The updated ‘ironmark’ logo has been created by Swedish consultancy Stockholm Design Lab. The logo has been in use since 1927 and is based on the chemical symbol for iron.
The consultancy says, ‘Volvo needed an update of the ironmark, optimised for communication and versatile for all types of applications.
‘The symbol has been simplified in its purest form and conveys the vision to be the world’s most progressive and desirable premium car brand.’
Volvo says, ‘The new XC90 will be the first of our cars to carry the company’s new more prominent iron mark, which has the iconic arrow elegantly aligned with the diagonal slash across the grille.
‘Together with the T-shaped “Thor’s Hammer” DRL lights, the iron mark introduces an entirely new, distinctive and confident face for Volvo’s forthcoming generation of cars.’
The previous iteration of the ironmark was created by Bite in 2006.