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."