Kia is starting the new decade with a change in its corporate logo, a move to signify the Korean carmaker’s bold transformation. The introduction of the new logo represents the 76-year old company’s ambitions to establish a leadership position in the future mobility industry by revamping nearly all facets of its business.
The logo is a symbol of Kia’s new brand purpose and the values it promises to offer customers through future products and services, and the experiences these enable. “Kia’s new logo represents the company’s commitment to becoming an icon for change and innovation,” said Ho Sung Song, Kia’s President & 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 has been designed to resemble a handwritten signature. The rhythmical, unbroken line is said to convey the company’s commitment to bringing moments of inspiration, while its symmetry demonstrates confidence. The rising gestures of the logo embody Kia’s rising ambitions for the brand, and, more importantly, what it offers customers.
The new logo was unveiled during a record-breaking pyrotechnic display in the skies above Incheon, Korea. The event saw 303 pyrodrones launching hundreds of fireworks in a synchronized artistic display, igniting and celebrating Kia’s new beginning. This set a new Guinness World Record for ‘Most unmanned aerial vehicles (UAVs) launching fireworks simultaneously’.
Its global brand slogan is also changed to ‘Movement that inspires’. With this change, there will also be a new brand strategy but it will only be revealed on January 15. To be through the digital ‘New Kia Brand Showcase’ event on Kia YouTube channel, the global audience will also get to understand the brand purpose and philosophy, as well as application to Kia’s future product line-up.
The launch of the new logo follows the announcement of Kia’s ‘Plan S’ long-term business strategy in 2020. Under Plan S, Kia, among other objectives, has the ambition to take a leading position in the global car market. This is focused on popularizing electric vehicles and introducing a broad range of mobility services, tailored to meet the needs and tastes of individuals and local markets.
