Redesigned dealerships, colors and logo are all part of Kia’s multimillion-dollar effort to rebrand. Kia overhauled its look in 2021 in the hopes of cultivating a more upmarket image as electric vehicles take center stage in the industry. The Wall Street Journal breaks down Kia’s efforts to change consumers’ perceptions of the brand. Illustration: Ryan Trefes 0:00 Kia’s logo history and brand image 0:34 Breakdown of Kia’s new logo 2:05 Kia redesigned its dealerships in the U.S. 4:06 Kia's aggressive EV projections 4:48 How the Inflation Reduction Act threatens Kia Rebrand When companies rebrand, they often change their logo — a visual representation of a company’s shift in strategy. But how effective is it? In each Rebrand episode, we interview a logo expert, a business expert and mainstream consumers to decode exactly what an updated logo is meant to say and why. #WSJ #Kia #Rebrand