Kia has unveiled a new brand logo, and a new corporate slogan, which it hopes will propel the marque to new heights in the coming decade.
Logo appears handwritten
Instead of the old, simple, white letters spelling out KIA on a red background, the new logo is far more angular and a little abstract. You can just about see that it still says Kia, but could easily be forgiven for thinking that it might also say KM. "Kia seals its brand promise by developing the new logo to resemble a handwritten signature. The rhythmical, unbroken line of the logo conveys Kia's commitment to bringing moments of inspiration, while its symmetry demonstrates confidence. The rising gestures of the logo embody Kia's rising ambitions for the brand, and, more importantly, what it offers customers" said a Kia spokesperson.
World drone record
"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."
To show off the new logo, Kia decided to set a world record for 'Most Unmanned Aerial Vehicles (UAVs) Launching Fireworks Simultaneously.' Now THAT'S the kind of world record we can get behind! Drones with explosives? Where do we sign up? Verified by the people from Guinness World Records, Kia put 303 drones into the air 'launching hundreds of fireworks in a synchronised artistic display, igniting and celebrating Kia's new beginning.'
New brand slogan
To go with the KM badge and the explodey drones, Kia has also come up with a new corporate slogan. Replacing the old 'The Power To Surprise' (because, let's face it, is anyone that surprised anymore that Kia makes good cars?), the new Kia mantra is 'Movement that inspires.' Kia says that the new logo and slogan will form a cornerstone of the company's upcoming 'New Brand Showcase' which takes place next week. The showcase is also a window onto the world of Kia's 'Plan S' which will see it pivot to becoming a largely electric car maker over the coming years.