Photo: Adam Cai / Unsplash
During the first weeks of closing of last year, on April 9, 2020, to be exact, Volkswagen launched a new and optimized logo. The company issued a press release, complete with a diagram and an explanation of why the VW logo was flattened, centered and simplified. If no one noticed at the time, it was probably because we were mostly baffled by the health crisis hitting the world.
Volvo updates stealthily
This week, Volvo adopted an equally softened logo in stealth mode. No press release, no announcement. The Swedish automaker chose to release its new logo sparingly, which fits in quite well with its simple branding. It’s a departure from the previous chrome-plated three-dimensional emblem that the company has adopted for several years.
A retro logo
Curiously, the logo is reminiscent of the first symbol Volvo displayed on its first car in 1927. Modeled after the iron symbol to honor its solid construction, the Volvo logo has consistently included the circle and arrow formation that also echoes the symbol, for both man and Mars. It took some gentle twists, like the square outline around the logo that the brand used for a concept car in 1992.
The iron / Mars / male symbol that Volvo uses today maintains the same shape it has had since the 1930s, promoting the continuity of the theme.
The new logo has not been well received
People already hate the new logo, but the fact is, design trends change and automakers must adapt to stay relevant and up-to-date. The new logo is in vogue with today’s graphic preferences and will translate well across a variety of media. In 2021, more people are embracing minimalism during the ornate Art Deco period or excess of the 1980s, and it is sure to change again.
Anyway, what really matters is how the brand’s cars feel to drive and the logo at the end of the day is pretty much the least of it.
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