Cannes-Do Festival Banner

Volvo celebrates modern families with updated 'family parking' icons

By Gillian West | Social media manager



Creative Works article

July 8, 2018 | 3 min read

Volvo has joined forces with Grey London to redesign the traditional family parking space icons.

Marking the launch of the Volvo V60 family estate car, the new signage looks to celebrate the diversity of modern families.

Volvo has redesigned 'family parking' icons

Volvo has redesigned the 'family parking' icons

“According to the Office of National Statistics, 65% of UK families are non-traditional. But the family iconography we see every day still doesn’t reflect this,” explained Grey London creative director, Joseph Ernst.

“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.”

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Conducted in partnership with Westfield London in Shepherds Bush, where the new icons can be seen, the signs go on show to coincide with this weekend’s Pride In London celebrations.

See more about the campaign in the Creative Works box below.

Volvo: Volvo Family Icons by Grey London

By Volvo

Overall Rating 4/5

Vote now

Content created with:

Volvo Cars is a Swedish vehicle manufacturer established in 1927 and headquartered on Hisingen, in Gothenburg.

Find out more

More from Creativity

View all


Industry insights

View all
Add your own content +