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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.

Autoblog Minute: Volvo, Mercedes, Google back autonomous tech

Self-driving cars could make our commutes a breeze but what happens when something goes wrong? Three industry leaders step up with an answer. Autoblog's Adam Morath reports on this edition of Autoblog Minute, with commentary from Pete Bigelow. Show full video transcript text [00:00:00] Self-driving cars could make our commutes a breeze but what happens when something goes wrong? Three industry leaders step up with an answer. I'm Adam Morath and this is your Autoblog Minute. Volvo, Mercedes and Google have all come forward to say that in the event of a systems failure of one of their autonomous vehicles, they would be willing to accept full liability. For more we go to Autoblog's Pete Bigelow: [00:00:30] - [00:01:00] [00:01:30] [Pete Bigelow Interview] With Volvo setting the precedent we'll see how the rest of the industry responds. For Autoblog, I'm Adam Morath. Autoblog Minute is a short-form video news series reporting on all things automotive. Each segment offers a quick and clear picture of what's happening in the automotive industry from the perspective of Autoblog's expert editorial staff, auto executives, and industry professionals.

Volvo P1800-based gasser is UK's entry in the Hot Wheels Legends Tour

Hot Wheels has spent the past few months touring the United States in search of the next custom car it will add to its catalog of 1/64-scale diecast models. It's not stopping there: It also headed to the United Kingdom to add a bit of international flair to the competition, and it selected a Volvo P1800 that has been heavily modified into a gasser as the winner that will move on to the semifinal round. Owner Lee Johnstone explained he built his P1800 — which he nicknamed "Ain't no Saint" — starting with a bare shell that had been stripped and that was too far gone to properly restore. Volvo's 1960s four-cylinder engines are famously tunable, but Johnstone looked across the pond for an engine suitable to make his dream car a reality. He chose a 454-cubic-inch V8 sourced from the Chevrolet parts bin and supercharged to develop about 600 horsepower. Ain't no Saint reportedly runs a 10.01-second quarter mile at 133 mph. Johnstone regularly races the P1800 with his three daughters. He consequently named his team Johnstone & Daughters (JD) Racing. "This is a beautiful example of a gasser — a drag racer with street car form. Often with dragsters, the chassis is so important that the body gets overlooked, but this example is fabulous with great attention to detail," explained former Jaguar design director Ian Callum, who was one of the judges that selected the P1800 as the United Kingdom's finalist. "It completely hits the Hot Wheels brief." Hot Wheels has already released several gassers, including one based on a 1955 Chevrolet Bel Air. Time will tell if Johnstone's P1800 will become the next addition to the series. Its next stop is the global semifinal round scheduled for November 4, 2021, where it will compete against some of the previous winners. There are two semifinal rounds taking place before the grand finale planned for November 13.