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How the new Ford Bronco logo compares to the old ones

Published in blog.hemmings.com

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.

2020 Ford Bronco Teaser

Notice the lower kick to the Bronco and lighter wordmark font. Photo credit: Ford

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.

2019 Ford Ranger on snow covered highway

The 2019 Ranger uses a similar font on the tailgate as the Bronco logo above, but with less weight on the vertical strokes. Photo credit: Ford

The 2004 Bronco concept has a similar font to the wordmark at the top of the story. The N, for example, is heavier on the sides than on the diagonal part. Photo credit: Ford

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.

The Bronco II shows a higher-kicking pony with separated rear hooves.

1968 Ford Bronco black and white

The Sport badge on this 1968 Bronco shows a horse with a more arched back than in other Bronco logos. Photo credit: Ford

1981 Ford Bronco rear white roof red paint

This 1981 model shows the lower-kick Bronco logo common though most of the model’s history. Photo credit: Ford

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.