Kia Unveils New Logo And Slogan In Fiery Fashion

A spectacular display of drones and fireworks accompany the debut of a new logo and slogan for Kia. 

Kia kicks off the new year with a bang by unveiling its new corporate logo and slogan, ‘Movement That Inspires’, during a record-breaking fireworks display in the skies above Incheon, South Korea. 

In a stunning display of excess, Kia has utilised 303 drones to not only put on a rather good synchronised artistic drone flying routine before arranging themselves into the newly launched logo, but these pyrodrones also then proceeded to launch hundreds of fireworks for the grand finale of the logo reveal. 

This pyromaniac’s wet dream was further accompanied by a massive firework display set off from the ground. Just to add that touch more pizzazz into the already spectacular drone performance. 

The full performance of this stunning display of pyrotechnics and technology, which has incidentally clinched the Guinness World Record for ‘Most unmanned aerial vehicles (UAVs) launching fireworks simultaneously’, can be viewed in the video below: 


As for the new logo, much like what was reported on prior, the new simplified design will replace the current iteration logo which consists an oval encircling the word ‘KIA’ in capital letters. The ‘Movement That Inspires’ corporate slogan meanwhile replaces the existing ‘The Power To Surprise’ tagline which has been in use since 2012. 

Featuring ‘symmetry’, ‘rhythm’ and ‘rising’ elements that embody Kia’s confidence and commitment to customers, the South Korean automaker asserts that this new corporate logo symbolises the firm’s new brand purpose and the values it promises to offer customers through future products and services, and the experiences these enable. 

Marketing fluff aside, what is for certain is that this new brand identity is integral to Kia’s aggressive EV shift in the coming years as part of its Plan S future product strategy. With the aim to launch 7 new EV models by 2027, more details on this new brand purpose and strategy is to come during its digital ‘New Kia Brand Showcase’ event on the 15th of January. 

PRESS RELEASE: Kia has revealed its new corporate logo and global brand slogan that signify the automaker’s bold transformation and all-new brand purpose. The introduction of the new logo represents Kia’s ambitions to establish a leadership position in the future mobility industry by revamping nearly all facets of its business.

The logo is a symbol of Kia’s new brand purpose and the values it promises to offer customers through future products and services, and the experiences these enable. Kia seals its brand promise by developing the new logo to resemble a handwritten signature. The rhythmical, unbroken line of the logo conveys Kia’s commitment to bringing moments of inspiration, while its symmetry demonstrates confidence. The rising gestures of the logo embody Kia’s rising ambitions for the brand, and, more importantly, what it offers customers.

“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.”

Kia Plan S EV CEO

The new logo was unveiled during a record-breaking pyrotechnic display in the skies above Incheon, Korea. The event saw 303 pyrodrones launching hundreds of fireworks in a synchronized artistic display, igniting and celebrating Kia’s new beginning. 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 15

In addition to an all-new logo, Kia revealed its new global brand slogan, ‘Movement that inspires’. Details on Kia’s new brand strategy, including brand purpose and philosophy as well as application to Kia’s future product line-up, will be shared through the digital ‘New Kia Brand Showcase’ event to be held at 09:00 Korean Standard Time on Friday January 15, 2021 (01:00 CET, January 15 / 16:00 PST, January 14). The event can be viewed on the Kia Global YouTube channel.

The launch of the new logo follows the announcement of Kia’s ‘Plan S’ long-term business strategy in 2020. Under Plan S, Kia, among other objectives, has the ambition to take a leading position in the global car market. This is focused on popularizing electric vehicles and introducing a broad range of mobility services, tailored to meet the needs and tastes of individuals and local markets.

Joshua Chin

Automotive journalist. Professional work on and Personal writing found at Instagram: @driveeveryday

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