In a historic transformation, Korean Air has introduced a fresh brand identity, marking its first major redesign in 40 years. The rebrand follows the airline’s $1.6 billion merger with Asiana Airlines and signals a new chapter as the carrier strengthens its global presence. The new visual identity, developed in collaboration with global design consultancy Lippincott, includes an updated logo, custom typeface, and a refined color palette.
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Korean AirKorean Air Unveils Bold New Identity in First Rebrand Since 1984
In a historic transformation, Korean Air has introduced a fresh brand identity, marking its first major redesign in 40 years. The rebrand follows the airline’s $1.6 billion merger with Asiana Airlines and signals a new chapter as the carrier strengthens its global presence. The new visual identity, developed in collaboration with global design consultancy Lippincott, includes an updated logo, custom typeface, and a refined color palette that modernizes the brand while staying true to its heritage.
A Modern Take on the Taeguk Symbol
One of the most striking changes is the reimagined Taeguk emblem, which has been streamlined into a single blue ribbon-like stroke. Inspired by Sangmo Nori, a traditional Korean performance art known for its rhythmic head-spinning ribbons, the new design symbolizes movement, progress, and cultural identity. This refined look enhances global recognition while maintaining a strong connection to Korean heritage.
A New Look: Simplified and Elegant
The color scheme has been updated, moving away from the previous mix of sky blue, cerulean, and red to a more sophisticated monochromatic blue palette. This shift emphasizes premium quality and elegance, setting Korean Air apart in an industry where white-dominated liveries are the norm. However, the airline has chosen to keep its iconic blue fuselage, ensuring brand continuity and recognition.
Strategic Name and Livery Changes
Another significant update is the removal of the word “Air” from the livery, reinforcing Korean Air’s status as South Korea’s flagship carrier. Additionally, the airline has dropped its Hangul name from the exterior design, a move aimed at strengthening its international appeal. These changes position the airline as a truly global playerwhile maintaining its national identity.
Luxury Takes Flight: Korean Air’s First-Class Transformation
Alongside its rebranding, Korean Air is making a major push into luxury travel, announcing the launch of an all-new first-class suite set to debut in 2028. This move places the airline among the ranks of top-tier carriers investing in ultra-premium experiences.
The upcoming first-class suites will be introduced on new Boeing 787, 777, and Airbus A350 aircraft, expanding beyond Korean Air’s traditional first-class routes in North America and Europe to Asia-Pacific destinations like Sydney, Singapore, Bangkok, and Hong Kong.
Designed in collaboration with PriestmanGoode, the prestigious design firm behind the airline’s Prestige Suites 2.0business class, these suites promise a seamless blend of Korean tradition and contemporary luxury.
Even before these new suites take flight, Korean Air is enhancing its first-class service, rolling out elevated dining and luxury amenities across its long-haul network. Passengers can expect fine-dining meals curated by Michelin-starred Chef Seakyeong Kim, premium Frette bedding and loungewear, and elegant tableware from Bernardaud, Christofle, and Riedel. These enhancements will launch on March 12 for ten major long-haul routes, expanding fleet-wide by June.
“We know we’re behind, and that’s something we need to work on,” says David Pacey, Executive Vice President of In-Flight Service and Lounges, as Korean Air pushes to elevate its status from a Korean flagship carrier to an international carrier based in Korea.
Aiming for the Future
This rebrand represents more than just an aesthetic refresh—it is a strategic move to align Korean Air with modern aviation trends. As the airline looks toward expansion and innovation, the new identity serves as a symbol of its commitment to excellence and evolution.
While only time will tell whether the new branding will achieve the iconic status of its predecessor, one thing is clear: Korean Air is embracing the future with a bold and refined vision.
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Images: Korean Air
Source: Korean Air
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