Kia’s Brand Identity System made up of a Brand Essence, Core Identities and a Slogan will help you understand the strategic direction of the Kia brand.

Brand Essence

A Different Beat

Kia is creating a new beat in the automotive world through its dynamic development. Just as a musical beat that moves people’s hearts, Kia moves people’s lives by enriching the everyday.

Core Identities


  • Fun
  • Dynamic
  • Exciting
  • Full of life
  • Vivid
  • Challenging

Kia’s challenging spirit, fun attitude and proven capabilities resonate in people’s minds. It continuously strives to be at the pulse of time to deliver inspiring customer experience.


  • Advanced
  • Innovative
  • Unique
  • Bold
  • Spirited
  • Stylish

Kia has a style of its own – it offers unique product designs, smart technologies and enjoyable services. Kia’s free spirit creates new and colorful life for everyone.


  • Trustworthy
  • Dependable
  • Human-driven
  • Responsible
  • Durable

Kia never compromises quality. Its relentless pursuit of safety, performance and comfort makes Kia a trustworthy friend. As a responsible brand, Kia not only enhances people’s lives, but also helps improve communities and the environment.

Brand Slogan

The Power to surprise the world by providing exciting & inspiring experiences that go beyond expectations.

The Power to surprise