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The redesign of the Volvo badge, held in 2021, is intended to represent the iconic emblem of the Swedish brand in a modern minimalistic style, showing that the company can follow the latest trends in visual identity design, and reflecting its innovative approach and progressiveness, without losing its connection to the roots. These two meanings have a strong connection between them as most weapons used by male warriors throughout the history were made of iron. Hence, the Volvo emblem embodied solid quality, durability and masculine character. It also honored Sweden’s rich traditions in the iron industry. Ironically, Volvo’s famous diagonal stripe that crosses the radiator, passing through the emblem initially had a function of supporting the logo. In the 1950s the Volvo name moved inside the circle. The name’s color was turned to white, and the circle itself became blue. The flat going through the circle was also removed. 1959 – 1970
News about our Dezeen Awards programme, including entry deadlines and announcements. Plus occasional updates. Dezeen Events GuideFor the past 85 years, Volvo has adorned its signature diagonal bar across its vehicles’ radiator grilles with the same badge: a silver circle with anarrow pointing out diagonally (northeast). If you’ve ever stopped and looked at it, you might have realized this is the icon typically used to identify male gender. Why would the automaker use such a design for its identity?
For this moment, the make Volvo is the safety brand. Every year, the make pleases with fresh novelties and innovations, in the sphere of safety, as well as in the sphere of reliability. The brand also used its name printed using the same color as in the logo with an arrow. It also used a sans-serif version of the font used in that logo version. There were no other elements. 1965 – 1970
The male gender icon originated in ancient Rome, used as the astrological symbol for Mars (probably his sword and shield). During the Renaissance, it became synonymous with the male gender (the symbol for Venus being the female gender). However, alchemists used these icons for something else. SKF management came up with the Volvo name because it was simple, easy to pronounce in most places around the world, and it had a small risk of being misspelt. It also held a strong symbolic connection to the company’s entire operations. The first Volvo logo (until 1930) As such, the ideogram has long been the symbol of the iron industry, not least in Sweden. The iron badge on the car was supposed to take up this symbolism and create associations with the honoured traditions of the Swedish iron industry: steel and strength with properties such as safety, quality, and durability. (1959–2020) (1999–2013) (2014–2021) (2020 onward) If you’re not a die-hard fan of the brand, you may not know much about Volvo logo history – but that doesn’t make the symbol any less compelling. This iconic image has captured the attention of countless consumers over the world, not least because of its connection to the male gender symbol. The Volvo symbol is an ancient alchemical sign for iron. The symbol is used to indicate the strength of the iron used in the car, as Sweden is known for its metallurgy all over the world.
The wordmark is in red all-caps, written in a classic serif font. The contrast of red and silver reflects Volvo’s passion and power. 1959 – 1970 It appears that it may have been only available in the U.K. and a couple other European countries. It came with special TORSLANDA decals on the fenders This idea began after seeing the model plates found on some Volvos in advertising shots like this one. It all started in 1927 when Gothenburg-based bearing manufacturer SKF launched its own car division, naming it Volvo. It was a smart piece of naming as the word meant ‘I roll’ in Latin and symbolized the company’s bearing roots as well as movement in general.In 1999, a new Volvo logo was introduced. Similar to the previous iteration, this emblem featured the wordmark for the brand inside of the iconic circle and arrow shape. In 2021 Volvo quietly released a new logo, flattened and without the metallic gloss — a trend amongst other car manufacturers. The rationale is based on an “electrified” and digital future. More on Design Week. (2021)
News about our Dezeen Awards China programme, including entry deadlines and announcements. Plus occasional updates. The most minimalistic emblem was created in 1970. It features the Volvo emblem with a wordmark in a copper palette. Clean lines of the emblem and letters look neat and modern. It is a simple yet very strong visual identity for its time. 1999 – 2013
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Today Volvo Cars produces premium-class cars featuring crisp Scandinavian design and near-perfect safety record. 1927 – 1930 The image updated slightly in 2013, adjusting the deeper gunmetal grey of the circular shape, to a rich, chrome silver. The banner depicting the Volvo name was also altered slightly, becoming more refined and sophisticated. 2014
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