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Ancient logotype

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.

This is one of the oldest and most common ideograms in Western culture and originally stood for the planet Mars in the Roman Empire. Because it also symbolised the Roman god of warfare, Mars, and the masculine gender (as every bird-watcher can tell), an early relationship was established between the Mars symbol and the metal from which most weapons were made at the time, iron.

As such, the ideogram has long been the symbol of the iron industry, not least in Sweden. The iron badge on the car was supposed to take up this symbolism and create associations with the honoured traditions of the Swedish iron industry: steel and strength with properties such as safety, quality and durability. The new car also got its name VOLVO written in its own typeface, Egyptian.

Today, the iron logo also stands for a brand that radiates modern and exciting design and has a strong emotive connection with the customers.

The logotype was complemented with a diagonal band running across the radiator, already on the first car in April 1927. The band was originally a technical necessity to keep the chrome badge in place but it gradually developed as more of a decorative symbol. It is still found across the grille of every Volvo vehicle. Now, however, you will also find the iron symbol in a slightly modernized form in the centre of the steering wheel and the wheel hubs, and in all communications material such as advertisements, brochures, stationery, Internet sites, merchandise and so on.

Source(s):
more about volvo logo

http://www.volvoclub.org.uk/press/releas...

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'61 PV544 - '65 PV544 - '64 Lincoln Continental