Marketing Currents - Business and Marketing Current Events

Why KIA’s confusing logo is part of a growing design trend

Kia has a logo problem: namely, that people can’t quite read it. The recent revelation that the company’s new logo causes 30,000 people a month to Google “KN car” sent the design world into a minor tizzy, resulting in a number of proposals to “fix” the logo by restoring the missing crossbar to its “A.” 

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Discussion Questions:

  1. What is branding?
  2. Why is branding important in business?
  3. Why do you think logos are an important part of an overall branding strategy?
  4. What is a rebrand?
  5. Why do you think Kia chose to rebrand?
  6. Why do you think they introduced a new logo as part of the rebrand?
  7. Based on what you learned in this news story, how was the new logo perceived by customers?
  8. How might that impact Kia from a branding perspective?
  9. How might that impact the company in the long term?
  10. What are industry trends?
  11. The headline of this story suggests the Kia logo is part of a new design trend. What is it?
  12. Why do you think that is a current design trend?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.