Samarth I Korean Air unveils its first brand overhaul in 39 years, modernizing its identity with Lippincott’s design to cement its global premium status.
Korean Air is embarking on an ambitious rebranding, marking its first major overhaul since 1984. Partnering with the global brand consultancy Lippincott, the airline aims to transform its image, elevating its status as a premium international carrier while reinforcing Seoul’s growing importance as a global aviation hub.
The new identity is centered on the airline’s long-standing ethos of “Excellence in Flight” and places a strong emphasis on enhancing Business and First-Class experiences. The refreshed design offers a more sophisticated, hospitality-inspired passenger journey, ensuring that both service and visual identity meet the expectations of high-end travelers.
At the heart of the rebranding is a reimagined Taeguk, the symbol found on the South Korean flag, now reinterpreted to blend the original symbol’s strength with the flowing elegance of Sangmo Nori, a traditional Korean dance. The result is a dynamic symbol that represents both heritage and prosperity, offering a modern feel while maintaining deep cultural significance. This design is now prominently featured in the cabin environment, crafted by Priestman Goode, to amplify the brand’s presence.
Another key change is the refined logotype, which reflects high-end hospitality. The word “Air” has been dropped from the fuselage to emphasize “Korean,” reinforcing the airline’s position as the nation’s flag carrier. This shift not only enhances brand visibility but also aligns with the airline’s transformation, following its merger with Asiana Airlines.
From physical to digital touchpoints, the new design extends seamlessly, retaining the airline’s recognizable blue while introducing subtle accents to enrich the modernized cabin experience. This rebrand is a strategic move to position Korean Air as a global leader in aviation, combining respect for tradition with a bold vision for the future.
