In the midst of the constant change of today, there’s something nice about witnessing a truly timeless mark.

We are in the age of rebranding. With talk of design and “the brand” being so in vogue, it seems like everyone is racing to update their look. There are many reasons why a company would want to change their identity: to signal a new direction, update an aging mark, attempts at relevancy. What’s not talked about as often is the brand that doesn’t change.

If you’ve been paying attention to the American auto industry in the last few years, you probably recognize that Ford is absolutely crushing it. While the other two automakers were stumbling through bankruptcies and bailouts, Ford raised money the old-fashioned way and posted profit. They reduced costs and increased efficiency, culling a 97 model lineup to 20. For the first time in decades, they’re building beautiful cars.

The latest handsome sculpture arrives in the form of the 2013 Ford Fusion, revealed at the 2012 Detroit International Auto Show. Admiring the new Aston Martin-inspired fascia, I noticed the juxtaposition of a very contemporary shape with the classic script logo. Strange for a second, but somehow a good match.

The original script was drawn in 1909 by Ford engineer and designer Childe Harold Wills. It’s received some soft updates since, but has remained largely the same. In the midst of the constant change of today, there’s something nice about witnessing a truly timeless mark.

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