KIA MOTORS BRAND REDESIGN
Logo redesign, stationery package, and brand guidelines for Kia Motors.
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Project Brief: Redesign the logo of a real/fictional company, and then create a stationery set and a branding guideline booklet.
When it comes to the brand image of Kia Motors, some consumers still have a negative perception on the quality of Kia’s products. However, Kia has made strides in vehicle quality and automotive design in recent years.
In my brand redesign, my aim is to give Kia a new brand image that both connects them with their origins and provides them with a fresh identity that complements their current automotive design language.
California Baptist University
Class: GDM310 – Intermediate Design
Instructor: Pam Weaver
Project: “Branding Package”
Term: Summer 2017
Original Kia Motors logo (left), redesigned logo (right)
LOGO PROCESS
LOGO PROCESS
I explored a variety of directions for my initial concepts, which ranged from different treatments of the Kia name, to lettermarks and more abstract forms.
Ultimately, I went in the direction of keeping the Kia wordmark to maintain the brand’s connection to their roots.
Initial Sketches
Digital Rough Drafts
Final Drafts
STATIONERY SET
STATIONERY SET
In keeping with the corporate nature of Kia Motors, I kept the stationery design uncluttered to better fit into a professional environment. Here, the logo treatment forms an abstract pattern that evokes a tire tread.
BRAND GUIDELINE BOOKLET
BRAND GUIDELINE BOOKLET
Ease of use. That was the mantra that I stuck with in designing the brand guideline booklet, so that the various directions and rules could be understood by the reader.
Usage of this booklet can also be expanded to dealerships, so that their branding is consistent with the overall image of Kia Motors.
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