The automotive world has been blessed with five fresh logo designs in the last 10 months (Nissan, Rolls-Royce, Volkswagen, BMW, and Stellantis). This new one, from Kia, is a sixth. The company launched the logo today in a glitzy display that included setting a Guinness World Record.
“Kia’s new logo represents the company’s commitment to becoming an icon for change and innovation”, said Ho Sung Song, Kia’s President and CEO. “The automotive industry is experiencing a period of rapid transformation, and Kia is proactively shaping and adapting to these changes. Our new logo represents our desire to inspire customers as their mobility needs evolve, and for our employees to rise to the challenges we face in a fast-changing industry.”
The new logo features a design based on scripted text rather than a traditionally lettered design like the current Kia logo. It’s made to look more like a signature.
Photo courtesy of Kia Motors
The automaker says that the new design features “symmetry”, “rhythm”, and “rising” elements that “embody Kia’s confidence and commitment to customers”. It also “represents Kia’s ambitions to establish a leadership position in the future mobility industry by revamping nearly all facets of its business”.
Kia is a part of Hyundai Motor Group, which is also home to the Hyundai, Genesis, and Ioniq brands.
The logo is joined with a new brand slogan: “Movement that inspires”. It replaces “the power to surprise” and “give it everything”, which have been used in the past few years.
Kia launched the logo with a record-breaking pyrotechnic display in the skies above Incheon, Korea. The event included 303 pyrodrones launching hundreds of fireworks in a synchronized artistic display. This set a new Guinness World Record for ‘Most unmanned aerial vehicles (UAVs) launching fireworks simultaneously’. You can watch the spectacle below.
New Logo Unveiling Show | Livestream Highlight | Kia
Kia plans to reveal more about its new brand identity on January 15, the day before the Stellantis merger is finalized. A new brand purpose and strategy will then bring revealed, with industry onlookers hoping that it brings new clarity for the direction of the Kia lineup, which exists currently as mish-mash of well-made, reasonably-designed vehicles currently without a cohesive theme.
The logo and slogan change is another part of the Kia ‘Plan S’ long-term business strategy, which plans for the introduction of a bevy of new models in the coming years.