KiaCommunicationStyle GuidelinesConfidentialVer. May 2021Important Notice1)2)3)By using Kia’s logos and design and all brand features within,you agree to adhere to these guidelines. This documentation is proprietary information of Kia and may be modified, altered, or repurposed only in accordance with written consent from Kia.Please note that any car image that features the new emblemshould not be used externally until the official launch in each region. If you have any questions or concerns in regards of this guideline, please contact the Kia marketing communications team.Introduction Brand PurposeBrand TargetBrand PersonalityTone of VoiceVerbal StyleImage StyleGraphic StyleApplicationMotion StyleSoundBrand Behavior (to marketing communications) Index1.2.3.4.5.6.7.8.9.10.11.12.1. IntroductionIntroductionWe created a communication style guide to bring our brand purpose to life. And to provide the tools that will help us articulate, express and evaluate the brand in our daily work.Branding is essential to the Kia experience. We need to ensure that our brand maintains a focused, consistent look and feel - no matter where in the world it is seen. By applying these guidelines to communications, campaigns and products, we build a unified value for the Kia brand visually and verbally. 2. Brand PurposeBrand PurposeIt’s becoming increasingly challenging for any brand to differentiate itself in today’s overcrowded hyper-competitive markets. At Kia, we focus on products, services and marketing campaigns that set us apart. We gain the loyalty of our customers by being an inspiring and purpose-driven brand.Our brand purpose is the 'why' we exist. It is born of a place of passion and the direction that Kia wants to go. It inspires our customers and motivates those who work at Kia. Together with our brand personality, our brand purpose defines what Kia is. This is what we want to communicate, in terms of our shared beliefs, values, solutions and meaningful stories. Ultimately, our brand purpose drives the Kia brand and everything we do: 1. It adds value to the lives of customers and society. 2. It sets the brand apart from our competitors. 3. It provides clarification and strong corporate culture.We have created a new purpose for Kia - one that opens up the brand to be about more than cars. It allows forward-thinking to include electric vehicles, other mobility solutions and different modes of ownership.Why (the Kia purpose, cause or belief) We believe movement inspires ideas.That is why we at Kia create the space for you to get inspired and more time to bring your ideas to life.How (the way Kia achieves brand purpose) We design bold, original, inventive products to create user ownership & experiences that are simple, intuitive and integrated.What (the products or services Kia offers) We provide products that are dynamic, stylish, innovative, and serv...
