Volvo has found a space to celebrate diversity.
The Swedish car company has redesigned traditional “family parking” signage, commonly seen in U.K. parking lots, to reflect modern families and same-sex partnerships, Ad Age reports.
As part of a new campaign coinciding with this weekend’s Pride in London celebration, Volvo and ad agency Grey London have unveiled an updated set of “family parking” icons in partnership with the Westfield London shopping center.
Putting a freshly painted spin on traditional signage featuring a man, woman, and stroller, the new designs include icons with two fathers, two mothers, and single parents.
“According to the Office of National Statistics, 65% of U.K. families are non-traditional,” says Joseph Ernst, creative director at Grey London. “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.”
“We’re a really family-centric car brand,” says Volvo U.K. representative Georgina Williams in a new commercial, which includes interviews with LGBTQ parents. “Families have evolved into all different shapes and sizes, and we’re evolving with that with this latest iteration of the V60.”
Volvo also rolled out its redesigned XC60 compact SUV last year with a commercial featuring a same-sex couple.
Watch Volvo’s “The New Family Model,” which begins airing July 9, below.