Industry Report: Kia Motors to Phase in New Corporate Identity

The fact that Americans only started to get to know Kia and its products ten years ago can't get in the way of the automaker's desire to globalize its branding strategy. And the new look won't 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.