Belgian automotive designer Luc Donckerwolke is the mastermind behind Kia’s 2021 brand identity, serving as Chief Creative Officer of Hyundai Motor Group.
Born in 1965 in Lima, Peru, Donckerwolke grew up in a multilingual, multicultural environment, coupled with a strong technical foundation from the Haute École de Design Industriel in Switzerland. This international background shaped his design philosophy: modern, streamlined, yet symbolically rich. Before joining Hyundai-Kia, he left his mark at Peugeot, Audi, Lamborghini (Murciélago, Gallardo), Bentley (Flying Spur, Continental), and Genesis—brands synonymous with sophistication and design excellence.
The 2021 Kia logo stands as one of Donckerwolke’s most significant achievements. Collaborating with Blackspace studio, he crafted a new identity, replacing the circular emblem with a seamless, symmetrical, upward-flowing “Kia” typography. This redesign symbolizes the brand’s long-term strategic shift and commitment to inspiring moments, with symmetry reflecting confidence. Unveiled in January 2021, it debuted alongside the slogan “Movement that inspires.”
Donckerwolke’s transformative work on Kia’s 2021 identity earned global automotive industry acclaim. In 2022, he was honored as “World Car Person of the Year” by the prestigious World Car Awards jury.
This recognition highlights his pivotal role in elevating Hyundai, Kia, and Genesis, particularly in steering the group’s transition to digital design, electric vehicles, and modern user experiences.
Industry experts hail the new Kia logo as a bold creative milestone. The identity system not only rejuvenates Kia’s brand but also aligns product design with commercial strategy, fueling its global growth trajectory.
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