the all new

volvo vnL

Launch
01/23/2024

The new Class 8 Volvo VNL is specifically engineered to address the unique challenges and requirements of the North American market, aiming to revolutionize the driving experience in this segment. Peter Voorhoeve, president of Volvo Trucks North America, emphasized that the launch of the all-new Volvo VNL represents a significant transformation—not just a redesigned truck, but the beginning of a new era for Volvo Trucks, their customers, and drivers. He highlighted that the original Volvo VN, introduced in 1996, set a new industry standard with its aerodynamic design, and the new VNL continues this legacy by introducing innovations that will influence the future of transportation.

product strategy

Since our ultimate goal is to become the #1 truck in North America, we need to find a way to connect with our market in a compelling way so they can see themselves reflected in our products and be able to build a long-lasting loyalty with the brand.

In order to do that, we should be a little more aggressive in our communications to raise awareness of fact that we are based in the United States. Our Swedish heritage is a given, but not a lot of people know that we are here and therefore, that we understand the market. There is a huge value in that and we should take advantage of it.

concept: biomes

desert

It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
arctic tundra

Arctic tundra is a very cold, windy, and treeless biome that's snow-covered for much of the year.
CONIFEROUS FOREST

Characterized by coniferous forests consisting mostly of pines, spruces and larches. The taiga is the world's largest biome apart from the oceans.
TROPICAL RAINFOREST

is an ecosystem that covers about 7% of the Earth's surface. Found all over the world but the majority lies in South America in Brazil.
GRASSLAND/ PRAIRIE

Large, rolling terrains of grasses, flowers and herbs. Often used as farmland.
DECIDUOUS FOREST

Description goes here dominated by trees that lose their leaves each year. They are found in areas with warm moist summers and cool winters.

Biomes of North America

The major ecological community of organisms adapted to a particular

climatic or environmental condition on a large geographic area in which they occur.

DESERT

The Great Basin Desert is the largest desert in the United States, covering approximately 190 000 square miles. It is bordered by the Sierra Nevada Range to the west, the Rocky Mountains to the east, the Columbia Plateau to the north, and the Mojave and Sonoran deserts to the south. The desert spans parts of Wyoming, Idaho, Utah, Nevada, Oregon, California, and the Mexican state of Baja California.

PRAIRIE

The prairie region in the United States includes most or all of North Dakota, South Dakota, Nebraska, Kansas, and Oklahoma. It also covers significant portions of Montana, Wyoming, Colorado, New Mexico, Texas, Missouri, Iowa, Illinois, Indiana, Wisconsin, and western and southern Minnesota. Additionally, California's Central Valley is considered a prairie.

COASTAL

Coastal forest ecoregions are located along the Pacific coast of North America. This region forms a narrow coastal zone in Alaska, situated between the Pacific Ocean and the northernmost Pacific Coast Ranges. It covers approximately 23 300 square miles (60 400 square kilometers), stretching from the Alexander Archipelago in southeast Alaska along the Gulf of Alaska to the western Kenai Peninsula.

URBAN

Anthromes include dense settlements (urban and mixed settlements), villages, crop lands, rang elands and semi-natural lands and have been mapped globally using two different classification systems, viewable on Google Maps and Google Earth. There are currently 18 anthropogenic biomes. We will focus on Dense Settlements which are the second most densely populated regions in the world.

vnL EXTERIOR COLOR STRATEGY

COASTAL MIST

#446067

SKYLINE STEEL

#53565A

PRAIRIE GRASSLANDS

#5C7F71

DESERT MIRAGE

#919389

ULTIMATE TRIM LEVEL

   coastal mist

   bright chrome

   platinum chrome

TRIM FEATURES

grille - platinum chrome                                                                                                                               grille surround - bright chrome                                        bumper center - platinum chrome                                          side bumpers - body color                                                     air intake - platinum chrome                                                       air intake surround - bright chrome                                   door handle - bright chrome                                                cab | side mirrors - bright chrome

EDGE BLACK TRIM LEVEL

   skyline steel

   gloss black

   gloss black

TRIM FEATURES

grille - gloss black                                                                  grille surround - gloss black                                     bumper center - gloss black                                 side bumpers - gloss black‍   ‍                                     air intake - gloss black                                               air intake surround - gloss black                                      door handle - matte black                                      cab | side mirrors - body color

EDGE TRIM LEVEL

   prairie grasslands

   bright chrome

   gloss black

TRIM FEATURES

grille - gloss black                                                                  grille surround - bright chrome                                     bumper center - gloss black                                 side bumpers - body color‍   ‍                                     air intake - gloss black                                               air intake surround - bright chrome                                      door handle - matte black                                      cab | side mirrors - body color

CORE TRIM LEVEL

   desert mirage

   gloss black

   matte black

TRIM FEATURES

grille - matte black                                                                  grille surround - gloss black                                     bumper center - matte black                                 side bumpers - matte black‍   ‍                                     air intake - matte black                                               air intake surround - gloss black                                      door handle - matte black                                      cab | side mirrors - matte black

All-new Volvo VNL Product Lineup (2).jpg

vnL interior COLOR STRATEGY

RAVEN BLACK

#3D3935

GREY BASIN

#AFA9A0

FATHOM BLUE

#07272D

LOGAN GREY

#707372

SULA

#00A3BF

RACERUNNER

#C0DF16

vnl graphics + application

dunes

meadows

cliffs

peaks

ELEVATION PATTERN

Elevation, defined as the height above sea level, significantly influences biomes by affecting temperature and precipitation—key factors in biome structure and composition. As altitude increases, temperature drops, leading to changes in biome characteristics. The presence of elevation in the landscapes of four different biomes provided a common theme for the design team, inspiring the creation of a primary pattern that can be applied across all trim levels. Each component will feature a unique application of this pattern, maintaining individuality while sharing a unified graphic language.

IRON HEAD GRAIN

Animal skins, particularly lizard skin with its overlapping keratin scales, inspire grain development due to their ability to hide imperfections and resist scratches. These natural patterns also provide environmental protection and water retention, making them ideal for technical design inspiration. The design team used the spiny scales of lizards as a reference, selecting a modern triangle motif based on the Iron Mark arrowhead. This distinctive triangle was developed into a repeatable pattern suitable for both fine grain applications and, with gradation, as an eye-catching print.