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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 XC90 successor EV might have been outed in patent images

Motor1 found a trademark application Volvo filed at the EU Intellectual Property Office on June 13 to reserve the name "EXC90." A month later, the Worldscoop Forum for European car fans posted these images, sourced from the same government agency. We can't be certain the two filings are related, but circumstantial evidence points to this being the full-sized XC90's battery-electric successor that will be called the EXC90. Another circumstantial log for the fire is that Volvo ex-CEO Hakan Samuelsson said the coming family transport would start with a vowel. Based on yet another trademark filing from last year and Samuelsson saying Volvo would "give cars a name as you give a newborn child," we've been looking out for the name Embla. But hey, EXC90 Embla would cover all the bases, and it could differentiate the battery-electric XC90 from the hybrid version we know will continue to sell. Rolling with the possibility, the drawings show a crossover taking clear cues from both the current XC90 and the Volvo Concept Recharge design study from November of last year. The headlight design, sold grille and vertical lower intakes look traced from the Concept Recharge. The hood is much more upright, a la the retail XC90, as are the horizontal roof and full-figured sides. In back, the drawings diverge from the XC90 and the concept. The backlight is more raked than that on the XC90, meaning it's far more angled than the upright hatch on the concept. The C-shaped lights are more like units on Volvo sedans, unconnected to the upright light elements beside the hatch glass in the same way the XC90's and concept's are. Below that, there are no visible exhaust outlets, but the ICE-powered XC90 hides its outlets, too. Not long after posting these exterior shots, Worldscoop posted interior shots as well. These represent designs that differ from every Volvo interior save for the inset where the portrait-oriented infotainment screen goes. The left and right steering wheel spokes feature floating inserts. The instrument panel stretches a single vent across its width, removing the vertical vents next to the infotainment screen, and might be reminiscent of the unit in the Polestar in placing the HVAC controls at the bottom of the touchscreen.

Google's new HD Maps to launch with Volvo EX90 and Polestar 3

Volvo and sister company Polestar will be partners in launching Google's new HD Maps service -- an integrated solution designed specifically for automotive applications that pulls realtime data to improve vehicle navigation. The new tech will launch in Volvo's all-electric EX90 and the Polestar 3. HD Maps will integrate sensor data with real-time traffic information to better enhance route planning and will talk to the onboard Pilot Assist semi-autonomous suite to provide highly accurate information about the vehicle and its surroundings. Volvo says the new suite will be available on models equipped with its Pilot Assist system. "The addition of Google HD Maps in our future car lineup marks an expansion of our strategic collaboration with Google, reflecting our commitment to work with technology leaders," says COO and Deputy CEO Javier Varela. "Implementing Google HD Maps in our upcoming cars will help us offer our drivers a more enjoyable driving experience and in future contribute to the introduction of safe autonomous driving." "Building on our long history of mapping the world, Google’s new HD map is designed specifically for automakers and provides comprehensive lane-level and localization data that is crucial to powering the next generation of assisted and autonomous driving systems," says Jorgen Behrens, VP and general manager of Geo Automotive, Google. "WeÂ’re excited to continue partnering with leading automakers like Volvo Cars to improve the safety and comfort of drivers everywhere." Volvo's existing relationship with Google brought us the Android Automotive operating system (not to be confused with Android Auto, the app) currently rolling out across the brand's lineup. In fact, the two companies announced that the latest over-the-air update the company will deploy includes Google Assistant updates. It is expected to reach 350,000 customers worldwide.  Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.