“Electric” Logos

By Denise Hollingsworth | VP, Group Strategy Director

It’s certainly no surprise that vehicle electrification is happening, and it’s happening fast. 

Two key automakers – GM and Kia – have signaled their commitment to that reality by changing their logos. Until this recent change, GM’s familiar logo had been around since 1964 and Kia’s since 1994.

According to both automakers, there is some subtle “cueing” going on with the redesigns. GM says its new logo resembles the prongs of an electric plug and the blue coloring is meant to evoke “clean skies.”

Image sourced from Detroit News; https://www.detroitnews.com/story/business/autos/general-motors/2021/01/08/general-motors-launches-new-everybody-in-ev-campaign/6594786002/

As noted in our earlier blog post, GM has promised to introduce 30 new electric vehicle models around the world by 2025.

When it comes to the thinking behind Kia’s logo redesign, the company says, “the rhythmical, unbroken line of the logo conveys Kia’s commitment to bringing moments of inspiration, while its symmetry demonstrates confidence. The rising gestures of the logo embody Kia’s rising ambitions for the brand, and more importantly, what it offers customers.”

In support of the promises reflected by their new logo, Kia has committed to launching seven new electric vehicles by 2027.

While a logo redesign may indicate a shift in a brand’s strategy, it is just a start. We’ll be watching and hoping that the bigger intentions behind the logo redesigns are successful. But the most important question is – will GM and Kia be successful in telling their new stories to customers in a way that keeps them engaged and interested in their brands in our new electrification-forward world? Without that, they’ve got a new logo, a new strategy and nothing else.