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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 details upcoming XC90's new scalable platform

In two weeks' time, we'll be boarding a flight for Stockholm for the live reveal of the new Volvo XC90. But before we do, Volvo has revealed another round of salient details regarding not only its new crossover, but a whole range of new vehicles to share its architecture.
That platform is called Scalable Product Architecture, and it follows the latest industry trend towards modular platforms. The product of four years' development, the new platform uses high-strength boron steel to optimize weight and rigidity. The scalable architecture, set to underpin the next-generation S60, V60, XC60, S80 and anything larger, offers designers more flexibility in terms of proportions. It can be adapted to a wide range of vehicles of different shapes and sizes, designed from the get-go to incorporate a range of powertrains (including the XC90's new twin-charged hybrid system) and all the latest safety technologies you'd expect from a Volvo.
The XC90, Volvo has revealed, will also offer increased interior flexibility, with movable second and third rows to optimize cargo space and legroom as needed. That third row is designed to accommodate children (or small adults) up to five-foot-seven. Meanwhile the image inset above gives us our first glimpse at the new XC90's styling, with T-shaped running lights inspired by Thor's hammer.

Polestar says goodbye to Volvo C30 in video tribute

The Volvo C30 was put to its eternal bed a few months ago, but the tuners at Polestar have a little more eulogizing to do. The Swedish house of speed that has raced and reworked the little hatch since its introduction in 2006 wants the world to know what they've been through together, so it has encapsulated seven years of around-the-world action into three minutes and 28 seconds of track footage and champagne.
We're still waiting on word of a replacement for the funny little hatch, and while we lament what could have been, the video below proves that the C30 provided plenty of thrills for those outside of the US. And as you can read in our recent review of the Polestar-enhanced road-going C30, it provided a decent amount of fun for those of us in the States, as well.