Kia is getting a facelift in the branding department with the arrival of its new official logo this year.
An announcement released by the company confirms the new emblem is set to launch before the end of 2020, giving the well-known Kia logo a more angular look.
“The new emblem is similar to the one at the Imagine concept car, but it will look a bit different,” Kia Motors President Park Han-woo said.
According to reports, the fresh badge will begin appearing on vehicles in October.
The news first gained traction in December 2019 when the Korea Intellectual Property Rights Information Service published a trademark application filed by Kia showing a revised logo. There is also an ongoing rumor that the automaker might use the new logo exclusively for its hybrid and electric models.
The Imagine concept car was debuted at the 2019 Geneva Motor Show as Kia’s latest electric crossover concept. The model featured a coupe-inspired body covered in six layers of chrome silver paint. It also included no less than 21 screens on the dashboard.
The Kia insignia that appeared on the Imagine model has angular lines for each of the three letters. The upper part of the letter K is connected to the top of the letter I, while the bottom part of the I is connected to the lower part of the A.
This shows a stark contrast to the existing Kia badge that only uses a serif on top of each letter.
The current Kia logo was originally launched in 1994 for the 50th anniversary of the company. It had a minor change in 2004 and has since been used by the company on all its products.
The arrival of a new logo could signal a new direction for the automaker.