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Kia officially enters new era with fresh logo and slogan change from 'The Power to Surprise' to 'Movement that inspires'

The fresh logo “features ‘symmetry’, ‘rhythm’ and ‘rising’ elements that embody Kia’s confidence and commitment to customers”.

Kia has revealed a fresh logo and a slogan change as it officially enters a new era where electrified powertrains and autonomous driving are likely to be dominant themes.

Signalling Kia’s “bold transformation and all-new brand purpose”, the logo represents the South Korean company’s “ambitions to establish a leadership position in the future mobility industry by revamping nearly all facets of its business”.

More literally, Kia says the logo resembles “a handwritten gesture”, with its “rhythmical, unbroken line” conveying its “commitment to bringing moments of inspiration, while its symmetry demonstrates confidence”.

Kia president and CEO Ho Sung Song said: “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.”

Meanwhile, Kia’s slogan has changed to ‘Movement that inspires’, having previously been ‘The Power to Surprise’, with its new brand strategy to be revealed at 11:00am on Friday, January 15.

As reported, Kia revealed its ‘Plan S’ long-term business plan last January, with it headlined by the release of 11 all-electric models by 2025, the first of which is set to be revealed later this year.