Mansi's Blog

Why Kia?

Kia Corporation, commonly known as Kia (pronounced as “GIA” in Korean), is a South Korean multinational automobile manufacturer known for its diverse range of vehicles, affordability, and reliability. Kia has made a mark in the automotive industry by offering multiple engine and transmission options to cater to a broad customer base. The brand’s ability to provide secure, budget-friendly, and high-performance vehicles makes it an attractive choice for middle-class consumers who seek a premium driving experience without breaking the bank.

However, as with any brand, evolution is essential. Kia has undergone multiple rebranding efforts over the years, including changes to its logo and slogan to stay relevant in the market. While change is often necessary, not all rebranding efforts yield the desired outcome. Kia’s most recent logo redesign, for instance, has faced significant backlash and confusion, making it an interesting case for a brand refresh.

In this blog, I take a strategic approach to reimagining Kia’s brand elements—specifically its logo, slogan, and packaging design—to better align with its identity and market position.

Understanding the Need for Rebranding

Rebranding is a vital tool for keeping a business relevant and fresh. It’s an ongoing process that ensures brands maintain their identity while adapting to consumer expectations and industry trends. Kia has recognized this and has attempted to modernize its brand, but the recent redesign of its logo has led to confusion rather than clarity.

NEW KIA LOGO

The Issue with Kia’s New Logo

Logos are the visual identity of a brand and should be clear, memorable, and instantly recognizable. Unfortunately, Kia’s current logo redesign has been widely misunderstood by the public.

The results of Rerev’s survey (Image credit: Rerev)

According to a survey conducted by Rerev, only 56% of respondents could correctly recognize the letters “KIA” in the new logo. The remaining 44% misread it as ‘KN,’ ‘KM,’ or ‘KV.’ This level of confusion can be detrimental to brand recall and overall brand perception.

In branding, clarity is key. A logo should convey a brand’s identity without requiring the audience to decode it. So, I took on the challenge of redesigning Kia’s brand elements to restore simplicity, elegance, and recognition.

The Internet Reacts: A Branding Hit or Miss?

Kia’s new logo was designed to be sleek and modern, but it ended up sparking a wave of confusion instead. Many people mistook the stylized KIA for “KN”, leading to a huge surge in Google searches for “KN Car.”

In fact, this wasn’t just an isolated mix-up—a Reddit thread titled “Kia’s Logo Is So Confusing That 30K People Google ‘KN Car’ Every Month” delves into how many users struggled to read the logo correctly. One Redditor even joked:

“No wonder nothing comes up for them. They obviously should be googling KИ.”

The thread became a hotspot for debate on whether this was a branding blunder or an accidental marketing success since it created buzz and visibility.

Recreating Kia’s Brand Identity

1. The Redesigned Kia Logo

What makes a strong logo? It should be:
✅ Clear and easy to read
✅ Unique yet recognizable
✅ Timeless and adaptable

Kia’s current logo has deviated from these principles, leading to confusion rather than brand strength. My redesigned logo brings back Kia’s original essence while ensuring it remains modern and visually appealing.

Design Choices:

• Color: I retained Kia’s classic crimson color (#C5283b), which was used in previous versions of the logo. This shade conveys energy, strength, and trustworthiness—core attributes of the Kia brand.
• Font: I selected AUDIOWIDE as the typeface for the redesigned logo. This font maintains a balance of dynamism and simplicity, making it a perfect fit for an automotive brand.
• Simplicity: Unlike the current logo, which appears overly stylized and unreadable, my redesign focuses on clean lines and bold clarity.

The goal was to ensure that anyone who sees the logo can instantly recognize and associate it with Kia.

2. The New Kia Slogan: “Drive the Dream”

A brand’s slogan plays a crucial role in defining its vision and connecting with consumers. Kia’s current slogan, “Movement that Inspires,” highlights progress and mobility. While this is a solid concept, it lacks the emotional appeal that automotive brands should evoke.

My proposed slogan:
👉 “Drive the Dream”

Why This Slogan?

• Emotional Connection: Kia cars are known for providing an affordable yet premium driving experience. This slogan emphasizes the feeling of driving a high-quality car at an accessible price point.
• Aspirational Messaging: The phrase “Drive the Dream” conveys a sense of achievement and excitement, appealing to both young drivers and families.
• Consistency: The slogan aligns with Kia’s existing brand positioning of delivering strong, reliable vehicles that fit within the budget of everyday consumers.

By reinforcing Kia’s commitment to quality and affordability, this slogan would help strengthen its messaging and increase brand affinity.

3. The Reimagined Brand Packaging Design

Branding goes beyond just a logo and slogan—it extends to the physical representation of the brand, including product design and packaging.

Why Packaging Matters in Branding
According to the research article “Where You Say It Matters,” product packaging is a more believable source of brand messaging than advertisements. This means that how a brand presents itself on its products—such as cars, merchandise, and marketing materials—affects consumer trust and recognition.

Proposed Design Enhancements:

• Logo Placement on Vehicles: I propose using a dark gray shade (#acabad) for the Kia logo on both exterior and interior placements. This color is subtle, yet effective in making the branding memorable and sophisticated.
• Consistent Color Theme: The use of crimson for digital and marketing materials and gray for physical branding ensures a cohesive brand identity.
• Minimalistic Design: Removing excessive styling from brand elements allows for a cleaner, premium look.

These subtle refinements would help Kia reinforce its identity while enhancing customer recognition and loyalty.

Research Insights That Shaped My Redesign
My rebranding approach was heavily influenced by key marketing and branding studies:

📌 The Curious Case of Behavioral Backlash: This study highlights how brands act as personalities that consumers relate to. A strong, clear brand identity leads to higher customer trust and engagement.

📌 Reverse Priming Effects of Slogans: The research suggests that slogans should be direct and easy to understand rather than feeling overly persuasive. That’s why “Drive the Dream” was chosen—it’s simple, memorable, and creates an emotional connection.

📌 Impact of Packaging on Brand Trust: Packaging and product design influence customer perception and brand credibility more than traditional ads. This is why I emphasized the importance of strategic logo placement and subtle yet effective design choices.

These findings reinforced my belief that clarity, consistency, and relatability are key factors in a successful brand redesign.

Final Thoughts: Bringing Kia’s Brand Identity Back on Track
Kia has long been a reliable, budget-friendly automotive brand, but its recent rebranding efforts have missed the mark in terms of clarity and recognition. Through this reimagined branding strategy, my goal was to:

✔ Redesign the logo to be bold, readable, and timeless.
✔ Introduce a powerful slogan that captures Kia’s value proposition.
✔ Enhance brand packaging to reinforce trust and credibility.

A brand’s success is not just about having a great product—it’s about ensuring every touchpoint, from logo to marketing to packaging, resonates with consumers. Kia has a strong foundation, and with a more strategic branding approach, it can continue to thrive in the competitive automotive industry.

Would this branding strategy make Kia more recognizable and desirable? I believe so. Because when it comes to branding, sometimes, less is more.