New equipment branding from Volvo CE

By Andy Brown01 September 2020

Volvo Construction Equipment (Volvo CE) has announced that new and updated Volvo branded products will now be tagged with just the product type and size on its side.

Volvo CE branding

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 products.

The motivation behind this change is said to be bring the product’s branding in line with the company’s minimalist Scandinavian heritage and desire for a clean and clear design.

Gustavo Guerra, design director for Volvo CE, said, “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. This new move is designed to bring more confidence and clarity not just to the operator but to everyone out on the jobsite.”

With this updated product designation, Volvo CE aims to create a clearer line of communication for all parties, from the operator through to the back-office function. A rise in new technologies also brings with it an increase in inter-generational product updates, so eliminating the need to change the product name for every update, no matter how big or small, ensures the branding stays simple.

“We are at a crossroads where new and traditional ways of working are coming together,” added Gustavo. “As developments in electric, autonomous and connected technologies grow side-by-side with our continued need for diesel equipment, we will soon see the level of product updates also growing exponentially. It’s a time of change for the industry and our branding structure should reflect that too.”

The first models launched with the new designation policy are the first two electric models of ECR25 and L25 and the ECR58 generation F – which recently won the Red Dot Award for product design.

The change is being introduced on all new and updated models during a staged roll-out from this year forward, set to take until around 2025. 

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