STRONG ON DESIGN The exterior style of Kia's new Forte is conceptualised around what chief design officer Peter Schreyer a linear and minimalist design language

By Justin Lee

KIA MOTORS HAS recently received the President’s Award for Design at the 10th annual Korea Design Awards in recognition of the company’s design-centered management strategy implemented in multiple stages since 2005.

The prestigious award was presented by the President of the Republic of Korea Myung-bak Lee, and recognises Kia’s leadership in design.

Since Peter Schreyer’s appointment as Kia’s chief design officer in 2006, the company has designed and produced a series of new and facelifted models, and concepts, focused around what Schreyer calls a “linear and minimalist” design language.

Kia Motors president Euisun Chung said Kia’s cross-company pursuit of design excellence since 2005 has finally come to fruition.

“We will use the Korea Design Award as a stepping stone to continue to infuse our creative design spirit throughout many aspects of Kia’s business, not just limiting our efforts to product design,” he noted.

The award also recognised the creative, above-the-line corporate advertising campaign introduced in the Korea market since 2007 as well as newly designed vehicles recently released locally, including the upcoming new Forte small sedan and Soul crossover vehicle.

The Korea Design Awards are sponsored by the Ministry of Knowledge Economy, and supported by the Korea Institute of Design Promotion. The annual awards are considered the definitive design awards in Korea.