Experience and IdentityGuidelineNovember 2021This is your guide to the aspired Volvo brand experience and how to use the core visual elements that make Volvo stand out. It is for you and everyone else working for or with the Volvo brand. Regardless your role, a marketeer, a salesperson, a designer, an IT-developer, a technical engineer, a communicator, a business analyst, a service technician, an assembler, a manager or anything else, your work contributes to the Volvo brand perception. What is presented here is non-negotiable since distinction and consistency is critical to safeguard a strong, trustworthy brand to carry our business. Respect and adhere to this guideline, use your knowledge about the needs and preferences of your customers and stakeholders and take decisions on how to activate the Volvo brand in a specific situation or context. Together we build the Volvo brand.ContentsIntroductionIntroduction 3Core and explore 4Volvo trademark rules 5Key principles 6Our core elements 7Primary logotypes 8 Volvo Spread Word Mark 9Sizes and placements 10Examples 11Volvo Penta Spread Word Mark 12Sizes and placements 13Examples 14Secondary logotypes 15 Volvo Iron Mark 16Volvo Penta Stacked Spread Word Mark 17Do not (primary and secondary logotypes) 18Typography 19Volvo Novum and Volvo Broad 20Spacing, leading and examples 21Font equivalents 22Do not 23Colors 24Volvo main and accent colors 25Examples 26Functional colors 27Extended functional colors palette 28 Examples 29 Do not 30Icons 31Basic principles for Volvo icons 32Colors and in combination with text 33Launch icons 34Do not 35Layout principles 36 Be generous with space 37Keep it simple 38Create clear order 39Pay attention to details 40Image tonality 41Our color tone 42Storytelling 43Human presence 44Clear source of light 45Authenticity 46Products 47Do not 48Tone of voice 49Personality and expression 50Examples on how we speak 51Digital interfaces 52Volvo main UX principles 53Inspirational examples 54Web banners 55Apps and social media posts 56 Brochures 57Ads and direct marketing pieces 58Rollups, smartstands and posters 59 Multi-brand examples 60Events and sponsorships 61Events 62Sponsorships 63Interior principles 65A creative and welcoming feeling 66Interior color and material mood board 67Concept development 68Layouts and design considerations 69Service vehicles 70Striping for Volvo-branded service vehicles 71Active areas for informationfor Volvo-branded service vehicles 72Service vehicles with dealership identity 73Volvo Action Service 74 References 75VOLVO EXPERIENCE AND IDENTITY GUIDELINEBACK TO CONTENTSNOVEMBER 2021 3INTRODUCTIONVOLVO EXPERIENCE AND IDENTITY GUIDELINEThe Volvo brand has earned trust and credibility over decades. Strongly associated with the core values of quality, safety and environmental care. Positioned as innovative, human centric and premium. The brand is of Swedish origin with a truly glob...
