Korean Air has introduced a new brand identity, marking its first major update in forty years. Developed by global brand consultancy Lippincott, the rebrand signifies the airline’s transition from a national carrier to a premium global airline.
The redesigned visual identity aims to showcase Korean Air’s dedication to excellence in flight and enhance its international presence. Central to this is a reimagined Taeguk, inspired by the traditional Korean dance Sangmo Nori, featuring swirling ribbons. The new Taeguk now stands independently for the first time, emphasizing the airline’s status as a flag carrier. The updated identity will be implemented across aircraft livery, digital experiences, and passenger touchpoints, debuting in March 2025 after Korean Air merges with Asiana Airlines.
Lippincott faced the challenge of modernizing an identity deeply rooted in national heritage while positioning Korean Air as a global airline. Dan Vasconcelos, a partner at Lippincott, explains that the Taeguk and logotype underwent significant evolution while the livery was updated with a metallic blue finish, maintaining its iconic blue fuselage.
The new logotype, inspired by calligraphic brush strokes, enhances elegance and emphasizes the airline’s flag carrier status. The decision to remove „Air“ from the fuselage allows „Korean“ to stand out and increase visibility from airport viewpoints.
The redesign of the Taeguk draws inspiration from the traditional Korean performance Sangmo Nori, symbolizing prosperity and abundance. The fluid and ribbon-like design brings elegance and dynamism to the emblem, enhancing visibility within aircraft cabins and branding materials.
The rebrand focuses on providing a premium, hospitality-led travel experience. The blue spectrum remains a prominent brand color, with bronze and dark neutral accents adding luxury and sophistication to business and first-class environments. Lippincott aimed to exude confidence in the rebrand by reducing logo badging throughout the passenger journey.