Volvo CE recently announced it will change to shorter and less complicated product names to match the company’s design philosophy and premium look, factors that helped the manufacturer win the 2020 Red Dot Product Design Award. All new and updated Volvo-branded products will have only the product type and size shown on its side. Other product details, including model series and variant, can still be found on the specifications, brochure, or PIN plate to ensure customers can still easily order service or parts for their machines.
Volvo CE hopes the updated branding will provide clearer communication at all levels from the operator to the back office and also eliminate the need to change the product name for every update as technology upgrades faster than ever. The first models to receive the change are the electric ECR25 and L25 and the ECR58 generation F; the process will continue through a staged rollout expected take until around 2025 to complete.
Honest, Simple Design
“We always strive for an honest and simple design that still emulates the smart power of our products. But we found that our brand designation did not suit the purposeful and progressive quality of our products," says Volvo CE Design Director Gustavo Guerra. "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.”