Instead of a run-of-the-mill press release, Kia took to the sky with a record-breaking pyrotechnic display in Incheon, Korea, to present its new logo.
Said to feature ‘symmetry’, ‘rhythm’ and ‘rising’ elements, it represents the automaker’s ambitions to nab a leading spot in the future mobility industry by pressing the hypothetical reset button and reinventing itself, with emphasis on the launch of new electric vehicles and the introduction of mobility services, among others.
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“Kia’s new logo represents the company’s commitment to becoming an icon for change and innovation”, said the brand’s President and CEO, Ho Sung Song.
“The automotive industry is experiencing a period of rapid transformation, and Kia is proactively shaping and adapting to these changes”, he added. “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.”
In addition to putting the spotlight on its new logo, which was first shown back in 2019 at the Geneva Motor Show on the Imagine Concept, Kia also disclosed its new brand slogan, ‘Movement that Inspires’, which replaces ‘The Power to Surprise’.
After the new logo and slogan went official, Kia will present its new strategy next week. The ‘New Kia Brand Showcase’ event, which is scheduled for January 14 at 7:00 p.m. ET (Jan. 15 1:00 a.m. CET), will be live streamed on the automaker’s YouTube global channel.