Kia changes logo, can it regenerate

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South Korea's Kia Motors has changed its logo six times since its inception, and it is now marked as a 2012 design pattern. Now, South Korean media have revealed that Kia executives have confirmed that Kia will change its logo again this year and expects to officially launch a new logo in October. Logo is a symbol of corporate culture and brand image. Attacking it is a big thing that hurts muscles and bones. So what happened to Kia's bid? Although Kia merged with Hyundai in 2000, it still operates independently and is currently one of the Fortune 500 companies. For companies of this level, changing logos can be a huge cost. According to incomplete statistics, there are about 350 4S stores in China alone. They have to replace store labels, promotional brochures, office documents, and other related products with new labels, which takes time, energy, and a lot of money. But for Kia, it's all worth it. Kia's development has not been smooth in recent years, with global sales of 2.77 million units in 2019, a decrease of 4.48% over the same period last year, and failure to achieve the sales target set for five consecutive years. The performance of the Chinese market is also getting worse and worse. From 2017 to this year, sales have hovered at 300,000 units, while annual sales from 2014 to 2016 were 600,000 units. Faced with a sharp drop in sales, Kia needs a new brand image to regain confidence. Changing the logo may bring new development opportunities. 2. Change the logo to "Flip"? The successful transformation of the logo can indeed play a positive role in the development of the enterprise. When Great Wall Motors subsidiary Haval is not an independent brand, it always uses the Great Wall Motors logo with an oval beacon image. In 2013, the Javier brand became independent and launched the new "HAVAL" logo. "HAVAL" is close to Haval's pronunciation, which accords with the Chinese people's psychological cognition of "English high school". To some extent, the "HAVAL" logo has become a weapon for the rise of the Javier brand. Of course, there are successes and failures. Due to its military background, Changan Automobile adopted the "contradictory" combination logo in the early days, and later evolved into the current "V" shield logo, which means victory and creates brand value. However, during this period, Changan Automobile followed the trend of the letter logo and replaced the "Changan" logo. As a result, the literal translation of Pinyin was criticized as too low, and the brand's reputation was severely damaged. Finally, it must be replaced by a "V" shield logo. Simplifying the change is in line with the trend. The risk of large bid changes is too great, and a little carelessness may cause negative effects. Therefore, most automobile companies just follow the trend of the times and do some "small operations." For example, Ford, Fiat and Volvo have been decorating their logos with English brand names at the core. Mercedes-Benz, Audi and BMW insist on "writing an article" around the symbol of the brand spirit. The change of Kia ’s logo complies with the principle of “everything changes as usual”. It is reported that the brand-new logo is still Kia ’s English interpretation, the oval outer ring is removed, the letter form is simplified, and the overall visual is smooth and scientific. This simple and flat style is also the current trend in automotive industry design. Kia released an all-electric concept car with the new logo "Imagine" last year, but officials said the details of the new logo will be different. At present, the government has not announced which models will use the new logo first, most likely electric vehicles. 4. The core technology is king. Changing the logo can indeed rebuild the brand image, but asking consumers to pay for the logo is unrealistic. Like a woman with her eyelids cut off, whether or not she becomes a fandom depends on her entire face. Consumers will only pay for the power of the product, so Kia wants to borrow a new logo to return to the top and must have new technical support. From Kia's new car plan for 2020, we seem to see a hint of dissatisfaction. The new Kia K5 will be launched in September. The new car uses the latest design language of the Kia family, with smoother lines and more stylish visual effects. The straight-through taillights are well designed and add a little sportiness. Compared to its dazzling exterior, the interior of this new car is too conservative. It is reported that the new car will be equipped with an engine using CVVD technology, which can reasonably control the duration of valve opening under different driving conditions, so that the engine reaches the optimal operating state. It can be seen from the new K5 that Kia has begun to transition to a younger age. At the same time, it is willing to show its core technology without reservation, which shows Kia's determination to establish a new brand image. As to whether we can come back

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