Korean Air unveils stylish transformation in its initial remodeling since 1984
Korean Air, South Korea's flag carrier, has undergone a significant transformation, marking its first major rebranding in over 40 years. The new brand image is inspired by the swirling ribbons of Korea's traditional Sangmo dance, symbolizing both heritage and forward motion.
Visual Identity
The brand now features a deeper blue in its Taegeuk symbol, maintaining a strong link to Korean culture while modernizing its visual appeal. The redesigned aircraft feature a matte blue body and a navy fuselage logotype reading 'Korean', omitting 'Air' to aim for a sleeker, more refined look while reinforcing its national identity. The Taegeuk symbol on the tail of the aircraft is now monochromic.
Lounges and Onboard Experience
Korean Air has expanded its lounges at Incheon International Airport, incorporating live chefs and upgraded amenities. The onboard dining experience has been revamped with collaboration from Chef Seakyeong Kim, introducing dishes like octopus nurungji rice and beef brisket bibimbap. The airline has improved its cabin classes, including the use of premium tableware, bedding with Frette linens, and innovative mattresses in First Class.
Partnerships and Fleet Modernization
As a core member of the SkyTeam Alliance, Korean Air enhances its global network and connectivity. The airline has also strengthened its partnership with Delta Air Lines, benefiting from extensive code-sharing and loyalty programs across significant hubs like Atlanta, Seattle, and New York.
Recently, Korean Air committed to purchasing 103 Boeing jets to modernize its fleet, marking a significant step in integrating operations with Asiana Airlines. This investment aims to boost fuel efficiency and enhance the passenger experience across its global network.
Inspiration and Collaboration
The brand update is inspired by the desire to transcend mere transportation by forging connections between people, cultures, and locations. The design reflects a balance between traditional Korean heritage and modern innovation, aiming to elevate the airline's profile in premium travel. Korean Air has partnered with global creative consultancy Lippincott for a major brand makeover, the first since 1984.
Digital Presence
The new branding extends across physical and digital touchpoints, including redesigned cabin interiors by PriestmanGoode. Korean Air's website, koreanair.com, offers a newsletter for daily inspiration, escapism, and design stories from around the world.
Lippincott CEO Michael D'Esopo states that the cross-functional global team has worked closely with Korean Air to honor the brand's rich history and heritage while creating a bold reinterpretation for the future. The redesign aims to position Korean Air and Seoul as global aviation hubs.
- Korean Air's strategic partnership with Lippincott, a global creative consultancy, as part of its major brand makeover, has been instrumental in integrating traditional Korean heritage with modern innovation, aiming to elevate the airline's profile in the premium technology-driven aerospace industry.
- In the realm of finance and industry collaboration, Korean Air has solidified its position in the global market by enhancing its network through its membership in the SkyTeam Alliance, strengthening partnerships with other airlines like Delta Air Lines, and committing to a fleet modernization project with Boeing, investing in technology that will boost fuel efficiency and enhance the passenger experience across its network.
