General Motors (GM) and Kia have unveiled new corporate logos. The new logos go in different directions – while the new GM logo is similar in concept to the company’s previous design, the logo for Kia takes a bold new direction.
GM says its logo has only changed five times in 113 years, the last time in 1964.
According to GM, the underline of the ‘m’ in the new design connects to the previous logo and represents the company’s Ultium EV platform, while the “negative space” of the ‘m’ is “a nod to the shape of an electrical plug”. The design also features a colour gradient of vibrant blue tones, meant to evoke the cleaner skies a zero-emissions future will bring as well as reflect the Ultium platform. The rounded edges and lowercase font create a modern and inclusive feel.
“The new brand is optimistic and vibrant,” said Deborah Wahl, Global Chief Marketing Officer at GM. “This new look will roll out quickly across our new materials and facilities during 2021.”
Along with a new website and new marketing campaign titled ‘Everybody In’, GM plans to use this logo to drastically change its public image as it moves to promote mass adoption of EVs.
Kia says its new corporate logo and global brand slogan signify the car company’s “bold transformation and all-new brand purpose”. The roll-out represents Kia’s ambition to establish a leadership position in the future mobility industry by revamping nearly all facets of its business.
“Kia seals its brand promise by developing the new logo to resemble a handwritten signature,” the company said. “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.”
Ho Sung Song, President and CEO of Kia, said the new logo represents the company’s commitment to becoming an icon for change and innovation.
“The automotive industry is experiencing a period of rapid transformation, and Kia is proactively shaping and adapting to these changes,” said 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.”
In addition to an all-new logo, Kia revealed its new global brand slogan, ‘Movement that inspires’. 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 this month through the company’s digital ‘New Kia Brand Showcase’ event.