China Logo Concept: Volvo

Cross-Cultural Visual Identity

Following the acquisition of Volvo by Chinese automotive company, Geely, it is logical for Volvo (whose name comes from the Latin word “volvere”, meaning “roll”) to formalize its Chinese brand identity.  The Swedish wordmark, designed by Swedish calligrapher Karl-Erik Forsberg, matches well Volvo’s core values: “safety, quality and care for the environment”.

Volvo’s Chinese name, 沃尔沃, is a purely phonetic translation, so it's important that the Chinese wordmark carries the same sense of bold simplicity as its Swedish counterpart. By exploring the skeletal structures of Chinese characters through calligraphy, we can understand where the complex Chinese characters can be reduced to their essences.