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Kia Used “Pyrodrones” to Light Up Reinvented Logo, Set Guinness World Record

Kia is no stranger to spectacular stunts and probably decided to kick off 2021 with a proper bang. So, it set up a successful Guinness World Record attempt for “Most unmanned aerial vehicles (UAVs) launching fireworks simultaneously.” Of course, that’s a thing, didn’t you know that? And, as a side note, they also launched a new corporate logo and brand slogan.
Kia new corporate logo and slogan Guinness world record 6 photos
Photo: Kia Motors Corporation
Kia new corporate logo and slogan Guinness world recordKia new corporate logo and slogan Guinness world recordKia new corporate logo and slogan Guinness world recordKia new corporate logo and slogan Guinness world recordKia new corporate logo and slogan Guinness world record
Of course, the latter is the main novelty, but we’re always suckers for new Guinness World Records that no one knew anything about. And we also like the term “pyrodrones.” Hopefully, Kia isn’t giving anyone ideas about trying this at home – both firework and drones should always be handled professionally!

Joking aside, we’re witnessing the South Korean automaker’s entry into a new age. Literally, as the company changed its logo and came up with a new corporate slogan: “Movement that inspires.” In case anyone wondered (probably no one, just like with the name of that spectacular record), the logo stands for “symmetry, rhythm, and rising” - these were the elements chosen to depict its commitment to customers.

It’s all an early introduction to Kia’s “ambitions to establish a leadership position in the future mobility industry by revamping nearly all facets of its business.” This was just the appetizer, as the company has a new strategy that will be unveiled on January 15th.

As far as the corporate slogan is concerned, we should know more about it once there’s official word on the new brand purpose and philosophy, but it clearly bodes well with the “Plan S” long-term business strategy revealed last year. The latter is focused on making electrified vehicles a lot more popular and reshaping the business as a provider of an extensive range of mobility services.

Now, back to the pyrotechnic show that backed the logo and slogan presentation, Kia unsurprisingly held the event at home in South Korea, in the skies above the city of Incheon. There, no less than “303 pyrodrones” launched hundreds of fireworks; fortunately Kia captured the moment for social media posterity (videos embedded below).

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About the author: Aurel Niculescu
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Aurel has aimed high all his life (literally, at 16 he was flying gliders all by himself) so in 2006 he switched careers and got hired as a writer at his favorite magazine. Since then, his work has been published both by print and online outlets, most recently right here, on autoevolution.
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