Kia has now officially unveiled its new logo alongside a new global brand slogan, “Movement that Inspires”, in a fireworks display above the city of Incheon, Seoul. The carmaker says that the new logo signifies its ambitions to become a leader in the industry by revamping nearly all facets of its business.
First seen on the 2019 Kia Imagine concept car, the new logo completely moves away from the iconic oval-shaped border that has been the hallmark of the brand’s logo since 1994.
Designed to resemble a handwritten signature, Kia claims that the unbroken lines of the logo represents the company’s “moments of inspiration”, while its symmetry signifies confidence. The rising appearance of the logo also supposedly embodies the carmaker’s rising ambitions for the brand and what it offers customers.
Kia President and CEO, 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,” he added.
The new logo was unveiled in a pyrotechnics display in the night skies of Incheon, which saw 303 pyrodrones launching hundreds of fireworks in a synchronized display.
Aside from outdoing many of the fireworks display on the recent new years celebrations around the world, Kia’s efforts also managed to set a new Guinness World Record for ‘Most unmanned aerial vehicles (UAVs) launching fireworks simultaneously’.
The new logo will be the serve as the driving force for Kia’s new brand strategy, which is set to be announced on the 15th of January. The New Kia Brand Showcase event will further reveal details of its new brand purpose and philosophy, and its application on the brand’s future product line-up.
The new brand image is a part of Kia’s ‘Plan S’ long-term business strategy, outlining Kia’s ambitions to become a leader in the global car market with a focus on electric vehicles and a broad range of mobility services, tailored to meet the needs and tastes of individuals and local markets.