Looks like Kia is taking a new approach with its branding as recent reports revealed that the automaker filed trademark applications for a new logo design, the same one featured when it unveiled its newest concept car.
Compared to its current logo, the new logo suggests Kia’s resolve to strengthen its image as a modern and innovative carmaker.
The new logo design appears to be a modern interpretation of the company’s popular badge, oval shape with capital letters that spell out the name “Kia.”
Kia filed the application with the Korea Intellectual Property Rights Information Service (KIPRIS) and reportedly forwarded two versions: one in red, one in black, with the red rumored to be getting assigned to the brand’s performance cars. This replicates Honda’s decision to use its red badge on the Civic Type R.
The new logo still spells out the name Kia, but now with a triangular motif and the letters are all connected.
According to the KIPRIS website, the company applied for the trademark on July 19, followed by additional filings on November 26. However, the registration date and publication dates on the document are still left blank, suggesting that approval from the Korean authorities is still pending.
The new logo was previously sighted when it appeared during the unveiling of the Imagine by Kia concept vehicle earlier this year. The only difference, though, is that the logo was in white on the concept car.
How the new logo will affect Kia’s performance both in South Korea and the United States remains to be seen.