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Saturday, March 17, 2007

Mars and the Revamped Volvo Logo

When you think of Volvo, what comes to your mind? Safety. Boxy. Kids and family. Road trips. A trunk big enough to stuff 5 kids into with room to wiggle. Maybe the fastest station wagon of its kind in the 80's with a turbo engine. Who else would have thought to put a turbo into a station wagon? It took Subaru this century to do it. I am sold on European cars. How many US or Asian vehicles can actually brag about going 1 million miles on the same engine?

Volvo comes from the Latin term "volvere", which means "roll". When you put that term into the first person singular, it becomes volvo. Plainly: "I roll".

Recently Volvo revamped their logo and when I first came upon it, it was described as a blatant mix of several runes. Could be. I looked closer. I did some fancy Internet research and also found that some claim this logo is a recreation of the 1926 logo. So it is. I can see that.

In the original logo, it is referenced as the chemical symbol for iron. Could be. I am by no means a chemist.



However, I am an Astrologer, and to me, no matter what you call it, it is MARS. Plain as day. Mars, mars, mars! The company line is the new logo "conveys strength, taste and modernism". Mars indicates strength, but taste and modernism?

Here is my theory: Several years ago, Ford bought out Volvo and agreed to run the company as a joint venture. This means the holding company for Volvo is run by Leif Johansson, President & CEO of AB Volvo and Bill Ford Jr, Chairman & CEO of Ford Motor Company. (As a side note, Brits will either be happy, or shattered to learn that Ford now owns Rover & LandRover.)

What else would happen when family, safety, kids and road trips meets Mustang man? Mustangs scream Mars: Speed, sleek, power and, depending on your generation, Route 66. Perhaps Volvo is trying to capture a different demographic here in the states. That of the single bachelor on the prowl.

I am trying to narrow down a date for Ford, but it was created in 1903 in Dearborn, Michigan (near Detroit). Volvo, in it's recreation from ball bearing manufacturing, has a date of August 10, 1926 in Gothenburg, Sweden. Astrology charts to follow in a later post.

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2 Comments:

At 1:00 PM, Anonymous Anonymous said...

Hello from Baltimore,

I had no idea Volvo had changed their logo, but you are absolutely correct: that's Mars.

"Volvo comes from the Latin term "volvere", which means "roll". When you put that term into the first person singular, it becomes volvo. Plainly: "I roll"."

I'd like to point out that it'll be hard for that symbol to roll, what with that, uh, appendage, sticking out. ;-)

"In the original logo, it is referenced as the chemical symbol for iron. Could be. I am by no means a chemist."

Yes, the Mars symbol is indeed the symbol for iron. The Venus symbol is copper, Jupiter is tin, Saturn is lead, the Sun is gold, Mercury is Mercury/quicksilver, and the Moon is silver. Apparently there's a London metals exchange that still uses these symbols.

"Mars indicates strength, but taste and modernism?"

Mars is noted for many things, but good taste really isn't among them. That'd be Venus.

"What else would happen when family, safety, kids and road trips meets Mustang man? Mustangs scream Mars: Speed, sleek, power and, depending on your generation, Route 66. Perhaps Volvo is trying to capture a different demographic here in the states. That of the single bachelor on the prowl."

Hey, baby, come for a ride with me and we'll be safe and sexy and have wonderful children together? ;-)

Amused,
Julia

 
At 10:46 PM, Blogger Velvet Blade said...

Julia -

So well put! Interestingly, some other article analyzed this new logo for it's "runic" value. Hmmm.

In runic thought, what you don't know can hurt you... Meaning, you put together the "wrong" coupling of symbols, and you could really screw yourself up.

Gladly, astrology isn't quite so touchy!

Vroooom, Vroooom, Baby!

 

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