What’s the meaning behind Kia’s new logo and slogan?

Updated Jan 08, 2021 | Same topic: Automotive Industry Updates

Kia goes for a total rebrand. 

Kia has been making moves lately to help its brand come with a bolder and more daring approach. To do just that, the Korean carmaker unveiled its new logo and revamped its global brand slogan. These two changes are said to be the way Kia declares its future transformation.

Kia new logo

The new logo spells the brand’s name in an unbroken manner. According to Kia, the new logo conveys its commitment to bringing moments of inspiration. Kia also hopes that the new and more ambitious logo will embody the brand’s desire to provide more innovative features to customers.

On the other hand, the new brand slogan was first seen from the patent office in Korea, the Korea Intellectual Property Rights Information Service (KIPRIS) last December 2020. As such, Kia will be moving forward with the slogan “Movement that inspires” and will replace its “The Power to Surprise” slogan.

Kia rebrand unveiling

What do you think about Kia's rebranding?

Both the new logo and slogan were unveiled during a record-breaking pyrotechnic display in Incheon, Korea. The event showcases 303 pyrodrones that were synchronized to display the brand’s future transformation in a dazzling display.

“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.”

>>> Related: Kia reveals EV plans, new logo as part of brand relaunch in 2021

Kia Imagine concept

Kia's crossover concept which will sport the new logo

Kia will be hosting the “New Kia Brand Showcase” event that will feature the Korean car brand’s new strategy moving forward. This includes the brand’s purpose, philosophy, and how the transformation will affect its future product lineup. The event can be viewed on the Kia Global YouTube channel that will be held at 8:00 a.m. on Friday, January 15, 2021.

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Rex Sanchez

Rex Sanchez


Rex started off his career in the aviation industry before entering Philkotse as a staff writer. Two things excite him the most: first is staying up to speed with the latest news in the industry that uses engines as their heart and soul. The second is imparting them in a well-detailed manner. His passion for anything with wheels started when he was young – from Tamiyas to family-friendly sedans, and anything in between.

Someday, Rex only wishes to drive on random highways with friends in a third-gen Mitsubishi Delica with aftermarket sunroofs, if he couldn’t get the Starwagon Super Exceed edition.

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