Kia Files Trademark for New Logo

Matt Posky
by Matt Posky
kia files trademark for new logo

While Kia and Hyundai have taken major strides in improving their product lineup, their logos aren’t the prettiest in the industry. This is an extremely shallow way to judge an automobile but, with the companies moving away from their former roles as purveyors of cheap steel, it might be time to freshen up their emblems.

Volkswagen recently did so, and it’s had one of the most consistent logo designs (minus those early swastika/ginfaxi years) you’re ever to come across.

Several trademark applications dated November 26th indicate that Kia might be following suit. The brand has a new design pending with the Korea Intellectual Property Rights Information Service (KIPRIS), and it’s a major departure from the last update.

If you’ll recall, Kia’s previous (2004) logo alteration basically encapsulated the old corporate font inside a metallic oval and did a palette swap with the background. There’s also a red variant the company frequently uses as its corporate banner (below).

According to Motor1, Kia originally filed an application for the new logo over the summer. Meanwhile, Hyundai has been sitting on its slanted H (which looks like an N) since 1992 and appears happy to continue doing so.

From Motor1:

Designed in red and black flavors, the application for the stylized KIA avatar was made back at home with the [KIPRIS]. The fields for the registration date and application publish date are both empty, which means Kia has yet to receive the stamp of approval from the local authorities, but that’s likely only a matter of time. Digging deeper into the search results provided by KIPRIS reveals Kia actually initially applied for these two logos on July 19.

The design is very similar to the illuminated branding shown on the Kia Imagine Concept that debuted earlier this year at the 2019 Geneva Motor Show. However, it’s unclear if the new logo (below) will be used in all markets or for all models. The brand had a stint where it used a separate logo for domestic market vehicles and continues to field special emblems for a handful of models sold in South Korea (e.g. the Stinger). There’s some speculation that the new emblem could be reserved for “new energy vehicles” like the Imagine.

[Images: Kia Motors; KIPRIS]

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  • Bryanska Bryanska on Dec 14, 2019

    The bottom half is missing. It's jarring.

  • Steve S. Steve S. on Dec 24, 2019

    I was looking at a Chevrolet Impala and admiring it's decently handsome lines, but I could never imagine buying one. The biggest turnoff was the logo. The Chevy Bowtie itself is fine, but they've been using the same anodized-gold style bowtie since the mid-1970s and I just hate it. It makes any vehicle its on look dated, frumpy, and cheap. Chevy offers a "blackout" version as an option on some of their cars and trucks and people buy them even though it's a $110 option last time I looked.

  • ToolGuy I blame Canada.
  • Syke This is one of those days when you come up with an article that I just live to comment on. I'm retired from (but still working at three half days a week - retirement was boring) Richmond Honda House, a Honda/Yamaha/Can-Am/Sea Doo dealership. No, I'm not a mechanic. I'm the guy who handles all the recall/warranty claims. Which between the three major brands, and a couple of small Asian brands is enough to keep me busy for about fourteen business hours split across Tuesday thru Thursday. Yes, the Spyders are reliable, but when they do break down they can be a nightmare due to you have to have a laptop plugged into one to do most kinds of service. First hint: You absolutely do not want to do massive aftermarket sound system upgrades to a Spyder. We've had nightmares with them in the past. I swear half our original customers back in the 2008-2010 period bought theirs to turn into a three-wheeled boom box, which would invariably cause voltage fluctuations in the electrical system, thus driving the various black boxes wonky and causing all sorts of problems.Those of you who decry computerization in modern automobiles will find that the Spyder is even more so. I've noticed that the Spyder has gotten a lot better since Bombardier dropped the original V-twin engine (same one that Aprilia used on their 1000's when they first came into the country) in favor of the current triple. Mechanical repairs to the drivetrain have definitely gone down.Used? The more recent models seem to have good reliability. No, not as good as the current Gold Wing, or any generation Gold Wing for that matter, but definitely within acceptable parameters. The older ones, especially the original 2008-2010 models, I'd recommend staying away from. How bad? During the 2008 recession, when motorcycle dealers were desperately hanging on, my office at Honda House was the single best cash flow for the company, totally because of warranty claims and recalls from the original models. Yes, Bombardier has gotten an awful lot better.Oh yeah, the company itself it decent to deal with on a business and support level. From my office, they're my favorite of the three, slightly ahead of Yamaha, and a night and day improvement over Honda. All you have to remember is that you're not dealing with Canadians, you're dealing with Quebecois. Yes, there's a difference, I was married to one for thirteen years.
  • Sgeffe How does this compare to something like the Polaris Slingshot?
  • Lou_BC I just don't like the C - pillar lines. The rear window doesn't flow with the roofline.
  • Lou_BC You'd think that since England is 40 times smaller than the USA, EV's would be a shoe in. Thanks BREXIT.