Ford Authority

Built Ford Proud Trademark Filings Hint At Slogan’s Future

Ford Motor Company has filed to trademark Built Ford Proud with the United States Patent and Trademark Office (USPTO), Ford Authority has learned

Filed on March 3rd, 2022, these applications contain the goods and services description of “clothing, namely t-shirts, polo shirts, hoodies, sweat shirts, jackets, shorts, pants, sleep wear, gloves, scarves, socks; headwear, namely, hats, beanies, baseball caps,” and “motor vehicles, namely, automobiles, trucks, vans, sport-utility vehicles, and their structural parts and engines.”

Built Ford Proud Trademark Filing Built Ford Proud Trademark Filing

The Ford Authority Take

The Blue Oval originally debuted its Built Ford Proud advertising campaign back in 2018, starring actor Bryan Cranston (who still does voiceovers for the company today) and designed to highlight the innovation and manufacturing might of the automaker ahead of a number of important new vehicle launches. Created in conjunction with advertising agency Wieden + Kennedy, the Built Ford Proud covered the automaker’s rich legacy while also looking forward to the future and what it holds, and ran across broadcast, digital, and print channels through 2019.

Ford Mustang Built Ford Tough Ad Campaign - Exterior 001 - Front Three Quarters

Now, Built Ford Tough is apparently back – at least via these two trademark filings, which are both for different types of goods. One pertains to clothing – though some apparel items bearing that particular motto are already on sale today – while the other, interestingly enough, centers around vehicles themselves, possibly hinting that the slogan might be used on some sort of future model or part, at the very least.

Ford F-150 Built Ford Tough Ad Campaign - Exterior 001 - Rear Three Quarters

Of course, this is merely a trademark filing, and it could simply be that Ford wants to protect this particular slogan from being used by others, rather than planning to apply it to more merchandise or even vehicles. Regardless, the play on the old motto “Built Ford Tough” is clearly not dead yet, and may very well find new life in the coming months or years.

We’ll have more on all of Ford’s trademark filings soon, so be sure and subscribe to Ford Authority for non-stop Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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  1. Ryan

    A trademark has to be in use to be granted. You can’t trademark something that you might use someday down the road

    1. Brett Foote

      You absolutely can trademark something and not use it, but after three years, it will be considered abandoned.

      1. Ryan

        From the USPTO, it will not be granted if it’s not in use

        “Although you can apply to register your trademark with an intent-to-use basis, you cannot actually register your trademark until you show that you’ve started using it in commerce and you file the proper TEAS form.”

  2. Bob

    Before they file for this trademark using the word proud, they should learn how to build the product with pride. Then, maybe some of the recall issues would decrease.

  3. Brice’s homepage now has Built Ford Proud on it

  4. Raymond Leotta

    BUILT FORD TOUGH!!! I been trying to get in a ford commercial for over 30+years, My 89 ford f350 4×4 was a moving ford commercial. Themed by my truck name MR MAJESTYK when ford used scenes from the movie to start there built ford campaign, I even got a local newspaper to do a story on me titles FORD FAN LONGS TO BE DISCOVERED!!! WENT to fords 100th anniversary celebration in 2003 with my truck. Never got noticed and after having the truck 18 yrs i sold it. But i see the ford proud campaign using owners of there vehicles show there love for fords. I always claimed to be the alltime ford fan, i never understood why ford never noticed me or my truck to use it in some commercial or print ad!!!!!


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