Kia Motors Corp. lit up the sky in Korea at 5 a.m ET with a huge fireworks display to unveil a new logo and slogan.
Part of the three-minute live-streamed event was captured in a video that has already garnered over 100,000 views on YouTube alone. The automaker set a new Guinness World Record for most unmanned aerial vehicles (UAVs) launching fireworks simultaneously.
Kia’s new brand slogan is “Movement that inspires.” The new logo features “symmetry, rhythm and rising elements that embody Kia’s confidence and commitment to customers,” according to the automaker.
The logo resemble a handwritten signature.
“Kia’s new logo represents the company’s commitment to becoming an icon for change and innovation,” said Ho Sung Song, Kia president and chief executive officer, in a release. “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.”
The logo is part of Kia’s “Plan S” long-term business strategy, announced in 2020. Objectives include taking a leading position in the global car market. Part of the strategy is popularizing electric vehicles and introducing a broad range of mobility services tailored to meet the needs and tastes of individuals and local markets, according to the automaker.
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 during another YouTube livestream from Korea on Jan. 15.