- Kia Motors’ trademark application is pending in Korea.
- Kia Motor India told us that nothing on the new corporate identity has been decided.
- The new logo has been used on recent Kia concept cars.
Kia Motors Corporation could soon formalize its change of logo. Trademark applications dated November 26 are pending with the Korea Intellectual Property Rights Information Service (KIPRIS) for the new logo. We saw this logo on the Imagine concept of the 2019 Geneva Motor Show as well as on the Futuron concept. Kia’s decision to make the logo official indicates the possibility that we will see it on future Kia cars. However, a spokesperson for Kia Motors India told us that the company has yet to embrace a new corporate identity (CI) design.
The spokesperson said: “Kia has always explored different ways to improve its brand image, but currently nothing has been decided on a renewed IC. Any changes to the CI are also reflected on the company’s global website. Changes may follow registrations of new company brands.
Kia has used the same logo for most of its cars since 2004, with the exception of the Korea-Spec Stinger sports sedan and the Mojave SUV. However, recent concept vehicles from Kia have had an illuminated and styled “KIA” without the oval. The trademark applications are for a red and black logo that will likely be used on paper for press releases and possibly other documents.
The logos of the car manufacturers are of little importance to us as journalists. For most consumers, they make as much of a difference as the label on a shirt. But for car manufacturers, the badge represents their entire journey from their creation to the present day. A badge is not just a brand, but a living reflection of the past.
The Kia logo we see today dates back to 1994. It was a time when Kia had just entered the United States after decades of producing and exporting small Fords and Mazdas out of South Korea. Kia’s name literally means “out of Asia”. Expanding operations to other businesses was a goal from the start. It is the 8th largest automaker in the world and sells cars in 172 countries. We can say that Kia has arrived now.
The logo change makes sense for Kia, as its concept vehicles are a departure. The shift from conventional combustion and hybrid cars to electric vehicles requires a major overhaul. In addition to building cars from scratch, Kia has also given them unique abilities. On the one hand, the Futuron and Imagine concepts respond to touches and gestures. Hoping to see the new logo on the Kias production soon.