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The airline Korean Air presented a new, and quite controversial, new corporate image on its planes and other marketing materials, Do you like how it turned out??
The 11 of March, Korean Air revealed its new corporate identity at an exclusive “Rising Night” event, held at its main hangar in Seoul, approximately attended 1.000 guests. The presentation highlighted an updated version of its iconic Taegeuk symbol and the introduction of a new livery for its fleet, Starting with a Boeing 787-10.
Korean Air's controversial new image
The renewed Taegeuk symbol, Now in an elegant deep blue, was the center of attention, symbolizing the fusion of Korean Air's rich heritage with a contemporary aesthetic. This redesign aligns with global minimalist branding trends, maintaining the airline's distinctive identity. The “KOREAN AIR” logo, positioned next to the Taegeuk symbol, projects an image of national prestige with a refined visual design. The details, inspired by traditional Korean calligraphy, offer a modern interpretation of Korean elegance.
The new Korean Air livery stands out for its bold “KOREAN” logo, which reflects the confidence of the airline as the main one in South Korea. Modern design features a larger logo and symbol for greater visual impact, maintaining a harmonious balance. A metallic paint has been introduced to enhance the premium image, preserving the characteristic sky blue. The traditional separation line has been replaced by a fluid curve that runs along the fuselage.
During his speech, The Write Cloy, President and CEO of Hanjin Group and Korean Air, shared his vision of the future, emphasizing the airline's commitment to connecting people and cultures, and highlighted the importance of the integration with Asiana Airlines.
First logo change in 41 years: A tribute to the taegeuk legacy
The new Korean Air logo integrates the Taegeuk symbol with the “KOREAN AIR” logo. The symbol, in dark blue, reinforces the airline's prestigious image. The new brand includes three variants: The complete logo, a simplified version and the separate Taegeuk symbol.
To consolidate brand identity, Korean Air has introduced a three -dimensional motive (3D) Inspired by the taegeuk curves, and two -dimensional patterns (2D) inspired by Korean landscapes and the traditional “Jogakbo” mosaic. Korean Air It has also developed its own typography and iconography.
This is the first significant brand change from 1984, and the new corporate identity will be progressively implemented in the aircraft liveries and on-board services.
Improved Board Experience: New menus and luxury services.
Korean Air has renewed its gastronomic offer on board, collaborating with Chef Seakyeong Kim to create menus inspired by haute cuisine, with seasonal ingredients and innovative techniques. Options have been expanded in premium and economy classes, including traditional Korean dishes and global culinary trends.
The airline has partnered with luxury brands such as Bernardaud, Christofle, Armani/House and Frette to offer dishes, cutlery, High-quality glassware and linens in premium classes. The amenities kits, created in collaboration with Graff, include luxury skin care products.
These improvements will be implemented gradually, starting the 12 March on long distance routes, and extending to all routes by September.
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