Marketing Currents - Business and Marketing Current Events

The new Kia logo commits the ultimate design crime 


Every designer knows the importance of brand recognition – and car logos are among the most recognisable in the world. 

Click here to read the story at

Discussion Questions:

  1. What is branding?
  2. Why are logos an important aspect of branding?
  3. What is brand recognition?
  4. Why do you think car logos are among the most recognizable in the world?
  5. What is a rebrand?
  6. Why do you think businesses and brands engage in rebranding initiatives?
  7. Why do you think Kia chose to rebrand?
  8. Do you think there is any risk associated with rebranding? Why or why not?
  9. According to this story (and data from Google), how has Kia’s new logo been received?
  10. Why is that important to Kia?
  11. How do you think the brand will respond to the design concerns (if at all)?
  12. Considering people are still finding Kia’s logo and/or website every time they google ‘KN cars’, what would you do if you were in a leadership role at Kia as it relates to the rebrand issues? Be prepared to discuss your answers in class.
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.