Volvo is a Scandinavian automobile manufacturer that was established in 1927 by Assar Gabrielsson and Gustav Larson. Known across the world for quality, the company produces a wide range of cars, commercial vehicles, and transport equipment. The Volvo logo has gone through several changes since its inception, which reflect the growth, values, and technological advancements of the company. This article explores the evolution of the Volvo logo and highlights key design changes that have shaped the visual identity of the brand.
The Genesis of the Volvo Logo (1927 – 1930)
In 1927, Volvo introduced its first logo, which featured a blue oval with a golden-brown outline. The name “Volvo” was placed in the centre of the oval in thick white capitals and executed in a serif typeface. It had the tagline “Gothenburg, Sweden” written on a banner-style ribbon underneath. This design conveyed a sense of tradition and professionalism and set the stage for the future identity of the brand.
(1930 – 2021)
The first logo change in 1930 was both modern and minimalistic in design. It featured the brand name in black uppercase and written using a serif typeface with wider letters. The typeface was similar to Decal JNL Regular and Newsprint JNL Wide Regular.
(1930 – 1959)
In 1930 again, Volvo introduced a new dynamic logo, which was derived from the alchemical sign for iron. It was depicted in grey with a thick horizontal strip cutting through the circle with an arrow to the top right. The strip included the name “Volvo” in red towards the end and executed in a serif typeface. The strip was cut into three thin lines to convey motion and progress. This design marked a significant shift towards emphasising strength and durability and reflected the roots of Volvo in the steel industry.
(1959 – 1970)
By 1959, the Volvo logo retained the ring and the arrow emblem depicted in a combination of teal and turquoise colour schemes to symbolise sophistication and balance. At the centre of the circle was placed the word “Volvo” in white and written in a serif typeface to convey perfection.
(1959 – 1970)
In this logo variant, the previous colour scheme was used to write the brand name in a sans-serif font without the presence of any other element. The individual letters of the brand name were spaced apart.
(1965 – 1970)
In 1965, Volvo adopted a more minimalist approach wherein it used a black and grey colour palette to depict the circle and arrow emblem enclosed within a pointed triangular shield. The logo featured the company name in white and in a serif font at the centre of the circle to emphasise modernity and simplicity.
(1970 – 1999)
The 1970 logo featured two concentric circles with an arrow in blue. The brand name in a thick serif typeface with extended serifs was placed at the centre of a separate horizontally oriented oval plate.
(1970 – 2020)
This logotype featured the brand name in uppercase with large serifs and without any additional elements. It was rendered in a cobalt blue colour scheme and with condensed spacing between letters.
(1999 – 2013)
In 1999, the Volvo logo featured the circle and arrow emblem with convex edges. It was rendered in a metallic gradient grey colour with a solid blue oblong banner at the centre. The brand name was placed on the oblong banner to create a cohesive and recognisable brand image. This design update refined the logo’s appearance and conveyed a more sophisticated and elegant look.
(2013 – 2014)
The 2013 update saw the colour of the emblem turned to silver chrome with a glossy texture. The blue oblong banner at the centre with the brand name in white received a thin silver outline. This enhanced the logo’s elegance and reflected the commitment of Volvo to quality and design.
(2014 – 2021)
The 2014 logo variant features the circle and arrow emblem in 3D and the brand name at the centre rendered using a clean and confident typography. The combination of silver and blue emphasises Volvo’s values of reliability, innovation, and timeless design. This modern iteration maintains the brand’s heritage while embracing contemporary aesthetics.
(2020 – Present)
In 2020, Volvo introduced a minimalist logo featuring the brand name only. Rendered in black and using a serif typeface, the letters had thin square serifs. Further, the letters were spaced apart and exhibited sophistication and airiness.
(2021 – Present)
In 2021, Volvo reintroduced its iconic circle and arrow emblem, but with an empty gap in the round frame. Thus, the arrow that was hitherto merged with the circular frame is now separated. The brand name in a serif typeface was retained, but the individual letters were rendered small and more condensed. The whole logo was done in black.
The Elements of the Volvo Logo
Font
The Volvo logo utilizes a customized serif typeface that is closely related to Clarendon Text Bold, a classic serif typeface. While the exact font used by Volvo is not publicly available, Clarendon Text Bold is often cited as the closest match. This font is a modern interpretation of traditional slab-serif designs that are known for their elegance and readability.
Colour
Volvo’s colour palette is characterised by a range of greys, from dark graphite to chrome, which provides a sophisticated and modern aesthetic. Additionally, the company incorporates cobalt blue into its branding. Today, the logo is streamlined to focus on a more contemporary and minimalist approach.
The History of Volvo
Volvo, a name that means “I roll” in Latin, has a rich and diverse history of nearly a century. It was founded in 1927 by Assar Gabrielsson and Gustaf Larson as a subsidiary of SKF, which was a manufacturer of ball bearings. The early focus of the company was on creating vehicles that could withstand Sweden’s harsh climate and rugged terrain.
On April 14, 1927, the first Volvo car, the ÖV 4, rolled off the production line in Gothenburg, Sweden. This marked the beginning of Volvo’s journey in the automotive industry. The company produced both closed-top and cabriolet models, which were designed to be robust and reliable in the Swedish environment. By 1928, Volvo had introduced its first truck, which quickly gained attention both domestically and internationally. The company continued to innovate and introduced new models like the PV651 in 1929, which helped Volvo expand its operations and purchase its first factory.
After the Second World War, Volvo introduced the PV444 in 1947, a model that spearheaded Volvo’s entry into the American market. This car became a symbol of post-war prosperity in Sweden and was highly successful. In the 1960s, Volvo expanded its operations globally by opening its first assembly plant outside Sweden in Halifax, Nova Scotia, Canada. This was followed by the establishment of plants in Torslanda, Sweden, and Ghent, Belgium.
Volvo continued to diversify its operations by acquiring the passenger car division of DAF in the early 1970s and marketing their small cars as Volvos. The Volvo 340, built in the Netherlands, became an important brand to be sold in the UK market during the 1980s. The 1990s saw Volvo face challenges, including failed mergers with Renault and Scania. However, the company remained committed to its core values of safety and innovation. In 1999, the car division was sold to Ford Motor Company.
In 2010, Volvo Cars was acquired by Geely Holding Group to mark a new chapter for the company. This acquisition has led to significant investments in technology and design and positioned Volvo as a leader in electric vehicles and autonomous driving. Today, Volvo is known for its commitment to sustainability and safety. The company has set ambitious targets to become carbon neutral by 2040 and has introduced a range of electric and hybrid models. Volvo continues to innovate by focusing on advanced safety features and digital technologies to enhance the driving experience.
Since its inception, Volvo has remained true to its founding principles of safety, quality, and innovation. Its story is one of resilience, adaptation, and a relentless pursuit of excellence.
Interesting Facts About Volvo
- Volvo was founded in 1927 by Assar Gabrielsson and Gustaf Larson in Gothenburg, Sweden. The name “Volvo” means “I roll” in Latin and has been derived from the verb “volvere,” meaning “to roll.”.
- The Volvo brand was initially registered as a trademark in 1911 for a series of ball bearings by SKF, but it was never used for this purpose. Instead, it became the name for the car company.
- Volvo is renowned for its safety innovations. In 1959, it introduced the three-point seatbelt, which was not patented. This was done to encourage other manufacturers to adopt it to enhance safety across the industry.
- The other safety innovations of Volvo include laminated windscreens, child booster seats, and a heartbeat sensor. Volvo also created a system that reduces tailpipe emissions, which every maker uses at present.
- Volvo was the first to introduce laminated windscreens in the PV444, which significantly reduced the risk of injury from shattered glass.
- The Volvo 1800, or P1800, was the first popular sports car from Volvo. It was driven by Roger Moore in the British TV series, The Saint.
- The Volvo 850 became the first production car in the world to provide side-impact airbags.
- Owned by the American, Irv Gordon, the Volvo P1800 of 1966 became the car to have recorded the highest mileage ever of 3.2 million miles.
- Volvo opened its first assembly plant outside Sweden in Halifax, Nova Scotia, Canada, in 1963. This marked the beginning of its global manufacturing presence.
- Beyond cars, Volvo has a diverse portfolio, which includes trucks, buses, construction equipment, and marine engines through Volvo Penta.
- Under Geely’s ownership since 2010, Volvo aims to transition to electric vehicles. In fact, it has plans to produce only electric or hybrid cars by 2030.
- Volvo is famous for its practical and safe estate cars, such as the Duett in 1953. In fact, more than 6 million estates have been produced since 1953.
- Volvo introduced its first SUV, the XC90, in 2002, which became a significant model in its lineup.
- Volvo’s founders emphasised transparency and openness, a principle that continues to guide the corporate culture of the company.
Finally
The Volvo logo has consistently represented the core values of the company, namely, safety, reliability, and innovation. The Iron Mark symbol, derived from the alchemical sign for iron, has become synonymous with strength and durability. It reflects the Swedish heritage of Volvo and its commitment to quality.