Volvo’s new logo trades its predecessor’s 3D-effect styling and central bar for a more minimalist 2D look.
Swedish
manufacturer Volvo has shown off the latest iteration of its iconic ‘iron mark’
emblem, with the first cars to wear the new logo set for launch in 2023.
Rolled out
across the brand’s global websites and social media channels earlier this week,
the new logo retains Volvo’s legendary ‘iron mark’ signature – with a diagonal
arrow affixed to a hollow circle – but removes the contrasting bar across the
centre, with the ‘VOLVO’ script now ‘floating’ in the circle.The shape of the
arrow – and how it is distinguished from the circle – have also been tweaked,
along with a revised typeface for the central lettering, and a new flat finish
(rather than 3D-effect silver).
The first
production Volvo vehicles featuring the updated logo are slated to launch
overseas in 2023 – though what vehicle will debut the new iron mark isn’t
clear, nor is specific launch timing within the calendar year.
While yet
to be confirmed, it’s fair to expect the logo to debut on a new-generation
vehicle showcasing the brand's latest design language, rather than as part of a
model-year update for an existing model.
The
successor to the current XC90 large SUV – slated to wear a traditional name,
rather than the alphanumeric designation currently in use – has been confirmed
for an unveiling in 2022. A reveal late in 2022 would suggest a launch in early
2023, making it a prime candidate for the new logo.
Volvo’s
‘iron mark’ symbol – derived from the ancient symbol for iron – debuted in
April 1927 on the brand’s first car, the OV 4, where it formed part of a
diagonal band spanning across the grille.
The ‘VOLVO’
script and central bar were added in 1930, before the logo evolved into a
version of its current form in 1959, and gained a 3D appearance in 1999. The
new logo will used in conjunction with a 'VOLVO' script wordmark, which was
revised in 2020 with a new typeface.
The new
bar-less design was previewed by the front emblems of Volvo's all-electric XC40
and C40 Recharge small SUVs – on sale now in Australia, and due in local
showrooms in late 2022 respectively – along with the Concept Recharge revealed
earlier this year.
“An updated
version of the Volvo Iron Mark will be used exclusively on products and in
small digital spaces when clear visibility of the Volvo spread word mark can't
be ensured,” a Volvo Australia spokesperson told Drive.
“The change
will be gradual. [This week] we start by rolling out the updated identity on
our main website, main social media platforms and in the new Volvo Cars mobile
app. The updated iron mark will be rolled out in other areas step by step, and
the first car with the updated iron mark will be launched in 2023. The old iron
mark will be phased out over time.”
The
strangest thing is, however, the fact that Volvo Trucks also adopts the same
logo when the two brands have not been linked for a long time.
Could this
be the sign of a merger, following the acquisition of a stake by Geely in Volvo
Trucks?
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