Kia has undergone a major brand renewal for the first time in 30 years, bringing significant changes to its brand and design identity. Alongside this transformation, Kia has been actively pursuing sustainable growth by partnering with non-profit environmental organizations to develop recycled materials, researching plant-based bio-materials as alternatives to leather, and continuously exploring CMF strategies to responsibly utilize resources and minimize environmental impact. As a result, the need for a dedicated visual asset to effectively communicate these efforts externally has emerged.
Under Kia’s ESG vision, "Sustainable Movement for an Inspiring Future," Double D developed a logo symbolizing Kia’s commitment and dedication to sustainable progress. Inheriting the stable straight lines and dynamic contrast of ascending diagonals from Kia’s official logo, the new design represents Kia’s continuous movement toward a sustainable future through a seamlessly connected stroke.
The new Sustainable Logo maintains the balance, rhythm, and upward movement of the Kia logo while forming a continuous, circular structure that intuitively represents Kia’s commitment to a sustainable future. Additionally, scanning the QR code placed next to the logo provides detailed insights into Kia’s responsible material design strategy and sustainability efforts.
"This project was carried out during my tenure at Double D."
