When I see the relatively new Kia logo, which is just the brand’s name but in an extremely angular, scrunched-up font with a seemingly connected “I” and middle line-less “A,” the first thing that comes to mind is “wow, that makes sense on a state-of-the-art EV but feels laughably out-of-place on this minivan.” But apparently, there are many, many people whose reaction is more along the lines of “wait... what does that say?”
Each month, there are around 30,000 web searches for “KN car,” according to data posted by ad agency owner Ashwinn Krishnaswamy on Twitter. The spike in searches — which seems to come from people trying to figure out if they’d missed the launch of an entirely new car company — started early last year, right around the time that vehicles with the new logo would’ve been hitting the streets, according to The Drive. That data also shows that other popular searches, with thousands of hits per month, include “kn car brand,” “kn car logo,” and “kn carnival car” (“Carnival” is Kia’s name for the minivan I referenced earlier). I also have some anecdotal experience to back the data up: when I brought this story up in Slack, four Verge staffers noted that they had also wondered who “KN” was.
It’s hard to blame people for being confused by the new logo; Kia’s not a tiny brand, to be sure, but it’s also probably not a company most people would think of when trying to puzzle out what car they’re looking at. And the hyper-modern, joined-up lettering of its new logo...
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