Experience and Identity

Guideline

November 2021
Introduction This 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.

Contents
Introduction 3 Typography 19 Layout principles 36 Digital interfaces 52 Service vehicles 70
Core and explore 4 Volvo Novum and Volvo Broad 20 Be generous with space 37 Volvo main UX principles 53 Striping for Volvo-branded service vehicles 71
Volvo trademark rules 5 Spacing, leading and examples 21 Keep it simple 38 Active areas for information
Inspirational examples 54
Key principles 6 Font equivalents 22 Create clear order 39 for Volvo-branded service vehicles 72
Web banners 55
Our core elements 7 Do not 23 Pay attention to details 40 Service vehicles with dealership identity 73
Apps and social media posts 56
Volvo Action Service 74
Primary logotypes 8 Colors 24 Image tonality 41 Brochures 57
Volvo Spread Word Mark 9 Volvo main and accent colors 25 Our color tone 42 Ads and direct marketing pieces 58 References 75
Sizes and placements 10 Examples 26 Storytelling 43 Rollups, smartstands and posters 59
Examples 11 Functional colors 27 Human presence 44 Multi-brand examples 60
Volvo Penta Spread Word Mark 12 Extended functional colors palette 28 Clear source of light 45
Events and sponsorships 61
Sizes and placements 13 Examples 29 Authenticity 46
Events 62
Examples 14 Do not 30 Products 47
Sponsorships 63
Do not 48
Secondary logotypes 15 Icons 31
Interior principles 65
Volvo Iron Mark 16 Basic principles for Volvo icons 32 Tone of voice 49
A creative and welcoming feeling 66
Volvo Penta Stacked Spread Word Mark 17 Colors and in combination with text 33 Personality and expression 50
Interior color and material mood board 67
Do not (primary and secondary logotypes) 18 Launch icons 34 Examples on how we speak 51
Concept development 68
Do not 35
Layouts and design considerations 69
INTRODUCTION BACK TO CONTENTS

The 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 global footprint. It represents two
corporations and many different business segments in the automotive, transport
and infrastructure sectors.

The joint Volvo brand purpose is to continuously reimagine mobility solutions for
people, business and societies at large. The aspired Volvo brand experience is a
perception of pleasure and ease of use, a feeling of serenity and genuine care.

To convey a trustworthy brand experience, it is imperative that every touch-point

between the brand and our customers and stakeholders reflect the values and
statements on which the brand is built and that its identity is distinct and
consistent identity.

This applies to everything physical and digital, all places, categories and segments.
So be bold and relevant to your customer but stay branded!

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Core and explore – Volvo brand experience

Divide between core and explore
our approach to brand
management
The brand is the experience – as perceived by the
customer. To build a strong brand, trustworthy
and attractive in today’s marketplace, the two
perspectives of core and explore must play together.

Core is the foundational areas and elements that

profoundly distinguishes the brand, e.g., purpose,
heritage, values, aspirations and identity. Strong
brands never compromise the core in brand activation.

When the brand is activated towards customers

Main fundamental, distinct and Core Explore Brand execution and activation**
non-negotiable areas: ≈20% through:
and stakeholders e.g., through offers, aftermarket
≈80%
• Purpose • Offers
support, sales and marketing, strong brands dare
• Values • Sales and marketing
explore execution to be relevant in a specific
• Heritage • Messaging
context and culture – while always staying true
• Aspirations • Content
to the core.
• Naming • Choice of platform/channel
• Identity* • Events and exhibitions
• Films
• etc

** As decided locally based on customer needs.

* As defined and governed in this document. No global, centrally produced guidelines available.

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The Volvo trademark rules Golden rules

and how to put them into practice to protect the Volvo trademark

The Volvo Trademark Rules define the very basis of the Volvo brand Rely on these key points to protect the integrity of the
identity and protect the Volvo trademark from being misused, degraded Volvo trademark in your daily work.
or stolen. Make sure to always follow the Golden rules.
1. Never invent your own logotypes/symbols 5. It’s not allowed to put “Volvo” in an
Trademark basics Creating new Volvo logotypes or logo-like independent dealer’s company name
symbols for e.g. products, services, projects, Only dealers, importers and companies owned
What is a trademark? Why protect it? teams or departments is not allowed. Use only by Volvo can use it. All names using the Volvo
Typically, it is a name or a symbol that identifies The point of owning a registered trademark is approved logotypes in accordance with the trademark must be approved by Brand
the origin of a product. The Volvo Word Mark logo- to prevent others from profiting from it. In fact, Volvo Experience & Identity Guidelines. Management at Volvo Group HQ (BEX).
type is one example. This means that "Volvo" is a legal actions can be taken against anyone
trademark regardless if it is used in running text or who – even in subtle ways – uses a registered 2. Write Volvo properly 6. Report suspected infringements
in approved logotypes. One example is in running trademark without permission. If any company It’s Volvo with a capital V. Always. Never play Alert your market communication representative
text, when “Volvo” is used together with a product could put labels saying “Volvo” on its products, around with the word, and never use it in the at Volvo immediately. Do not take any action
designation as in “Volvo A25G”, for example. the meaning of “Volvo” would change radically plural form or as a verb. The Volvo Word Mark against the infringer yourself.
Another example is the “Volvo” used in our iron – and the value of the Volvo brand would logotype may not be used in running text.
mark and the Volvo product emblem. diminish rapidly. 7. All merchandise must be approved
3. Leverage Volvo through sponsorships All merchandise that is branded with the Volvo
Who owns the Volvo trademark? It all boils down to customer benefits – but only the right ones brand carriers must be approved by Volvo. Use only
Volvo Trademark Holding AB owns, maintains By following the trademark rules you also make Sponsoring activities gives the Volvo brand official Volvo merchandise or contact Volvo Group
and manages all the trademarks consisting of things easier for customers: the Volvo trademark powerful exposure, so make sure you sponsor the Merchandise Services for support.
or containing Volvo. This legal entity is jointly and identity will be easy to recognize, and Volvo right ones. Consult your market communication
owned by AB Volvo and Volvo Car Corporation, perceived as solid and trustworthy. Stick to the representative at Volvo before signing any 8. Use official Volvo signage only
and grants licenses to those two industrial trademark rules and you will continuously help to sponsorship contracts. All Volvo signs must conform to the Volvo
entities to use the Volvo trademark. strengthen the Volvo brand. Signage Program specifications, and be
4. Don’t use Volvo as a trademark on purchased from centrally approved suppliers.
products outside the control of Volvo
The Volvo brand (and associated trademarks) 9. Never allow a supplier to refer to
must not be used on any products and offerings Volvo in its marketing
outside Volvo control – unless it's an approved No suppliers are allowed to refer to any corporate
brand collaboration. This since all offerings name or trademark owned or licensed to Volvo
carrying the Volvo trademarks must be verified Group without written consent by the Brand
by Volvo as compliant to Volvo standards. management department at Volvo Group HQ (BEX).

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Key principles for the Volvo brand experience

1 2 3 4 5
We know that the Volvo trademark We appreciate the Volvo Design We use the power of Volvo as one, We recognize that the brand identity We respect and nurture the core of
assets are owned and protected by philosophy as the foundation and distinct brand. Even if different consists of several perspectives: the Volvo brand and adhere accordingly
the Volvo Trademark Holding AB guiding principle for all and any corporations and business entities The sensory identity (how the brand to the Volvo Trademark Rules, the Volvo
(VTMH), co-owned by Volvo Group design that represents Volvo – digital, across multiple segments use the feels), the verbal identity (how the Brand Directive and the Volvo Experience
and Volvo Cars. The two owners are analogue, commercial or corporate. Volvo brand, the brand purpose, brand sounds) and the visual identity and Identity Guideline, all issued by the
legally obliged to adhere to brand usage The Volvo Design Philosophy is values, heritage and identity is one. (how the brand looks). All equally strong Brand management department at
rules and related principles issued by owned and issued by VTMH in close Individual offers and activations brand carriers, all equally shaping a Volvo Group Headquarters.
VTMH, governed by respective owner’s cooperation with respective owner’s towards different target groups in distinct and consistent perception.
brand management department. brand and design departments. different segments and markets are
strengthened by the joint, one brand.

6 7 8 9 10
We put the customer experience We never put the Volvo logos We always make the Volvo brand We regularly revisit the Volvo brand We collaborate and support
at the center. While staying true or related elements on third and its offers, commercial or story and fundamentals to recapture each other across organizational
to the core Volvo brand, decisions party applications that are corporate, shine. We don’t what Volvo stands for and aspires borders to deliver a strong Volvo brand
about how to use, execute and products out of our control promote organizational entities to be. This together with business in the eyes of our customers and
activate the brand according to core and/or considered commodities. or departments, neither internal strategies and priorities guides stakeholders. We share best practices,
principles and directions are taken The Volvo brand is reserved for projects or initiatives. Accordingly, inspires us to shape, build and move live brand at full and stand united as
close to customer in line with commercial differentiating applications and we never invent own logotypes or the world we want to live in Volvo brand ambassadors – regardless
objectives and customer needs interfaces that are guaranteed symbols but use the Volvo brand – together as one brand. our day jobs and related responsibilities.
(e.g., product offers, marketing to reflect our values and high identifiers and other visual elements
activities, communication platforms standards, that make us stand to safeguard distinction and consistency.
and retail environments). out in the market.

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Let the core elements

lead the way

The brand identity is set by a number of different elements – visual (the look of the brand),
sensory (the feel of the brand) and verbal (the sound of the brand).

In this document, we outline the non-negotiable rules for the visual core identity elements.
These are complemented by a number of inspirational examples for how to use the
elements in different contexts and situations. For guidance on other brand expressions
contact the Brand management department at Volvo Group HQ (BEX).

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Primary logotypes
The Volvo brand is identified by one, primary logotype available in two formats and two secondary
logotypes. These logotypes have carried the Volvo brand values, beliefs and aspired position for
decades while their design have carefully evolved over time, with its time. They represent the
Volvo Group and its business areas as well as Volvo Cars according to defined usage rules, agreed
between the two companies. On the following pages, these rules are further outlined to support
all entities within the Volvo Group.

Volvo Spread Word Mark Volvo Penta Spread Word Mark

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Volvo Spread Word Mark Clear zone

The minimum clear zone is equal to three times 3X 3X
the height of the Volvo Spread Word Mark.
The Volvo Spread Word Mark logotype is the NOTE: When placing the Volvo Spread Word Mark next X

primary identification carrier for all Volvo entities (Volvo to other logotypes a double clear zone is preferred.
3X 3X
Group Headquarters, Volvo Group Functions and
Volvo Group Truck Divisions, Volvo corporate offices/
operations e.g., Volvo Group India, Volvo Construction
Equipment, Volvo Trucks, Volvo Buses, Volvo Defense,
Volvo Autonomous Solutions, Volvo Energy and Volvo
Financial Services and Volvo Cars), while the registered Minimum size
To ensure that the Volvo Spread Word Mark is
trademark Volvo Penta uses the Volvo Penta Spread
clearly visible, it should never be rendered less 20 mm
Word Mark, information can be found here >>. than 20 mm wide in print or 42 px in digital
applications. Exceptions apply for merchandise
The fundamental rules regarding the Volvo Spread and products under the discretion of Volvo Group
Word Mark logotype are presented on this page. Design. For digital interfaces where legibility of
Always use master artwork. the Volvo Spread Word Mark can not be ensured,
the Volvo Iron Mark should be used instead.
The business descriptor and/or tagline is never used in
direct connection to the Volvo logotypes (Spread Word
Mark or Iron Mark).

Color versions and backgrounds

Additional guidance Black is the default color for the Volvo Spread
Secondary usage: Word Mark. The white version is to be used
The original Volvo Word Mark logotype on darker backgrounds and images to provide
is only used on parts and components and until contrast and clarity. Legibility is a priority.
further notice on flags and signage. No exceptions are
allowed unless approved by the Brand management
department at Volvo Group HQ (BEX).

The Volvo Group corporate identifier,

is only used when legally required to identify the
Volvo Group corporation, representing a consolidated
family of brands, or when required by explicit,
market related business situations. All usage is to
be approved by the Brand management department
at Volvo Group HQ (BEX).

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Recommended sizes on most common assets Placement in various media

Logotype sizes are based on the width of different formats. Shown here are recommended sizes on both The Volvo Spread Word Mark logotype can be placed in a variety of ways depending
printed and digital assets. Please use this to guide when applying the Volvo Spread Word Mark logotype on on the layout. Centered placement is always preferred. The Volvo Spread Word Mark
other formats. Always strive for legibility and a spacious layout to convey a premium expression. Note that can be used as a legal sender.
stationary has different settings – please use Word templates/master artworks.
NOTE: Carefully consider logotype prominence in relation to the other elements. Always strive to achieve
a balance between logotype and main message. Avoid several competing elements.
1/3 1/4 1/3 1/2

X
Square formats
Logotype size 1/3 of The height of the Volvo Spread Word Mark sets the
the width. placements. The margin from the edge of the page
to the Volvo Spread Word Mark should equal at least
3X the height of the logotype.
3X 3X

3X 3X

Standard portrait format

Logotype size 1/4 of the width.

1/6

Rollups and smartstands Portrait narrow

Logotype size 1/3 of the width. Logotype size 1/2
of the width.

Standard landscape format

Logotype size 1/6 of the width. 1/2
1/3

Landscape narrow, for large printed banners and billboards

3X 3X
Landscape narrow, for web banners When using a full bleed image, the logotype size is 1/6 of the width. When the
When the logotype is placed in a white area (1/3 of the format) as logotype is placed in a white area (1/3 of the format) as shown in this example, Primary placement of the Volvo Spread Word Mark Secondary placement of the Volvo Spread Word Mark
shown in this example, the logotype size is 1/3 of the white area. the logotype size is 1/2 of the white area.

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Examples – logotype placement

Shown below are examples of how to place the Volvo Spread Word Mark on different assets.

Short Statement Sub-heading above the headline

Short headline poster

Lorem ipsum dolor amet consectetur
adipiscing elit ut ed doe officim porerum et Sub-heading below the headline
inctur rero mod quidi nosam, nobis dis eveles
voluptium assimpo rporporeptas sit.

Sub-heading above the headline

Long headline brochure Volvo Group

set on two lines

Short headline
Volvo Buses. Driving quality of life web banner

CALL TO ACTION

Volvo Trucks. Volvo Buses. Driving quality of life

Driving progress
Short headline banner
Volvo Construction Equipment. Building Tomorrow

Short headline
social media
Sub-heading below the headline

Short headline
Lorem ipsum dolor amet consectetur adipis
Volvo Construction Equipment.
CALL TO ACTION Building Tomorrow

Business descriptor and tagline

The business descriptor and/or tagline is never used in direct connection to the Volvo logotypes (Spread Word Mark
or Iron Mark). The business descriptor and/or tagline may be presented as text on at least clear zone distance from the
Volvo Spread Word Mark logotype. The maximum size of the text equals the height of the logotype.

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Volvo Penta Spread Clear zone

The minimum distance between the Volvo Penta 4X 4X

Word Mark Spread Word Mark and any other graphical

X
element equals 4X the height of the logotype.
4X 4X
The Volvo Spread Word Mark logotype in Volvo NOTE: When placing the Volvo Penta Spread Word Mark next
to other logotypes a double clear zone is preferred.
Penta format is the primary identification carrier
for the registered trademark Volvo Penta.

The fundamental rules regarding the Volvo Penta Minimum sizes

primary logotype are presented on this page. To ensure that the Volvo Penta Spread Word Mark is
Always use master artwork. clearly visible, it should never be rendered less than 45 mm 45 mm
wide in print or 94 px in digital applications. Exceptions
apply for merchandise and products under the discretion
of Volvo Group Design. For interfaces where legibility
of the Volvo Penta Spread Word Mark can not be ensured,
the Volvo Penta Stacked Spread Word Mark should be
used instead.

Color versions and backgrounds

Black is the default color for the Volvo Penta Spread
Word Mark. The white version is to be used on darker
backgrounds and images to provide contrast and
clarity. Legibility is a priority.

Additional guidance
Tagline
The tagline is never used in direct connection
to the Volvo Penta logotypes.

Secondary usage:
The Volvo Penta original Word Mark,
stacked version, is only used on parts and
components and until further notice on flags
and signage. No exceptions are allowed
unless approved by the Brand management
department at Volvo Group HQ (BEX).

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Recommended sizes on most common assets Placement in various media

Logotype sizes are based on the width of different formats. Shown here are recommended sizes on both The Volvo Penta Spread Word Mark can be placed in a variety of ways depending on
printed and digital assets. Please use this to guide when applying the Volvo Penta Spread Word Mark the layout. Centered placement is always preferred. The Volvo Penta Spread Word Mark
on other formats. Always strive for legibility and a spacious layout to convey a premium expression. Note can be used as a legal sender.
that stationary has different settings – please use Word templates/master artworks.
NOTE: Carefully consider logotype prominence in relation to the other elements. Always strive to achieve
a balance between logotype and main message. Avoid several competing elements.

2/3 1/2.5 1/2 2/3

The height of the Volvo Penta Spread Word Mark

Square formats sets the placements. The margin from the edge of the
Logotype size 2/3 of page to the Volvo Penta Spread Word Mark should
the width. equal at least 4X the height of the logotype.
4X 4X

4X 4X

Standard portrait format

Logotype size 1/2.5 of the width.
On large posters and banners the
recommended size is 1/2 of the width.

Rollups and smartstands Portrait narrow

1/3 Logotype size 1/2 of the width. Logotype size 2/3
of the width.

1/3

4X 4X

Standard landscape format Landscape narrow Primary placement of the Secondary placement of the
Logotype size 1/3 of the width. When clear visibility of the Volvo Penta Spread Word Mark can't be ensured Volvo Penta Spread Word Mark Volvo Penta Spread Word Mark
the stacked version of the Volvo Penta logotype should be used instead.

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Examples – logotype placement

Shown below are examples of how to place the Volvo Penta Spread Word Mark on different assets.

Short headline
Long headline brochure
Short statement web banner
Sub-heading below the headline
set on two lines Sub-heading above the headline
Sub-heading below the headline

Lorem ipsum dolor amet conse

Lorem ipsum dolor amet consectetur adipiscing
elit ut ed doe officim porerum et inerea
Short headline poster
tetur edicarum forarer. Made to move you
tur rero mod quidi nosam, nobis dis eveles.
CALL TO ACTION
Made to move you

Made to move you

Made to move you

Sub-heading above the headline

Short headline banner

Made to move you

Short headline
social media
Made to move you
Sub-heading above the headline

Short headline Lorem ipsum dolor edicarum consectetur adipis.

CALL TO ACTION
Made to move you

Tagline
The tagline is never used in direct connection to the Volvo Penta logotypes. The tagline may be presented as text on at least clear zone
distance from the Volvo Penta Spread Word Mark logotype. The maximum size of the text equals the height of the logotype.

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Secondary logotypes
The Volvo brand secondary logotypes are used in where legibility of the primary logotypes are
com-promised. The Volvo Iron Mark represent the Volvo Group and its business areas as well as
Volvo Cars according to defined usage rules, agreed between the two companies. The Volvo Penta
Stacked Spread Word Mark is used by Volvo Penta. On the following pages, these rules are further
outlined to support all entities within the Volvo Group.

Volvo Iron Mark Volvo Penta Stacked Spread Word Mark

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Volvo Iron Mark logotype Clear zone

Minimum clear zone equals 1/4 the width
1X 1X

of the Volvo Iron Mark logotype.

The Volvo Iron Mark logotype in 2D is the NOTE: When placing the Volvo Iron Mark logotype X
secondary identification carrier for all Volvo next to other logotypes the minimum clear zone should 1X 1X
be equal to the width of the Volvo Iron Mark logotype.
entities (Volvo Group Headquarters, Volvo Group
Functions and Volvo Group Truck Divisions,
Volvo corporate offices/operations e.g., Volvo
Group India, Volvo Construction Equipment,
Volvo Trucks, Volvo Buses, Volvo Defense,
Volvo Autonomous Solutions, Volvo Energy and Minimum sizes and placements
To ensure that the Volvo Iron Mark logotype
Volvo Financial Services and Volvo Cars). It
is clearly visible, it should never be rendered
is mainly used in digital applications and only less than 12 mm wide. For digital interfaces,
when clear visibility of the Volvo Spread Word as well as for merchandise, there are
Mark can not be ensured. exceptions to this rule. Legibility is a priority. 12 mm 16 px

The Volvo Iron Mark is always positioned Minimum size Minimum size for favicon
The fundamental rules regarding the Volvo Iron
in the centre of any prescribed area. It is
Mark logotype are presented on this page. used in social media, as browser tab favicon
Always use master artwork. on our website, taskbar shortcut icon and
desktop shortcut icon. Keep the minimum
clear zone around the logotype. The Volvo
Iron Mark in the browser tab favicon is an
exception to the clear zone principles and is
sized to best fit the shape.
Placement in social media Example of how the
Volvo Iron Mark logotype
is used in social media.

Additional guidance
Business descriptor and tagline
Color versions and backgrounds
The business descriptor and/or tagline is never used in direct connection
to the Volvo logotypes (Spread Word Mark or Iron Mark). Black is the default color for the Volvo Iron Mark
logotype. The white version is to be used on darker
Volvo emblems
The Volvo Iron Mark logotype in 3D is used on Volvo products as outlined backgrounds and images to provide contrast and
in the Volvo Emblem Handbook, managed by Volvo Group Design. clarity. Legibility is a priority.

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Volvo Penta Stacked Clear zone

The minimum clear zone is equal the
1X 1X

Spread Word Mark height of the Volvo Penta Stacked Spread X

Word Mark logotype. 1X 1X

The Volvo Penta Stacked Spread Word Mark NOTE: When placing the Volvo Penta Stacked Spread
Word Mark logotype next to other logotypes a double
is the secondary identification carrier for Volvo clear zone is preferred.
Penta. It is mainly used in digital applications
and only when clear visibility of the Volvo Penta
Spread Word Mark can not be ensured.

The fundamental rules regarding the Volvo Penta Minimum sizes and placements
Stacked Spread Word Mark are presented on To ensure that the Volvo Penta Stacked
Spread Word Mark logotype is clearly visible, Sub-heading above the headline

this page. Always use master artwork. Short headline

it should never be rendered less than web banner
20,5 mm 16 px Lorem ipsum dolor amet consectetur adi

20,5 mm wide. For digital interfaces, as well piscing elit ut ed doe officim poreruet
inctur rero mod quidi nosam, nobis dis eveles
ptium assimpo rporporeptas sit.

as for merchandise, there are exceptions to Minimum size Minimum size for favicon

this rule. Legibility is a priority. Made to move you

The Volvo Penta Stacked Spread Word Mark

is always positioned in the centre of any CALL TO ACTION

prescribed area used in social media and as

favicon on our website. Keep the minimum
clear zone around the logo. The logo for the
website favicon is an exception to the clear
zone principles and is sized to best fit the Placement in social media
shape.

Color versions and backgrounds

Additional guidance Black is the default colour for the Volvo Penta Stacked
Example of how the Volvo Penta
Spread Word Mark logotype. The white version is to
Tagline Stacked Spread Word Mark can
The tagline is never used in direct connection be used on darker backgrounds and images to provide be used in a web banner.
to the Volvo Penta logotypes. contrast and clarity. Legibility is a priority.

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Do not Please, always use correct artwork for Volvo Spread Word Mark, Volvo Penta Spread Word Mark,
Volvo Iron Mark and Volvo Penta Stacked Spread Word Mark and respect the don’ts shown below.

ABC
Volvo Group University

Do not place logotypes, text or graphics within Do not add any business descriptor or tagline Do not add any visual effects on any of the logotypes. Do not squash any of the logotypes.
the clear zone of any of the logotypes. to any of the logotypes.

Action Service

Do not combine any of the logotypes with illustrations. Do not stretch any of the logotypes. Do not change color on any of the logotypes. Do not add any name or statement to any of the logotypes.

Business entity
name or tagline

Do not add the business entity next to the Do not tilt any of the logotypes. Do not reproduce any of the logotypes in outline.
Volvo Iron Mark logotype as a unit.

short statement Sub-heading in Novum

short statement
Lorem ipsum dolor sit Sub-heading in Novum
ectetur adipiscing elit sed. Lorem ipsum dolor sit.

Do not rotate any of the logotypes. Do not crop any of the logotypes. Do not use the original Volvo Word Mark logotype Do not use the Volvo Penta original Word Mark
in any marketing materials. in any marketing materials.

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Typography
The Volvo typography has both a functional
and an aesthetic side. It creates impact, ensuring
text is legible and easy to read, and at the same
time it creates a distinct character that is easy
to recognize.

Volvo Novum Light

Volvo Novum SemiLight
Volvo Novum Light
Volvo Novum Light

volvo broad
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Typography Volvo Novum

Volvo Novum is our default typeface for most texts,
Volvo Broad
Volvo Broad is the font that is most closely linked with
including headings, sub-headings, introductions, body our brand and provides impact and recognition. To secure
Our two primary typefaces are Volvo Novum copy and captions. Volvo Novum comes in four primary a premium brand expression, Volvo Broad must only be
and Volvo Broad while defined typefaces exist for weights, which provide useful variation. Volvo Novum used for strong, short statements and carefully selected
Medium versions are to be used for "bold" text, never use messages. It also works well in product designations. Never
product application e.g., model emblems. Both
the default "bold" in your software. The italic versions of the use Volvo Broad for body copy, long headings or detailed
Volvo Novum and Volvo Broad are Volvo owned four weights is suitable to highlight whole sentences or just information. Volvo Broad Digital is a headline typeface
fonts and should be used in all communication, a single word. Volvo Novum Digital is a font developed for developed for responsive digital designs. It should be treated
both print and digital. Note that Volvo Broad is responsive digital designs. It should be treated in the same in the same way as the version used in print.
way as the version used in print.
not to be used to communicate any other brand
than the Volvo brand.

ABC123
Independent dealers may only use Volvo typefaces
when promoting Volvo products or services – Light ABCabc123
never when promoting their own companies,
competing offerings, or complementary brands.
Light Italic ABCabc123
ABCabc123
Volvo Novum supports Latin, Cyrillic and Greek
languages and Volvo Broad supports Western Semi-Light

and Central European languages. See information

for other languages here >>.
Semi-Light Italic ABCabc123 Volvo Broad Outline, optional
This typeface can be used to highlight words in sentences
set in Volvo Broad. Volvo Broad Outline is never used for
a full sentence

Download fonts here

Regular ABCabc123
Additional guidance
The typeface Volvo Antiqua (serif) is a third Volvo owned typeface.
Regular Italic ABCabc123
ABC123
It is not used by Volvo Group.

Additional typefaces are used for products only and by Volvo Group Design.
Medium ABCabc123
NOTE: The Volvo typefaces are pre-installed on Volvo computer clients
for use in Volvo brand distinct communication. If the communication is
Medium Italic ABCabc123
distributed externally e.g., a PowerPoint presentation, the communication
must be saved to .pdf for correct typeface display. For communication
through third party applications, e.g., MS Sharepoint and Outlook, the
application's default typefaces are used.

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 20

T YPOGRAPHY BACK TO CONTENTS

Spacing and leading Examples

For a contemporary and distinct look, it is recommended to use Volvo Broad, including Examples of how our typefaces can be used and combined.
Volvo Broad Outline, in accordance to defined spacing and leading.

Short headlines or statements in Volvo Broad gives a

strong impression
The spacing can be set between +50 to +60% The leading can be set to between 85-90% of
to make a more airy and humanistic appearance. the font size to harmonize with the airier spacing.
Shown below: +60%. Shown below: 85% e.g. 50/42,5pt.

ABC ABC Words in a Volvo Broad headline or statement can be set in

Volvo broad outline

Leading

Spacing

123
Words in a Volvo Novum text can be set in Italic to highlight specific words.
Words in a Volvo Novum text can be set in Medium to highlight specific words.

Spacing in PowerPoint presentations

To create the same airy visual expression VOLVO NOVUM LIGHT Sub-heading in Volvo Novum Medium
in PowerPoint presentations, choose Body copy set in Volvo Novum Light
“loose setting” in the spacing panel.
CAN BE SET IN ALL CAPS
Sub-heading in Volvo Novum Medium
NOTE: If the PowerPoint presentations VOLVO NOVUM SEMI-LIGHT Body copy set in Volvo Novum Semi-Light
is distributed externally, the presentation
must be saved to .pdf for correct typeface
CAN BE SET IN ALL CAPS Sub-heading in Volvo Novum Medium
display. Body copy set in Volvo Novum Regular
VOLVO NOVUM REGULAR
CAN BE SET IN ALL CAPS
Caption set in Volvo Novum Light
VOLVO NOVUM MEDIUM Caption set in Volvo Novum Semi-Light
CAN BE SET IN ALL CAPS Caption set in Volvo Novum Regular

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 21

T YPOGRAPHY BACK TO CONTENTS

Font equivalents
The Volvo brand typefaces support a wide
range of languages – but not all languages
used on the markets in which we are present. VOLVO BROAD VOLVO NOVUM ARIAL
This page details Volvo font equivalents to
use for non-supported languages. The suggested CHINESE Volvo Broad CN Source Hans Sans Microsoft Yahei
• Volvo owned font. Available via Faros, • Free font. • Microsoft system font.
fonts are recommendations, other fonts may
or contact your Brand management
• All communication (print and digital). • For office communcation (e.g. Email).
be used as long as they strongly resemble the department for further support.
• For some printed and digital communication.
fonts presented here. • All communication (print and digital).

KOREAN Source Han Sans KR Source Han Sans KR Malgun Gothic

• Free font. • Free font. • Microsoft system font.
• All communication (print and digital). • All communication (print and digital). • For office communication (e.g. Email).
• For some printed and digital communication.

JAPANESE Japanese Meiryo Japanese Meiryo YU Gothic

• Microsoft system font. • Microsoft system font. • Microsoft system font.
• All communication (print and digital). • All communication (print and digital). • For office communication (e.g. Email).
Resembling font example: KozGoPro • For some printed and digital communication.

THAI Lily UPC Browalia New Arial Thai

• Microsoft system font. • Microsoft system font. • Microsoft system font.
• All communication (print and digital). • All communication (print and digital). • For office communcation (e.g. Email).
• For some printed and digital communication.

ARABIC Arial Arabic Arial Arabic Arial Arabic

• Microsoft system font. • Microsoft system font. • Microsoft system font.
• All communication (print and digital). • All communication (print and digital). • For office communication (e.g. Email).
• For some printed and digital communication.

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 22

T YPOGRAPHY BACK TO CONTENTS

Do not Shown here are examples of incorrect use of the Volvo typefaces.

Facepudis ma que lam incimi, sit eiunt velestiat quae

volore volorro molupta tur restia dolorae exerro
expliandi di berectem il ipsant volo bearci tem. Abo.
Namus odis ut faceatur, simaximus. Facepudis ma que
lam incimi, sit eiunt velestiat quae volore volorro
molupta tur restia dolorae exerro expliandi di
berectem il ipsant volo bearci tem.

Do not use Volvo Broad for body copy. Do not stretch/extend (or condense) Do not make italics out of upright letters. Do not fill or adjust parts Do not manually change Volvo Broad or Volvo Only set Volvo
to change the width of the characters. Only use specified italic fonts. of the characters. Novum to bold and/or italics. typefaces horizontally.

Ullaborunti comnis magnimaximet eos sit

enis aut rae. Itataquam, totae ipici rem
Facepudis ma que lam incimi, sit eiunt velestiat
quae volore volorro molupta tur restia dolorae
exerro expliandi di berectem il ipsant volo bearci
tem. Abo. Namus odis ut faceatur, simaximus.

Do not use Volvo Broad for long headings. Do not affect the appearance Do not overdo visual effect combinations like Do not use Volvo Broad Outline Never put an image into Do not jeopardize readability and clarity,
of the characters by removing parts, 3D extrusion, outline, drop shadows etc. in any color on a color. Volvo Broad Outline. e.g. by positioning Volvo Broad Outline (in black
apply in pattern grids or the like. If a shadow is needed for readability reasons or white) on a scattered image background.
it shall be very subtle, hardly noticeable.

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 23

 BACK TO CONTENTS

Colors
A color palette that reflects our wanted brand position and blends
perfectly with Volvo Blue to create harmony and consistency for all uses.
The rules and recommendations state how to best use each color type.

Color is a key design element in the creation of the Volvo identity.

Proper use is differentiating and creates recognition. Each color should
be used in 100% only, in order to secure consistency. Colors may
appear slightly different depending on which media is being used.

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 24

COLORS BACK TO CONTENTS

Colors Volvo main colors

The heart of our color universe is Volvo Blue, a color

that has a unique association to our brand. Volvo Blue
Dark Blue Black White Volvo Blue
is never used for decorative purposes and until further PMS 533C PMS Process Black C PMS - PMS 2747C
CMYK 88 / 72 / 32 / 72 CMYK 0 / 0 / 0 / 98 CMYK 0/0/0/0 CMYK 100 / 85 / 0 / 15
notice only allowed on flags, signage and service RGB 32 / 42 / 68 RGB 20 / 20 / 20 RGB 255 / 255 / 255 RGB 24 / 40 / 113
vehicle striping according to defined guidelines. HEX# 202A44 HEX# 141414 HEX# FFFFFF HEX# 182871

Volvo Blue shall not be

To compliment Volvo Blue there are seven additional used for decorative or
accentuating purposes.
Volvo main colors. These should be used to position
the Volvo brand both online and offline in, for example, Grey One Grey Two Grey Three Grey Four
apps, brochures and product guides. On images and PMS Cool Grey 1C PMS Cool Grey 5C PMS Cool Grey 8C PMS Cool Grey 11C
CMYK 14 / 11 / 13 / 0 CMYK 37 / 29 / 30 / 8 CMYK 47 / 37 / 38 / 18 CMYK 22 / 0 / 0 / 85
colored backgrounds we use text in white or black. All RGB 225 / 223 / 221 RGB 167 / 168 / 169 RGB 136 / 139 / 141 RGB 83 / 86 / 90
HEX# E1DFDD HEX# A7A8A9 HEX# 888B8D HEX# 53565A
main colors can be used for text on a white background.

The extended color palette consists of three Volvo

accent colors, Leaf, Teal and Flow. The Volvo accent Volvo accent colors
colors may be used in four different, predefined The primary accent colors are
shades. The Volvo accent colors should only be used Leaf One, Teal One and Flow One.
Flow One Flow Two Flow Three Flow Four Note that Leaf and Teal are lighter
as supporting colors, to highlight details and should PMS 3155C PMS 5483C PMS 5493C PMS 5513C
than Flow, which impacts shading
CMYK 100 / 0 / 25 / 50 CMYK 68 / 25 / 30 / 15 CMYK 45 / 15 / 25 / 10 CMYK 30 / 10 / 18 / 2
scale visualization.
never dominate a layout. RGB 57 / 105 / 118 RGB 103 / 140 / 150 RGB 150 / 176 / 182 RGB 195 / 210 / 214
HEX# 396976 HEX# 678C96 HEX# 96B0B6 HEX# C3D2D6

Teal One Teal Two Teal Three Teal Four

PMS 573C PMS 564C PMS 563C PMS 7473C
CMYK 24 / 0 / 15 / 0 CMYK 40 / 0 / 27 / 0 CMYK 55 / 0 / 35 / 0 CMYK 75 / 15 / 50 / 0
RGB 184 / 222 / 216 RGB 141 / 201 / 191 RGB 102 / 179 / 166 RGB 80 / 162 / 148
HEX# B8DeD8 HEX# 8DC9BF HEX# 66B3A6 HEX# 50A294

Leaf One Leaf Two Leaf Three Leaf Four

Additional colors
PMS 365C PMS 367C PMS 368C PMS 369C
Winter Orchid Green CMYK 30 / 0 / 60 / 0 CMYK 40 / 0 / 68 / 0 CMYK 59 / 0 / 100 / 0 CMYK 70 / 10 / 100 / 0
May be used for Volvo specific innovations. Contact the Brand management RGB 200 / 230 / 145 RGB 168 / 212 / 107 RGB 143 / 197 / 78 RGB 120 / 184 / 51
department at Volvo Group HQ (BEX) for further information. HEX# C8E691 HEX# A8D46B HEX# 8FC54E HEX# 78B833

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 25

COLORS BACK TO CONTENTS

Examples – Volvo main colors Examples – Volvo accent colors

Shown below are examples of how the Volvo main colors can be used. Shown below are examples of how the Volvo accent colors can be used.

Volvo Novum SemiLight

Volvo Novum SemiLight

Sub-heading above the headline

Short statemenT
Sub-heading above the headline

Sub-heading above the headline Short headline brochure

Short headline
statement Aorrorpora venim et omnit, quisi mintis as natenda ntorum quia

on two lines
Ullaborunti comnis magnimaximet eos sit enis aut rae. Itataquam, totae ipici rem sunt lab iumqui culpa vendae vo lore acipic temporporene nonsed esed
facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro molupta tur restia

brochure
que quidele ndignist rem quae num et omnissi milibearum que nis
dolorae exerro expliandi di berectem il ipsant volo bearci tem. Abo. Namus odis ut
reri ut pro offi cienia dolupit vid modita nihiliqu ae amenet eum aliquae.
faceatur, simaximus esercitatis qui dollitat.

Sub-heading below the headline

1
Ullaborunti comnis and ullaborunti
Modis et eiur sam quae debitia tatquo ipiendem fugiatem
quid ut acculpa rchillenis as et et quassit aut et moloris
Ullaborunti Ullaborunti
eum vollesti am quatess imendent magnam sunt ipsape
magnimaximet magnimaximet
lignis dit lab

Ullaborunti Ullaborunti
magnimaximet magnimaximet

Volvo Trucks. Driving Progress Sub-heading above the headline Ullaborunti

magnimaximet
Ullaborunti
magnimaximet
Ullaborunti Ullaborunti Ullaborunti Ullaborunti

Short headline ad
magnimaximet magnimaximet magnimaximet magnimaximet

Ullaborunti Ullaborunti Ullaborunti Ullaborunti Ullaborunti Ullaborunti

magnimaximet magnimaximet magnimaximet magnimaximet magnimaximet magnimaximet

2
Itataquam totae ipici rem facepudis
Aorrorpora venim et omnit, quisi mintis as natenda ntorum quia
Maque lam incimi, sit eiunt velestiat quae volore volorro mol
sunt lab iumqui culpa vendae vo lore acipic temporporene nonsed esed
uptatur restia dolorae exerro expliandi di berectem. Ullaborunti
comnis magnimaximet eos sit enis aut raeera. Itataquam, totae que quidele ndignist rem quae num et omnissi milibearum que nis
Moluptatur Ullaborunti
ipici rem facepudis ma que lam incimi, sit eiunt velestiat quae
volore volorro moluptatur restia dolorae exerro expliandi.
reri ut pro offi cienia dolupit vid modita nihiliqu ae amenet eum aliquae.
Eos sit enis aut raeera Eos sit enis aut raeera
Itataquam, totae ipici rem facepudis malam Itataquam, totae ipici rem facepudis malam
eiunt velestiat quae volore volorro moluptatur eiunt velestiat quae volore volorro moluptatur
dolorae exerro expliandi di. Ullaborunti dolorae exerro expliandi di. Ullaborunti
comnis magn imaxi met eos sit enis aut raeera. comnis magn imaxi met eos sit enis aut raeera.
Itataquam, totae ipici rem facepu dis ma Itataquam, totae ipici rem facepu dis ma
que lam incimi, sit eiunt velestiat. que lam incimi, sit eiunt velestiat.

3
Alam incimisit eiunt velestiat quae Ullaborunti comnis magnimaximet eos sit enis aut raeera.
Sub-heading above the headline Volore volorro moluptatur restia dolorae exerro expliandi
Itataquam, totae ipici rem facepudis ma que lam incimi, sit
di berectem. Ullaborunti comnis magnimaximet eos sit Ullaborunti comnis
eiunt velestiat quae volore volorro moluptatur restia dolorae

Long headline brochure

enis aut raeera. Itataquam, totae ipici rem facepudis ma enis aut eos raeera. Itataquam, totae ipici rem
que lam in cimi, sit eiunt velestiat quae volore volorro exerro expliandi di berectem. Ullaborunti comnis magn
facepudis ma que lam incimi, sit eiunt veles tiat
moluptatur restia dolorae exerro expliandi di berectem imaxi met eos sit enis aut raeera. Itataquam, totae ipici rem
quae volore volorro moluptatur restia.

set on two lines

il ipsant. facepu dis ma que lam incimi, sit eiunt velestiat quae volore Ullaborunti comnis and ullaborunti
volorro moluptatur restia dolorae. Modis et eiur sam quae debitia tatquo ipiendem fugiatem ut acculpa rchillenis as et et quassit
aut et moloris eum vollestiam quatess imendent magnam sunt ipsapelignis dit lab inis dia doluptaqui
bearum quae optatet es ma que as cus simusape nat evellor epuditatus et doluptat eos.

Made to move you Volvo Buses. Driving quality of life

Volvo Novum Light | Volvo Novum Medium 11

Volvo Novum SemiLight Volvo Novum SemiLight Volvo Novum SemiLight Volvo Novum SemiLight

Short headline
Short headline
brochure
7. Apsae dolorpos voles aut es

Maiore aspero Nam quaeped Apsae dolore Ellandu cima

Short headline Ullaborunti comnis magnimaximet eos sit enis
12345

12345
12

12
34

34
56

56
social media aut raeera. Itataquam, totae ipici rem facepudis
ma que lam incimi, sit eiunt velestiat quae volore
12345 12 34 56
volorro moluptatur restia dolorae exerro expliandi
12345 12 34 56
di berectem. Ullaborunti comnis magnimaxi met
12345 12 34 56 eos sit enis aut raeera. Itataquam.
12345 12 34 56

Aut esequi cus Volectem acest volo repudae incti cullabo reproriatur ade Ullaborunti comnis and ullaborunti
reperorit, cum volest quibusd amen duc ilibus es plaborempor sant etera

1-2
cullo erchiliquost exernam esed essus. Volvo Buses. Driving quality of life Modis et eiur sam quae debitia tatquo
ipiendem fugiatem quid ut acculpa
rchillenis as et et quassit aut et moloris
8. Nam uaeped maiore aspero
eum vollestiam quatess imendent
Maiore aspero Nam quaeped Apsae dolore Ellandu cima
magnam sunt ipsapelignis dit lab inis
12345 12 34 56 dia doluptaqui bearum quae.
12345 12 34 56
Sub-heading above the headline
12345 12 34 56 Itataquam totae ipici rem facepudis

Short statement
Maque lam incimi, sit eiunt velestiat
12345

12345
12

12
34

34
56

56
quae volore volorro moluptatur restia
dolorae exerro expliandi di berectem.
3-5
12345 12 34 56 11. Nam uaeped maiore aspero
Ullaborunti comnis magnimaximet eos
Aut esequi cus Volectem acest volo repudae incti cullabo reproriatur ade
Aut esequi cus Volectem acest volo repudae incti cullabo reproriatur ade reperorit, cum volest quibusd amen duc ilibus es plaborempor sant etera sit enis aut raeera. Itataquam, totae
reperorit, cum volest quibusd amen duc ilibus es plaborempor sant etera cullo erchiliquost exernam esed essus.
cullo erchiliquost exernam esed essus. ipici rem facepudis ma que lam incimi
sit eiunt velestiat quae volore.
Maiore aspero Nam quaeped Apsae dolore Ellandu cima
9. Nam uaeped maiore aspero 12345 12 34 56

Maiore aspero Nam quaeped Apsae dolore Ellandu cima 12345 12 34 56 Maiore aspero Nam quaeped apsae dolore*
Cus simusape nat evellor Cus simusape nat evellor epuditatus
12345 12 34 56 12345 12 34 56 et doluptat eos.

12345 12 34 56 12345 12 34 56 Simusape Velestiat

12345 12 34 56 12345 12 34 56 Exerro expliandi di berectem 12 34

12345 12 34 56 12345 12 34 56 Sit eiunt velestiat quae volore 12 34

Uptatur restia dolorae 12 34

Aut esequi cus Volectem acest volo repudae incti cullabo reproriatur ade
reperorit, cum volest quibusd amen duc ilibus es plaborempor sant etera
cullo erchiliquost exernam esed essus. 12. Nam uaeped maiore aspero Aorrorpora venim et omnit, quisi mintis as natenda ntorum quia sunt lab Ullaborunti comnis magnimaximet eos sit enis aut raeera.
*Maque lam incimi, sit eiunt velestiat quae volore volorro moluptatur restia.

Short headline Itataquam, totae ipici rem facepudis ma que lam incimi, sit

20%
Maiore aspero Nam quaeped Apsae dolore Ellandu cima iumquiculpa vendae vo lore temporporene nonsed esed quidele eiunt velestiat quae volore volorro moluptatur restia dolorae

web banner
10. Apsae dolorpos voles aut es exerro expliandi berectem. Ullaborunti comnis magnimaxi
12345 12 34 56
ndignist rem quae num et omnissi milibearum que nis reri ut pro offi cienia
Maiore aspero Nam quaeped Apsae dolore Ellandu cima 12345 12 34 56 met eos sit enis aut raeera.
Short sub-heading brochure
12345 12 34 56 12345 12 34 56
dolupit vid modita nihiliqu ae amenet eum aliquae. Aorrorpora venim
Ullaborunti comnis and ullaborunti Ullaborunti comnis and ullaborunti Modis et eiur sam quae debitia tatquo ipiendem fugiatem
12345 12 34 56 12345 12 34 56 omnit, quisi mintis as natenda ntorum quia sunt lab iumqui culpa vendae Modis et eiur sam quae debitia tatquo ipiendem fugiatem Modis et eiur sam quae debitia tatquo ipiendem
12345 12 34 56 CALL TO ACTION quid ut acculpa rchillenis as et et quassit aut et moloris
12345 12 34 56
vo lore acipic temporporene nonsed esed que ndignist. quid ut acculpa rchillenis as et et quassit aut et moloris eum fugiatem ut acculpa rchillenis as et et quassit aut eum vollestiam quatess imendent magnam sunt ipsapelig
12345 12 34 56 12345 12 34 56 et moloris eum vollestiam quatess imendent
vollestiam quatess imendent magnam sunt ipsapelignis dit nis dit cus simusape nat evellor epuditatus et doluptat eos.
12345 12 34 56 lab inis dia doluptaqui bearum quae optatet es ma que as magnam sunt ipsapelignis dit lab.
Aut esequi cus Volectem acest volo repudae incti cullabo reproriatur ade Ulla borunti comnis magnimaximet eoaut raeera. Volore
reperorit, cum volest quibusd amen duc ilibus es plaborempor sant etera cus simusape nat evellor epuditatus et doluptat eos.
12345 12 34 56
cullo erchiliquost exernam esed essus.
volorro moluptatur restia dolorae exerro expliandi di be
rectem. Ullaborunti comnis magnimaximet eos sit enis.
Volvo Trucks.
Volvo Novum Light | Volvo Novum Medium 11 Volvo Novum Light | Volvo Novum Medium 11
Driving progress

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 26

COLORS BACK TO CONTENTS

Functional colors Examples functional colors

For specific action or alert purposes, these The functional colors may be used together with the main and accent colors
additional functional colors are available. (the color palette can be found here >>) when there is a functional need, in for example
line charts. The functional colors may never be used for decorative purposes.

100 100

Success Warning Error 75 75

CMYK 100 / 0 / 100 / 0 CMYK 0 / 10 / 100 / 0 CMYK 0 / 100 / 100 / 0
RGB 71 / 150 / 45 RGB 247 / 211 / 2 RGB 196 / 0 / 26
HEX# 47962D HEX# F7D302 HEX# C4001A 50 50

25 25

CTA blue CTA blue hover CTA blue active 0 0

CMYK 100 / 70 / 0 / 0 RGB 0 / 86 / 214 RGB 0 / 65 / 163 jan feb mar apr may jan feb mar apr may jan feb mar apr may june
RGB 0 / 79 / 188 HEX# 0056D6 HEX# 0041A3
HEX# 004FBC

100 100

75 75

50 50

25 25

0 0
jan feb mar apr may jan feb mar apr may jan feb mar apr may june

Lorem ipsum dolore sit amet. Enem que laborro

dolup taectem illabor sin pratqui ulpa ditat et.
Enditibus accum ipsam, od untotatem sinctibus
cus arundania commolut quas autent et que volu
ptat ipiciunt ea nobisci psamet dernam.
Statement
Sub-heading below the headline
Download

LOG IN

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 27

COLORS BACK TO CONTENTS

Extended functional color palette Principles for extended functional For light theme For yur{ theme
A color palette that reflects Volvo Group brand position and blends color palette
perfectly with Volvo Blue to create harmony and consistency for all The colors can be applied to digital user Backgroud / primary HEX #FFFFFF Backgroud / primary HEX #1G1G1G
uses. The rules and recommendations state how to best use each interface (UI) design for both light theme and
color type. dark theme. Dark theme color palette should Backgroud / secondary HEX #FŽFŽFŽ Backgroud / secondary HEX #V2V2V2
not be used on white backgrounds. Light
Each color should be used in 100% only, to secure consistency. theme colors should not be used on black
Backgroud / tertiary HEX #E1/F// Backgroud / tertiary HEX #]V]6]A
Colors may appear slightly different depending on which media is backgrounds.
being used.
Use the colors to communicate the visual Ornamental / divider HEX #/H/H/H Ornamental / divider HEX #6V6V6V
hierarchy, guide interactions and create a

Grayscale
consistent brand identity. Ornamental / «ain HEX #AŽA0AM Ornamental / «ain HEX #AŽA0AM

Each theme includes:

Ornamental / border HEX #000B0/ Ornamental / border HEX #/H/H/H
Grayscale: used to determine surface colors
and ornaments. For instance, colors used for
background, foreground, divider and border. Foreground / tertiary HEX #]V]6]A Foreground / tertiary HEX #E1/F//

CTA (Call-To-Action): use it for links, selec- Foreground / secondary HEX #V2V2V2 Foreground / secondary HEX #FŽFŽFŽ
tions and other interactive elements. They
cover three states: default, hover and active Foreground / primary HEX #1G1G1G Foreground / primary HEX #FFFFFF
states.

CTA blue / default HEX #1C6BBA CTA blue / default HEX #1FŽ0/1
The colors Error, Warning and Success are
used to comply with legal industry require-
ments such as digital clusters inside the cabs. CTA blue / #over HEX #2B0E/E CTA blue / #over HEX #GGA1FF
And to be used off board as well only for the
purpose of giving the user feedback of error, CTA blue / active HEX #1HGEMB CTA blue / active HEX #2C0VEF
warning and success.

Accent HEX #VG6]]M Accent HEX #66BVA6

Error HEX #BF2H12 Error HEX #EA2C1A

Warning HEX #FFAHHH Warning HEX #FŽ/VH2

Success HEX #1A6CV1 Success HEX #GŽM62/

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 28

COLORS BACK TO CONTENTS

Examples extended functional colors

Web on mobile
Mobile Application

LIGHT THEME DARK THEME LIGHT THEME DARK THEME

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 29

COLORS BACK TO CONTENTS

Do not Shown here are examples of incorrect use of Volvo colors.

Volvo Novum SemiLight

Nam uaeped maiore aspero
Aut esequi cus volectem acest volo repudae incti cullabo
re proriatur ade reperorit, cum volest quibusd amen duc
ilibus es plaborempor sant eter cullo erchiliquost exernam.
Aut ese qui cus Volectem acest volo repudae incti cullabo

90
reproriatur ade reperorit, cum volest quibusd amen duc

Short statemenT
ilibus es plabo rempor sant eter cullo erchiliquost.

Sub-heading above the headline Apsae dolorpos voles aut es

80
Short headline
Ullaborunti comnis magnimaximet eos sit enis aut rae. Itataquam, totae ipici rem Maiore aspero Nam quaeped Apsae dolore Ellandu cima

facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro molupta tur restia 12345 12 34 56
dolorae exerro expliandi di berectem il ipsant volo bearci tem. Abo. Namus odis ut 12345 12 34 56

brochure
faceatur, simaximus esercitatis qui dollitat. 12345 12 34 56

70
12345 12 34 56

12345 12 34 56

1
Ullaborunti comnis and ullaborunti
Modis et eiur sam quae debitia tatquo ipiendem fugiatem 12345 12 34 56

quid ut acculpa rchillenis as et et quassit aut et moloris

Aut esequi cus Volectem acest volo repudae incti cullabo reproriatur ade
eum vollesti am quatess imendent magnam sunt ipsape
reperorit, cum volest quibusd amen duc ilibus es plaborempor sant etera
lignis dit lab cullo erchiliquost exernam esed essus.

Nam uaeped maiore aspero 60

Esequi cus volectem Maiore aspero Nam quaeped Apsae dolore Ellandu cima
Made to move you 12345 12 34 56
Maiore aspero Nam quaeped Apsae dolore Ellandu cima

12345 12 34 56 12345 12 34 56

12345

12345
12

12
34

34
56

56
12345

12345
12

12
34

34
56

56
50

2
Itataquam totae ipici rem facepudis 12345 12 34 56
Maque lam incimi, sit eiunt velestiat quae volore volorro mol
uptatur restia dolorae exerro expliandi di berectem. Ullaborunti Apsae dolorpos voles aut es

40
comnis magnimaximet eos sit enis aut raeera. Itataquam, totae
Maiore aspero Nam quaeped Apsae dolore Ellandu cima
ipici rem facepudis ma que lam incimi, sit eiunt velestiat quae Plaborempor sant eter exernam
volore volorro moluptatur restia dolorae exerro expliandi. 12345 12 34 56
Maiore aspero Nam quaeped Apsae dolore Ellandu cima
12345 12 34 56
Sub-heading above the headline 12345 12 34 56
12345 12 34 56
12345 12 34 56

Short headline
12345 12 34 56
12345

12345
12

12
34

34
56

56
12345 12 34 56 30
12345 12 34 56

brochure
Aut esequi cus Volectem acest volo repudae incti cullabo reproriatur ade

3
Alam incimisit eiunt velestiat quae reperorit, cum volest quibusd amen duc ilibus es plaborempor sant etera
Volore volorro moluptatur restia dolorae exerro expliandi Apsae dolorpos voles aut es cullo erchiliquost exernam esed essus.
di berectem. Ullaborunti comnis magnimaximet eos sit
enis aut raeera. Itataquam, totae ipici rem facepudis ma
que lam in cimi, sit eiunt velestiat quae volore volorro
Maiore aspero Nam quaeped Apsae dolore Ellandu cima
Aut ese qui cus volectem
20
Sub-heading below the headline
12345 12 34 56
moluptatur restia dolorae exerro expliandi di berectem
12345 12 34 56 Maiore aspero Nam quaeped Apsae dolore Ellandu cima
il ipsant.
12345 12 34 56 12345 12 34 56

0
12345 12 34 56 12345 12 34 56

12345 12 34 56 12345 12 34 56

jan feb mar apr may

12345 12 34 56 12345 12 34 56

Aut esequi cus Volectem acest volo repudae incti cullabo reproriatur ade
reperorit, cum volest quibusd amen duc ilibus es plaborempor sant etera
Volvo Trucks. Driving Progress cullo erchiliquost exernam esed essus.
Volvo Novum Light | Volvo Novum Medium 11

Do not combine and use Volvo accent colors Do not combine colors and/or logotype The functional colors should not be used Do not use to many colors in a layout. Do not combine colors that could compromise
in large colored backgrounds. versions that could compromise visibility. for decorative purposes. visibility.

Sub-heading above the headline

100

Short headline
75
brochure
Sub-heading above the headline

Short 50
statement Necesuiae et aut solup. Ut ius sita eum om nis rem.
Necesuiae et aut volupta solup. Ut ius sita
Is minia volor re sum equiae. Ceptiun acacum daesciis
25
eum omnis rem uidiam.Is minia volor re sum
requiae. Ceptiun daesciis exerum imus aca exerum imus acacum ut verum re mi ut veni offici.
cum ut re mi, ut veni officiisi doluptaquae.

Consequae verum qui res dolente nectata eaquiat iaestis maxim

sinciis diasit hillaccab inctur mil inctibus aut quat odio a do lestquas sae
litae niet aditaesequia arunt eossimu. Endia nos et et aut quunt
eruptiones arunt dunditiae soluptat harciene molor simaior nos emolupt
aecesto cus. Abore cupta ex et, soluptier aepudio. Orehentis verrore
0
rrorum quodis ex ex es eum fuga.
jan feb mar apr may june jan feb mar apr may

Text on images should be set in white or black. Do not use Volvo Blue is used exclusively for and in combination with Volvo logotypes and Volvo accent colors should never dominate The functional colors should only be used when
the white frame when creating new material. shall not be used for any decorative or accentuating purposes. in a layout. there is a functional need.

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 30

 BACK TO CONTENTS

Icons
Our icons have a uniform design to create a consistent
impression throughout all our touchpoints, from product
dashboards to digital service interfaces to marketing
materials and the annual general report.

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 31

ICONS BACK TO CONTENTS

Icons
The Volvo icons are effective visual tools for Basic principles for Volvo icons
highlighting key information and activity Always strive for simplicity and let the explanatory text be the main bearer of the information,
instead of trying to include all the information in the Volvo icon. The same icon can be used for
– in applications to make interaction easier, different messages. The icons should never be used for decorative purposes.
and in marketing materials to promote the
same interaction. They guide the user,
or customer, and make their experience smooth
and pleasant.

The common design style for Volvo icons creates

recognition in all of our touch-points. It is
therefore necessary to consistently follow the
basic principles described here. Always strive
for simplicity and user-friendliness.

For new icons, contact Volvo Group Design.

They are responsible for developing both
communication and functional icons.

Download icons here

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 32

ICONS BACK TO CONTENTS

Icon colors Examples of icons in main colors Examples

The Volvo icons for communication Shown below are examples of how our icons can be used and combined.
purposes can be set in our main
colors (except Volvo Blue). These
Volvo Novum SemiLight Volvo Novum SemiLight

are the only allowed colors for

Short headline brochure
communication icons. Ullaborunti comnis magnimaximet eos sit enis aut rae. Itataquam, totae ipici rem
facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro molupta tur restia
dolorae exerro expliandi di berectem il ipsant volo bearci tem. Abo. Namus odis ut
faceatur, simaximus esercitatis qui dollitat.

For functional icons and their use

please contact BEX.
Sub-heading above the headline

Short headline brochure

Ullaborunti comnis and ullaborunti Itataquam totae ipici rem facepudis Itataqua totae ipici rem facepudis
Modis et eiur sam quae debitia tatquo Maque incimi eiunt velestiat Ma que lam incimi, sit eiunt velestiat quae
ipiendem fugiatem quid ut acculpa rchillenis quae volore volorro moluptatur restia volore volorro moluptatur restia dolorae
as et et quassit aut et molo ris eum volle dolorae exerro expliandi berectem. ex erro expliandi di berectem il ipsant.
apelignis dit lab inis dia doluptaqui bearum Ullaborunti comnis magnimaximet Mavolorro moluptatur restia dolorae exerro
nat evellor epuditatus et doluptat eos. moluptatur eos sit enis aut. expliandi di berectem.

Background colors Main colors, examples Sit eiunt velestiat quae volore volorro

moluptatur restia dolorae exerro expliandi

Sit eiunt velestiat quae volore volorro

moluptatur restia dolorae exerro expliandi

Sit eiunt velestiat quae volore volorro

moluptatur restia dolorae exerro expliandi

The Volvo icons for communication

di berectem il ipsant. Nat evellor moluptatur epuditatus et doluptat eos. di berectem il ipsant. Nat evellor

moluptatur epuditatus et doluptat eos. moluptatur epuditatus et doluptat eos.

purposes can be placed on our main

and accent colors (except Volvo Blue). Ullaborunti comnis and ullaborunti
Modis et eiur sam quae debitia tatquo
ipiendem fugiatem quid ut acculpa rchillenis
Magnam sunt ipsapelignis
Dit cus simusape nat evellor epuditatus et
doluptat eos. Ulla borunti comnis magni
Alam incimisit eiunt velestiat quae
Volore volorro moluptatur restia dolorae
exerro expliandi di berectem. Ullaborunti
as et et quassit aut et moloris eum vollesti di berectem il ipsant. Nat evellor maximet comnis magnimaximet eos sit enis aut

When placed on accent colors the am quatess imendent.

moluptatur restia dolorae exerro expliandi

moluptatur eoaut raeera.

Sit eiunt velestiat quae volore volorro

raeera. Itataquam, totae ipici.

Sit eiunt velestiat quae volore volorro

icons must only be black or white.

di berectem il ipsant. Nat evellor moluptatur restia dolorae exerro expliandi moluptatur restia dolorae exerro expliandi

moluptatur epuditatus et doluptat eos. di berectem il ipsant. Nat evellor moluptatur epuditatus et doluptat eos.

moluptatur epuditatus et doluptat eos.

Accent color, examples

Brochure Apps

In combination with text Icons with text

A complementary or descriptive text

can be placed below a Volvo icon.
The text should be set in Volvo Novum
Light, Volvo Novum Regular or Volvo Novum Novum Novum
Welcome to Volvo Group
Almost 100,000 employees. 12 brands. 190 markets. Production facilities in 18 countries. Trucks, buses,
construction equipment and marine and industrial engines. Complete solutions for financing and service. This is who we are.

Novum Medium depending on Light Regular Medium

application. The icons can be stand
100.000 18 190
Number of Volvo Group employees. Countries we have production facilities in. Markets we sell our products in.

alone or placed on backgrounds in What our services and products contribute with

various shapes. News around the world

Novum Novum Novum

Light Regular Medium Web page Onboard

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 33

ICONS BACK TO CONTENTS

Launch icons for mobile apps

Our launch icons have an uniform design to create A. Main customer B. External service C. Internal and
a consistent impression and simplify production. facing apps and/or support apps dealer facing apps
The design system is divided and visually separated
into three categories of apps: Main external apps,
external service and support apps and Internal and
dealer facing apps.

All launch apps are designed with a top section

that includes the Volvo Spread Word Mark or
Volvo Penta stacked logotype and a bottom section
that contains the specific icons that describe the app.

The launch icon system is mandatory for all

Volvo-owned mobile applications.

For more detailed guidance on how to create new

launch icons, contact Brand management department
at Volvo Group HQ (BEX).

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 34

ICONS BACK TO CONTENTS

Do not Here are examples of incorrect use of the Volvo icons.

Do not fill Volvo icons with colors and do not apply any Do not combine several Volvo icons to make decorative illustrations and patterns. Do not use icons from,
special effects such as, for example, 3D-effects, gradients and shadows. Exception apply for Volvo Group Merchandise Services. for example, clip art libraries.

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 35

 BACK TO CONTENTS

Layout principles
There are four defined principles to help convey the values and aspirations
of the Volvo brand in graphic layouts. The principles are there to guide you
when updating, designing or creating new marketing assets, presentations,
services or other interfaces. The layout principles support the Volvo Design
Philosophy where functionality, clarity and ease-of-use is key.

1. Be generous with space 2. Keep it simple 3. Create a clear order 4. Pay attention to details

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 36

LAYOUT PRINCIPLES BACK TO CONTENTS

1. Be generous with space

Sub-heading above the headline Too much information set Short headline PowerPoint

Short statement in volvo broad as a

An airy layout with generous space between Sub-heading above the headline
Volvo Trucks. Driving Progress headline on three lines Nam quaeped maiore aspero ip sae do lorpos voles aut es
illandu er cimaxim aut esequi cus volec tem acest volore

Short statement
repudae incti cullabo reproriatur a de reper orit. Sum volest

the objects provides a serene impression,

quibusd amen duc ili bus es pla borempor sant eter cul lo
erchiliquost exernam esed essus dolup tur re inciis.

is aesthetically pleasing and helps the viewer Volvo Trucks. Driving Progress

take in and process the information at their

own pace.
Department name | Document name/Issuer | Classification 2021-00-00 4

Short headline PowerPoint

What to think about:
• Space makes your message/content stand out.
• Divide the information on several areas or prioritize The headline is too long to be set in
Volvo Broad – the text should have
only the most important message.
been divided as shown in the correct
• Don't try to say it all at once. example to the left.

• Remember that the attention span of your viewer Nam quaeped maiore aspero ip sae do lorpos
voles aut es illandu er cimaxim aut esequi
Sum volest quibusd amen duc ili bus es pla
borempor sant eter cul loera.
Tem acest volore repudae incti cullabo
reproriatur a de reper orit.

is normally only a few seconds. Help the viewer by Department name | Document name/Issuer | Classification 2021-00-00 4

providing a visual paus.

• A clean, airy layout with less graphic elements and
messages is easier to digest. Headline with too much
information. Set in Volvo
Novum on three lines.

• A spacious layout can be achieved with color as well

Nam quaeped maiore aspero ip sae do lorpos voles aut es
illandu er cimaxim aut esequi cus volec tem acest volore
repudae incti cullabo reproriatur a de reper orit, cum volest
quibusd amen duc ili bus es pla borempor sant eter cul lo

as with white space.

erchiliquost exernam esed essus dolup tur re inciis.

Short headline
banner
Nam quaeped maiore aspero ip sae do lorpos Sum volest quibusd amen duc ili bus es pla Tem acest volore repudae incti cullabo
voles aut es illandu er cimaxim aut esequi borempor sant eter cul loera. reproriatur a de reper orit.

Lorem ipsum dolor amet consectetur Department name | Document name/Issuer | Classification 2021-00-00 4

adipiscing elit ut sed doeiusmod tempor

incididunt labore dolore magna aliqua.

Instead of placing all information on one slide, divide the

information on two or more slides, making the presentation
easier to digest.

Short headline
banner The text is too large, and the
Lorem ipsum dolor amet
consectetur adipiscing margins too small, making
elit ut sed doeiusmod
tempor incididunt labore
dolore magna aliqua. the layout look crowded and
not spacious enough.

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 37

LAYOUT PRINCIPLES BACK TO CONTENTS

2. Keep it simple
Limit font types and sizes, as well as colors,
images and icon sizes, to a few. This helps
create a consistent design experience with
an overall calm expression.​ Namus odis ut faceatur
Too much information Ullaborunti comnis magnimaximet eos sit enis aut rae. Itataquam, totae ipici rem

set in volvo broad as a headline facepudis maquelam incimi, sit eiunt velestiat quaevolore volorro molupta tur restia
dolorae exerro expliandi di berectemil ipsant volo bearci tem. Abo.
Eventestem qui dolorerae nossi nonseceptat quam fugitis quam faccus volorepe
pa qui corrum od perias conessuntre por abo. Tem aut et, num atusant aut lis Nam usodis
experem sivellest vellaborem aut utatio. Nam mod vel et, tor alis et endant pario.
Et re natiusam site quis et repe eum rae.

Ullaborunti comnis magnimaximet enis aut rae tataquam

Sub-heading above the headline Too much information

Volvo Novum Medium

Nam quaeped maiore aspero ip

Volvo Novum Medium

Plaborempor sant eter cullo erchili

Volvo Novum Medium

Culpa vendae vo lore acipic

Idi remassim vendia dolore
set in volvo broad as a headline
sae dolor pos voles aut es illandu quost exernam esed essus dolup temporporene nonsed esed que

What to think about:

cimaxim aut esequi cus volectem tur re, inciis as core eos eum vel quidele ndignist rem quae num et

short statement
acest volo repudae incti cul labo in nam es ratiunt iorrorpora venim omnissi milibea rum que nis reri
reproriatur a de reperorit, cum et omnit, qui simintis as natenda ut pro officienia dolupit vid modita
volest quibusd amen duc ilibuses. ntorum quia sunt lab. nihiliqu ae amenet eum aliquae.
Eventestem qui dolorerae nossi nonseceptat quam fugitis quam faccus volorepe
pa qui corrum od perias conessuntre por abo. Tem aut et, num atusant aut lis

• Let one strong image tell the story rather than many small Eventestem qui dolorerae nossi nonseceptat quam fugitis quam faccus volorepe pa qui corrum
od perias conessuntre por abo. Tem aut et num atusant aut lis experem sivellest vellabo
experem sivellest vellaborem aut utatio. Nam mod vel et, tor alis et endant pario.
Et re natiusam site quis et repe eum rae.
rem aut utatio. Nam mod vel et, toraliset endant pario. Et re natiusam site quis et repe eum rae.

images.
Namusodis Faceatur Utaceatur
Ullaborunti comnis magnimaximet Velestiat quae volore volorro molupta Facepudis ma que lam incimi, sit eiunt
sit enis aut rae. Itataquam, totae ipici tur restia dolorae exerro expliandi ipsant velestiat quae volore volorro molupta
rem facepudis ma que lam incimi. volo bearci molupta tur restia dolorae restia dolorae exerro expliandi volo mol

Do not place images on top of images.

• Limit the number of colors you use to an absolute minimum.
Velestiat expliandi di berectem il ipsant volo. uptaera tur restia dolorae exerro.
Namusodis Molupta

Volvo Novum Medium

Nam quaeped maiore aspero ipsae dolor

Volvo Novum Medium

Sant eter cullo erchiliquost exernam esed

Volvo Novum Medium

Acipic temporporene nonsed esed que

The headline should have been divided
• Create a short impactful headline rather than a long title. pos voles aut es illandu cimaxim aut esequi
cus volectem acest volo repudae incti cul
labo reproriatur a de reperorit, cum volest
essus doluptur re, inciis as core eos eum
vel in nam es ratiunt iorrorpora venim
etomnit, qui simintis as natenda ntorum
quidele ndignist rem quae num et omnissi
milibea rum que nis reri ut pro officienia
dolupit vid modita nihiliqu ae amenet eum
since it´s too long to be set only in
Comnis magni eosit
quibusd amen duc ilibus plaborempor. quia sunt lab iumqui culpa vo lore. aliquae odi inci vidis abore volum.
Volvo Broad. Too many accent colors are
• Simplicity helps build a premium and sophisticated
Totae ipici rem facepudis ma que lam incimi, sit
eiunt velestiat quae volore volorro molupta restia

used creating a scattered impression. dolorae exerro expliandi di berectem il ipsant.

impression. It also projects confidence. Tataquam era

Namus odis ut faceatur

Ullaborunti comnis magnimaximet eos sit enis aut rae. Itataquam,
totae ipici rem facepudis ma que lam incimi, sit eiunt velestiat quae
volore volorro molupta tur restia dolorae exerro expliandi di berectem
il ipsant volo bearci tem. Abo. Namus odis ut faceatur, simaximuse
sercitatis qui dollitat. Idi rem as sim vendia dolo.
Facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro
molupta tur restia dolorae exerro expliandi di berectem il ipsant volo
bearci tem. Abo. Namus odis ut faceatur, simaximusesercitatis qui
dollitat. Idi rem as sim vendia dolo doluptaeria vitem Namusodis.

Nonseceptat quam
fugitis faccus volorepe.

Short headline
small ad
Ullaborunti comnis magnimaximet eos sit enis aut rae tataquam

Idi remassim vendia dolore

Short headline
small ad
Short headline
Namusodis Faceatur Utaceatur
Lorem ipsum dolor amet Ullaborunti comnis magnimaximet Velestiat quae volore volorro molupta Facepudis ma que lam incimi, sit eiunt

consectetur adipiscing elit ut ed doe. sit enis aut rae. Itataquam, totae ipici tur restia dolorae exerro expliandi ipsant velestiat quae volore volorro molupta

small ad Eventestem dolorerae nossi.

rem facepudis ma que lam incimi.

Velestiat
volo bearci molupta tur restia dolorae
expliandi di berectem il ipsant volo.
restia dolorae exerro expliandi volo mol
uptaera tur restia dolorae exerro.

Short headline Pa qui corrum od perias

Namusodis Molupta

Lorem ipsum dolor amet consectetur

adipiscing elit ut ed doe. Eventestemsmall
dolorerae ad
conessuntre.

nossi nonseceptat quam fugitis faccus volorepe

pa qui corrum od perias conessuntre. Comnis magni eosit No strong header image. Too
Totae ipici rem facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro molupta restia

Too many visual impressions with many large icons and different
dolorae exerro expliandi di berectem il ipsant.

Tataquam era

different colors and several images. accent colors.

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 38

LAYOUT PRINCIPLES BACK TO CONTENTS

3. Create clear order

Short headline PowerPoint
Short headline brochure Sub-heading below the headline

Help the viewer prioritize information with Ullaborunti comnis magnimaximet eos sit enis aut rae. Itataquam, totae ipici rem 100
Nam quaeped maiore aspero ip sae do lorpos voles aut es
facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro molupta tur
a clear o
​ rder. Simply make the more important restia dolorae exerro expliandi di berectem il ipsant volo bearci tem. Abo. Namus
odis ut faceatur, simaximus esercitatis qui dollitat. Idi rem as sim vendia dolo
illandu er cimaxim aut esequi cus volec tem acest volore
repudae incti cullabo reproriatur a de reper orit. Sum volest
quibusd amen duc ili bus es pla borempor sant eter cul lo 75

information more prominent, it conveys doluptaeria vitem ra dolenissedis eum dolupti. erchiliquost exernam esed essus dolup tur re inciis.

50
confidence and purpose.​
25

0
jan feb mar apr may

Business Entity
Department name | Document name/Issuer | Classification 2021-00-00 4

What to think about: Ullaborunti comnis and ullaborunti comnis

Ullaborunti comnis magnimaximet eos sit enis aut raeera. Itataquam, totae ipici rem facepudis ma que lam

• Make it clear what the main message is and ensure

incimi, sit eiunt velestiat quae volore volorro moluptatur restia dolorae exerro expliandi di berectem. Ullaborunti
comnis magnimaximet eos sit enis aut raeera. Itataquam, totae ipici rem facepudis ma que lam incimi, sit eiunt
velestiat quae volore volorro moluptatur restia dolorae exerro expliandi di berectem il ipsant volo bearcitem.

it's easy to take in. Headline with too much information.

Set in Volvo Novum Medium on two lines

• Use a structured grid to align your layout and add space

Nam quaeped maiore aspero ip 100
sae do lorpos voles aut es illandu
er cimaxim aut esequi cus volec
tem acest volore repudae incti

between different sections to guide the viewer and create

75
cullabo reproriatur a de reper
orit. Sum volest quibusd amen
duc ili bus es pla borempor sant
50

a clear order in the layout. eter cul lo erchiliquost exernam

esed essus dolup tur re inciis.

25

• Prioritize by using scale and size – make the most Ullaborunti comnis
Ullaborunti comnis magnimaximet
eos sit enis aut raeera. Itataquam,
Ullaborunti comnis
Ullaborunti comnis magnimaximet eos sit enis aut raeera. Itataquam, totae ipici
rem facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro moluptatur
0
Incorrect margins and the table is
important content the most prominent. too big making the slide feel crowded
totae ipici rem facepudis ma que lam. restia dolorae exerro expliandi di berectem il ipsant volo. jan feb mar apr may

Business Entity

and not spacious enough.

Department name | Document name/Issuer | Classification 2021-00-00 4

Short headline brochure

Ullaborunti comnis magnimaximet eos sit enis aut rae. Itataquam, totae ipici rem
facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro molupta tur
restia dolorae exerro expliandi di berectem il ipsant volo bearci tem. Abo. Namus
odis ut faceatur, simaximus esercitatis qui dollitat. Idi rem as sim vendia dolo

Short headline
doluptaeria vitem ra dolenissedis eum dolupti.

Ullaborunti comnis
Ullaborunti comnis magnimaximet eos sit enis aut raeera.

social media Short headline

Itataquam, totae ipici rem facepudis ma que lam incimi, sit
eiunt velestiat quae volore volorro moluptatur restia dolorae
exerro expliandi di berectem
Ullaborunti comnis

social media
Sub-heading below
Ullaborunti comnis magnimaximet eos sit enis aut raeera.
Itataquam, totae ipici rem facepudis ma que lam.
Sub-heading below the headline

Sub-heading
headlinebelow
headline

Ullaborunti comnis
Ullaborunti comnis magnimaximet eos sit enis aut raeera.
Itataquam, totae ipici rem facepudis ma que lam incimi, sit
eiunt velestiat quae volore volorro moluptatur restia dolorae
exerro expliandi di berectem il ipsant volo.

No clear structured grid or The Volvo Spread Word Mark is

main message. Difficult for too large. All information is set
Ullaborunti comnis
Ullaborunti comnis magnimaximet eos sit enis aut raeera.
Itataquam, totae ipici rem facepudis ma que lam incimi, sit
eiunt velestiat quae volore volorro moluptatur restia dolorae

the viewer to know how to in the same frame and in similar

exerro expliandi di berectem il ipsant volo bearcitem.

digest the information sizes making it both crowded and

without a clear ​order. difficult to understand.

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 39

LAYOUT PRINCIPLES BACK TO CONTENTS

4. Pay attention to details VOLVO NOVUM MEDIUM Ullaborunti comnis

Make sure all objects are aligned and Eventestem dolorerae

nossi nonseceptat:
Tem aut et, num atusant aut lis
expe remt nonse ceptat quam:
5. Dolorerae nossi
Nons ceptat quam. Tem aut et, num
Eventestem qui dolorerae nossi non Dolorerae nossi nonseceptat quam fugi atusant aut lis expe rem sivellest vellabo

structured in a harmonious and orderly way. seceptat quam fugitis quam faccus
volorepe pa qui corrum od perias coness
tis quam faccus volorepe pa qui corrum
od perias conessuntre por abo.
rem aut utatio.

6. Sam mod vel et

untre por abo. Tem aut et, num atusant

It conveys quality.
1. Tem aut et num Stor alis et endant pario. Et re natiu
aut lis experem sivellest vella borem aut
Atusant aut lis experem sivellest vellab sam site quis etre pe eum. Fugitis quam
utatio. Nam mod vel et, tor alis et endant
rem aut utatio. faccus volor epe qui corrum peria.
pario. Et re natiu sam site quis et repe
eum rae. 2. Nam mod vel et 7. Tem aut etnum
Tor alis endant pa rio. Et re natiu sam site Atusant aut lis expe rem sivellest vellab
quis et repe eum. rem aut rem sive llest vellab.
Sivellest eventestem
dolorerae nossi endant: 3. Dolorerae nossi
Dolorerae nossi nonseceptat quam. Nonsceptat quam. Tem aut et num
Dolorerae nossi endant:
Tem aut et, num atusant aut lis expe Eventestem qui dolorerae nossi nonse
atusant aut lis expe rem sivellest vellabo
rem si vellest vellabo rem aut utatio. ceptat quam fugitis quam fac cus volore
rem aut utatio.
Nam mod vel et, tor alis et endant pario. pe pa qui corrum od perias conessuntre.

Short headline
Et re natiu sam site quis et repe eum 4. Sam mod vel et Stor alis et endant
Tem aut et, num atusant aut lis expe rem
rae. Fugitis quam faccus volorepe pa qui pario. Et re natiu sam site quis et repe
sivellest vellaborem aut utatio. Nam mod
corrum od perias conessuntre vel et, eum. Fugitis quam faccus volor epe qui
vel et, tor alis et en dantpa rio. Et re natiu

full page ad tor alis et endant pario. por abo. corrum peria.
sam site.

What to think about:

• Ensure margins are balanced from left to right and top Dolorerae 28

to bottom.
• Strive for balance in your layout by making sure it's not Sub-heading set in Volvo Novum Light Ullaborunti comnis

too heavy to one side. Eventestem qui dolorerae ullaborunti comnis magnimaximet eos sit enis aut tataquam ero
totae ipici rem facepudis ma que lam incimi, sit eiunt velestiat uae volore volorro molupta
VOLVO NOVUM MEDIUM

tur restia dolorae exerro expliandi di berectem il ipsant volo bearci tem. Abo. Namus odisut

• Make sure texts and images are aligned. faceatur, simaximus esercitatis qui dollitat. Idi rem as sim vendia dolo doluptaeria vitemra
dolenissedis eum dolupti. Sanihicitate sita plaut officiamus, officid maximaio. Nonsece arch
Eventestem dolorerae
nossi nonseceptat:
Tem aut et, num atusant
aut lis expe remt nonse
– 5. Dolorerae nossi. Nons
ceptat quam. Tem aut et,
num atusant aut lis expe
ciundam remos sitatur epudic te el inis esto excesequat aut re renimincim. ceptat quam:
Eventestem qui dolorerae nossi rem sivellest vellabo rem
aut utatio.

• Don't rush the work – pay careful attention to details.

nonseceptat quam fugitis quam Dolorerae nossi nonseceptat quam
faccus volorepe pa qui corrum od fugitis quam faccus volo repe pa – 6. Sam mod vel et. Stor alis
perias conessuntre por abo. Tem qui corrum od perias conessuntre et endant pario. Et re natiu
aut et, num atusant aut lis experem por abo. sam site quis et repe eum.
Volvo Trucks. Driving Progress sivellest vellaborem aut utatio.
Fugitis quam faccus volor
Nam mod vel et, tor alis et endant – 1. Tem aut et num. Atusant
aut lis experem sivellest epe qui corrum peria.
pario. Et re natiu sam site quis et
repe eum rae. vellab rem aut utatio. – 7. Tem aut etnum.
– 2. Nam mod vel et. Tor alis Atusant aut lis experem
Sivellest eventestem endant pario. Et re natiu sivellest vellab rem aut
rem sivellest vellab.
dolorerae nossi endant: sam site quis et repe eum.
– 3. Dolorerae nossi. Nons
Dolorerae nossi nonseceptat quam.
ceptat quam. Tem aut et
Dolorerae nossi endant:
Tem aut et, num atusant aut lis
expe rem sivellest vellabo rem aut num atusant aut lis expe Eventestem qui dolorerae nossi
utatio. Nam mod vel et, tor alis et rem sivellest vellabo rem nonseceptat quam fugitis quam
endant pario. Et re natiu sam site aut utatio. faccus volorepe pa qui corrum od
quis et repe eum rae. Fugitis quam
faccus volorepe pa qui corrum od
– 4. Sam mod vel et. Stor alis
et endant pario. Et re natiu
perias conessuntre.
Tem aut et, num atusant aut lis
No clear margins or balance
perias conessuntre vel et, tor alis et sam site quis et repe eum. experem sivellest vellaborem aut
in the layout. Texts are not
endant pario. por abo. Fugitis quam faccus volor utatio. Nam mod vel et, tor alis et
epe qui corrum peria. endant pario. Et re natiu sam site.

Short headline Dolorerae 28

aligned. Line spacing is too
full page ad tight making it look cramped.

short statement
Volvo Buses. Driving quality of life
Lorem ipsum dolor amet consectetur adipiscing
elit ut ed doeventestem dolorerae nossi.

Sub-heading set in
Volvo Novum Light
Eventestem qui dolorerae ullaborunti comnis
magni maximet eos sit enis aut tataquam ero
totae ipici rem facepudis ma que lam incimi, sit
eiunt velestiat uae volore volorro molupta tur
restia dolorae exerro expliandi di berectem il
ipsant volo bearci tem. Abo. Namus odisut face
short Lorem ipsum dolor amet cons
ectetur adipiscing elit ut ed
atur, simaximus esercitatis qui dollitat. Idi rem
as sim vendia dolo doluptaeria vitemra dolenis
sedis eum dolupti. Sanihicitate sita plaut offici
statement doeventestem dolorerae nossi.

Volvo Buses. Driving quality of life

amus, officid maximaio. Nonsece arch ciundam

remos sitatur epudic te el inis esto excesequat
aut re renimincim. Margins are not balanced
making the ad too heavy to
Volvo Trucks. Driving Progress one side. Texts and images are No clear margins or balance in the layout making the banner too heavy one side. Texts
not aligned. are not aligned. The Volvo Spread Word Mark is not centered in the white area.

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 BACK TO CONTENTS

Image tonality
Imagery is one of the strongest and most important assets in
our communications. Brand consistency is expressed through
the tonality of each image.

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IMAGE TONALIT Y BACK TO CONTENTS

Image tonality Our color tone

Warm, earthy color tones accentuate our friendly and humanistic brand
personality. The color tone creates an overall visual consistency and works
The key features of our image tonality spring well with our different product images.
from the very core of our brand, our heritage
and our aspirations. The light, the human
presence, and the masterpieces of engineering
portrayed, all communicate a strong sense
of innovation and care.

Pay attention to all the details when creating

an image – make sure the depicted product is
Overall tone
placed and used in a realistic way. It conveys
Warm grey and brown tones.
quality and safety.

These guiding principles for image tonality

applies to video as well as still images.

Whites
White areas (highlights)
should be warm rather
than neutral and cold.

Blacks
Dark areas (shadows) are
NOTE: Always secure image usage rights, permissions and ensure deeper dark grey, rather than
that photos and video are legally and GDPR compliant. high contrast pitch black.

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IMAGE TONALIT Y BACK TO CONTENTS

Storytelling
Seduce the target audience with images that tell a story,
highlighting the ultimate customer benefit in a dynamic
and emotional way. Compose settings that explain why our
customers are passionate about, and proud of, Volvo. When
showing the products in action, use dynamic imagery that
captures the user experience.

Basic principles
• Convey a genuine story, capture a moment in time.
• Place the product in a setting that creates exciting
associations.
• Settings can be anything from city and urban life to
countryside and nature.
• Capture elements of nature and life, for example the ocean,
trees, people and movement.
• Demonstrate our role in the bigger picture by including
passengers or bystanders in the scene as well.
• If possible, show Volvo products in collaboration.
• When portraying scenes that indirectly affect people’s
lives, in rural areas and nature imagery, human presence
is not necessary.
• Reflect reality in an authentic and credible way, never
greenwash or exaggerate social and safety benefits.

These guidelines are applicable for stock photo purchases

as well as when arranging your own photo shoot.

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IMAGE TONALIT Y BACK TO CONTENTS

Human presence
Volvo is the “people first” brand. People can be depicted
in their work environment, as well as in their everyday life
and to demonstrate our role in society we can also include
passengers or bystanders in the scene.

Basic principles
• Portray colleagues over models (and make sure to secure
their consent).
• Close in on the people portrayed, but still make sure to
capture the context and environment.
• When we portray people looking directly into the camera,
we keep it natural and spontaneous to capture the feeling
of a “moment in time.”
• In images of moving products, audiences can still catch
a glimpse of the operator or driver.
• Steer away from busy images/backgrounds to avoid
distractions, but never use cut-out images.

Corporate portraits
• Use natural light, such as windows for soft shadows and
natural colors.
• Use a short depth of field. Consider the angle and shoot
straight ahead, not from below or above.
• Note that these rules do not apply for portraits in for
example magazines.

These guidelines are applicable for stock photo purchases

as well as when arranging your own photo shoot.

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IMAGE TONALIT Y BACK TO CONTENTS

Clear source of light

Light sources reflect our Swedish origin. They also add
a sense of optimism and belief in the future, which conveys
the care associated with our brand.

Basic principles
• Depict a clear source of light, preferably capturing
“the magic moment” of a day.
• Take advantage of natural light sources such as windows
or use an outdoor setting to catch warm, natural light.
• A clear source of light isn’t limited to natural daylight.
It can come from headlights, street lamps or other
adequate sources of light.
• Shots taken of product interiors should have a warm
feel, with an abundance of light.
• Ensure that the light source adds a warm feeling even
in industrial or “grey” environments.

These guidelines are applicable for stock photo purchases

as well as when arranging your own photo shoot.

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IMAGE TONALIT Y BACK TO CONTENTS

Authenticity
Pay attention to all the details when creating an image
– make sure the depicted product is placed and used in
a realistic way. A professional who looks at the image
will spot even the smallest irregularity.

Basic principles
• Show the products hard at work in their authentic
environments. Products should be clean but when it
supports the authenticity, it is okay for products to be dirty.
• Include human presence with people who fit naturally
within the setting. They can be operators, drivers, worksite
colleagues, passengers or bystanders.
• Provide a broad perspective – always try to tell a story
with the picture.
• Use clear, warm light and dynamic angles to portray details
and features in a premium and contemporary way.
• Choose images of products in action. Avoid closely cropped
product images.
• Showcase products at their best. Capture the very best angles
that highlight unique features and brand-specific details.
• Simplicity. Choose the right objects to portray visually, and
avoid objects that aren’t interesting to look at. Look for
simple, strong backgrounds that do not divert attention
from the products.

These guidelines are applicable for stock photo purchases

as well as when arranging your own photo shoot.

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IMAGE TONALIT Y BACK TO CONTENTS

Products
Studio shots are an opportunity to show our products in their
entirety, without distraction and in the most attractive way.
We want the products to shine and reflect the innovation,
knowledge and unique design that is built into each one of them.

Product features and detail images have a progressive and

premium feel. They capture the beauty of our products; and make
even the most sophisticated technologies attractive, exciting
and understandable.

Basic principles
Products in studio
• Use a soft, warm, light that makes materials and textures
feel real, authentic and distinctive.
• Use dynamic angles to emphasize the unique design
features, appealing shapes and details.
• Product shots should include a light drop shadow to
prevent the product from "floating".
• The products are polished and clean to present an air
of high quality.

Products – details/features
• Select features and details that send the strongest
innovation message and zero in on unique technological
solutions.
• Highlight the most visually appealing, and brand-distinct,
design features.
• Ensure that the details and features we portray are
always clean and in top condition.
• Consider how human presence can be conveyed
in the picture.

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IMAGE TONALIT Y BACK TO CONTENTS

Do not Sometimes to explain what we mean, it's easier

to show what not to do. Here are some examples.

Overly staged situations like Avoid unnatural distortions and visual Never use poor resolution images. Avoid taking the light too far so that it burns out the Static photos that include no
a handshake. effects caused by extreme wide lenses, image and creates a washed out or dull look. engaging activity.
and ensure proper color balance.

Distracting backgrounds and unclear Too much retouching and too dark. People need to have a natural mission Do not depict the product as static without Avoid cold tones and blue color cast.
product focus should be avoided. in the image, like driving, not posing. a driver/operator in a work environment.

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 BACK TO CONTENTS

Tone of voice
The tone of voice is not what you say but how you say it. Consistently
using the same tone of voice can be challenging – but it pays off with the
audience, building familiarity and trust in our brand. The way Volvo sounds
e.g., in text and spoken words, mirrors our brand personality, values and
way of thinking. The Volvo expression reflects the people behind the brand
and the brand’s genuine care for people.

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TONE OF VOICE BACK TO CONTENTS

Tone of voice
The aspired Volvo brand experience is a perception Personality Expression
of pleasure and ease of use, a feeling of serenity and It is this personality that makes people connect with us – both How we interact with people and communicate is also shaped
emotionally and intellectually. Our personality shines through the by this overall expression. This means that we focus on the
genuine care. strongest when we present new ideas and interesting perspectives. end-results and express what people, societies and our planet
And when we create communication that is sympathetic and get, not what we do. And that our communication always is clear,
The Volvo brand experience is shaped by people steers away from industry clichés. correct and welcoming.
with different skills and competences. All representing
and continuously delivering our shared heritage and
joint aspirations. Together we form a collective tone
A progressive, trustworthy
of voice by projecting the Volvo brand personality
and competent citizen Friendly professional.
and expression through the services we provide, the
with a humanistic approach.
interactions we have, the messages we convey and
the dialogues we participate in. We want our tone
of voice to be recognized across all markets and
channels when speaking to our target groups.

NOTE: When the Volvo Group talks about prosperity we take on that
“big picture” perspective. That is why we are careful with how we use
this word. “Prosperity” in any form is not allowed as a standalone word The voice of Volvo
on, for example, a heading of a roll-up. The Volvo tone of voice is how we sound in text and spoken words.

The voice of Volvo is: The voice of Volvo can be: Volvo talks in order to:

Competent not arrogant. Challenging but never aggressive. Explain but not lecture.
Intelligent not intellectual. Witty but never ironic or sarcastic. Reveal but not just describe.
Sympathetic not flattering. Powerful but never grand. Prove but never just claim.

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TONE OF VOICE BACK TO CONTENTS

Examples on how we speak

The words we choose, spoken and written, are the result of both
our personality and expression. Remember, keep it short and
simple and always use the correct terminology. Finding the right
tone of voice is key, so here are some examples.

Characteristics Say Not

Competent not arrogant Our new engine reduces emissions by 25 %. We have the best engine in the world.

Intelligent not intellectual Truly sustainable transportation reduces costs and time. Integrated transport solutions engineered for asset and workflow optimization.

Sympathetic not flattering Small is the new big. Because you’re worth it.

Challenging but never aggressive We took something good and made it better. We’ve created the very best solution for you.

Witty but never ironic or sarcastic Step into a more comfortable working day. Like you’d had a better experience.

Powerful but never grand Be part of the solution. Protect the planet.

Explain but not lecture To achieve a change in driver attitude and behavior … You must reduce speed to …

Reveal but not just describe You gain power by … Engine acceleration is xx.

Prove but never just claim The fuel efficiency has been reduced by x (provide reference) Unbeatable fuel efficiency.

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Digital interfaces
Our digital presence takes advantage of the latest, relevant
software/applications, continuously excites and engages the target
audiences, calls for action and exposes the brand and its values in
a consistent manner. This applies to communication, services and
other digital points of interaction.

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DIGITAL INTERFACES BACK TO CONTENTS

User Experience (UX) Volvo main UX principles

principles
1 2 3
User experience (UX) is simply how people feel when
they use a product or service. In a digitalized world, Design for your users, not for yourself Business needs and value Design consistency
It is a key factor to consider to convey a distinct and Always start with the user needs. All UX design solutions for Volvo Group Consistency is the key principle of
Make sure you fully understand them. needs to consider return of investment. UX design. A consistent user experience
consistent Volvo brand experience as aspired.
Verify that the needs are met throughout When designing digital services take into – throughout the entire user journey
the design process by creating low consideration both satisfied and happy – is the signum of a premium brand.
To build relations, enable loyalty and grow business. fidelity prototypes. Let potential users, end-users, and defined business goals. It helps build value, credibility and trust.
For a digital Volvo experience that is innovative, human colleagues and others test them.
Examples: Examples of what needs to provide
Again and again. • Do not spend time on fancy details a consistent experience:
centric and premium as well as functionality oriented if they do not add value. • Sounds
Different types of projects:
and easy-to-use, these main UX principles are the • Design of new services. • Focus on the essence and simplicity • Icons
of the solution. • Fonts
foundation for all Volvo interfaces. Apply them always • Improvement of existing services.
• Colors
• Addition of new features to existing services. • Ease of use gives the brand increased
when you specify, design, develop and update Volvo market value.
• User interaction patterns

interfaces. And - naturally, rules and guidance related

to other identity elements e.g., logotypes, layout
principles, colors and typefaces, apply also to digital 4 5 6
interfaces.
Technology handshake Validate and anchor Context and dependencies
Technology keeps changing and so does To maintain consistency and validate In every UX project, map the context
Note that specific guidance is available regarding logo-
business. Always verify, as early as possi- that the right design decisions are and dependencies. That means, for
type artworks for social media and mobile app launch ble, that the technology you want to use made, evaluate and analyze in detail example, how services will be carried
icon design. supports the design goals, user journey every decision first. In the beginning, out and how changes ripples through
and visions of Volvo. This will save time throughout, and at the end of every into other departments.
and money and speed up development process. Make sure to
Examples:
time to market. anchor the decisions continuously with • Ensure when, where and how the service,
key stakeholders. application or solution will be used.
Examples:
• Define possibilities and limitations of the • If there are dependencies with other solutions,
Key stakeholders include:
technology before getting started. align decisions with people in charge of those
• Brand departments
solutions.
• Check continuously with developers to make • Technology and product owners
sure your design decisions are supported by the • Business
technology and possible to build.

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 BACK TO CONTENTS

Inspirational examples
On the following pages you will find more inspiration for how
to apply the Volvo core identity elements on various assets. Note that
these examples are for inspiration only and that other layouts and
colors from our palette can also be used.

Sub-heading above the headline

Short headline Lorem ipsum dolor edicarum consectetur adipis.

Short statement
CALL TO ACTION
Made to move you

Sub-heading below the headline

Short headline
CALL TO ACTION

Volvo Construction Equipment. Short headline

Building Tomorrow
social media

Short statement
Lorem ipsum dolor amet consectetur. Volvo Group Sub-heading above the headline

Long headline brochure

CALL TO ACTION set on two lines

Volvo Trucks. Driving progress

Made to move you
Volvo Buses. Driving quality of life

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INSPIRATIONAL EXAMPLES BACK TO CONTENTS

Web banners

Short headline
Lorem ipsum dolor amet consectetur adipis
Short headline Short headline Volvo Construction Equipment.
CALL TO ACTION Building Tomorrow

web banner web banner

Sub-heading below the headline

Lorem ipsum dolor consetetur

Lorem ipsum dolor amet conse
expedio nsendust amet sum a volupta.
tetur edicarum forarer. Sub-heading above the headline

Short headline
CALL TO ACTION CALL TO ACTION

Lorem ipsum dolor edicarum consectetur adipis.

CALL TO ACTION
Made to move you

Wide skyscraper
160x600

Short headline
web banner

CALL TO ACTION
Short statement Short headline
Lorem ipsum dolor amet consectetur.
CALL TO ACTION
Volvo Buses. Volvo Trucks.
Driving quality of life Driving progress Made to move you
CALL TO ACTION

Volvo Construction Equipment.

Volvo Group Building Tomorrow

Longer headline
web banner
on three lines
CALL TO ACTION

Volvo Trucks. Driving progress

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INSPIRATIONAL EXAMPLES BACK TO CONTENTS

Apps and social media posts

Short headline
social media
Sub-heading below the headline

Short headline
social media
Sub-heading below the headline

Short Statement Short headline

Lorem ipsum dolor amet consectetur

social media
adipiscing elit ut ed doe officim porerum et
inctur rero mod quidi nosam, nobis dis eveles
voluptium assimpo rporporeptas sit.

09:20

Volvo Group
Sub-heading above the headline

Short headline
social media

Short headline
social media
Made to move you

Log in
Volvo Buses. Driving quality of life

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INSPIRATIONAL EXAMPLES BACK TO CONTENTS

Brochures

Volvo Novum SemiLight Volvo Novum SemiLight Volvo Novum SemiLight

Short headline brochure

Short statement Ullaborunti comnis magnimaximet eos sit enis aut rae. Itataquam, totae ipici rem
facepudis ma que lam incimi, sit eiunt velestiat quae volore volorro molupta tur restia
dolorae exerro expliandi di berectem il ipsant volo bearci tem. Abo. Namus odis ut
faceatur, simaximus esercitatis qui dollitat.
Sub-heading below the headline

Ullaborunti comnis magnimaximet eos sit enis aut raeera. totae ipici rem facepudis ma que lam incimi, sit eiunt velestiat
Itataquam, totae ipici rem facepudis ma que lam incimi, sit quae volore volorro moluptatur restia dolorae exerro expliandi
eiunt velestiat quae volore volorro moluptatur restia dolorae di berectem il ipsant. Maque lam incimisit eiunt velestiat quae
exerro expliandi di berectem. Ullaborunti comnis magnimaxi volore volorro moluptatur restia dolorae exerro expliandi di
met eos sit enis aut raeera. Itataquam, totae ipici rem facepu berectem.
dis ma que lam incimi, sit eiunt velestiat quae volore volorro
moluptatur restia dolorae. Ullaborunti comnis and ullaborunti
Modis et eiur sam quae debitia tatquo ipiendem fugiatem
Ullaborunti comnis and ullaborunti quid ut acculpa rchillenis as et et quassit aut et moloris eum
Modis et eiur sam quae debitia tatquo ipiendem fugiatem vollestiam quatess imendent magnam sunt ipsapelignis dit
quid ut acculpa rchillenis as et et quassit aut et moloris eum cus simusape nat evellor epuditatus et doluptat eos. Ulla
vollestiam quatess imendent magnam sunt ipsapelignis dit lab borunti comnis magnimaximet eoaut raeera.
inis dia doluptaqui bearum quae optatet es ma que as
cus simusape nat evellor epuditatus et doluptat eos. Alam incimisit eiunt velestiat quae
Volore volorro moluptatur restia dolorae exerro expliandi di
Itataquam totae ipici rem facepudis berectem. Ullaborunti comnis magnimaximet eos sit enis aut
Maque lam incimi, sit eiunt velestiat quae volore volorro mol- raeera. Itataquam, totae ipici rem facepudis ma que lam in
uptatur restia dolorae exerro expliandi di berectem. Ullaborun- cimi, sit eiunt velestiat quae volore volorro moluptatur restia
ti comnis magnimaximet eos sit enis aut raeera. Itataquam, dolorae exerro expliandi di berectem il ipsant.

2% 2%

Sub-heading above the headline Sub-heading above the headline 7%

Namquaeped

Long headline brochure

31% Maiore aspero
14%

set on two lines Volvo Novum Medium Volvo Novum Medium Volvo Novum Medium
Short statement 17%
Dolorpos cullabo
Bemaximaut
Esekui cus volectem
Acest volo

Eventestem qui dolorerae nossi nonseceptat quam Repudae incti reproriatur

Nam quaeped maiore aspero ipsae Esed essus doluptur re, inciis as 27%
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volorepe pa qui corrum od perias conessuntre por abo. Tem aut et, num atusant aut por abo. Tem aut et, num atusant aut lis experem sivellest
aut esequi cus volectem acest volo iorrorpora venim et omnit, qui simintis amenet eum aliquae odi vidis velestiat quae volore volorro moluptatur restia do
experem sivellest vellaborem aut utatio. Nam mod vel et, tor alis et endant pario. repudae incti cullabo reproriatur a de qui culpa vendae vo lore acipic abore volum dolenit aliqui occatio. vellaborem aut utatio. Nam mod vel et, tor alis et endant pario. lorae exerro expliandi di berectem. Buid ut acculpa
Totae ipici rem facepudis maue lam incimisit eiunt
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Et re natiusam site quis et repe eum rae. fugitis quam faccus volorepe pa qui corrum duc ilibus es plaborempor sant eter que quidelen dignist rem quae enti um conserum eturio. Nam abor
od sivellest vellaborem perias conessuntre por abo. cullo erchiliquost exernam. reproriatur num et omnissi. iorrorpora venim et omnit.

Made to move you

10 Volvo Novum Medium | Volvo Novum Light Volvo Novum Light | Volvo Novum Medium 11 10 Volvo Novum Medium | Volvo Novum Light Volvo Novum Light | Volvo Novum Medium 11

Sub-heading above the headline

Short headline
brochure
Volvo Novum Light Volvo Novum Light

Long headline brochure set on one line

Nam quaeped maiore aspero ipsae dolorpos voles aut es illandu
ercimaxim aut esequi cus volectem aut acest volore repudae incti cullabo.
Maiore aspero ipsae dolorpos voles es illandu ercimaxim aut eseq
Long headline
brochure
set on two lines
Sub-heading below the headline
Sub-heading above the headline

Short headline Nonummy Eseicus Santeter Repudae Cullabo eras

brochure
Aut ese qui cus Volectem Reperorit cum volest quibusd Volest quibusd amen duc ilibus Reperorit cum volest quibusd Labus es plaborempor sant
acest volo repudae incti cull amen duc ilibus es plaboremp es plaborempor sant eter cullo amen duc ilibus es plaborem eter cullo erchiliqu ost exer Ullaborunti comnis and ullaborunti
abo repro riatur ade reper orit, or sant eter cullo erchiliqu ost erchi liqu ost exernam. Aut ese por sant eter cullo erchiliqu nam. Aut ese qui cus Volem
cum volest quibusd amen duc exernam. Aut ese qui cus vole qui cus Volectem acest volo ost exernam. Aut ese qui cus acest volo repudae incti culla Ullaborunti comnis magnimaximet eos sit enis aut raeera.
Maiore aspero Nam quaeped Apsae dolore Ellandu cima
ilibus es plabo rempor sant ctem acest volo repudae incti repudae incti cullabo reproria aolec tem acest volo repuera bo reproriatur ade reper orit,
Nam quaeped maiore aspero ipsae do Itataquam, totae ipici rem facepudis ma que lam incimi, sit
12345 12 34 56
eter cullo erchili ost. Volectem cullabo reproriatur ade reper olectem acest volo repudae dae incti cullabo reproriatur cum volest quibusd amen duc eiunt velestiat quae volore volorro moluptatur restia dolorae
lorpos voles aut es illandu er cimaxim aut acest volo repudae incti culla orit, cum volest quibusd amen incti cullabo re proriatur ade ade reperer orit, cum volest ilibus es plabo rempor sant 12345 12 34 56
exerro expliandi berectem. Ullaborunti comnis magnimaxi
Sub-heading above the headline esequi cus volectem acest volore repudae bo re proriatur ade re perorit, duc ilibus es plabo rempor reperorit cum volest quibusd quibusd amen duc ilibus es cullo erchi liquost. Volectem 12345 12 34 56
met eos sit enis aut raeera.
cum volest quibusd amen om sant eter cullo erchiliquost. amen duc ilibus es plaborem plabo rem por sant eter cullo acest volo repudae incti culla
incti cullabo reproriatur a de reper orit, 12345 12 34 56

Short headline brochure

duc ilibus es plaboremporera Volectem acest volo repudae por sant eter cullo erchiliqu ost erchili quoster olectem. bo re proriatur ade reper orit, Modis et eiur sam quae debitia tatquo ipiendem fugiatem
cum volest quibusd amen duc ilibus es pla sant eter cullo erchiliqu. incti cullabo re proriatur ade. exernamera. Aut ese qui cus. cum volest quibusd amen duc quid ut acculpa rchillenis as et et quassit aut et moloris eum
12345 12 34 56

Made to move you 12345 12 34 56

borempor sant eter cul lo erchiliquost. Reperorit, cum volest quibusd. Volectem acest volo repudae. plabo rempor sant eter. vollestiam quatess imendent magnam sunt ipsapelignis dit
lab inis dia doluptaqui bearum quae optatet es ma que as Aut esequi cus Volectem acest volo repudae incti cullabo reproriatur ade
reperorit, cum volest quibusd amen duc ilibus es plaborempor sant etera
cus simusape nat evellor epuditatus et doluptat eos. cullo erchiliquost exernam esed essus.

Volvo Trucks. Driving progress 10 | Volvo Novum Light Volvo Novum Light | 10

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INSPIRATIONAL EXAMPLES BACK TO CONTENTS

Ads

Sub-heading above the headline Sub-heading above the headline Sub-heading above the headline
Sub-heading above the headline

Short headline ad Short headline Short statement Short statement

Sub-heading below the headline
full page ad Volvo Construction Equipment. Building Tomorrow

Sub-heading above the headline

Short headline
full page ad
Equi invendit ut que off quis aut unt fugia pa etum sum uiaeceatur as voler tamiusa Fugiapa et sum ui aeceatur om luptamius doluptat ali latet as molori tas doloria. Fugiapa et sum ui aeceatur om luptamius doluptat ali latet as Fugiapa et sum ui aeceatur om luptamius doluptat ali latet as molori tas doloria. Eventestem qui dolorerae nossi nonseceptat quam fugitis quam volorepe pacorrum
doluptat aliquiae latet as moloritas doloria. Ituo exlande illes dolup tium velit etu. Ituo ex lande eta quiae ui illes dolu tium velit pa etum aeceatur soludamiuar Ituo ex lande eta quiae ui illes dolu tium velit pa etum aeceatur soludamiuar od perias conessuntre por abo. Tem aut et, num atusant aut lis experem sivellest vellaborem
molori tas doloria. Ituo ex lande eta quiae ui illes dolu tium velit pa etum
Doluptatiis dignis maionse nosan dantar picim aut eta moloferum es qui re pudignis autet et fugit odis si as as eume nulla sum ipis aut mo molorum iur omagnat laccatur aut utatio. Nam mod vel et, tor alis et endant pario. Et re nati usamet repe eum rae.
aeceatur nis soludamiuar. autet et fugit odis si as as eume nulla autet et fugit odis si as as eume nulla sum ipis aut mo molorum iur omagnat laccatur
maionse. uiaeceatur as om voler tamiusa doluptat aliquiae latet velit etum. atur aut facea dipis. Doluptat ali quiae latet as molor dolu tium velit pa etum. Eventestem qui dolorerae nossi nonseceptat quam fugitis quam faccus volorepe pa qui.
sum ipis aut mo molorum iur omagnat laccatur atur aut facea dipis. atur aut facea dipis. Doluptat ali quiae latet as molor dolu tium velit pa etum.
Doluptat ali quiae latet as molor dolu tium velit pa etum.

Volvo Buses. Driving quality of life. Made to move you volvogroup.com Volvo Trucks. Driving progress

Direct marketing pieces

Short headline
direct marketing
Long headline brochure
Sub-heading in Novum Medium
Aorrorpora venim et omnit, quisi mintis as natenda
Sub-heading set below the headline ntorum quia sunt lab iumqui culpa vendae vo lore

set on two lines

acipic temporporene nonsed esed que quidele ndi
gnist rem quae num et omnissi milibearum que nis
reri ut pro offi cienia dolupit vid modita nihiliqu ae Esed essus doluptur re inciis as

amenet eum aliquae odi inci vidis abore volum dole. core eos eum vel in nam es ratiun.
Sub-heading in below the headline Voles aut es illandu cimaxim
aut esequi cus volectem acest volore
repudae incti cullabo reproriatur
Orrorpora venim et omnit a de reper essus doluptur.
Simintis as natenda ntorum quia sunt lab iumqui culpa vendae
vo lore acipic tempor porene nonsed esed que quidele ndignist
rem quae num et omnissi milibearum que nis reri ut pro officienia
dolupit vid modita nihiliqu ae amenet eum aliquae odi inci vidis
abore volum dolenit aliqui occatio. Ita cum aut esenectium facilig
Nam quaeped maiore aspero ipsae
enti omnissi milibearum que. dolorpos voles aut es illandu er
cimaxim aut esequi cus volectem
Aorrorpora venimera et porene acest volore repudae incti cullabo
Natenda ntorum quia sunt lab iumqui culpa vendae vo lore acipic reproriatur a de reper.

Sub-heading above the headline temporporene nonsed esed que quidele ndignist rem quae num
et omnissi milibearum que nis reri ut pro offi cienia dolupit vid

Short headline direct marketing modita nihiliqu ae amenet eum aliquae odi inci vidis abore volum.

Omnissi bearum uenis reri

Ullaborunti comnis magnimaximet eos sit enis aut raeera. Itataquam, totae
Simintis as natenda ntorum quia sunt lab iumqui culpa vendae Orit, cum volest quibusd amen duc
ipici rem facepudis ma que lam incimi, sit eiunt velestiat volore volorro ilibus es pla borempor sant eter cullo
vo lore acipic tempor porene nonsed esed que quidele ndignist

Short statement
moluptatur restia dolorae exerro expliandi di berectem. Ullaborunti comnis magni rem quae num omnissi milibearum que et omnissi milibearum erchiliquost exernam. Esed essus
maxi met eos sit enis aut raeera. Itataquam, totae ipici rem doluptur re inciis as core eos eum vel
uenis reri ut pro officienia dolupit vid modita.
in nam es ratiuntera.
facepu dis ma que lam incimi, sit eiunt velestiat quae volore volorromo.

Volvo Trucks. Driving progress

Made to move you

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Rollups and smartstands Posters

Sub-heading above the headline

Sub-heading above the headline
Sub-heading above the headline Short headline poster
Longer headline rollups
Short headline
Made to move you

set on two lines

on rollups
Volvo Buses. Driving quality of life Sub-heading above the headline

Long headline poster

Made to move you
set on two lines
Nam quaeped maiore aspero ipsae do lorpos voles aut es illandu er
cimaxim aut esequi cus volectem acest volore repudae incti reproriatur
a de reper orit, cum volest quibusd amen duc ilibus es.

Volvo Group

Sub-heading above the headline

Short
Statement
Division/entity sender
volvogroup.com

Short headline poster Sub-heading above the headline

Sub-heading below the headline
Long headline poster
set on two lines

Volvo Trucks. Driving Progress Made to move you

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MARKETING MATERIAL BACK TO CONTENTS

Examples of dealer marketing material to show how to present

the Volvo Spread Word Mark next to other brands.

Headline dealer
rollup
Headline dealer Headline dealer
brochure full page ad
Equi invendit ut que off quis aut unt fugia pa etum sum uiaeceatur as voler tamiusa doluptat
aliquiae latet as moloritas doloria. Ituo exlande illes dolup tium velit etum sum. Doluptatiis
dignis maionse nosan dantar picim aut eta moloferum es qui repudignis maionse. uiaeceatur as
om voler tamiusa doluptat aliquiae latet velit etum sum. Volvo Buses. Driving quality of life.

OTHER OTHER OTHER OTHER

BRAND BRAND BRAND BRAND

A B A B

OTHER OTHER
BRAND BRAND

Brochure, front cover Ad, full page A B

Rollup

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Events and sponsorships

Events are a great opportunity to activate the Volvo brand and brand
collaborations are alliances created in order to establish a higher
perceived customer value from a functional, emotional and/or visual
perspective.

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Activate the Volvo brand

through events
Events are a perfect example of the explore perspective in
our brand management approach (see Core and explore).

At an event, all core principles and elements must be

adhered to. But, how these are activated at a specific
event – digital or analogue – is decided by the event
responsible, close to customer or stakeholder.

That way, we secure that the Volvo brand is distinct

through core and attractive/relevant to the event
participant in a specific context and culture. Meaning,
there are no global, centrally produced guidelines for
how to set up a Volvo event.

Instead, follow the guidelines for the Volvo core elements

as presented in this document and use your expertise
about your current and future customers to tailor the
event based on their needs and expectations. You are
empowered to bring the Volvo brand to market!

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Activate the brand through Principles for Volvo logotypes

in sponsorships 3X 3X 4X 4X

sponsorships The minimum clear zone shall be equal to 3X X

3X 3X
X

the height of the Volvo Spread Word Mark and 4X 4X

4X the height of the Volvo Penta Spread Word
Sponsorships are an integral part of the overall
Mark.
marketing mix and a tool for escalating the Volvo 3X 3X 4X 4X
brand by reinforcing the aspired perception and If possible, a double clear zone is preferred OTHER
BRAND OTHER
BRAND
build or deepen relationships with customers when placing the Volvo logotypes next to other
logotypes.
and stakeholders. This for both commercial and
corporate purposes, e.g.. drive sales, increase The Volvo logotypes and other brand logotypes 3X
employer attraction, showcase commitments. may be separated by a thin, black line centered 4X

between the logotypes. 3X

The Volvo Sponsorship Strategy, issued by OTHER
4X
BRAND
the Brand Management Department at The business descriptor and/or tagline for an
OTHER
Volvo Group Headquarters (BEX) provides individual business is not allowed in direct con- BRAND

nection to the Volvo logotypes (Spread Word

the overall sponsorship direction while the
Mark or Iron Mark).
following principles apply for brand exposure. 2X
3X 3X

For large and narrow and special applications X X

2–3X 2X
the following exceptions to the clear zone rules 3-4X 3-4X
apply for sponsorship and collaborations:
• Clear space 2X above and below the logo-
type + 2–3X to the sides for large advertising
boards and special formats, width 5+ meters.
Visual balance and other elements to consider 0,5X
determine if 2 or 3X clear zone to the sides X
Additional guidance
work better. For Volvo Penta 3X +3–4X apply.
When Volvo Group or other Volvo entities is in sponsorship, or in partner- Use white or black background with contrasting
4–6X 4–6X
ship of the same event as Volvo Cars (or another Volvo entity) the Volvo
logotype.
Spread Word Mark is used – one for both parties. Clarification regarding
the specific entity involved is kept to the activation of the sponsor-/partner- X
1X
ship and/or separate texts elsewhere on a website for example. • Clear space 0,5X top and bottom + 4–6X left

Exception: if there is no opportunity to communicate besides the logotype

and right for wide narrow LED animated arena 6–8X 6–8X
on e.g. a website the Volvo Spread Word Mark with a corporate identit-
banners. For Volvo Penta 1X +6–8X apply.
fier/business descriptor can be allowed in rare cases. No exceptions are White logotype on black background is recom-
allowed unless approved by the Brand management department at Volvo mended for better visibility.
Group HQ (BEX).

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Approved applications to establish the sponsorship

• Use activation, staff or product presence
to show presence.
• Use the logotype in combination with an
image of a product or service.
• Use a descriptive text presenting Volvo
and the business entity or offering.
• Use a speaker.
• Use the text “Sponsored by Volvo Business Entity” in Volvo
Novum instead of a logotype.
• Use the text “Sponsored by Volvo Business Entity” in Volvo
Novum clearly separated from the logotype. Sponsored by
Volvo Buses

Mockup Storsklyt Vasaloppet 8,8 x 2 meter Fri yta: 3X

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Interior principles
Although the shapes and sizes of our facilities vary greatly, as do the nature of our operations,
one shall always feel an instant connection to Volvo when visiting us worldwide. The Volvo
interior look & feel is more than just a logotype and a poster on wall. Furniture, lighting,
efficiency level, scent and sound are all examples of elements that speak to our senses and
contributes – consciously or unconsciously – to the Volvo brand impression.

May it be a corporate office, a production site, an exhibition area, a recording studio or

a dealership, the recognition of the Volvo interior style shall be evident no matter the place
or context. We achieve this by leaning on the principles of Scandinavian interior design
according to the Volvo Design Philosophy.

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A creative and welcoming

feeling
We want to host welcoming and creative environments
where customers, suppliers, colleagues, and other
stakeholders fully can experience the Volvo culture and
identity. Our Scandinavian origin combined with our
brand history give Volvo its values, culture and uniqueness.

Scandinavian design
Our interior philosophy stems from our Scandinavian heritage
and the very same overarching design principles of credibility,
humanism and functionality that guide our product and
service designs. By applying the same principles to our
indoor spaces, we stay true to our core values and help build
a consistent brand experience throughout all touchpoints.

The essence of Scandinavian interior design translates into

clean and simple lines, minimalism and taking advantage of
natural light. The style focuses on light, muted, earthy colors
and embraces the use of natural materials. Exposed floors
dominate but the space may be softened by neutral rugs and
other textiles. Without sacrificing beauty, functionality is key.

The fundamentals of Scandinavian interior design:

• Functionality
• Simplicity
• Sustainability
• Clean lines
• Natural materials, e.g. wood and stone
• Natural light
• Neutral, muted colors
• Greenery
• Softening textiles NOTE: This chapter has a look & feel approach and no intention to propose exact colors, shapes, furniture pieces, exhibition artwork or similar.

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Interior color and

material mood board
This mood board is for interior design purposes.

We focus on neutral, muted colors and natural

materials that offer a long life-cycle.

Combine material sets from the chart to create

an appealing, dynamic vibe. Mix a few. Avoid using
all the shades in one single space as it will leave
a cluttered, uncalm impression.

Please note that the Volvo color palette is

developed for digital and print and shall not be
applied to interior projects.

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Concept development
Let the user profile, space dimensions and functionality
lead the way when applying the Scandinavian interior
design principles to your project. Who will use the space
and what sort of activities should be accommodated?
Are collaborative seating arrangements and proper
workstations required, or will a lounge sofa do? Will
users generally wear workwear, leisurewear, or business
attire? What color and type of fabric from the mood
board will be optimal?

Time well spent

The time customers and visitors spend with us is precious.
Continuously look for ways to facilitate efficiency and make the
overall interior experience comfortable as well as interesting.
The progressive technological advancements we bring to the
transport industry should also be reflected in how we manage
our facilities.

Based on space and user profile, consider for example providing:

• WiFi access
• Coffee and tea
• Waste recycling opportunities
• Digital check-in systems
• Air quality monitoring
• Digital wayfinding solutions
• Work stations with charging facilities
• Silent areas/booths
• Engaging information/content via digital interfaces rather than
printed material, e.g. Digital Information Boards (DIBs).
Always try to go beyond expectations when improving the
visitor experience. NOTE: Contact your local BIM (Business infrastructure manager) to install and connect to the Digital Information Boards software used by Volvo.

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Layout and design

considerations
• The interior layout shall be based on based on function,
needs and aspired output.

• The interior layout shall reflect openness and inclusiveness.

• Our interior design shall be modern, inspiring and with

a clear influence of Volvo’s foundation and inspiration.

• Our interior design shall encourage dialogue and

collaboration.

• Our interior environments shall be designed to achieve

healthy work conditions.

• Our interior design shall leverage the benefits of diversity.

• Our interior spaces shall strive for digitalization and

reduction of paper consumption.

• Green plants uphold a connection to nature as well as

giving a welcoming vibe.

• Evaluate options of how to maximize the use of

space by including flexible furniture that serves multiple
functionality requirements.

• Consider using height dimensions of the space to

add interesting proportions, e.g. raised seating platforms.

• Avoid over-decorating – Keep it simple.

• Avoid placing all elements lined up against a wall.

• Never incorporate Volvo blue in interior elements.

• Always keep your areas clean and tidy.

Back-office spaces
The Volvo Group Real Estate – Future Workplace team offers extensive
additional material on the Activity Based Working methodology (ABW).

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Service vehicles striping

All vans, cars and trucks that directly or indirectly represent the Volvo
brand shall be easy to identify and give a trustworthy, professional
impression.

Service
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SERVICE VEHICLES BACK TO CONTENTS

Striping for Volvo-branded The side of the vehicle

The side of the vehicle has a Volvo Blue band that holds the Volvo Spread Word Mark or the Volvo Penta Spread Word Mark in the top area.

service vehicles The width of the Volvo Blue band is approximately 1/4 of the total length of the vehicle, as shown in this example. The word ”SERVICE”* set
in Volvo Broad is placed in the area below. Dealer information, with or without dealer logotype, may be displayed in the white area.

The Volvo Blue band on the side of Volvo service

vehicles are designed to make a distinct impression.
The back chevrons is highly visible, which promotes
safety in traffic and at work sites. Dealer name on

Service Service
maximum two lines

Any City
0123-45 67 89
www.dealername.com

The contact information printed on each vehicle makes

it easy for customers and other road-users to identify
the vehicle and get in touch with your dealership.

For ordering and more information, contact

your Volvo marketing representative.

volvo Service volvo Penta Service

Dealer name on

volvo maximum two lines

Any City
volvo Penta
Service 0123-45 67 89
www.dealername.com Service

The front of the vehicle  he rear of the vehicle

T
The text ”VOLVO SERVICE”* or ”VOLVO PENTA SERVICE” The rear of the vehicle is striped with high-visibility chevrons for strong vehicle
set in Volvo Broad is placed above the windshield. recognition and maximum safety. The text ”VOLVO SERVICE”* or ”VOLVO PENTA
SERVICE” set in Volvo Broad is placed on the left back door and dealer information,
with or without dealer logotype, can be placed on the right back door.

*The word ”SERVICE” can be replaced by another short statement that reflects the function of the vehicle.
For example ”VOLVO ACTION SERVICE”. These texts may be translated.

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Active areas for information on 1 The Volvo active area

This area features the Volvo Spread Word Mark or Volvo Penta
1 2

Volvo-branded service vehicles

4 4
Spread Word Mark and specifies the function of the vehicle
(“SERVICE”, "VOLVO ACTION SERVICE" or "IT SERVICE").
There are two major identification areas: the Volvo These texts may be translated into your local language. Dealer name on

Service
maximum two lines

Any City

active area and the dealership active area where

0123-45 67 89

2 The dealership active area – owned dealers www.dealername.com

you place your dealership information. This is where you present the name of your dealership, its
location and phone number using the Volvo Novum typeface.
Dealer information must not be placed outside active area.
For ordering and more information, contact
3 The dealership active area – independent dealers
your Volvo marketing representative.
In the dealership active area you can choose to present the
name of your dealership, its location and phone number using
1 3
your own dealership identity, including your dealership logotype.
4 4
Dealer information must not be placed outside active area.

4 Centered placements
The Volvo Spread Word Mark and Volvo Penta Spread
Word Mark should be centered horizontally on the Service
Checklist Volvo Blue band. All other texts should be centered both
• The Volvo Blue band (approximately 1/4 of the total length of the vertically and horizontally in the Volvo Blue and white area.
vehicle) is always placed at the back of each side of the vehicle.
• The Volvo Spread Word Mark is centered and takes up
1/2 of the width of the Volvo Blue band. The Volvo Penta
Spread Word Mark is centered and takes up 3/4 of the
width of the Volvo Blue band.
• The word ”SERVICE” is centered in the Volvo Blue band and
1 2 1 3
is 4X the height of the Volvo Spread Word Mark and 6X the
height of the Volvo Penta Spread Word Mark.
• Optional dealership information should be contained within
the dealership active areas.
• Preferably use white or off-white vehicles. Dealer name on

volvo maximum two lines

Any City
volvo Penta
• The Volvo Iron Mark logotype is not permitted on Service 0123-45 67 89
www.dealername.com Service
vehicle striping.
4 4 4 4
• The high-visibility red (reflective) chevrons should be added to
the rear for safety and strong vehicle recognition.
• Always check with local or regional authorities for the legislation
regarding the usage of reflective material on vehicles, style and
usage of chevrons, usage of emergency lights, etc.

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SERVICE VEHICLES BACK TO CONTENTS

Service vehicles with 1 Multi-brand clear zone

The multi-brand clear zone equals 3X the height of the Volvo Spread Word Mark
dealership identity and the height of the Volvo Penta Stacked Spread Word Mark. The multi-brand
clear zone between Volvo Spread Word Mark or Volvo Penta Stacked Spread
A few basic rules apply to a service vehicle Word Mark and other logos should always be applied.

with dealership identity representing Volvo The other brand logotypes must not appear more visually prominent than the
and complementary non-Volvo Group brands. Volvo Spread Word Mark or Volvo Penta Stacked Spread Word Mark. Preferably
place the Volvo Spread Word Mark or Volvo Penta Stacked Spread Word Mark
Use the black Volvo Spread Word Mark or
first/on top.
Volvo Penta Stacked Spread Word Mark on
white or off-white vehicles. The dealer active
area must be separated from the product
brand logotypes. 3X 3X X X

1 1

3X X
X X
3X X

Checklist
• Always make sure not to position any dealership
information in the Volvo active area.
• The Volvo Iron Mark logotype is not permitted on
vehicle striping.

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 73

SERVICE VEHICLES BACK TO CONTENTS

Volvo Action Service

This section is currently under review. Please contact
Brand management department at Volvo Group HQ
(BEX) for more information. volvo action Service

action volvo
A Volvo Action Service van is designed for recognition
0123-45 67 89

service
www.address.com
action 0123-45 67 89
www.address.com

Service
and visibility.

The striping is similar to that of our service vehicles:

it uses the same blue "band" at the sides and it has
high visibility chevrons on the back of the vehicle.
It has one active area on each side and one on the
right back door. This is where dealer information
is presented. The text Volvo Action Service is striped
at the left back door and at the front of the vehicle.

Checklist
• The Volvo Blue band is always placed at the back of each
side of the vehicle.
• The Volvo Spread Word Mark is centered and takes up
1/2 of the width of the Volvo Blue band.
• The text ” ACTION SERVICE” is centered in the Volvo Blue band
and is 3X the height of the Volvo Spread Word Mark logotype.
• Optional dealership information should be contained within
the dealership active areas.
• Preferably use white or off-white vehicles.
• The Volvo Iron Mark logotype is not permitted on
vehicle striping.
• The high-visibility red (reflective) chevrons should be added to
the rear for safety and strong vehicle recognition.
• Always check with local or regional authorities for the legislation
regarding the usage of reflective material on vehicles, style and
usage of chevrons, usage of emergency lights, etc.

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 74

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References
Please visit the Volvo brand identity site at www.volvogroup.com/identity
Beyond the rules and guidance provided in this document, you will also find artwork, icons and typefaces for download, templates for marketing
material and additional documents for specialized areas. Everything you need to continuously strengthen and deliver on-brand Volvo experiences.
NOTE: Do not store any documents on your computer – always access the latest version online.

Dealer guidance Signage Templates Workwear

Volvo Experience and Identity Guideline Volvo Signage Program Volvo Template Gallery Volvo Workwear Handbook
– dealer edition Presents the different Volvo signs approved and how At www.volvogroup.com/identity you gain access to our common Can be downloaded from:
Can be downloaded from: they should be displayed. Can be downloaded from: templates for market communication e.g., ads, posters and rollups. www.volvogroup.com/identity
www.volvogroup.com/identity www.volvogroup.com/identity

Additional, supporting documents only available internally within Volvo Group. Please email [email protected] if you would need a copy or related guidance.

Design Philosophy Brand collaborations Merchandise

Volvo Design Philosophy Volvo Sponsorship Strategy Volvo Group Merchandise
Only available internally at Violin Brand Center. Volvo Brand Partnership Principles Services provide the framework for merchandise
carrying the Volvo brand. Merchandise Shop. For questions please
Only available internally at Violin Brand Center.
email: [email protected]

Naming Presentations Stationery Sponsorship and partners

Volvo Commercial Naming Guideline Volvo PowerPoint templates Volvo templates Volvo Sponsorship Strategy
Only available internally at Violin Brand Center. Volvo use specific PowerPoint templates for presentations Volvo use specific Word and InDesign templates for stationery, Only available internally at Violin Brand Center.
available for Volvo Group employees within PowerPoint. available for Volvo Group employees within Word for letters etc, and
Click on the Volvo Assets (Pickit) icon in the home menu top bar. on Brand Center for envelopes, business cards etc. In Word click on
the Volvo Assets (Pickit) icon in the home menu top bar.

VOLVO EXPERIENCE AND IDENTIT Y GUIDELINE NOVEMBER 2021 75

 Contact
Brand management department at Volvo Group HQ (BEX) at [email protected]
volvogroup.com/identity
NOVEMBER 2021