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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.

Volvo Pure Tension concept folds solar charging pavilion into trunk

Even by the 'anything-goes' standards of concept cars, this one is a head-spinner: the "Pure Tension" Volvo V60 Pavilion, commissioned by Volvo Italy and winner of the Pure Volvo Pavilion Design competition. The alien form seen hovering all over the rendered V60 is a pavilion, as in the kind erected for trade shows or outdoor events. Developed by Synthesis Design + Architecture, Buro Happold, and Fabric Images, the pavilion is a flexible mesh structure held in place by a carbon fiber rods.
What's more, the mesh is embedded with photovotaic cells so that the pavilion can absorb energy from the sun or indoor lighting, making it a portable charging station. It can power itself or the crossover, the V60 at the center of it all being a diesel hybrid that plugs straight into the pavilion. When it's time to go, the entire structure can be folded small enough to fit in the trunk of the car.
We're told it will be shown in September in Rome. Even if we never see this particular creation on the streets, it's comfortable proof that our future will eventually be wilder than we can imagine.

Volvo Car partners with Northvolt to develop and produce batteries

STOCKHOLM — Volvo Car Group, owned by China's Geely Holding, announced plans on Monday for a joint venture with Swedish battery maker Northvolt to develop sustainable batteries for its electric cars and set up a factory for production. The companies aim to set up a research and development center in Sweden to begin operations in 2022 and start a factory in Europe with a potential capacity to produce up to 50 gigawatt hours (GWh) per year in 2026. "Working closely with Northvolt will also allow us to strengthen our in-house development capabilities," said Hakan Samuelsson, chief executive at Volvo Car Group. Northvolt will become Volvo Cars' exclusive battery cell production partner in Europe. The factory will be powered by clean energy and is expected to employ around 3,000 people. The location of the plant has yet to be decided. Northvolt raised $2.75 billion in equity this month to expand capacity at the factory it is building in northern Sweden, and Volvo plans to source battery cells from that battery plant starting in 2024. German carmaker Volkswagen is Northvolt's biggest shareholder, and the battery maker has also got contracts worth billions from the likes of BMW and Scania. Battery makers are scrambling to keep up with demand as carmakers switch to electric in order to reduce planet-warming carbon emissions. Volvo Cars aims to sell 50% pure electric cars by the middle of this decade, and by 2030 it aims to sell only fully electric cars. Electric successor to Volvo's XC60 model will be the first car to feature battery cells developed through the joint venture.