Never mind the new tailgate that opens in two directions, the reworked design, and the upgraded technology, the change the updated 2024 F-150 brings that will have the biggest impact across the Ford brand is its new badge. Subtly improved for the new truck, the new logo has made its debut at the Detroit Auto Show.
Although it is still fundamentally familiar, Ford is just the latest brand to flatten and update its badge for the 2020s. It joins the ranks of Porsche, VW, Renault, GM, and others that are trying to keep up with the design times.
You could be forgiven for not noticing Ford’s updated logo because it has all of the old elements, namely a light “Ford” script in a darker blue oval. However, as was first noticed by Car and Driver, the name has been enlarged with the new design, a change made possible by the deletion of a thin pinstripe within the wider stripe that surrounds the letters.
See the old and new logo in the photos below:
The colors have also changed for 2024, with the chrome lettering and striping replaced by white. Meanwhile, the blue background appears to have gone darker, providing even more contrast. While it’s not a massive departure from the existing logo, it probably makes sense not to mess too much with the deeply historical badge.
Read: 2024 Ford F-150 Refresh Brings New Swinging Tailgate, Cheaper Hybrid And More
First introduced in 1927, the “blue oval” is now nearly 100 years old and is familiar around the world. It would take some kind of impatient business brat with an inexplicable obsession over the letter X to throw away that kind of brand recognition all of a sudden.
It remains unclear when the new badge will migrate to the rest of the lineup, but since the shape remains the same, it likely won’t be too difficult of an update to make, whether that’s with model year turnover or with upcoming refreshes.
