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Volvo CE to simplify product branding

Gustavo Guerra

New and updated Volvo-branded machines will now be tagged with product type and size on its side 

VOLVO Construction Equipment are changing their branding strategy by switching to shorter and less complicated product names. Rolling out from this month, new and updated Volvo-branded products will now be tagged with just the product type and size on its side.

All other product details – such as model series and model variant – will continue to be found on the specifications, brochure or PIN plate, ensuring customers will see no change in how they buy service or order parts for their machines.

Volvo CE said the motivation behind the change is to bring the product’s branding in line with the company’s minimalist Scandinavian heritage and long-standing desire for a clean, clear and boundless human-centric design.

‘We always strive for an honest and simple design that still emulates the smart power of our products,’ said Gustavo Guerra (pictured), design director for Volvo CE. ‘But we found that our brand designation did not suit the purposeful and progressive quality of our products. This new move is designed to bring more confidence and clarity not just to the operator but to everyone out on the jobsite, which is what we mean by boundless design.’

The first models launched with the new designation policy have been the company’s electric ECR25 and L25 units and ECR58 Generation F compact excavator, which recently won the Red Dot Award, a globally recognized mark for industrial design quality. 

The brand changes are being introduced to all new and updated models during a staged roll-out from this year, until around 2025. 

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