The new Kia logo: When attitude is everything.
With an apparent drone and firework show reveal, the new logo is supposed to resemble a handwritten signature. Stating, “The rhythmical unbroken line of the logo conveys Kia’s commitment to bringing moments of inspiration, while its symmetry demonstrates confidence.” They go on to say, “The rising gestures of the logo embody Kia’s rising ambitions for the brand, and more importantly, what it offers customers.”
I couldn’t come up with a more corporate statement if I tried. So, Good Job Kia! Like GM, the new logo was intended to follow their brand’s new purpose and values including commitment to electric vehicles. Which I do feel is completely a blanket statement that a lot of car manufacturers will be following in the next few years. But getting back to the story.
The new logo, kind of resembles NASA’s worm logo, and it kind of has that ambigram design to it, if it wasn’t for the K. But therein lies the issue. If you didn’t know this was KIA, would you be able to read what it says? Obviously, once it’s on a car, or advertisement for the brand, you’ll instantly get it, but unlike GM, this totally breaks from the brand’s past. Which I guess makes sense.
I remember in the 90s, Kia was a cheap, not well-made car you bought because you couldn’t afford anything else. Then around 2009 that all changed. They got new designers, new branding and the cars started becoming cool and interesting. They also became pretty dependable. They even sell cars that rival Mercedes and BMW. I bet you didn’t know about this guy (Show off K900) and I’m guessing that’s why they want to change their look. Again.
Now, I’m getting very 90s vibes off this logo, something about the angles and aggressive font style, but then again, Kia has been going this route with all their vehicles for a few years now. I mean look at the 2010 Kia Forte vs what they’re pushing now.
This is one of those cases where the badge or the logo doesn’t match the car anymore. It’s essentially a different brand. So, originally, I was not in love with this logo, and I’m still not. Let’s be clear here. But I do think it’s better than GM’s updated branding. While I don’t buy that they did this for EV purposes, I do believe the brand is changing, it’s becoming a different entity. A new car with a new market and they want to show it.
Let me know in the comments what you think about this new logo. Love it? Hate it? Don’t really care? Sound off below.