Ferrari
Ferrari builds high performance sports cars in Maranello and races in Formula One, with the road cars drawn directly from the racing programme.
Assertive headings with wide spacing, small technical body copy. The prancing horse is never used as a decorative pattern.
depict speeding on public roads
position the brand on value or practicality
use the shield as a decorative pattern
Every road car carries something that was proven on Sunday.
Passionate and racing led. Every road car is explained through the track. Never apologetic about price or exclusivity.
Collectors and enthusiasts who buy for the engine, the racing history and the scarcity.
+Racing as the reason the company exists
+The sound of the engine
+Building fewer than the market wants
×Mass production
×Practicality as a virtue
×Anything quiet
would die on
The road car exists because of the race car, never the other way round.
