Maybe it’s just because I’m currently trying to beat one rusting bucket of a 1974 F100 into shape, but I was drawn to this story about Henry Ford II hiring 20th century American design legend Paul Rand (IBM, ABC, UPS) to revamp the Ford logo in 1966.

The modernist design that Rand came up with is interesting to behold, but one has to wonder how it would have gone over with the car-buying public. It doesn’t exactly scream “Built Ford Tough,” does it?