Volvo redesigns 'family parking' signage for a more diverse world

New icons unveiled in London reflect single parents and same-sex partnerships

By Alexandra Jardine. Published on Jul 05, 2018

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Volvo is taking the traditional "family parking" signage common in store parking lots and giving it a more diverse twist.

In a campaign designed to coincide with London's Pride this weekend, the brand and agency Grey London have unveiled a new set of designs in partnership with Westfield London in Shepherd's Bush. They put a new spin on the previous man, woman and buggy-type signage, with icons for two men and a child, two women and a child and single parents and kids.

The theme aligns with Volvo's TV advertising programme for its V60 model; a new spot titled "The New Family Model" will air next week.

Joseph Ernst, creative director at Grey London, says in a statement: "According to the Office of National Statistics, 65% of U.K. families are non-traditional. But the family iconography we see every day still doesn't reflect this. To launch Volvo's ultimate family car, the new V60, we wanted to represent families of all kinds. The Volvo Family Icons are a celebration of the broad spectrum of diverse families living in the UK today."

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Jul 05, 2018
Grey London
Chief Creative Officer:
Vicki Maguire
Grey London
Creative Director:
Joseph Ernst
Senior Creative:
Sam Haynes
Senior Creative:
John Gibson
Agency Producer:
Georgia Totvanian
Charlie Brenninkmeijer
Production Company:
Town Productions
Coral Brown
Michele Difrancesco
Rosa Junkovic
Ade Hopkins
Director, Photography:
Felix Schmilinski
Post Production:
Chief Client Officer:
Jeremy Pyne
Business Director:
Tim Rogowski
Account Director:
Max Arkell
Account Manager:
Georgie Bowie
Account Executive:
Zoe Coleman

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