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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.

Volvo considering offering V60 wagon in the US

For the 2014 model year, the Volvo product line is shrinking to just five models in the United States: the S60, S80, XC60, XC70 and XC90. This comes following the death of the C30 hatchback and C70 convertible, which are being discontinued after the 2013 model year. The S40 sedan and V50 wagon were axed two years ago, as was the larger V70.
That may not be the case, however. According to Automotive News, Volvo is rethinking its decision to not sell the V60 wagon, pictured, in the United States. The automaker had originally decided to not offer the V60 in our market due to declining American wagon sales. A decision is expected to be made sometime in the next quarter, and if approved, sales of the V60 could begin in the US within the next year.
At the Geneva Motor Show last week, Volvo showed off refreshed versions of nearly every vehicle in its lineup. In the US, these will be the only changes coming to the Volvo brand over the next two years. The next big product launch in the States will be the all-new XC90 crossover, developed under new parent company Geely. The range-topping SUV will ride on the company's new flexible SPA platform, which will also underpin the next-generation versions of the S60, S80 and XC60.

2015 Volvo XC90

The new XC90 isn't just about the new XC90 - it's as much about the new generation of Volvos that will result.
Around the turn of the millennium, Volvo seemed like the perfect automaker to make a crossover. It had, after all, already established for itself a reputation for building all-wheel-drive wagons for transporting families in safety and comfort. But while its competitors marched one by one into the luxury utility market, Volvo held out. That was, anyway, until the debut of the original XC90 in 2002. And it's never looked back since.