Volvo U.K. Celebrates Modern Family Diversity With Signage Redesign

Volvo U.K. Celebrates Modern Family Diversity With Signage Redesign
Shopper Marketing & Promotions

A new set of icons represents a 21st-century definition of family in time for the launch of the automaker's 'New Family Model,' the 2019 Volvo V60 Estate, helping align the brand with modern values

Dave Pinter, PSFK
  • 11 july 2018

Since the launch of the new 2019 Volvo V60 Estate station wagon, the Swedish automaker has been focused on a specific group of buyers: families. The car made its debut in a unique premiere in the suburban driveway of a family home in Stockholm, Sweden.

As the V60 arrives in dealerships in the U.K., Volvo partnered with Grey on an activation at the Westfield London shopping center to promote the diversity of modern families. The traditional nuclear family parking icon was redesigned and expanded to include a range of family types, including same-sex couples, single parents and nuclear families as well. Each of the characters was created using different elements of Volvo’s logo.


The parking space icons are part of Volvo’s broader advertising campaign for the V60 called “The New Family Model.” Produced to complement the parking space project, the content includes people sharing personal stories of their own unique family structures.

Alongside its diversity-promoting campaign, the new V60 was designed under Volvo’s human-centric approach, and incorporates a number of engineering innovations to give it competitive edge. Volvo is attempting to increase its value to customers with this initiative, providing support for a cause while also staying relevant by aligning its brand with the way today’s consumers and families are living.


+diversity & inclusivity
+shopper marketing & promotions

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.