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New Logo for Volvo by Stockholm Design Lab
 

before

after

Noted Aug. 29, 2014 by Armin

Industry / Automobile Tags /

About

Volvo has been in operation since 1927. Today, Volvo Cars is one of the most well-known and respected car brands in the world with sales of 427,000 in 2013 in about 100 countries. Volvo Cars has been under the ownership of the Zhejiang Geely Holding (Geely Holding) of China since 2010. It formed part of the Swedish Volvo Group until 1999, when the company was bought by Ford Motor Company of the US. In 2010, Volvo Cars was acquired by Geely Holding. As of December 2013, Volvo Cars had over 23,000 employees worldwide.”

Design by

Stockholm Design Lab

Related links

Stockholm Design Lab news
Volvo press release (mostly about the new XC90)

Relevant quote
Volvo needed a re-design of the iron mark, optimized for communication and versatile for all types of applications. The logo has been simplified in its purest form and conveys the brand’s vision; to be the world’s most progressive and desirable premium car brand.

Stockholm Design Lab news

Images (opinion after)
New Logo for Volvo by Stockholm Design Lab
Logo detail.
New Logo for Volvo by Stockholm Design Lab
Two different renderings exist of the “Ironmark”: one for Volvo Cars (above, left) and one for AB Volvo (center). They share the same flat logo (right).
New Logo for Volvo by Stockholm Design Lab
XC90 event invite and new business card.
New Logo for Volvo by Stockholm Design Lab
The new logo on the new XC90 grill.
Opinion

Although it's one of the biggest car brands, the update to Volvo's logo lands in Noted instead of Reviewed since there aren't many supporting images and it's not a drastic change. Also, the critique is minimal: Much better! Moving away from the heavier chrome look into a matte finish makes the logo far more elegant and moving the type inside the ring makes it more integrated. The difference between the Volvo Cars and AB Volvo logo is so minimal I question why it was necessary — it's bound to create confusion and wrong usage.

Thanks to David Isaksson for the tip.

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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