> The New York-based brand consultancy agency Arnell Group was hired on a $1 million contract to perform the brand update, leading to a 27-page design proposal titled BREATHTAKING Design Strategy. The document was subsequently leaked on Reddit by a user claiming to be an industry freelancer and garnered mixed reception, being described in some press reports as "bizarre", "nonsensical", and "brand-equity pop-psychobabble".
the infamous trademark infringement against the nation of South Korea