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

Kia's new logo is only part of its completely updated corporate identity. Note: Click on photo album link below for more images. (Photo: Kia Motors America)

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, 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

The upcoming Sportage compact SUV will be the first to sport Kia's updated logo. Note: Click on photo album link below for more images. (Photo: Kia Motors America)

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 automaker's 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 brand's 3,000 distributors and dealers throughout the world replacing old signage and then remodeling their dealerships.