Kia isn't the only automaker with a redesigned emblem.
Hot on the heels of Kia's brand relaunch, General Motors is the latest automaker to release a new logo as the American auto giant kicks off its "Everybody In" campaign to show its upcoming Ultium Drive electric vehicle platform. This platform will underpin 30 upcoming GM vehicles, which will arrive by 2025.
"There are moments in history when everything changes. Inflection points. We believe such a point is upon us for the mass adoption of electric vehicles," said Deborah Wahl, GM global chief marketing officer. "Unlike ever before, we have the solutions, capability, technology, and scale to put everyone in an EV. Our new brand identity and campaign are designed to reflect this."
Two Ultium-based vehicles, the 2022 GMC Hummer EV and the 2023 Cadillac Lyriq, have already been announced, with more to come later in 2021. GM says its scalable architecture allows for up to 450 miles of driving on a full charge with 0-60 mph performance as low as three seconds. The new "Everybody In" campaign will focus on a new generation of EV buyers, GM's $27 billion investment into building EVs, and highlighting the Ultium platform's capabilities.
"GM has the talent, technology, and ambition to advance a safer world for all, help reduce emissions and accelerate toward our all-electric future," said Wahl. "'Everybody In' demonstrates our intent to lead, while inviting others - policymakers, partners, individuals - to play an active role in moving society forward, whether that's helping to expand infrastructure, advocating for progress in their communities, or simply taking an EV for a test drive to learn about the benefits of EV ownership."
GM decided to update its familiar blue square logo with something more modern and vibrant to go along with the new campaign. GM tasked its designers to create a logo that balances the company's history and trust while also offering a future vision. The new emblem features rounded edges and vibrant blue tones with a lower-case font to create a modern, inclusive feel. GM says the underline beneath the "m" connects to the previous logos, and the negative space inside the letter is supposed to look like a plug.
"This was a project our team took so personally, not just for ourselves but for the 164,000 employees this logo represents," said Sharon Gauci, GM executive director of Global Industrial Design. "At every step, we wanted to be intentional and deliberate because this logo signifies creative and innovative thinking across the global General Motors family."