discussed and agreed, the 3M team in South Africa developed a full technical specification for blue, durable, uv-resistant, and thermo-formable, translucent sign materials, plus special effect mirror silver opaque materials, with conversion guidelines, for Identity. Critical to the success of the project was the engagement of the Brand Architect with the sign manufacturer to recognise and support the specification in order to ensure not only site to site consistency, but also to achieve the right quality to cost. Good pre-planning and communications enabled the material to be available when needed.