Kia has unveiled its new corporate logo and global brand slogan, which the Korean carmaker says signifies a “bold transformation” that will help it to achieve “a leadership position in the future mobility industry”.

“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,” says the company regarding the new design, which is claimed to resemble a handwritten signature.

“Kia’s new logo represents the company’s commitment to becoming an icon for change and innovation,” adds Kia’s president and CEO, Ho Sung Song. “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.”

The new logo was unveiled during an elaborate pyrotechnic display in the skies above Incheon, Korea. The event saw 303 pyrodrones launching hundreds of fireworks in a synchronised artistic display, celebrating Kia’s new beginning. This also set a new Guinness World Record for ‘Most unmanned aerial vehicles (UAVs) launching fireworks simultaneously’.

In addition to an all-new logo, Kia revealed its new global brand slogan, namely, ‘Movement that inspires’.

The launch of the new logo follows the announcement of Kia’s ‘Plan S’ long-term business strategy in 2020, which is aimed at popularising electric cars and introducing a broader range of mobility services.