Kia Unveils New Logo, Which Should Sell 0 Vehicles

Kia is in the midst of a branding effort. It has included the renaming of the Kia Optima to the Kia K5 and continues now with a new logo. The latter should have zero impact on new car sales.

At the same time, Kia introduced a new slogan as well: Movement that inspires. That, too, should have zero impact because after a decade of closely following Kia, I couldn’t tell you the slogan it replaces if you paid me $100.

I would have paid $100, though, to see the actual unveiling of the logo because it set a Guinness World Record. In the skies above Incheon, Korea, 303 pyrodrones launched hundreds of fireworks in a synchronized display. This set the record for most unmanned aerial vehicles (UAVs) launching fireworks simultaneously. Watch it below. It’s pretty impressive.

Now that the pretty stuff is over, back to the logo. Kia announced, “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.”

That has to be somewhat of a nod towards the Hyundai logo, no? It symbolizes two people shaking hands.

The announcement continues, “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.” Whatever that means.

On Jan. 15 (technically Jan. 14 in the United States), 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. The event can be viewed on the Kia Global YouTube channel.

OK, without scrolling back up, test yourself. What is Kia’s new slogan? Which begs the question, will a new logo and slogan have an impact on your car buying decisions? Comment below. By the way, it’s “Movement that inspires.” And, yes, I had to scroll up.

Keith Griffin covers Hyundai and Kia at Torque News. He has been writing continuously about cars since 2002. Keith used to be a researcher/writer for US News & World Report, as well as numerous car sites, including Carfax and Car Gurus, and a contributor to The Boston Globe. Most recently, Keith was the managing editor for American Business Media. Follow Keith at @indepthauto on Twitter, on @LinkedIn and on his Indepth Auto Facebook page.