Motoring
From BMW to Kia: Car logo rebrands that left us scratching our heads
If something isn't broken, why fix it?
Image: Sean Gallup/Getty Images
Carmakers probably spend as much money on marketing and brand awareness as they do on the development of products.
A great deal of cash is inevitably splashed on committees whose job it is to name new models, for example. Obviously that's a little easier if you're Audi or BMW, where the simple alphanumeric arrangement cuts the mustard. But what about a brand like Hyundai? Yes, people were paid to pick titles like Sonata, Venue, Tucson and Palisade.
Not to single out the South Korean brand - there are many peculiar car names out there - but the automaker does make for a good reference point.
Some car makers have opted to rebrand, as the motoring world forges ahead into electrified, autonomous territories. But in some cases, the attempt to refresh an identity comes across as a misstep.
If something is not broken, why fix it?
American giant General Motors (GM) also went back to the drawing board recently. And the stylised pair of letters that had been penned are … interesting, to say the least.
The bold, dark blue, upper-case setup has been ditched for a softer, cursive-type font in a lighter colour that puts one in mind of the former Intel computers' swirl logo.
Okay, maybe the move is appropriate, giving the impression of that shift from serious, monolithic automobile conglomerate to friendly provider of "mobility solutions" for an ever-changing planet. A good symbol has to communicate such subtleties, I suppose.
But the new Kia banner leaves me scratching my head as to what exactly the firm is trying to communicate. If its aim was to get people squinting, then it's done a stellar job.
You don't have to be Andy Rice to know that a successful logo is supposed to be instantly recognisable. The "I" looks more like an "L" or "V" here. You can tell its people were going for an edgier appearance. Great, but could they not have attempted a more legible script with defined letters?
This rant is unlikely to prompt the head honchos of the companies mentioned to seriously reconsider their rebranding efforts. And sure, the average buyer is unlikely to boycott a brand because they dislike the emblem on its vehicles' snout. But if you're the boss of a global carmaker and you're reading this, know that these moves don't go unnoticed. We see you.