Kia has unveiled a new corporate logo and global brand slogan that seeks to embody the automaker’s transformation and a redefined brand purpose. The new logo represents Kia’s aspirations of establishing a leadership position globally by redesigning all aspects of its business. A new brand purpose and strategy is expected to be revealed on January 15.
The logo symbolises Kia’s brand values and, in turn, the value proposition it promises to offer customers through future products and services, and the experiences thereof. Kia’s new logo resembles a handwritten signature with the unbroken contours representing Kia’s commitment to evoke “moments of inspiration”, while the overall symmetry showcases confidence. The rising contours of the logo seek to represent Kia’s rising ambitions for the brand and its offerings for its customers.
“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 was unveiled during the course of a record-breaking pyrotechnic display in the skies above Incheon in South Korea. The event witnessed 303 pyrodrones launching tens of hundreds of fireworks in a synchronized artistic display, lending ignition to Kia’s new beginning. This set a new Guinness World Record for ‘Most unmanned aerial vehicles (UAVs) launching fireworks simultaneously’.
In addition, Kia revealed its new global brand slogan, ‘Movement that inspires’. Details about Kia’s new brand strategy, including brand purpose and philosophy as well as application to Kia’s future product line-up, will be shared through the digital ‘New Kia Brand Showcase’ event to be held at 09:00 Korean Standard Time on Friday January 15, 2021 (01:00 CET, January 15 / 16:00 PST, January 14). The event can be viewed on the Kia Global YouTube channel.
The launch of the new logo follows the announcement of what has been called ‘Plan S’ long-term business strategy in 2020. Under Plan S, Kia plans to achieve the apex position in the global car market by focussing on electric vehicles and by introducing a broad range of mobility services, designed to meet the needs and tastes of individuals and local markets.