Kia’s new logo / Kia Motors homepage
[뉴스1] Reporter Minseok Kim = Kia Motors replaced the logo (CI) and slogan after 30 years in order to proactively respond to the rapidly changing mobility market. It is to leap beyond an internal combustion car manufacturer to a future mobility service company.
According to the industry on the 7th, Kia Motors held a’Logo Unveiling Event’ that unveils a video of a total of 303 drones drawing a new logo in the night sky the day before and released a new logo’KIA’.
The new logo is in the form of the existing Kia Motors minus the Motors and the circle surrounding it. In addition, the English letter’KIA’ was expressed in a futuristic and sleek design. Kia Motors introduced a new logo design through the concept car’Imagine by Kia’, which was exhibited at the’Geneva Motor Show’ in March last year.
Following the logo, Kia Motors will change the company name to KIA. The company name changed in March 1990 from Kia Industries to Kia Motors for more than 30 years. Kia changed its name to Kyungsung Precision Industries in 1944, Kia Industries in 1952, and Kia Motors in 1990.
Photo courtesy = Kia Motors
Kia Motors also changed its slogan from’The Power to Surprise’ to’Movement that inspires’. It can be interpreted as implying flexibility rather than strength, and the meaning of constantly moving according to customer needs.
Kia Motors plans to announce the meaning of the slogan, future brand orientation and strategy through the’New Kia Brand Showcase’ on the 15th.
The new logo and slogan of Kia Motors is in line with the mid- to long-term strategy’Plan S’announced earlier last year. Kia Motors has repeatedly expressed its willingness to go beyond an internal combustion locomotive manufacturer to become an electric vehicle and future mobility service company.
Kia Motors President Song Ho-sung said, “We are pursuing a major change in all brand assets, including our mission and corporate image (CI),” in a New Year message sent to executives and staff members. Will pursue “.
Previous Kia logo / Photo = Insight
Photo courtesy = Kia Motors
President Song said that 2021 will be an important year when all the order in the market is reorganized, and emphasized that △brand relaunch △build a customer-centered management system △convert to future business.
In fact, after the announcement of’Plan S’, Kia Motors continued to improve its constitution through reorganization. In December of last year, in order to realize customer-centered values, the dualized customer experience headquarters was converted into four organizations: △Customer Purchasing Experience Division, △Ownship Experience Division, △Brand Strategy Office, and △Customer Experience Planning Office.
The logo, company name, and slogan changes that follow are expected to serve as an opportunity to launch’Plan S’in earnest.
Through Plan S, Kia Motors plans to intensively promote △leading the popularization of electric vehicles, △starting electric vehicles and self-driving-based mobility services, and expanding the purpose-based mobility (PBV) business.
Photo courtesy = Kia Motors
Through this, in 2025, it plans to equip a lineup of 11 electric vehicles across all car classes. Following this year’s first model CV (project name), various new models such as passenger cars, SUVs, and MPVs (multipurpose vehicles) will be introduced. Through this, the goal is to sell 500,000 electric vehicles and 1 million eco-friendly vehicles by 2026.
Meanwhile, Kia Motors’ new logo was developed with three design concepts: △Symmetry, △Rhythm, and △Rising.
‘Balance’ represents not only customer satisfaction in existing business areas, but also the confidence to present a new customer experience through future-oriented products and services, and’Rhythm’ represents the promise of constantly moving and changing according to customer needs, ‘Means Kia’s passion to leap to a new brand from a true customer perspective.