Back at the beginning of last year, Kia updated the logo: it became two-dimensional and lost its oval frame, and the name was made in a different font compared to the previous logo used since 1994. The new font confuses people – instead of three familiar letters, they see “KN” with an inverted letter N. Because of this, Google receives about 30 thousand requests about the car brand “KN” every month. Moreover, the number of requests increased last summer, when Kia began to actively change the logos on existing models.
The Carscoops portal noticed that questions about the “unknown” KN brand are also asked on Reddit – there one of the users posted a photo of the Kia Carnival and asked what kind of car it was. According to Google Trends, the new Kia logo confuses not only Americans but also residents of Australia, Canada, and the UK, who also Google KN.
Among the most popular queries are “KN SUV”, “KN brand car price” and “KN brand electric car”. In the USA, among the search queries, there is “What kind of car brand is KN”, “Car KN Carnival”, “What is KN” and “Car KN Telluride”. At the same time, the Kia brand is found in search queries many times more often – it is scored in the search 1.83 million times a month.
Meanwhile, the automaker himself explains that the continuous line forming the brand name in the logo symbolizes “the brand’s commitment to the desire to create inspiring moments for customers in any interaction, and its symmetry demonstrates confidence.” The ascending lines, in turn, “embody the growing ambitions of the brand and what it offers to customers.”
Together with the Kia logo, it also changed the motto: The Power to Surprise has given way to the slogan Movement that Inspires.