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April 4, 2023

What Is Kia's Opposites United? Let Us Explain

At the center of Kia’s market push to become a more emotional brand is its design philosophy: Opposites United. Launched alongside its new logo and tagline, Opposites United takes inspiration from the contrasts found in nature and humanity.

At the center of the design philosophy is a visual identity evoking positive forces and natural energy, with contrasting combinations of sharp stylistic elements and sculptural shapes. Opposites United is based on five key design principles: Bold for Nature, Joy for Reason, Power to Progress, Technology for Life, and Tension for Serenity.

Here’s what each pillar stands for and what it means for Kia’s vehicle designs.

Bold for Nature’ is based on interaction with nature, informed by the details, shapes, and proportions found both in the natural and human worlds. This design pillar creates organic, yet technical structures and finishes for vehicle interiors; exterior designs are characterized by a combination of clear and simple lines with bold, ever-changing surfaces.

This design principle combines human, natural, and material elements to create a solid beauty. It was first applied to the Sportage, and subsequently to the EV9, with a design that embodies the natural world resulting in a daring, yet organic form.

Power to Progress’ builds on the brand’s current design strengths. By drawing on and developing the skills and expertise learned throughout Kia’s recent era of design-led transformation, the designs and layouts of the brand’s future products will continue to evolve. Future designs will draw on experience and creativity to invent and innovate new designs.

First applied to the EV6, it’s a design that realizes dynamic power and speed with contrasting elements resulting in an innovative shape.

Technology for Life’ embraces new technologies and innovations to foster positive interactions between humans and machines. The brand’s future vehicles will adopt a next-generation in-car user experience (UX) through design and innovation and advancements in lighting, feel and in-car connectivity—to help customers engage with their cars.

This design principle was first applied to Kia’s K8 flagship sedan. Focusing on human-centered sensibilities and experiences, the K8’s design uses elements that give different experiences through the harmony of innovative technologies and future-oriented design. The EV9 uses this pillar as well as for its interior design.

Joy for Reason’ focuses on the feel and ambience of Kia vehicles. This focuses on the mood of the vehicle, fusing the emotional with the rational, creating vehicles that influence the well-being of passengers by making interiors relaxing and inspiring. It also influences the adoption of new organic materials and more daring colors, expressing a sense of youth and playfulness.

The final design pillar, ‘Tension for Serenity’ encompasses the entire Kia line-up. It’s meant to give shape to a unified, forward-looking design vision that evokes the tension between opposing forces and creative contrasts, and recognizes the design equilibrium that comes from two opposing forces. It delivers striking design concepts that use sharp, highly technical details to create surface tension.

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