• Korean carmaker Kia unveils a new logo and global brand slogan to "ignite its bold transformation for the future."
•The logo features' symmetry', 'rhythm' and 'rising' elements.
• The new slogan is 'Movement that inspires.'
• The launch of the new logo saw the carmaker set a new Guinness World Record for 'Most unmanned aerial vehicles (UAVs) launching fireworks simultaneously'.
Kia says it newly-revealed corporate logo and global brand slogan signifies its "bold transformation and all-new brand purpose".
The new logo resembles a handwritten signature and the rhythmical, unbroken line of the logo conveys its commitment to bringing moments of inspiration, while its symmetry demonstrates confidence, the brand says.
Rapid transformation in the car industry
"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," Song said.
Kia sets new Guinness World Record
The logo was unveiled during a record-breaking pyrotechnic display in the skies above Incheon, Korea. The event consisted of 303 pyrodrones launching hundreds of fireworks in a synchronised artistic display, igniting and celebrating Kia's new beginning. Simultaneously, this set a new Guinness World Record for 'Most unmanned aerial vehicles (UAVs) launching fireworks simultaneously'.
A new brand purpose and strategy to be revealed on January 15th.
In addition to an all-new logo, they also revealed its new global brand slogan, 'Movement that inspires'. Details on on the new brand strategy, including the brand purpose and philosophy and application to its future product line-up, will be shared through the digital 'New Kia Brand Showcase' event to be held at 01:00am CET, January 15th.
The event can be viewed on its global YouTube channel.
The new logo's launch follows the announcement of Kia's 'Plan S' long-term business strategy in 2020, the company says.