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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.

Limited-edition Volvo S60 Polestar priced at $59,300*, V60 at $60,900*

You saw their US reveal at this year's Chicago Auto Show and read our driving impressions from Sweden. Now, if you act fast, you can actually own one of the very limited 2015.5 Volvo S60 and V60 Polestar models coming to the United States. The order page for these slick Swedes is now online, but the slots are filling up about as quickly as these cars accelerate.
Volvo plans to build a combined 750 of these Polestar models for the world, but the US is being allocated just 120 of them. Prices start at $59,300 for the S60 or $60,900 for the V60 (*plus a $925 destination charge). The only option is color - either Black Sapphire or Rebel Blue. If rarity is playing a part in your decision, you might want to pick the S60. According to the reservation site, only 20 of the sedans in each color are making it over here; the rest are V60s.
As the top versions of their respective models, both Polestars are packed with features. They share a turbocharged, 3.0-liter inline six-cylinder engine rated at 345 horsepower and 369 pound-feet of torque with a six-speed automatic transmission and a rear-biased all-wheel-drive system. Acceleration to 60 miles per hour is claimed to take 4.7 seconds for the S60 or a tenth more for the V60 with a top speed of 155 mph. They are about more than just a hotter engine, though, with Öhlins shocks, six-piston brake calipers and 20-inch Polestar wheels with Michelin Pilot Super Sport tires. Check out the gallery for the full, official specs, and get to the order page soon, if you decide you need one of these limited Swedish sportsters.

Roger Moore dies at 89; a look back at his automotive moments

According to Reuters, actor Roger Moore passed away this morning. The news source reports he died of cancer at age 89. Moore has a place in automotive enthusiasts' hearts thanks to his connection to some of the most famous onscreen cars in history. He portrayed James Bond in multiple films, perhaps most famously in The Spy Who Loved Me, in which his Bond piloted an amphibious Lotus Esprit. That car inspired many, even Elon Musk, who purchased the submarine version of the car. He also included it as an Easter egg in the Tesla Model S. That wasn't the only memorable Moore automotive moment. In two other Bond films, his character was involved in some remarkable stunts. In The Man with the Golden Gun, Moore's Bond drives an AMC Hornet over a ramp and does a barrel roll. Although cheesy, the stunt did happen. According to The Telegraph, a Cornell University aeronautical computer ran a simulation of the stunt and calculated the variables (such as the proper speed: 40 mph). Then British stuntman Loren "Bumps" Willard executed the roll on the first take, earning a GBP30,000 bonus. Which is a lot of money for a scene that uses a slide whistle as a sound effect. You can see the jump below. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Moore is also associated with a great car thanks to his other famous role on the TV show The Saint. In that series, he drove the beautiful and unusual Volvo P1800 coupe. The car was enough of an icon that Jay Leno featured it on his Jay Leno's Garage series. Related Video: