These kinds of things are subjective, but the new logo reflects the design direction the company is taking, sleek and futuristic, reflected in something like the EV6.
The previous logo was ok, but pedestrian and didn't really have much history behind it, say, unlike BMW's Roundel, Mercedes' star, Porsche's crest, Alfa Romeo's badge, or Volvo's Mars logo.
Iconic, it wasn't, and with little to no significance behind its design, also little reason to retain it when moving to a new design era.
And, even by KIA's own standards, the new stylized wordmark beats the heck out of their second logo, which is vague and meaningless in a Pepsi-logo sort of way, or the amateurish one that followed it.
The previous logo was ok, but pedestrian and didn't really have much history behind it, say, unlike BMW's Roundel, Mercedes' star, Porsche's crest, Alfa Romeo's badge, or Volvo's Mars logo.
Iconic, it wasn't, and with little to no significance behind its design, also little reason to retain it when moving to a new design era.
And, even by KIA's own standards, the new stylized wordmark beats the heck out of their second logo, which is vague and meaningless in a Pepsi-logo sort of way, or the amateurish one that followed it.
