Ford released the logo for the upcoming retro-styled Bronco, teasing a reveal in spring 2020. If you’re unfamiliar with the story so far, the new Bronco is loosely based on the Ranger truck platform, suggesting the possibility of serious off-road capabilities. The only official photo to date is this teaser image, which shows some retro boxy goodness.
But back to today’s news, the logo. This being a teaser and all, it might not be the actual production material, but we’ll analyze it anyway. The font is similar to the one used on the 2004 Bronco concept, as well as the current Ranger, and the block lettering on the front of the current F-150 Raptor. On the Raptor, the corners are angled, whereas the Bronco rounds them off with a tight radius. Compared to the Ranger, the Bronco’s font is heavier, with more width on the vertical portions of the letters.
The original Bronco used a script logo, while later versions used block lettering shared with the corresponding truck sibling, whether it was the F-150 for the Bronco or the Ranger for the Bronco II. You can see some of it in Ford’s teaser video below.
As for that bucking bronco logo, the design is familiar but kicks higher, almost into a handstand (hoofstand?). The current logo is an evolution from what was on the teaser, which had a lower kick similar to the original (and a thinner font). That old Bronco art was fairly consistent throughout the years, with the exception of the Bronco Sport, where the pony had an arch to the back and the tail waving down instead of in an upward flourish. Older logos also show the rear hooves separated more than the current one.
Stay tuned for more updates as we creep towards the Bronco’s launch date, and remember that spring could mean as late as June 20th.