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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.

Driveable Volvo V70 wagon built from 400,000 Lego pieces

We've seen life-size Lego vehicles before, but a Swedish man has created the ultimate brick-built car. That's because David Gustafsson's 1:1 scale Volvo wagon actually drives. Volvo recently shared some photos from the Ecar Expo in Gothenburg, Sweden, where the Lego car was on display. One would think that to undertake such a project it would be easiest to re-create an older Volvo, like a 240 or 740 wagon. After all, those were so boxy they earned the nickname Turbo Bricks as a term of endearment from enthusiasts. Instead, Gustafsson chose to replicate his own V70 wagon, a third-generation model built from 2008-16, which has no shortage of complex curves to replicate. Most life-size Lego replicas are static displays, never meant to move. Most don't even have interiors. Gustafsson's Volvo, on the other hand, not only features a full interior, but has doors that swing open, a gear selector that clicks into various positions, and climate control knobs that turn.  The fun doesn't end there. The Lego V70 has side mirrors that pivot, just like the real thing, as well as active headlights that swivel along with the front wheels when the steering wheel turns. The piece de resistance is the fact that this Volvo actually drives, thanks to an electric motor and battery pack. Speeds must be kept low, of course, but it can start, move, steer and brake via a remote control. The Volvo's only non-Lego parts are the wheels and tires, powertrain and a metal frame. It took Gustafsson over a year and over 400,000 pieces to build the car. He was a winner of the Lego Masters competition in 2020, through which he won the majority of the pieces. According to Klyker, the combined weight of the bricks tipped the scales at 1.2 tons, but the win gave Gustafsson the ability to fulfill a lifelong dream of building a full-size car out of Lego. With the help of Volvo Cars, Gustafsson's re-creation will soon begin a tour across Sweden. It will visit various events across the country from February 22 to August 4.

Why this could be the perfect time for Apple to make a car play

While the automotive and technology worlds have been pouring billions into autonomous vehicles (AVs) and preparing to bring them to market soon as shared robo-taxis, Apple has mostly sat on the sidelines. Of course, Apple is the last company to ever make its intentions known, and the super-secret tech cult giant hasn't been totally out of the AV game based on the clues that have slipped out of its Cupertino, Calif., citadel over the past few years. Related: Apple self-driving cars are real — one was just in an accident News first broke in 2015 that it had assembled an automotive development team, in part by poaching high-profile talent from car companies, to work on a top-secret self-driving vehicle project code-named Titan. (Thank you very much, Nissan.) Apple also subsequently broke cover by making inquiries into using a Northern California AV testing facility and receiving a permit to test AVs on public roads in California. But then as the AV race started to heat up in the last few years, Apple reportedly began scaling back its car activities by downsizing team Titan. More recently, Apple's car project has shown signs of life with the hiring a high-level engineer away from Waymo and luring one Tesla's top engineers and a former employee back to Apple. It also inked a deal with Volkswagen to provide a technology platform and software to convert the automaker's new T6 Transporter vans into autonomous shuttles for employees at tech company's new campus. That is a far cry from giving rides to Wal-Mart shoppers, like Waymo is doing as part of its AV testing in Phoenix. But this could be the perfect time for Apple to enter the AV market now that ride-sharing is reaching critical mass and automakers and others are planning to deploy fleets of robo-taxis. Apple could easily establish a niche as a high-end ride-sharing service – and charge a premium – given its cult-like brand loyalty and design savvy. The growth of car subscription models could also play in Apple's favor since is already has many people hooked on paying for phones in monthly installments – and eager to upgrade when a new and better model becomes available. To achieve this, some believe Apple will fulfill co-founder and CEO Steve Job's dream of building a car. And as the world's first and only $1 trillion company it's sitting on a mountain of cash that certainly gives it the means. But other tech darlings like Tesla and Google have discovered how difficult it can be to build cars at scale.