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Kia’s rebrand has left many people wondering who ‘KN’ is

Summary

The article discusses the confusion that many people have had with Kia's new logo, which was introduced last year. The logo, which features an angular, scrunched-up font with a seemingly connected "I" and middle line-less "A", has led to many people wondering who "KN" is. According to data from ad agency owner Ashwinn Krishnaswamy, there are around 30,000 web searches for "KN car" each month. The Drive notes that the spike in searches started around the time that vehicles with the new logo would've been hitting the streets. Other popular searches include "kn car brand", "kn car logo", and "kn carnival car". The article argues that it is difficult to blame people for being confused by the new logo, as Kia is not a company most people would think of when trying to puzzle out what car they're looking at. However, the statistics on the number of people confused by the logo are humorous. The good news is that Google is able to point people in the right direction; the top result for "KN car" is Kia's website. The article also notes that the real victim in all of this is K&N car parts, a brand that may be familiar to some people.

Q&As

What is the new Kia logo?
The new Kia logo is the brand’s name but in an extremely angular, scrunched-up font with a seemingly connected “I” and middle line-less “A.”

What do people think of the new Kia logo?
People think that the new Kia logo is "wow, that makes sense on a state-of-the-art EV but feels laughably out-of-place on this minivan."

Why are people confused about the new Kia logo?
People are confused about the new Kia logo because it is hyper-modern, joined-up lettering of its new logo probably doesn’t help matters, especially when it adorns — no offense — a sedan, SUV, or crossover with a very bog-standard design.

How many people are searching for "KN car"?
30,000 people are searching for "KN car".

What is the victim in all of this?
The victim in all of this is K&N car parts, a brand some people may be familiar with if they’ve spent any time in the air / oil filter section of an auto parts store.

AI Comments

👍 It's good to see that Kia is trying to rebrand and make their cars more modern. I like the new logo and think it looks good on their vehicles.

👎 I don't like the new Kia logo. I think it's confusing and makes it hard to figure out what car you're looking at.

AI Discussion

Me: It's about how people are confused by Kia's new logo.

Friend: That's funny. I can see how people would be confused by that.

Me: Yeah. I think it's because the logo is so modern and angular.

Friend: Yeah, that makes sense.

Me: It's interesting that so many people are confused by it.

Friend: Yeah. I guess it just goes to show how important branding is.

Action items

Technical terms

Rebrand
to give a new image or identity to (a company, product, etc.).
Search engine optimization (SEO)
the process of making a website easier to find by search engines.
Kia
a South Korean car company.
KN
the new logo for Kia, 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.”
Minivan
a vehicle with a cabin that can seat more than five people and has sliding doors on both sides.
Ashwinn Krishnaswamy
the owner of an ad agency.
Twitter
a social networking site.
The Drive
a website.
Slack
a messaging app.
Sorento
a Kia SUV.
Telluride
a Kia SUV.
Crossover
a vehicle with the body of a passenger car and the chassis of a light truck.
Sedan
a car with four doors and a separate trunk.
SUV
a vehicle with the body of a passenger car and the chassis of a light truck.
K&N
a brand of car parts.
Wix Filters
a brand of car parts.
Bing
a search engine.
DuckDuckGo
a search engine.
Google
a search engine.
Google Trends
a website that shows how often particular terms are being searched for.
iOS
the operating system for Apple devices.

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