Kia uses 303 drones to unveil new logo

Next week, Korean automaker Kia promises to present its new “brand purpose and strategy” to the world. Should be quite the announcement based on the warmup event staged on January 6 just to unveil the company’s new logo and slogan.

The slogan is “Movement that inspires.” The logo, well, you can judge for yourself whether it presents Kia with clarity. But perhaps that doesn’t matter since the company says the logo features “symmetry, rhythm and rising,” embodying Kia’s confidence and commitment to its customers.

Oh, and in displaying the new logo at Incheon, Korea, Kia claims a Guinness World Record for “most unmanned aerial vehicles launching fireworks simultaneously.” The new logo was unveiled by 303 pyrodones launching fireworks in a synchronized display.

“The introduction of the new logo represents Kia’s ambitions to establish a leadership position in the future mobility industry by revamping nearly all facets of its business,” the company said.

“The logo is a symbol of Kia’s new brand purpose and the values it promises to offer customers through future products and services, and the experiences these enable. Kia seals its brand promise by developing the new logo to resemble a handwritten signature.”

Kia promises more to come January 15 when it reveals its new brand purpose and strategy.

Kia Motors Corporation was founded in 1944 as Kyungsung Precision Industry, maker of steel tubing and bicycle parts, and in 1951 introduced Korea’s first domestically manufactured bicycle. A year later, it changed its name to Kia Industries and soon started producing motorcycles under a license from Honda and cars and trucks under license from Mazda. It also assembled Fiat and Peugeot vehicles and in 1986 formed a partnership with Ford. Since 1997, it has been affiliated with Hyundai.