2min chapter

The Futur with Chris Do cover image

240 - Finding Your Voice — with James Victore

The Futur with Chris Do

CHAPTER

The Importance of Personality in Branding

Kia's old logo is highly legible, but boring and kind of ugly. We want personality, but when the personality doesn't agree with the way we think, then we want it to be boring. So for me, I look at the larger picture, the business model. And we have this new form that becomes maybe beyond just a word mark becomes an icon, which I think is wonderful. Yeah. Anybody with ... half a brain configured us out. You know, we've done tests before where they literally scramble letters and words. And you can still read it. It's because what we don't do is we're not actually looking individual letters. We're recognizing shapes.

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