Smart Software KN Handle This Query for Kia

January 16, 2023

I read “People Can’t Read New Kia Logo, Resulting in 30,000 Monthly Searches for “KN Car“. The issue seems to be a new logo which when viewed by me seems to read the letter K and the letter N. Since I am a dinobaby, I assumed that I was at fault. But, no. The write up states:

All told, just 56% of the 1,062 survey participants nailed it, while 44% could not correctly identify the letters. Furthermore, 26% of respondents guessed it says “KN”—which results in roughly 30,000 online searches for “KN car” a month, according to Rerev.

I think this means that even the sharp eyed devils (my classification phrase for those in the GenX, GenY, and Millennial cohorts) cannot figure out the logo either.

I conjured up some of the marketing speak used to sell this new design to the Kia deciders:

  • “Daddy, I know you hired me, and I like my new logo. You must make it happen. Okay, daddy.” — A person hired via nepotism
  • “The dynamic lines make a bold statement about the thrust of the entire Kia line.” — From a bright eyed college graduate with a degree in business who is walking through the design’s advantages
  • Okay. Modern?” — The statement by the Song Ho-sung after listening to everyone in the logo meeting.

To me, just change the name Kia to KM. BYD Auto may be a bigger problem than a KN logo.

Stephen E Arnold, January 16, 2023


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