Fair Lane Estate
An iconic home comes alive by the power of two
Introduction
“If we could build the house we want, I’d like to build out in Dearborn.” And from her words Clara and Henry Ford began construction of their “forever” home in 1914 on the banks of the Rouge River. More than just a residence, Fair Lane Estate was their center of innovation, family life, and connection to the natural world. The Estate includes their eclectic 56-room home; the Powerhouse that Henry and Thomas Edison built as a showcase of self-sufficiency and sustainability; the Garage where Henry tinkered and housed some of his greatest automotive ingenuity; and the Garden and Grounds designed by Jens Jenson and cultivated by Clara. A place unlike any other, Fair Lane Estate embraces past and future, nature and technology, hard work and relaxed retreat, and the lives of Clara and Henry.
After finishing a multi-year renovation, the non-profit Fair Lane Estate sought to reopen this National Historic Landmark site to the public with rich history and contemporary gatherings: an opportunity to step into the personal spaces, life-long interests and passionate pursuits that inspired Clara and Henry—two distinct and dynamic American icons.
Strategy
To uncover Fair Lane Estate's unique opportunity to tell the personal stories of Clara and Henry Ford, our BasedOn team immersed ourselves in the Estate's spaces, experiences, perspectives and history. By first confirming the site’s name, Fair Lane Estate proudly claimed their original use of the name which personally meant so much to Henry. We then delved into the archives, spoke with staff leadership and family members, and explored the Estate's many artisanal details and personal touches. Through this work, a distinctive theme emerged. This private retreat brought out the dynamic pairing of Clara and Henry: two distinct and powerful personalities who shared life, pursued their own interests and reinforced the best in each other. And in numerous ways, Fair Lane Estate itself embodies the power and balance of two forces.
Brand Idea
Two Forces Where history is understood through the balance of equal forces
Verbal Identity
Telling the stories of Fair Lane Estate, an iconic historic place unlike any other.
The Story of Two Forces
Fair Lane Estate, the iconic home of Clara and Henry Ford, is a place of balance and connection, where history is understood through the relationship of two equal forces. A space to witness the interplay of perspectives, the quiet dynamics that shape character, and the relationships that guide and sustain us.
Like no other historic estate, only this pair of Clara and Henry could bring together past and future, nature and technology, warm private moments and legacy-defining activities—through the power of their individual pursuits and shared experiences. The impact of two forces.
Fair Lane Estate is uniquely positioned to take a deeper dive into the personal lives, passion projects and shared accomplishments of Clara and Henry. Embracing both individuals' personal strengths and interests defined how they lived their lives, and this dynamic continues to bring energy and inspiration to Fair Lane Estate and all who spend time there.
About Us Narrative
Welcome to Fair Lane Estate, the restored and reimagined home and grounds of Clara and Henry Ford. Capturing the shared passions and individual pursuits of this iconic American pair, Fair Lane Estate includes their eclectic “forever” home, a state-of-the-art Powerhouse and Garage that holds some of Henry’s greatest automotive inventions, and Clara’s Gardens and Grounds designed by Jens Jensen—all on the banks of the Rouge River in Dearborn, Michigan. Today Fair Lane once again invites visitors to feel at home, wander the grounds, explore ideas, honor the past and find inspiration for what comes next.
Visual Identity
Fair Lane Estate Logo
We wanted the logo to look like it had always been part of the house. In our first site visit we were shown a memorial plate created by Thomas Edison in 1915, when the house was first being built. Using the Arts and Crafts letterforms as our inspiration for the logo, we then mixed a variety of period typefaces to emulate the variety of styles in the design of the house.
Foundation of the Logo
The lettering on this cornerstone, laid by Thomas Edison in 1914, was the inspiration for the Fair Lane Estate logo.
Monogram
The distinctive letterforms of the logo are used in this monogram to create a very simple symbol of the Estate.
Primary Color Palette
The Primary color is Fair Lane Blue, a cool, muted and elegant blue inspired by colors found inside the Estate. Blue was Clara’s favorite color, and it washes through the Estate from the main entry way all the way to the banks of the Rouge River.
Heritage Gold is derived from the one-of-a-kind glazed ceilings and the brass details that adorned Henry's inventions. Together, Fair Lane Blue and Heritage Gold contrast each other, symbolizing the two forces of Clara and Henry. They balance the light and dark, day and night, warm and cool, of their two personalities and intertwined lives.
Secondary Color Palette
A secondary palette is used to differentiate the spaces at the Estate.
Carmine, inspired by the classic Ford Motor paint color, is used to represent the Powerhouse and Garage.
Verdigris, taken from the aged copper of the cornerstone plaque and other architectural details, is used to represent the Gardens and Grounds.
Locations in Color
Color indicates the main locations of the Estate. The Estate and House are Fair Lane Blue, the Powerhouse and Garage are Carmine, and the Gardens and Grounds are Verdigris. Each main location received its own logo for clear identification.
Symbols of Fair Lane
Three distinct icons symbolize the main areas of Fair Lane Estate. A bluebird represents the home and entire Estate, a design taken from a metal screen in the Powerhouse to honor the Fords' love for bird watching. A rose, copied from a plaster ceiling detail inside the house, represents the Gardens and Grounds. Finally, a gauge design symbolizes the Powerhouse and Garage, showing that the creators cared about every functional detail on the property.
Bluebird
The Estate
Rose
Garden & Grounds
Gauge
Powerhouse & Garage
Patterns
The checkerboard pattern is a nod to both the craftsmanship of house and the two forces of the Estate, Clara and Henry.
Stars and Lines
The star and line graphics from the logo are used to create distinctive designs and to nod to the logo even when it's absent.
Summary
Fair Lane Estate has long held a modest profile despite its unique role in our region and our world. Now, with the award-winning renovation of the Home and addition of new visitor amenities, Fair Lane Estate can proudly share the experience that Clara and Henry created for themselves, family and friends. A place of both welcoming and retreat. A place dedicated to nature and powered by technology. And a place that celebrates history and inspires new connections.