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Last year, precisely on April 9, 2020, Volkswagen introduced a redefined logo amidst the initial weeks of lockdown. A comprehensive press release was circulated, accompanied by a diagram and rationale outlining the flattened, focused, and simplified design of the VW emblem. It might have gone unnoticed then, overshadowed by the global health crisis that had us all reeling.
This week, Volvo quietly introduced a similarly streamlined logo. Without fanfare or a press release, the Swedish carmaker chose a subdued approach to unveil its new emblem, aligning well with its simple brand identity. This marks a departure from the company’s previous three-dimensional, chrome-inspired logo that had been in use for several years.
Volvo in 1958, Automotive History Preservation Society
The new logo bears resemblance to Volvo’s original symbol displayed on its inaugural car back in 1927. Drawing inspiration from the iron symbol to signify its sturdy build, Volvo has consistently incorporated the circular-arrow motif, evoking both the symbols for man and Mars. Over the years, there have been some subtle variations, like the angular border around the emblem used for a concept vehicle in 1992.
Personally, I find the badge from 1927, the ÖV4, particularly appealing; it resembles a cloisonné ornament. Another favorite of mine is from 1937, suggesting velocity with a slanted bar intersecting the iron symbol. The contemporary iron/Mars/male symbol retained by Volvo preserves the same basic shape since the 1930s, ensuring thematic continuity.
Some are already expressing disdain for the revised logo, but it’s essential to acknowledge that design trends evolve, and automakers must adapt to remain relevant and contemporary. The updated emblem aligns with current graphic trends and is versatile across various mediums. In 2021, more individuals are embracing minimalism over the elaborate Art Deco era or the excesses of the 1980s, and this preference is subject to change.
Ultimately, what truly matters is the driving experience.
Have a tip to share? Reach out to the author at kristin.shaw@thedrive.com
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