Kia’s ‘Movement that Inspires’ ethos and its ‘Opposites United’ design philosophy sit at the heart of the brand’s global corporate identity and showroom identity strategies.

The Kia logo symbolizes Kia’s assured new brand direction and conveys ‘Movement that Inspires’ through three design concepts: Symmetry, Rhythm, and Rising. Kia’s confidence in suggesting new customer experiences though providing futuristic products and services is captured by the symmetry of the logo. Rhythm represents the brand’s promise to tirelessly progress to meet customers’ demands and aspirations and provide continuous inspiration. Finally, the bold rising nature of the logo illustrates the brand’s ambition to deliver new values that truly encapsulate the customer’s perspective.

Kia’s confident corporate color scheme features Midnight Black and Polar White. These two primary color schemes at either end of the color spectrum convey the values of Sustainability, Eco-Friendliness, and Smart Mobility. Projecting confidence through contrast, they depict the brand’s unflinching vision to pioneer and expand to new domains as a mobility service provider beyond physical mobility.

Meanwhile, Kia’s ‘Opposites United’ design philosophy inspires the confidence and vision required to combine elements that don’t traditionally go together. This ability to leverage creative contrasts to achieve a unique outcome is perfectly expressed in the groundbreaking global design of Kia’s showrooms, which feature visually opposing exhibition and customer zones.

The futuristic exhibition zone features pronounced corners and achromatic colors, along with steel surfaces that subtly reflect each model to enhance visibility and sense of space. By contrast, the customer zone relies upon round edges, beautifully lit wooden walls, floors and ceilings and premium fabric-covered furniture to create a unique snug and soothing ambiance where customers can relax and view the cars, almost as works of art in a gallery.

The iF design award honors and celebrates winners in nine disciplines, including Product, Communication, Packaging, Service Design, Architecture, Interior Architecture, User Experience (UX), User Interface (UI) and Professional Concepts, in 81 categories.

The iF Design Award was founded in 1954 by iF International Forum Design GmbH in Hanover, one of the world’s leading independent design institutions.