Industry Report: Kia Motors to Phase in New Corporate Identity

New Look is "Young and Energetic" According to Kia

The fact that Americans only started to get to know Kia and its products ten years ago cant get in the way of the automakers desire to globalize its branding strategy. And the new look wont be so radical as to cause prospective Kia buyers and current customers alike any problems locating a dealer.

Gone is the white oval, the bold KIA letters and bright red background of the current logo, replaced by a white background surrounded by a "richer, deeper red" oval, and matching three dimensional red typeface (color code: M100Y100K30), says the Korean automaker. The new logo is only part of a completely updated corporate identity, which also includes a new look for its retail outlets, and new signage as well as updated business cards and letterhead.

Kia will be one of smartest looking franchises when it all takes effect, with its retail stores and signage taking on contemporary design details in glass and brushed aluminum, which should appeal to the automakers customer younger demographic.

Currently there are different Kia logos being used in different world markets, therefore a consolidation was needed. The new corporate identity will phase in gradually, with the brands 3,000 distributors and dealers throughout the world replacing old signage and then remodeling their dealerships.

The first sign of change on the Korean automakers products will start with the new logo appearing on the upcoming Sportage compact SUV, becoming available in Korea later this month and debuting to the world at the Paris Motor Show in September.

"With the uniform application of the new Kia corporate identity worldwide, we will now ensure the use of the same logo in all markets," stated Yong-Hwan Kim, Kias Senior Executive Vice-President and COO in a press release. "By utilizing the same corporate identity for both domestic and export purposes, I am confident that we are laying the foundation for a more consistent brand image and enhanced brand value as we strive to become a global top five automaker by the end of the decade."

Following the brands global continuity strategy, the new sport utility will get the same Sportage name in all markets, Korea included. This trend should continue as new products are introduced. Recently, Kia introduced a much improved Spectra sedan and 5-door liftback in North America. The same car is dubbed the Cerato in other markets, confusing a market which is becoming more and more global with every passing year.