Kia unveils new logo ahead of EV push

Kia has officially unveiled its much leaked new logo at an eye-catching event in the South Korean city of Incheon.

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Derek Fung
Derek Fung
Journalist
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Kia’s current logo, which dates all the back to 1994, will soon be replaced by a new design that the company says resembles a handwritten signature.

According to the firm, “The rhythmical, unbroken line of the logo conveys Kia’s commitment to bringing moments of inspiration, while its symmetry demonstrates confidence”.

Thanks to its triangular letter A without a middle bar, the new logo does keep some links to the company’s past.

The new logo was first used on the Imagine by Kia concept in 2019 and since then has popped up in trademark filings, as well as the company’s revamped corporate headquarters.

On January 15 Kia will give further details about its new strategy and the rollout of its new look.

As part of “Plan S”, which was announced in 2020, Kia sees its goal as “popularising electric vehicles and introducing a broad range of mobility services, tailored to meet the needs and tastes of individuals and local markets”.

Autocar believes next week’s event could see the debut of a car based on the company’s new dedicated electric vehicle platform.

Dubbed e-GMP, the new architecture is being developed with Hyundai and will underpin a raft of new EVs across the Hyundai, Kia and Genesis brands.

Trademark filings discovered by The Korean Car Blog indicate Kia will use alphanumeric names, from EV2 through to EV6, for its new range of dedicated electric cars.

The logo-unveiling event in Incheon is will be certified by Guinness World Records for “most unmanned aerial vehicles (UAVs) launching fireworks simultaneously” with 303 drones setting off a choreographed pyrotechnics display.

In addition to a new logo, the company is also changing its tagline from “The Power to Surprise” to “Movement that Inspires”.

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Derek Fung
Derek Fung
Derek Fung is a Journalist at CarExpert.
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