Grey London and Volvo redesign family parking icons for Pride

Same sex couples and single parent families are depicted in the new parking symbols at Westfield London shopping centre

Most brands use the rainbow flag to commemorate Pride, releasing limited edition products and packaging or posting messages declaring their support for equal love on social media. But Grey London and Volvo have taken a different approach – redesigning the family parking icons at Westfield London shopping centre to make them more inclusive.

The icons depict same sex and single parent families. Another icon shows a child with four adults in recognition of extended families and parents who have separated.

The symbols have been installed at the Shepherd’s Bush shopping centre on a trial basis and form part of a wider campaign to promote Volvo’s new V60 estate. (A TV ad based on the concept of “the new modern family” will air on July 9.)

It’s nice to see a brand doing something different to commemorate Pride – though it’s a shame the icons will only be appearing in one car park for a limited time. It’s also a reminder of how something as seemingly insignificant as a parking icon can serve to perpetuate outdated or narrow views of love and relationships.

Agency: Grey London
Creative Director: Joseph Ersnt
Joint CCO: Vicki Maguire


Milton Keynes