The movement that inspires “logo” breaks records-الحركة التي تٌلهم “شعار” يحطم الارقام

The old Kia logo was the word mark written in large letters but with separate letter shapes, its detail indicating the missing horizontal stripe on the letter “A”, which has remained in the branding. The three characters also had a distinct Serif flick in the top left, a subtle hint of motion transmission. Those details were thrown into the redesign by its in-house team, and the type is now built-in, designed to resemble a handwritten signature, “a rhythmic, unbroken line,” the brand says in a statement. The word sign places a heavy visual emphasis on the sharp-angled “K” and “A” front slopes, and has a new, similarly angled beveled edge to the top left of the “K” and the bottom right of the “A” that mirror each other. The brand says its symmetry “denotes confidence” while the logo’s “rising gestures” (referring to steep slopes) “embodies Kia’s growing ambitions for the brand”. Overall, it conveys this sense of movement from the old logo, but in a more sophisticated way. While the writing is less straightforward than the old logo, the sign nonetheless is a bolder and more cohesive modern symbol.