Volvo On Demand

Volvo’s car-sharing segment is to be established as a strong, independent brand: “Volvo on Demand”. The brand’s core is not the car itself, but instead the flexible service offering provided to users. Correspondingly, the focus of the communication shifts away from the vehicle to the user experience. This is conveyed both through the claim “Sometimes I need a car. Most of the time, I don’t” and the imagery, in which everyday situations are captured in snapshot-like photographs. At the heart of the brand design is the icon for the “swipe to unlock” gesture, which symbolises the simplicity of using the service. It serves as a logo and app symbol as well as forming the basis for all graphic elements. The stylistic idiom conveys an impression of energy and playfulness that makes the brand approachable.