Korean brand debuts long-awaited, overhauled logo and slogan, ushering in the electric age.
More than a year after it was first discovered in Korean trademark filings, Kia has unveiled its all-new logo, replacing the current elliptical design first introduced in 1994.
The new logo, first previewed on the 2019 Imagine concept car, and later spied on a range of prototype vehicles in Korea throughout 2020, adopts a more modern, straight-edged design than its predecessor, connecting the letters K, I and A in a “rhythmical, unbroken line [that] conveys Kia‘s commitment to bringing moments of inspiration”, the brand says.
Alongside the new logo comes a new global slogan, “Movement that Inspires”, replacing the current “The Power to Surprise” tagline in use since 2005.
“Kia’s new logo represents the company’s commitment to becoming an icon for change and innovation”, said Ho-Sung Song, President and CEO of Kia Motors.
Above: the Imagine concept from 2019, offering an early look at the now official new logo
“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”, he added.
Further details of Kia’s new brand strategy and how the new logo will be applied to its model range will be announced on 15 January 2021, via a YouTube livestream.
It’s all-but-confirmed the January 15 presentation will include some mention of the Korean brand’s electric vehicle (EV) offensive, which recent patent filings unearthed by The Korean Car Blog reveal will benefit from the new corporate logo, with the carmaker trademarking EV2, EV3, EV5 and EV6 monikers, pointing towards a size-based, numeric EV line-up similar to sister Hyundai‘s Ioniq 5, Ioniq 6 and Ioniq 7 models.
The redesigned logo was unveiled during a pyrotechnic display in Incheon, Korea, which used 303 pyrodrones to successfully break the record for the ‘most unmanned aerial vehicles launching fireworks simultaneously’.
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Movement that inspires: Kia reveals new logo and slogan
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