Kia Motors reveals angular logo that "resembles a handwritten signature"

South Korean car manufacturer Kia Motors has unveiled a new logo, which connects the letters of its name in an unbroken line.

Kia Motors' new logo was revealed in a drone-based fireworks show that set a world record for the most unmanned aerial vehicles launching fireworks simultaneously.

It consists of the brand's name written in an angular font, with the letters connected to give an impression of being handwritten.

Kia's new logo is designed to resemble a handwritten signature

"Kia seals its brand promise by developing the new logo to resemble a handwritten signature," said the car manufacturer.

"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."

The logo replaces Kia's previous badge, which was updated in 2004

The logo replaces the company's previous logo that spelt out Kia with separate red letters, which was introduced in 1994 and updated in 2004.

This in turn had replaced a logo topped with a blue wave that was used in the late 80s and early 90s, with a green upside-down Q and a triangular logo used before that.

The logo was revealed in a drone-based firework show

According to the car manufacturer the signature logo was designed to represent Kia Motors's "new brand purpose and the values". This includes a focus on creating electric vehicles and other mobility services beyond traditional cars.

"The launch of the new logo follows the announcement of Kia's 'Plan S' long-term business strategy in 2020," said Kia.

"Under Plan S, Kia, among other objectives, has the ambition to take a leading position in the global car market. This is focused on popularising electric vehicles and introducing a broad range of mobility services, tailored to meet the needs and tastes of individuals and local markets."

Kia Motors joins a raft of car manufactures to recently rebrand, with Vauxhall, Toyota, Nissan and BMW all revealing new logos in 2020.

British carmaker Vauxhall has created a flat, minimal version of its griffin emblem, while German car manufacturer BMW rebranded with a flat logo that has a transparent backdrop.

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