Korean Air is ready for take-off with a modern new look designed by global brand, experience and marketing consultancy Lippincott, elevating the national carrier to a premium international airline and expanding Seoul’s role as a global aviation hub.
It is the first brand refresh since 1984 and only the second in the airline’s 55-year history. Guided by the brand’s “Excellence in Flight” ethos, the redesign focused on elevating Business and First-Class offerings and creating a hospitality-inspired passenger experience.
At the heart of the new identity is a beautifully reimagined Taeguk, which is the widely venerated, iconic symbol featured on the South Korean flag. The refreshed design combines the strength of the original symbol with the elegance and energy of Sangmo Nori, a folkloric Korean dance known for its flowing ribbon movements, symbolizing prosperity and abundance. This redesign allows the symbol to stand independently, enhancing its visibility in the cabin environments designed by Priestman Goode.
The refined logotype is inspired by high-end hospitality and is featured across the new livery. Its lightness, combined with tapered terminals, echo the Taeguk’s design and evoke calligraphic brush strokes, adding elegance to the new identity. The word “Air” was dropped from the fuselage logotype, allowing “Korean” to take center stage. This redesign reinforces the airline’s flag carrier status and enhances brand visibility from every modern airport vantage point.
Lippincott’s unique reinterpretation creates a modern and premium brand, respectful of the past but positioned for the future as the airline transforms, following its merger with Asiana, from a national carrier to a global top-tier airline.
Korean Air’s refreshed branding extends seamlessly across physical and digital touchpoints. The blue spectrum was retained to ensure recognition, while subtle accents of blue enhance the redesigned cabin environments and their dark neutral tones.
The new identity and livery takes to the skies in March 2025.
Michael D’Esopo, CEO, Lippincott, said: “It was an honor to partner with Korean Air on this far-reaching project—which draws on Lippincott’s expertise in both aviation branding and establishing post-M&A brands to build connection and progress for the future.
“Our cross-functional global team has worked closely with the Korean Air team to balance the rich history and heritage of the brand, while also creating a unique reinterpretation focused on the future. We look forward to this new identity serving as a visible signal for Korean Air to affirm its flag carrier status while standing apart from other organizations.”
Dan Vasconcelos, Partner and Creative Director EMEA, Lippincott, said: “For over 40 years, Korean Air’s blue-top livery has distinguished its fleet and is nothing short of iconic. It has been a privilege to have been trusted to refresh and reinvigorate this instantly recognisable brand into a modern, premium new look.”
You must be logged in to post a comment Login