Kia introduces its new brand positioning: Movement that inspires. The concept behind it is that whatever Kia does, every consumer touchpoint, and every product it creates is there to inspire you.
With the new brand positioning, a new logo that was designed by Luc Donckerwolke together with Blackspace, and a unique visual language created by Innocean Berlin and Kia Design Center got introduced.
The graphic system celebrates the new logo by taking inspiration from it, by using parts of the logo to turn them into graphical motifs. These motifs combined allow us to create an easy to use, and modular system which stays recognizable throughout every format.
Along with the graphic system, Kia changed their colors to Midnight Black and Polar White as primary colors. Afternoon Yellow, Forest Green, City Grey as secondary colors, and Kia Live Red as a spot color.
While the primary colors are the dominant colors throughout the visual identity, the secondary colors have special use in photography. Using these different colors allows us to create a strong narrative for every image.
Taking "Movement that inspires" further, we collaborated with artists and neuroscientists to create ideas. These ideas are scientifically proven to inspire people, we created a digital OOH campaign inspired by the movements in nature, as well as a new sound logo and brand music that helps to increase the mind's state of focus.
Art Director - Design
I've been responsible for the visual and photography direction, the overall look and feel and graphic-system.
Project team:Gabriel Mattar, Ricardo Wolff, Bruno Oppido, Teco De Luccia, Jack Christensen, Anna Berlin, Nicolas Holz, Giovanna Pereira, Ana Conrado, Karl Linderoth, Carlos Suárez, Alessia Bellini, Michael Dunker, Martina Teuchnerova, Benjamin Merten