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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's latest export from Sweden: paid parental leave

STOCKHOLM — Volvo Cars will offer all its employees worldwide 24 weeks paid parental leave in a bid to support female executives and equal parenting. The carmaker, which is based in Sweden but owned by China's Geely Holding, has over 40,000 employees. From next month, all staff who have worked in Volvo plants and offices for at least a year will be entitled to the leave each time they have a child and will receive 80% of their base pay during the period, the company said on Tuesday. Sweden is one of few countries that already offers leave by law for either parent. "Some countries do not offer any paid leave to new parents, or exclude certain groups of parents – the latter is particularly true for fathers," the company, which previously did not have a global policy but adapted to local regulations, said in a statement. Around a third of Volvo's senior managers are currently female. The company aims to raise that share to 50%, a spokeswoman said, adding that Volvo's new policy will improve conditions for staff on parental leave not least in China and the United States. "When parents are supported to balance the demands of work and family, it helps to close the gender gap and allows everyone to excel in their careers," said Volvo Cars CEO Hakan Samuelsson. The global policy applies to either parent and the leave can be taken anytime within the first three years of parenthood. In Sweden, new parents are in general entitled by law to around a year of parental leave on up to 80% pay.  

How the new Volvo EX90 electric SUV adds revolution to the evolution

The all-new, all-electric Volvo EX90 does not appear to be radically different from the XC90, the vehicle it will eventually replace. It has nearly the same dimensions, inside and out. It sports familiar, familial design cues, including T-shaped “ThorÂ’s Hammer” headlights, a squared-off hood and roofline, sharply-swaged and deeply-scalloped flanks and tall taillights that fringe the hatch. Inside, three accessible rows of seats are done up in an upscale Scandinavian Modern motif, like an Arne Jacobsen furniture showroom. But if one looks closely, one begins to notice key differences. First, there is the blunt, closed snout up front. It may be grille-less, but itÂ’s still bedecked with VolvoÂ’s Iron Mark. Then, dead centered above the rearview mirror, like a pair of reading glasses canted atop oneÂ’s forehead, is a protruding hump. These hint at the EXÂ’s most comprehensive distinctions from its predecessor. The new full-size crossover is engine-less, the first Volvo to be built on an all-new battery-powered electric vehicle platform. And housed in that hump, is another first, the initial consumer vehicular integration of a functional lidar — like radar, but using light instead of sound waves — used to allow the carÂ’s advanced driver assistance systems (ADAS) to “see” further down the road, even around bends and through some objects. Eventually, allegedly, it will also allow for “unsupervised driving” capabilities. Both of these features are signifiers of VolvoÂ’s latest, but ongoing, missions. The first is its commitment to a full electrification of its entire passenger car fleet, which it plans to accomplish by the end of this decade. The second is the brandÂ’s well-known leadership in vehicular safety. Volvo claims that its new suite of sensors (16 ultra-sonic, eight cameras, five radars and the lidar) can help prevent 10% of vehicular collisions and 20% of serious injuries, part of the brandÂ’s mission to prevent anyone from being killed or seriously injured in a Volvo. ThereÂ’s even a group of sensors monitoring the driverÂ’s wellbeing to make sure theyÂ’re not sleepy or wasted, while concurrently scanning the passenger compartment to ensure that no child or pet was left behind due to that aforementioned tired or inebriated state. If they forget, theyÂ’ll get an alert on their phone, which is also their key, and the A/C or heater will automatically turn on so the precious (yet forgotten) cargo doesnÂ’t bake/freeze.