Kia’s Roots
1953 to 1964: Kia’s First Logo
1964 to 1986: Kia’s “Q” Logo
1986 to 1993: Entering the United States
1994 to 2004: The Familiar Logo Begins
2004 to 2012: Minor Design Tweak
2013 to 2021: Dawn of Change
2021 to Present: An Electric Focus
Hiding in Plain Sight
The “KN” Controversy
Logos Complete You
New Kia Logos

We look back at Kia’s previous logos, and Kia explains why it went so extreme with its newest one.

Kia Logo History, and the Story Behind the “KN Car” Controversy

Here's how it may have gone down: You came to a stoplight. Your eyes wandered until they landed on the vehicle ahead of you. Because most SUVs and cars look the same today, you looked mindlessly at it until the logo caught your eye. Then you got to your destination and hit up your search engine with "What is a KN car?" or a variation on the theme. "KN is Kia ? Wow, that logo is a terrible design," you might have thought. Or maybe you came to a different conclusion: "What a forward-thinking logo!" Either way, you could call it a marketing success for Kia because the logo went viral and started a rowdy debate online. Is this the first time Kia pushed the design envelope with its branding? Here's a look back at almost 70 years of Kia logos so you can decide for yourself.

Kia’s Roots

But first, it's worth a brief backgrounder on the South Korean automaker. Kia was founded in 1944 under the name Kyungsung Precision Industry. By 1952, it switched things up to become Kia Industries, and that same year it produced Korea's first bicycle, the Samchully. Kia was mostly immersed in producing bikes and motorcycles from that time until the launch of the compact Brisa truck and sedan in 1973 and '74, which marked the beginning of the company's automotive manufacturing business.

1953 to 1964: Kia’s First Logo

Meet Kia's first logo, which debuted in 1953. It's all caps, and the letters are connected within a hexagon shape, surrounded by a gear-type design. This black-themed Kia logo would last until 1964.

1964 to 1986: Kia’s “Q” Logo

If you had trouble deciphering the new "KN," then you may want to sit this one out because what looks like an upside-down "Q" and green adds up to … Kia? The symbol is said to be a "stylized Korean script K," representing a new focus on "quality and innovation." Under this logo came the Brisa pickup in 1973, a vehicle that was spun off the following year to produce its first passenger car, the Brisa sedan. Other vehicles manufactured during this logo's life span included the Bongo.

1986 to 1993: Entering the United States

The return of the actual letters "Kia" in the brand's logo happened with this wavy version that lasted until 1993. A few notable events happened during this design. The automaker's first car was sold in America in 1987 as the Ford Festiva (a version of the Kia Pride hatchback). In 1992, Kia Motors America incorporated in the U.S., which was the same year the Sephia was introduced; the Sportage went into production the following year. And in 1998, Hyundai and Kia merged, though they continue to function independently with their own vehicle lineups.

1994 to 2004: The Familiar Logo Begins

This is probably the design you associate most with the brand, its block-letter theme era that lasted with minor changes until 2021. Kia had once noted about its emblem redesigns: "As time naturally brings change, we felt the need to evolve." By the way, Kia's logos do not change for different global business markets. "There are detailed reference documents provided to each market on the proper use of the logo to maintain brand standards wherever it's viewed," a Kia spokesperson explained to us. "To offer different logos by market would dilute brand recognition and potentially confuse consumers." This period also brought a division renaming to Kia Motors America.

2004 to 2012: Minor Design Tweak

During this period, Kia ran with the slogan "The Power to Surprise." It further defined that phrase as a "power dynamic and exciting experiences that can surprise" as well as how its vehicles fit into an owner's lifestyle. This Kia logo was pretty much the same as the previous one, but look closely and you can see that it's been slightly refreshed. During this logo's reign came the second-generation Sorento and also the third-generation Sportage and Optima, plus a new manufacturing plant in Georgia.

2013 to 2021: Dawn of Change

The Kia logo that launched in 1994 continued without major changes until 2021, but as was the case in 2004, in 2013 there was yet another subtle face-lift. This period also saw the brand begin to pivot. The Niro, the automaker's first hybrid model, came in 2016, with the EV version in 2018. In 2020 Kia unveiled Plan S, which spotlighted a focus on clean mobility. With that would come a new slogan, "Movement That Inspires."

2021 to Present: An Electric Focus

Redesigning Kia's logo to capture its transition to an EV-focused, clean mobility brand would be a two-year process before it formally debuted in 2021. Its 2D format is meant to resemble a handwritten signature, and it uses the brand's primary color, Midnight Black. This one is "free from any frame and is now more versatile and adaptable to diverse applications," the Kia spokesperson told us, adding that the redesign was "not an easy task." It had to convey a three-principled theme: symmetry, rhythm, and rising, to reflect—among other themes—Kia becoming a "fresh brand." Additionally, "This shift symbolizes Kia's transformation into a mobility solution brand as well as its move away from traditional automobile conventions, as many auto brands have used circles or ovals in their logos," the spokesperson added. The redo brought a rename, too: Kia America instead of Kia Motors America, and Kia North America rather than Kia Motors North America. Meanwhile, Kia Motors Corporation switched to Kia Corporation.

Hiding in Plain Sight

Note that we said "formally debuted in 2021" in the previous caption. That's because the new logo had informally debuted on the Imagine all-electric concept car at the 2019 Geneva International Motor Show , but most people didn't take notice. Right there, on the front end, back end, and steering wheel was the first whiff of the "KN" design. The final version you see today graduated the company's previous logo from "an oval symbol mark to a simple word mark," with a "rhythmical, unbroken line."

The “KN” Controversy

"Any adoption to something new can take time, but this change really got people talking," the Kia spokesperson told us. "While we have seen internet posts referring to 'KN' reference, we believe the logo offers a fresh approach that is at once modern, easy to read, and very premium." Kia said its analysis captured a surge in searches for 'KN' or 'KN Car' near the end of 2022, after media criticism about the logo switch began in earnest. During the same period, search volume for Kia in general rose significantly to about 1.8 million searches, with "KN Car" around 30,000. "As of now, the overall frequency of 'KN' mentions and any negative commentary relating to it has returned to pre-criticism levels," the spokesperson added. Anything new, the spokesperson said, brings "initial unfamiliarity," but "negative feedback tends to taper off gradually as people become more familiar with the changes."

Logos Complete You

With the global shift to EVs and advanced mobility, many automakers are taking the opportunity to reposition their brands and present new logos that reflect their updated vision and direction. For example, GM redesigned its logo ; Buick's got leaked ahead of its formal introduction. A logo is a brand's identity, and how it makes you feel is downright psychological and scientific. Typeface, shape, symbol, colors, and so on can trigger an emotional response. The Ford Mustang pony logo ? Total win.

We'll use a non-automotive example for the other end of the spectrum. The clothing brand Gap revealed its first redesign in 20 years in 2010. Within one week, with public hatred swelling, it reverted to the previous emblem. According to Kia: "Changing the logo is a major decision, and it has a significant impact on all areas of the business." That means dealerships, factories, and products. Time will tell whether the new Kia logo design will achieve true acceptance, but so far, it's not pulling a Gap.