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1-1 inTROducTiOn
In order to become a leading global brand, Kia Motors Corporation (KMC) has esta
blished the Brand Identity (BI) were using as Exciting & Enabling. This BI defines
Kias culture, customers and products and will provide brand direction to all our
corporate departments, our dealers and our partners. A detailed brand book that
explains Exciting and Enabling will be distributed separately. As part of the new
BI, KMC has introduced a new brand tagline The Power to Surprise. This tagline cap
tures the essence of Exciting & Enabling. To ensure that the tagline properly comm
unicates our BI, the tagline should always be displayed in a clear and consisten
t manner. This manual provides guidelines for the proper usage of the tagline an
d brand logo.