From Boring to Iconic: Designing With Personality

[@iamjonthemod]

James’ explanation was perfect. Sometimes jarring people’s expectations or making people pay more attention by making it different creates more opportunities for memorable experiences which help people remember and recognize anything.

[@thefutur]

Well said!

[@KhurramSiddiqi]

You know, when James brings up the bit about the book cover saying "pick me up" and Chris says this is the job - I think another great analogy is album cover art. These days, you don't really surf the art - the way you used to at a record store. I think the last physical surface we saw that on - was the CD, which was even more fun - because so many times I'd buy what turned out to be not a great album - but a great experience thanks to the art on the front, back and then how the booklet was put together.

[@IvanC14]

This is amazing, his work has a signature that had been perfected by him. But I believe that 80% of his designs is how he sells it to the client and the confidence he shows.

[@thefutur]

Very true, it's all about how you can get your work out the door.

[@asun3630]

I disagree about Kia, The new logo is better and more visually appealing, so i like the logo but I am a graphic designer. Non designer people had no idea what the logo said and they have done studies on this. Maybe that was their goal…I think many graphic designers struggle to see design from the eyes of their audience who arent designers. Kia is a perfect example of this. So Kia logo is ok overall. To me ok is a huge improvement from their previous logo , the original was probably the most boring logo to exist in automotive industry.

[@gniksamkcab]

Agree. First time I saw the logo was as large scale signage on TV at the Australian Open. They’re the usual sponsors. Great way to showcase a brand change however it was it was so challenging to read. KN.. KM.. I’m sure there’s method to its madness but it felt like they didn’t even consider large format to me, which felt bizarre at the time!

[@elmalleable]

for a whole year i was wondering what new car brand is WN or whatever my eye was seeing. a whole year

[@Kaze919]

Yeah you can literally see the google trends spike for “KN car” since they rolled out the new logo. I do like it but convention has always taught me you need to be clear with your design. I suppose for an automaker it’s slightly different because of the prevalence of the brand globally but for most working designers who follow a channel like this I would argue for most of their client work this would not be a good logo to emulate.

[@iamjonthemod]

It’s a beautiful logo. The problem isn’t the logo, I think the problem is no one knew the change from what they were used to and so everyone (including myself) thought it was a completely different company altogether. But I think they figured people would catch up and NOW we all recognize it and can appreciate it. Dis the launch if anything, but not the logo cause it’s nice 👍

[@MaxJones123]

A logo always comes with marketing, campaigning, product etc. You do not have to read it. It is that simple. It is an icon.

[@kimkesterson1469]

James victore was a transformative element for me at the start of my (ongoing) journey out of perfectionism. Feck Perfuction lives on my desk as a reminder. Form and function are essential, but so is real life and personality. I appreciate the spectrum of perspective Chris Do brings on the show!

[@thefutur]

It must be a sign!

[@jackochan]

I absolutely love the KIA logo design and the car designs. I never saw KN. Always saw KIA. I really hope they don’t change it

[@esjel9804]

I thought it was genius the moment I saw it. I was at the airport and saw their first commercial showcasing the new logo, and I was like, wow, that is sick! It is minimal and fresh, showing ingenuity and simplicity in design. Plus, it is almost visual anagram, as well as fugue like as it only uses a few shapes/themes. @ similar shapes with two variations on that them, with a suble change. SO lovely.

[@andrejthechef]

I was thinking, uau, this new KN brand is sweet. Is it german. That was for half of a year or so, until I learned it's Kia. So yeah, I agree it's a massive failure

[@PaulaAndreaGaviriaMarmolejo]

⁠@@andrejthechef😂😂😂 that’s funny! “Is it German?”

[@SepentiOne]

Imagine my confusion, while being Russian, because in Cyrillic alphabet we have "И", so the logo is literally "КИ", not "KIA"

[@ariannahorton]

My self from 4 years ago judging menu typography feels attacked 💀 Now I look at it as, wow this Thai place is AMAZING, imagine how we could refine the touchpoints to enhance customer experience and elevate value ✨️ Absolutely love this interview clip, thank you for the fresh insights! Design for guttural curiousity 🤔

[@AlbinoSlug9217]

5:58 This is so validating for the way that I want to create ads and environmental graphics. I work with clients in live entertainment who just want everything to be as big and loud as possible, no personality, no regard to hierarchy. It’s crazy how much of a struggle it can be to sell them on thinking about these things a little more critically. I’ve designed for teaser promos and this concept works beautifully, it’s so different than just trying to shove ticket sales in everyone’s face. I see lot of concern over immediate legibility directly affecting sales.

[@thefutur]

You should start working on your own style. Eventually those clients will start coming to you.

[@AlbinoSlug9217]

@@thefutur In my current position as an employee my style is unfortunately irrelevant. But this is a goal for sure!

[@corail53]

Live entertainment = no one cares as the customers are already there, people are already sold on going to the people they want to see. Teaser promos are trying to evoke emotion to drive a sale, lead or propect, completely different ball game.

[@AlbinoSlug9217]

@@corail53 I get what you’re saying, this applies to more than just announcing an artist playing a concert.

[@greggammino]

This is such an interesting and fresh way of looking at design. 25+ years of design experience later, I still feel like I can learn something new every day.

[@thefutur]

Glad to hear Greg

[@mgoodkin]

The guest is informative, while entertaining. I plan to watch the full interview. Thanks

[@nasergivechi]

Thank GOD for James Victore.

[@MaxJones123]

Also keep in mind that there is always communication around a logo. Like campaigns, tv spots etc. that fill a logo with life and meaning.

[@daveastrodavidbamidele4567]

The Futur, you are AN ASSET! All what I wanna say are hidden within that line... Thank you so much.

[@thefutur]

We really appreciate that!

[@BetterCallJoseph]

Thank you for this video

[@MenocOne]

Wow, chris! cryptik's MEMENTO MOR in the bg!!! very very NICE!

[@thefutur]

The best!

[@emanuelmarqueztorres4222]

I read KN instead of KIA, some people have the same problem lol, but is a logo so it is just a mark to identify the brand.

[@joshualepdung1017]

Finally some design content! Love it

[@thefutur]

Haha noted! If there's certain topics you like us to cover just let us know.

[@sofianealloui]

Mind-Shifting, Thank YOU Sirs ♥

[@AXCZ20]

James Victore, one of my favorite designers!

[@thefutur]

We agree! What do you like about him?

[@RJMAN625]

So agreed. When I first found out about Bugatti, I was so terrified about its price tag and ugly type marks. But who cares? It's Bugatti and now I'm adapting to it.

[@ErDige]

This talks directly to me. Because I kinda like to design stuff that is not that easy to read, BUT, With everyone telling me that's a bad thing I kinda got away from what I really like! And I really like my design to pick the curiosity of curious people! It's not that good to be constantly "the nice guy" of design, the rebel is often times the one that stands out.

[@dreamervanroom]

Pique the curiosity

[@corail53]

Is it piquing curiosity if people can't understand it or is people just seeing something they can't understand and walking away.

[@Sandblazer]

I always see Victore as the Joker of the design game lol. "Introduce a little chaosss." Legend.

[@davidchirwa673]

So disruptive! 🤯 I love this.

[@etiennegp]

Video production value is just incredible. Keep producing Amazing content Chris!

[@thefutur]

I'll let the team know, thank you.

[@corail53]

??? It's two heads with some insert shots. Not exactly ground breaking stuff here.

[@thewebstylist]

From a former Kia owner I luv their logo redesign

[@Ćello.the.Creator]

'Be Curious, Pick me up'..💯💯

[@graphicsconcept551]

Wish I could like this video more than once❤❤❤

[@benjacdesign]

Your glasses are so shiny man amazing

[@snoopycharlie8718]

KIA needed this change!

[@thefutur]

We think it was a good move.

[@whiteyMcBrown]

I love the new Kia logo. Looks contemporary and exciting and aesthetically nice. And that’s plenty.

[@corail53]

It was to coincide with their new car designs. They revamped the look of their entire line with a more sporty feel.

[@Randomytcodm]

Great video, when you think you know you really don't know

[@thefutur]

Always keep learning!

[@Randomytcodm]

Knowledge is something nobody can ever take from you

[@Randomytcodm]

@@thefutur thank you for your wisdom

[@JohnKumarBuses]

This is what a true branding!

[@fergiegee7476]

A lot of designers I would say are already applying these principles, just on a smaller scale. It’s easier for these guys at the top of the food chain to stand out because they are already there. Tougher for those who have small clients with often limited budgets to work with.

[@corail53]

You learned the rules in school - now you need to twist those rules to find your own path. Too many designers get locked into thinking in a box.

[@portfolioremileblanc]

New kia logo is stunning

[@brianadams-wj7ko]

Hitting it out of the park again, Chris! Also, this guy could be Marc Maron’s brother 😂

[@thefutur]

Haha.

[@SelomAfatsiawo]

I came here for the Kia logo 😊 … I design and totally agree with your points, it’s a nice logo. But Chris, how are your glasses so shiny?? 😂😂 Amazing content

[@thefutur]

Oily face?

[@SelomAfatsiawo]

@@thefutur ... Too much drip

[@barbiefigueroa]

It’s like creativity and personality are dying in our society. I’m over this sea of sameness. When Kia changed their logo I thought two things… Wow Kia… that’s pretty edgy And… That sure reminds me of the ‘Nine inch Nails’ logo… lol I’m tired of boring, sterile and safe. Bravo Kia for doing something different and putting thought and creativity into your design.

[@winter_metal]

Woooow such an explosion of valuable things here! We need the Full vid please😅

[@szymanski.bartek]

I wonder what Tomaszewski's poster is behind Mr. James Victore ;)

[@sebastianhartlieb]

You always surprise me Chris...

[@thefutur]

How so?

[@arvindrana4585]

Look at the books behind Chris

[@cruztube23]

Similar thing with Zara's redesigned logo, people freaked out on the internet. Even I, when i first saw it, thought like it was rather a brave move. But seeing that logo on clothes, on bags and their webshop, after 2-3 weeks I was like this is smart. Only after seeing their old logo above the store entrance - that's when I saw that the new logo was amazing. The designer(s) who did the redesign was very brave, not many would pull off such kerning. But it fitted perfectly. Kia? After the redesign I really started to call that company KN. But the cars that they put the new logo on - offer one of the best designs out there (at that price range). The overly dynamic logo sits perfectly on their overly dynamic exteriors. Who cares if I call them KN, they sell like crazy here where I live, but you could rarely see a Kia 10-15 years ago on our streets.

[@thomasjaviez233]

To me graphic design is so boring nowadays. There is a trend towards minimalism and oversimplification. Sure, we need it to be clear and not overly ornate, but people have gone to the opposite extreme end of the spectrum, where oversimplification has started to become an issue & other graphic designers are noticing as well. I really appreciate this video. I have always felt that graphic design is about balance. You need to balance the form with the functionality. Balance artistry with practicality. Oversimplification does not find the right balance. It leans too far to one end of the spectrum. Thus causing an imbalance in how the audience and viewers receive the massage, & they often receive the message incorrectly because of this. I think James Victores work is at other end of the extreme, where he sometimes sacrifices legibility for expressiveness, as he states himself in the video. But it seems the goals for his work are different. To me the perfect balance would always be somewhere in between. Not at either end of the extreme. But it untimately depends on the goals of your project as well.

[@bloodswarms]

I saw one in front of my place of business, and I thought it was KN. It thought it was a new car that I'd never heard of. There's nothing wrong with that. I'd never buy a KIA either, so nothing changed.

[@joekool5005]

As a car nut and having worked a lifetime in the auto industry as well as photography, design and marketing....I think the Kia logo is great! I would never buy the car but watching their new marketing and new logo really interested me and got my attention. What about their sister company, Hyundai? Is that the worst logo ever along with Toyota?

[@thefutur]

Haha. I agree

[@xyndremik]

i know it's Kia, but no matter what anyone says, i'll read the new logo as KN. period. i know it as KN now. flip that A and it's fine, CHRIS.

[@rollierollout]

I thought it was a slavic car brand when I first saw the new Kia logo. KИ is pronounced like "KEY" so it’s kinda fitting for a car 🤷‍♀️🤔

[@thefutur]

It got people talking about the brand.. Good or bad.

[@TheIanHammer]

For countries that use cyrillic alphabet like mine, the new KIA (КИА) logo is actually just KI.

[@thefutur]

Interesting.

[@jumabannister]

I love the Kia logo…somehow I never managed to read KN - it sparked some controversy and when compared to competitors it stands out…that’s all that matters.

[@thefutur]

That’s it

[@Mkultra1186]

I spent MONTHS wondering what the heck this new car was with the KN logo. Lol

[@emanuelmarqueztorres4222]

Exactly, my brother and I were wondering if that was some Korean symbol that meant racing or something.

[@dreamervanroom]

Flip that N

[@lalolanda2239]

are you shooting me? the KN logo??

[@thefutur]

What's your thoughts?

[@SashaMirpour]

New KIA logo looks awesome so finally.. old one was really cheap.

[@thefutur]

It's definitely more iconic.

[@stefanogiustoph]

Let me tell you why I have a different take on this. "WE RECOGNISE THE SHAPE" is a key concept, I am a photographer and graphic designer, I have a past as a graffiti artist where a lot of times letters where written mirrored, so to my eye a backward N is still a N and it doesn't become an A. I have to admit the very first time I've the new kia logo I was watching the sport news, it was completely Isolated, on the Wall of the US Open and there were no clue of automotive whatsoever and I wasn't actually interested about who sponsored the tournament that year. I have to admit I have read it as KN myself, it took me a few minutes to realise it was the new KIA logo. True that you're driving the car not the logo, but if I have to say this was the smartest move they made, I won't.

[@giant_joe]

I always thought the Mercedes mark was the corner of a cube inside a circle. Like an example of ‘squaring the circle’.

[@thefutur]

I think it’s a propeller blade from their history.

[@giant_joe]

@@thefutur Interesting. On doing some reading about it, it appears to have something to do with ‘developing machines for land, sea and air’ with the first iteration happening in the 1870s as a sketch by Gottlieb Daimler.

[@90milestomiami]

Not to sound like a hater, but I had a hard time figuring out the Kia rebrand logo first time saw I thought it said KN

[@thefutur]

And what about the other logos mentioned? Kia is moving toward becoming an icon.

[@htconex19062012]

If they can only stop them from catching on fire!

[@thefutur]

Haha

[@CryptoGrit]

audi has a solid logo ^^

[@thefutur]

And yet no words.

[@znacly1184]

I’m not a designer by any stretch, but does kia’s logo say “KN”? Maybe I’m crazy, but to me it still says Kia, just a bit more symmetrical and fancier.

[@NjabzTheDigital]

💯💯💯💯💯💯💯💯💯💯💯💯💯

[@curatixn]

I agree with the greater message of the video but I don't agree with some of the examples you've used to illustrate that message. Menu typography should primarily be legible, I don't care if it has any color or anything fancy, a menu is supposed to give me a lot of information in a clean quick way, if it fails at that then whoever designed it WASN'T thinking of the greater picture and most importantly wasn't thinking of the people using it. Same for the KIA logo, if most of your business' audience thinks it sucks then obviously you weren't thinking of the customers again. If they wanted to create a barely legible icon for the brand's futuristic 100 year vision, then they should have done it better.

[@hullstar242]

With logo design a lot of it isn’t trying to make something that pleases people, you’re making a statement and Kia is saying “we are different and new” with this new logo. You can not like it, but they effectively made the statement that they wanted to make.

[@curatixn]

@@hullstar242 You don't have to please an audience but you should be able to understand them and communicate to them in their language, I don't think they achieved that at all with that rebrand, as a whole not just the logo.

[@thefutur]

No one is talking about functional typography.

[@hullstar242]

@@curatixn It pushes their language forward, which is what a cultural icon should do. It won't prevent a car purchase from its fans so why should it cater to them? It aims to push the brand into new audiences with different sensibilities.

[@curatixn]

@@thefutur In that case I recommend telling your editors to use different images to illustrate points 😁

[@ProWrestlingPsychology101]

I thought it was another Chris and Seth Godin interview 😂

[@thefutur]

Good memory

[@suspendedhatch]

Strong correlation between the care put into the menu design and the care put into the food.

[@hockeynut178]

I understand what he’s saying and I agree with it HOWEVER, the Kia logo is terrible imo (and most car enthusiast apparently) the logo shown at 0:50 is vastly different in legibility and meaning from what it is (0:55)

[@dreamervanroom]

That is your opinion. I was fascinated by the new and wanted to know what it meant - because I did not know and that intrigued me. You otoh like plainness and legibility. Mother Nature does not design that way.

[@dreamervanroom]

Really? Have a hard time in Nature, do you.

[@thefutur]

Haha

[@Elcoonn]

@@dreamervanroom it intrigued you cause you're a designer, or atleast interested in design since you're here. it wont intrigue most people. they'll just look at it, don't understand it, and then move on

[@eternylstudios8065]

Most car companies design for the middle ground. They dont go extreme wheel design because they want to hit mass market appeal, not specific individual style.

[@romel_mrkade]

Soon I will be in your podcast Chris and you will be one of our guest. And teach all this people how money works for them. You content giving me cant explain the feelings😂😂😂😂

[@PriT8117]

You need that Frame more go for that. hurrrr....................

[@garethellison01]

Loved this. It's feeling meets curiosity. Almost rip up the rule book. When ppl religiously follow the rules it loses the essence of what it's supposed to do. Make ppl curious. It's like when I design a website. 'you absolutely must have a CTA front and centre.' Possibly in some cases. But I'm like, no. Let's get them curious first. Maybe excited a little. Let's let them get to know at least a little about us and what we offer before we shove 10 CTA's down our audiences gullets! 🧐

[@TheDriftjockey]

The new Kia logo is as engaging as their new designs, like it or not.

[@LCDVF]

KIA, as word mark (Killed In Action) in war-time means a lot, at least in Europe right now… So if one goes from KIA dealeship to Volvo there is some added value right there (pun intended)

[@sekyusu]

Synchronicity is at play here. Came from a video of SesoHQ who intentionally made designs as MS paint as possible for a gamer and honestly, it just blows my mind how much personality it has. Doesn't feel "professional" or an esports copy. I guess being sick with recurring themes allows you to differentiate better.

[@jerzyzareba551]

It's not about that the KIA logo is wrong because the shape is bad. It's because literally there was an easy tweak to fix it and make it legible at the same time.

[@thefutur]

Would the same logic apply to Starbucks removing word mark?

[@Nodsaibot]

all logos will be in plain serif, death of branding

[@Xsynth]

rely on rigid systems and frameworks. "they give me the illusion of peace and control."

[@OpenBookmarksCo.]

new kia looks nice though i don't have a plan to buy it

[@WithUsersInMind]

Did you see the new Nokia logo?

[@thefutur]

Yes.

[@fabriciojuarez4533]

Maybe the old logo of Kia is worst than the new one... But that doesn't make it a good logo. KN is not boring ok, but is a car logo, you could do it like Tesla with a beautiful "K", don't put the I really next to the A... Sorry but the new logo of KN doesn't work for me.

[@MosesMatsepane]

There is a universal consensus from consumers that the new KIA logo is bad. So yeah you can have personality all you like, but what's the point of "personality" if your work is revolting to the majority of its target audience.

[@thefutur]

Universal? Clearly not.

[@indes230]

From bald to Filipino tumblr swag

[@snebold]

I've loved the new KIA logo from the beginning. Most other car brands look the same. Most have these circular or oval marks. So boring. Toyota is the worst. Two ovals to make a T inside a circle. Yuk!

[@jralexmaloney]

New one sucks too, not easily read from a reasonable distance.

[@thefutur]

It’s not meant to be “read”. Think more icon than word mark

[@theemonitor]

Disagree with Chris in this case - why change the ugly logo when the product is doing so well?

[@thefutur]

Need directions

[@FooserX]

Personally, I look at the new Kia logo and just see 2 N’s next to each other. I think it looks horrible. I also think the Chevy yellow bow tie is indeed so bad I never wanted to drive a car with that on it. Lol it’s super interesting to hear a different view

[@Terminator550]

I am not a fan of the new kia symbol

[@thefutur]

You prefer the old one?

[@Terminator550]

@@thefutur Yes, I prefer the old symbol.

[@djstuntel6026]

Ik heb leuk nummer en that heet dont worie dont huil niet meer

[@The_Idea_of_Dream_Vision]

KN cars......

[@nateb.695]

First!

[@DummyAsta]

Go Free Your Self

[@thefelixwu]

the new logo is ok. Looks like a stock template logo. 😂

[@thefutur]

The old one doesn’t?

[@tk-zh3dd]

KИ 🤨

[@cooleregg5577]

Can his 🕶️ get any thicker ?

[@huzaifaasim5633]

Chris kind of ashamed cuz he criticizes restaurant menus

[@Immortal_swine]

very unlikable host/CD

[@jeffreyfisher4854]

Nope. Sorry. KIA logo sucks. It was boring before. Now it looks like it should be on a hand bag. K-I-A is not easily recognizable in that design. You may want it to be, but it's not.

[@ne0phyx]

sometimes or most times, clients never ask for context on the decision a designer makes. The beauty of experimentation of the process is the conversation of asking more than editing. (what were you trying to convey with that color, letter, arrangement,etc.) vs. mAkE iT pOp, I dOn't liKe tHAT, xyz

[@JasonHolicky]

I hear you. And I don't like the new KIA logo. In fact its so bad that lots of people actually thought it was new car brand. Google search for 'KN car' is frequent becuase they don't realize its KIA. It needs better negative space/white space to separate the letters.