The boring black oval is set to be replaced.
Car company logos are a huge part of a brand's identity, which is why they don't change very often. Volkswagen recently revealed a minor change to its historic logo, which is supposed to be simpler and friendlier. Among all of the manufacturer logos, Kia's simple black oval with the word 'Kia' in it seems to attract the most criticism. We don't think the badge is too different than Ford's Blue Oval but perhaps Kia's font could be a bit more exciting.
If you are one of the people who would like to see a new logo from Kia, you might be in luck. Trademark filings from Kia with the Korea Intellectual Property Rights Information Service (KIPRIS) indicate that a new logo design is in the cards. Kia applied for these trademarks back in July but they were just recently discovered.
The areas for registration date and application publish date are blank, meaning Kia has yet to receive approval for this new logo design. Shown in both black and red, the new logo is a stylized version of the word 'Kia' that looks awfully similar to the design shown on the Kia Imagine Concept earlier this year at the 2019 Geneva Motor Show. The only difference on the Imagine Concept was that the logo was illuminated in white.
Kia has recently adopted a sportier and more youthful vibe, so we believe it is time for the company to reimagine its logo. The company has even experimented with putting a different badge on its flagship sports sedan, the Kia Stinger, but ultimately decided to leave the black oval for better brand recognition in the US market.
Since the logo has yet to be approved, we aren't sure when it could first appear on a production car. It is also too early to tell if this new logo will be used on all Kia models or only certain ones. We still don't know if this logo will be used in the US as well or if it will only appear in Kia's home market of Korea.