I've always said the brand name should be Equus for this vehicle along with the Genesis.
A couple things about this car.
This looks corny and CHEAP. They should put a STICHED colored logo here
and...
They should use a flat hood emblem instead of the hood ornament.
Other than that, I have to give it to Hyundai, they have the guts to put this out there, and it juuuust might pay off for them.