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.”
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.
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.
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.
A trademark has to be in use to be granted. You can’t trademark something that you might use someday down the road
You absolutely can trademark something and not use it, but after three years, it will be considered abandoned.
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.”
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.
If you call it a banana, it’s a banana.
PROUD???? TOUGH???? Whatever, do what ya want, Just start Giving a Good RIP how it goes out the DOOR for God’s Sake.. “Building” something, and “Putting” Something together are 2 different things. You “BUILD” A HOUSE. You “PUT TOGETHER” Lego Blocks. The way things are being Shoved out the Door (s) nowa day’s, Makes ya wonder, are they just putting these TRUCKS together???? Do they really Care about how they are “B U I L T”???? PRIDE. It’s Like Experience, You can’t Teach it. It’s gotta be IN YOU!!! Part of your D N A….
Oh Kenny Kenny, I was hoping when you returned from your hiatus down on the farm you might not assault us with such indiscriminate use of capitals and punctuation
Ford.com’s homepage now has Built Ford Proud on it
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!!!!!