It is out with the previous, in with the brand new as Kia Motors Corp. kicks off 2021.

Upfront of its relaunch this week as a contemporary, future-looking model, Kia has unveiled a scriptlike brand to interchange the long-in-the-tooth oval mark used for almost three many years.

Additionally on faucet is a brand new model slogan: “Motion that conjures up.”

The logo and tag line are a part of CEO Ho Sung Track’s deliberate model relaunch, to be detailed in full Friday, Jan. 15. The reboot goals to raise the South Korean model’s picture whereas positioning the corporate to change into a world chief in electrical automobiles and new mobility companies.

The brand new brand’s rhythmical, unbroken line conveys “Kia’s dedication to bringing moments of inspiration,” the corporate stated, linking the look to the slogan.

The badge adopts a stylized, virtually runic, script through which the capital letters Okay-I-A are joined with a contemporary flare. Kia teased a model of it on the Think about electrical idea automobile it confirmed on the 2019 Geneva auto present. The corporate has been utilizing variants of the oval brand since 1994, with minor tweaks in 2004 and 2012.

Track needs to parlay Kia’s latest success on the again of sizzling product such because the Telluride crossover into an upmarket transfer from its longtime standing as a cut price model.

“The automotive trade is experiencing a interval of speedy transformation, and Kia is proactively shaping and adapting to those modifications,” Track stated in a press release. “Our new brand represents our need to encourage prospects as their mobility wants evolve, and for our workers to rise to the challenges we face in a fast-changing trade.”