Kia has officially unveiled their new logo in an event featuring some dazzling fireworks and a Guinness World Record breaking 303 synchronized pyro-drones that spelled out the new logo in the sky above the city of Incheon, South Korea. This is the most number of unmanned aerial vehicles (UAVs) launching fireworks simultaneously.
The new logo will go along with the updated slogan “Movement that Inspires” replacing the “Power to Surprise” catchphrase. The revised logo retains the “KIA” letters but introduces a more modern, angular font which also features a horizontally and vertically symmetrical design. The company says the unbroken line represents confidence, while its rising appearance embodies Kia’s increasing ambitions for its brand and what it offers to the customers.
The old oval logo known to us was there since 1994 and apart from a minor tweak in 2004, remained pretty much unchanged. Now the new Kia models will begin to use the new logo as their badge inside and outside soon, and branding has already been updated on Kia worldwide social media platforms.
Commenting on the occasion the President and CEO of Kia Ho Sung Song said:
“Kia’s new logo represents the company’s commitment to becoming an icon for change and innovation. 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.”
After revealing the new logo, Kia will unveil its new brand strategy on 15th January where it will announce its brand purpose and philosophy as well as their application to its future product lineup including a mass ramp-up of EVs through 2025 and a rapid expansion into what the company calls purpose-built vehicles (PBVs). These are runabouts dedicated to new mobility enterprises such as ride-hailing, robo-taxis and on-the-go e-commerce.
The new corporate identity revamp is part of Kia’s long-term Plan S business strategy that sees it aiming to become a leader in the global market, with a focus on electric vehicles and mobility services.