Campaign: Volvo Centum – fonts matter

Campaign: Volvo Centum – a typeface designed with safety in mind

Objective:
”This is not one of those safety features that make noise when they activate. Volvo has introduced a bespoke typeface called ‘Volvo Centum’, designed to make text inside its vehicles easier to read at a glance. It may not crumple in a crash or deploy in an emergency, but the Swedish carmaker is betting this subtle design addition can still help drivers keep their eyes where they belong: on the road.”

Why it works: 
It’s the first rule in design; it has to be legible. If your design can’t be read within three seconds, it’s a failure. No one has the time or attention span to make out the subtle shape of a letter or word in critical moments, think billboards or vehicles. Volvo has taken note of this and made it a standard digital touchpoint feature with their upcoming EX60 models. This works because it blends legibility and safety to create a feature that feels modern, clean, safe, and comforting, and that is something worth stopping and marveling at.

Credit and images: https://community.designtaxi.com/topic/22291-volvo-rolls-out-safety-first-typeface-designed-to-help-save-lives-on-the-road/?_bhlid=4c54516a825b99e3de28c270ec93b7927e1ce0cb

via Youtube: Our new custom typeface, Volvo Centum, is designed specifically to enhance the in-car experience. Every design decision is made to increase readability and legibility across all touchpoints – inside and outside the car. The new typeface will debut in the Volvo EX60, coming in 2026, and will then be made available to millions of Volvo cars via over-the-air updates.