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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 V90 Cross Country vs V60 Cross Country Luggage Test | Comparing cargo areas

While the Audi A6 Allroad and Mercedes E 450 All-Terrain have disappointed us with their poseur levels of capability and questionable value, that is not the case with the other midsize luxury off-roadish wagon: the 2021 Volvo V90 Cross Country. It has genuinely useful extra ground clearance and a lower, more sensible price. But what about that other element of wagon goodness, utility?  Although I have not luggage-tested the Allroad or All-Terrain, Road Test Editor Zac Palmer effectively did so using different luggage and different A6/E-Class wagon variants. Our results are therefore only vaguely comparable. My guess is the Mercedes would win the day and the V90 would top the Audi, but again, that's just a guess. I have, however, luggage-tested Volvo's smaller off-roadish wagon, the V60 Cross Country. Surprisingly, the difference between Cross Countries isn't that great.  According to Volvo's wonderfully detailed cargo specifications that indicate what exactly they measured (hint hint, every other car company), the V90 Cross Country (above left) has 25.5 cubic-feet of space behind the back seat from floor to roof. The V60 Cross Country (right) has 23.2 cubic feet. That's not much of a difference.  However, Volvo also provides the cargo area length from the seat base to the liftgate. That's a bigger difference on paper: 45.4 inches for the V90 and 40.7 inches for the V60. That would play out once I brought the luggage into the equation.  Before we get to the bags, though, take one more look at the above comparison photo. Check out the different D pillars and specifically how much more upright the V60's are. That's my guess as to why the V90 cargo area manages to be so much longer, yet has only a minor volume difference.  Same bags, same formation, different Volvo wagons. You clearly see here that there's more length available in the V90. Five inches more? I don't know about that, but you nevertheless DO get more space.  As with every luggage test I do, I use two midsize roller suitcases that would need to be checked in at the airport (26 inches long, 16 wide, 11 deep), two roll-aboard suitcases that just barely fit in the overhead (24L x 15W x 10D), and one smaller roll-aboard that fits easily (23L x 15W x 10D). I also include my wife's fancy overnight bag just to spruce things up a bit (21L x 12W x 12D).

Autoblog's top 50 car photos of 2016

This one shouldn't need much explanation. We like cars a whole lot, and that includes not just driving them but taking great pictures of them. We've collected our 50 favorite images from this year in the mega-gallery above. It's a mix of old and new, with a healthy dose of vintage and modern race cars mixed in, and not one single shot under the harsh lights of an auto show. So click through and enjoy. Featured Gallery Autoblog's Top 50 Photos of 2016 View 50 Photos Image Credit: Copyright 2016 Autoblog.com Audi BMW Chevrolet Dodge Ferrari Ford Lamborghini Mazda McLaren Mercedes-Benz Porsche Rolls-Royce Volvo Convertible Coupe Motorcycle Luxury Racing Vehicles Performance Supercars Classics