Volvo Shows Pride in the Modern Family

Created to coincide with Pride in London's month-long jamboree, new parking icons at the Westfield shopping centre have been designed for Volvo by Grey London  to symbolise the changing image of family within modern society.   

On the back of the launch of Volvo's mid-sized V60 family estate car, prior to Pride, the brand is celebrating the diversity of families in 2018 with more than 24 different versions of family parking icons. The figures will depict same-sex couples, single parents, and nuclear families to reflect this variety.  

Volvo has a reputation as one of the top choices for family car and these modernised icons support Volvo's A New Family Model TV campaign for the V60.

“According to the Office of National Statistics, 65 per cent of UK families are non-traditional. But the family iconography we see every day still doesn’t reflect this,” said Grey London CD, Joseph Ernst. “To launch Volvo’s 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.”