Another New Logo: Volvo
Slightly off topic, but hopefully interesting nonetheless. A “Sunday design diversion,” if you will…:
When the decision was taken to start producing Volvo cars in August 1926, financial backer Svenska Kullagerfabriken – SKF – reactivated a company that had been idle since 1920 for the purpose. The name of that company was VOLVO and it had been formed in 1915 for the manufacture and marketing of bearings for the automotive industry.
Not only was the name ingeniously simple, it was also easy to pronounce in most places around the world and with a minimal risk of spelling errors. And best of it all was its immensely strong symbolic connection to the company’s entire operations.
“Volvere” is the infinitive form of the verb “roll” in Latin. In its first person singular form, the verb “volvere” becomes “volvo”, i.e. “I roll”.
At the same time as VOLVO was reactivated, the ancient chemical symbol for iron, a circle with an arrow pointing diagonally upwards to the right, was adopted as a logotype.
My fave, actually, is this flavor from a 1937 prototype — just lovely:
Meanwhile, fast forward to 2006.
Almost 80 years old, it now makes a grand comeback as an updated logotype – the Volvo iron symbol.
Read the rest of this article and tons of other Volvo news, tuning information, and stuff for Swedish car fans at SwedeSpeed.
So, why’s this logo here? I was on “heightened logo awareness,” to coin a phrase, after visiting with Quark’s new effort — and seeing Volvo’s invited the comparison. I believe it an appropriate comparison, too: both are large corporate efforts aimed at the “above-average” consumer; both are round symbols (more or less) that use text as part of the overall piece (Quark’s requires the word “Quark,” remember); both logos will feature prominently in the companies’ marketing; and, both logos are three-dimensional.
Volvo uses a custom flavor (as far as I can tell) of Egyptian for its typeface, original to the logo (1920/6). Quark’s on #2 in six months. Volvo’s icon is tastefully shadowed, conveys strength, taste, and modernism, and portrays the brand with dignity and honor. Quark’s is flashy, feels amateurish, and, let’s say, might appropriately reflect that company’s dignity and honor, too…;)
In short: The old Swede on some new vitamins knocks out the former heavyweight from Denver in a few short rounds. No TKO here — Quark’s deservedly bruised.
By the way, some of you may note that Volvo’s car operations were purchased by Ford in 1999:
The brand name was consequently put into a holding company, Volvo Trademark Holding AB, which is co-owned fifty-fifty by Volvo and Ford, and whose management decides on how the name can be used and in what contexts. Currently, the holding company’s management group consists of Leif Johansson, President & CEO of AB Volvo and Bill Ford Jr, Chairman & CEO of Ford Motor Company.
Smart. Bet those conversations are fun!
Waaay off-topic: I hope Volvo produces the C30. Would be on my shopping list, if so; a European hatchback would be cool and I think I’m getting too old for a GTI — even if it is fast. Heh.
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Posted by Giles, Sunday, April 2, 2006, at 1:38 PM.
Posted to Business | Computers | Personal | Technology | Type and typography | Whatever
