2012 Volvo S60 on 2040-cars

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Volvo changes 'Iron Mark' logo to fit with the times

Volvo's first car debuted in 1927, bearing the Swedish automaker's now-famous "Iron Mark" logo of a circle with an arrow pointing to the upper right. For 73 of the 94 years since that Volvo OV 4 open carriage, the company's been represented graphically by four versions of a two-dimensional-looking logo, either a colorful oval that looks like a sandwich shop sign, or the Iron Mark logo, or just script. From 2000 to 2020, that Volvo cars trademark has changed four more times (plus once for Volvo trucks), Volvo creating three versions of a 3D-looking Iron Mark with a blue bar across the middle containing the script, and in 2020, changing the font of the script. Now that's it's 2021, it's apparently time for another overhaul. Visitors to Volvo's Facebook page realized Volvo changed its profile picture to a new and very flat version of its Iron Mark. This isn't the revolution everyone's making it out to be. When Volvo debuted its last new Iron Mark in 2015, one of the Swedish ad agencies that created it wrote, "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." Thing is, the agencies created two versions of the logo — one in silver with three-dimensional shading that retained the blue crossbar drawn up in 2000, and another in black and white, a solid black circle and attached arrow with a black crossbar bearing white "Volvo" script. The automaker's been using the silver, shaded version everywhere the public would see it. Seems Volvo wanted something even more "simplified in its purest form," though, so it could have simply requested a tweak to the B&W version it's been sitting on for six years.   The question, "Do you like it," probably doesn't matter, because it won't stop anyone from buying the product. Besides, the Volkswagen logo went flat in 2019, Nissan went flat in 2020 and so did BMW, except that its flat roundel is for everything but its cars, and Kia went flat this year — along with Warner Brothers, Pringles UK, and Burger King, that last company seemingly trying to win an award for being plain. Simplicity in two dimensions is the thing now. A Volvo Australia rep told Drive the rollout "will be gradual. [This week] we start by rolling out the updated identity on our main website, main social media platforms and in the new Volvo Cars mobile app.

What's the deal with comedians and their cars?

'Round about the time in his life when it should happen for all of us, Jerry Seinfeld's ship came in with a force that almost split the dock. He'd been doing pretty well with his observational style ("There's a cereal now that's just cookies. Have you seen this? Cookies for breakfast. It's called Cookie Crisp. Cookies for breakfast! They oughta just call it 'To Hell With Everything!'"). But he showed no signs of setting the world on fire until he got cast in a show that was either about – depending on the level of comedy geek you ask – the average New Yorker, the very worst people in the world, or nothing. Suddenly Jerry Seinfeld was pretty much the center of the comedy universe. And while his comedy was at once both brilliantly innovative and rooted in the mundane, his next move was a predictable grab at something exotic – he went out and bought his dream car. A rather nice 911, actually. As almost everyone knows, it didn't stop there, and the man put together one of the most enviable collections of iconic Porsches we're likely to see. So what's the connection, if there is one, between cars and comedy? As far as Jerry Seinfeld (the man) is concerned, he's probably not the same guy as the Jerry on Seinfeld (the show) although it's hard to say for sure; his public persona is almost unnervingly well managed. But cars and comedy were the constants in his life then, and, well, just look at what the guy does now; Comedians in Cars Getting Coffee is a cultural constant, and we're certainly seeing Seinfeld the man in that one, and cars are obviously still central to his life. And it's been that way with a lot of very, very good comedy guys. Cars seem to round out their lives, to become the yin to their comedy yang. Ernie Kovacs might not have invented visual gags or surreal humor, but he got them both to kill on television in the 1950s, so he's a comedy hero. He died behind the wheel of his beloved Corvair wagon, so he's absolutely some kind of car-guy hero as well. Bill Cosby, the hottest name in comedy for a good long while, had Ferraris, one of two fire-breathing supercharged big-block Cobras (pictured below), and a BMW 2002tii – none of which either contributed to or in any way make up for the profoundly sociopathic creature he turned out to be, but it's still a data point. The Smothers Brothers, who defied the networks and the norms by getting blatantly political before that sort of thing was cool, went sports car racing.

This is Volvo's awesome S60 V8 Supercar entry [w/video]

Australian auto news has been dire for the last several months with all three automakers that build there announcing they would stop production within the next three years. But Volvo is providing a shot of excitement with the unveiling of its new S60 racecar for the upcoming season of the Australian V8 Supercar series.
The Volvo S60 racecar will use a 5.0-liter, naturally aspirated V8 based on Volvo's B8444S production engine that will be tuned to produce roughly 650 horsepower on E85 ethanol. Power will get to the ground via a six-speed sequential transmission, and it will be able to reach 62 miles per hour in 3.2 seconds and a top speed of 185. All cars in the series use common parts for the chassis, transaxle, and rear suspension.
Volvo's Polestar performance arm will campaign two of the S60 racers this season. While Volvo might seem like an odd inclusion into Australian racing, it actually has quite a successful history. It won the 1986 Australian Touring Car Championship in a 240 and won the Bathhurst 1000 race in 1998 in an S40. Polestar is not new to racing either, having been racing Volvos around the world since 1996.