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(mouse clicks) - [Narrator] In 2021, many people started searching for KN car, but theres no car company by that name. Turns out, people were misreading Kias new logo. This change was part of Kias multimillion dollar rebrand in 2021, which included new colors, redesigned dealerships, and a new website. - This new logo is absolutely a way for them to redefine their competitive set. Theyre no longer competing with Honda, or Toyota, or Ford, or GM. Theyre trying to compete with Tesla. - [Narrator] So lets break down Kias rebrand and see how its using a new logo to try to move its brand upmarket. Kia has been around for almost 80 years and in that time, the company has gone through six iterations of its logo. - The history of Kia really is in manufacturing, and you see that with some of the history of their logos. - [Narrator] Blake Howard is the creative director of Matchstic, a brand identity firm in Atlanta. Hes also the host of a podcast that dissects logo changes. - And it wa