Kia today revealed its new corporate logo and global brand slogan which, it said, “signify the automaker’s bold transformation and all new brand purpose”.

“The introduction of the new logo represents Kia’s ambitions to establish a leadership position in the future mobility industry by revamping nearly all facets of its business.”

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The new logo is supposed 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.”

Ho Sung Song, President and CEO, said: “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.”

The new logo was unveiled during a record-breaking pyrotechnic display in the skies above Incheon, Korea. The event saw 303 pyrodrones launching hundreds of fireworks in a synchronised display. This set a new Guinness World Record for ‘Most unmanned aerial vehicles (UAVs) launching fireworks simultaneously’.

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Kia will announce its new “brand purpose and strategy” on 15 January.

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its new global brand slogan is ‘Movement that inspires’.

The new logo follows the ‘Plan S’ long-term business strategy announced in 2020 focused on popularising electric vehicles and introducing a broad range of mobility services.