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Brand logos change and get streamlined with time. Volvo is the latest brand to change its logo. Volvo's first car, the ÖV4, featured the "Iron Mark" logo: a circle with an arrow pointing to the upper right.
Since then, for the past 73 years, the firm has been represented graphically by four versions of a 2D-looking logo.
Volvo becomes the latest car manufacturer to scrap the 3D logo for a flat logo after BMW, MINI, Nissan, and Toyota. The brand has abandoned its previous 3D design for the distinctive 2D Iron Mark emblem.
The Iron Mark logo
According to Autoblog, the new Iron Mark logo is a modern reinterpretation of the original logo aiming to maintain its essence. It is an all-black, flat design that retains the same circular shape and upward-pointing arrow that the brand first used in 1927.
The logo deviates from the previous logo with a thinner edge and no horizontal strip where the brand name is written. The "VOLVO" text now floats in the circle's center.
In a statement released by Volvo, "The iron badge on the car was supposed to take up this symbolism and create associations with the honored traditions of the Swedish iron industry: steel and strength with properties such as safety, quality, and durability."
The Iron Mark was designed in collaboration with Volvo Car Group and Volvo Group and will be used in all new Volvo models. The new logo will be featured in the 2023 Volvo models, and the old logo will be phased out gradually.
Volvo logos from 2000 to 2020
Volvo's logo has evolved significantly since 2000. Initially, the Swedish automaker used blocky, geometric fonts with a "V," "O," and "V" pattern, as well as the now-iconic iron mark. Over the years, the Volvo logo has evolved from a complex design to a simpler one.
From 2000, the logo has changed four times, with three of the logos bearing a 3D design with a blue bar in the center containing the "VOLVO" script. The 2000-2013 logo was a 3D shaded silver circle holding the blue crossbar.
In 2013, Volvo updated its logo to reflect its contemporary, streamlined design language. The new logo incorporated the "iron mark" that Volvo had been using since 1999.
The logo was refreshed again in 2014 to include white and blue colors. In 2020, the logo was again altered by changing the font of the script.
How is the Iron Mark helping with brand recognition
In the digital space of advertising, simplicity and brand recognition is crucial to stay competitive. The Iron Mark's minimalist style with a more straightforward and flatter design appears to be in tune with the current graphic design trends.
The new identity symbolizes strength, reliability, durability and communicates the brand's heritage. The adoption of the new logo comes at a critical time when Volvo is expected to go public in an IPO that values the automaker at over $30 billion.
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