Kia has unveiled its new corporate logo and overall brand strategy.

The move is designed to showcase Kia’s re-imagining and purpose in an effort to align itself with a changing personal mobility marketplace. It forms part of its long-term Plan S initiative, in which Kia aims to become a dominant player in the global auto market by offering a range of electric vehicles and mobility services.

According to a press release, the new logo was conceived as a symbol of Kia’s new brand purpose and the value it aims to bring to consumers via future products and services.  The actual logo, which incorporates a hand-written style element is designed to convey both feelings of inspiration as well as confidence, by featuring a symmetrical, unbroken line.

“Kia’s new logo represents the company’s commitment to becoming an icon for change and innovation”, said Ho Sung Song, Kia’s President and CEO. “The automotive industry is experiencing a period of rapid transformation, and Kia is proactively shaping and adapting to these changes. Our new logo represents our desire to inspire customers as their mobility needs evolve, and for our employees to rise to the challenges we face in a fast-changing industry.”

The new global brand makeover was unveiled during a special ceremony at Incheon, Korea on January 15 with 303 drones launching a synchronized pyrotechnic display above the city which revealed the new logo in the skies.

Alongside this dramatic introduction of the new global brand slogan, Kia also revealed more details through a new digital Kia Brand Showcase which was designed to provide information about the purpose and decisions behind the new brand logo and how the company’s strategy will impact future product development.