Why Kia unveiled a new brand logo and slogan

TOKYO – Kia has unveiled a new, more present day, script-like brand name brand to switch its aged oval mark and enable jumpstart the South Korean carmaker’s prepared brand name relaunch.

As section of the makeover, Kia Motors Corp. has also adopted a new slogan: Movement that Evokes. The new emblem and catchphrase were being both unveiled Wednesday for the duration of a pyrotechnical display in the skies previously mentioned Incheon, South Korea, that utilised 303 drones launching fireworks.

“The introduction of the new brand represents Kia’s ambitions to build a leadership posture in the foreseeable future mobility field by revamping just about all sides of its organization,” Kia said in a release.

The reworked brand and clean tagline will herald an current organization approach that Kia CEO Ho Sung Music plans to unveil on Jan. 15. In an job interview with Automotive Information late final year, Music said Kia would dump its long-in-the-tooth oval and embark on a brand name “relaunch” this thirty day period.

The Jan. 15 celebration, dubbed a digital “New Kia Model Showcase,” will define the overhaul.  

Music wishes Kia wishes to ramp up of mass generation of electrical cars through 2025 and rapidly grow into what the firm phone calls goal-created cars, or PBVs. These are runabouts committed to new mobility enterprises such as journey hailing, robotaxis and on-the-go e-commerce.

All informed, Kia is investing $25 billion in new systems through 2025.

“The automotive field is suffering from a interval of rapid transformation, and Kia is proactively shaping and adapting to these adjustments,” Music said in the company’s Jan. six statement. “Our new brand represents our need to encourage clients as their mobility wants evolve, and for our personnel to increase to the problems we encounter in a rapidly-shifting field.”

The new logo’s rhythmical, unbroken line conveys “Kia’s commitment to bringing moments of inspiration,” the firm said, linking the look to the brand’s new slogan.

Kia has been working with variants of its latest brand –- with the term KIA encircled by an oval –- given that 1994, with small tweaks in 2004 and 2012. The new badge adopts a stylized, nearly runic, script in which the capital letters K-I-A are joined with a present day aptitude. Kia teased a version of it on the Imagine electrical concept vehicle it showed at the 2019 Geneva automobile present.