BACK TO CONTENTS 2. Core elements Distinct impression. Heartfelt recognition. Volvo Spread Word Mark 7 Volvo Penta Spread Word Mark 11 At the core of the Volvo visual identity are certain elements Volvo Iron Mark Logotype 14 –e.g. logotypes, typography and colors – that provide the distinct Volvo Penta Spread Word Mark 15 Do not, logotypes 16 look and feel of Volvo in every piece of communication. Together Typography 17 they create a strong first impression. And for customers who Do not, typography 20 are familiar with Volvo, these core elements secure an immediate Colors 21 and heartfelt recognition. This chapter presents how to use and Do not, colors 24 Icons 25 safeguard the core elements. Do not, icons 27 Layout principles 28 Be generous with space 29 Keep it simple 30 Create a clear order 31 Pay attention to details 32 Image tonality 33 Our color tone 33 Human presence 34 Storytelling 35 Clear source of light 36 Authenticity 37 Products 38 Do not, images 39 Tone of voice 40 Digital interfaces 42 VVOLOLVVOO EXPERIENCE EXPERIENCE AND AND IDENTIT IDENTITYY GUIDELINE GUIDELINE –– DEALER DEALER EDITION EDITION JANUARY 2022 7