A Fusion of Heritage and Modernity Reflects Korean Air’s Global Presence
Korean Air has taken to the skies with a fresh, modern identity, marking its first major rebrand since 1984.
The transformation—only the second in the airline’s 55-year history—was designed by renowned brand consultancy Lippincott and aims to redefine the airline’s premium experience while honouring its rich cultural heritage.
At the heart of the redesign lies the iconic Taegeuk symbol from the South Korean flag, now reimagined with inspiration from Sangmo Nori, a traditional Korean ribbon dance.
This fusion of tradition and contemporary design reflects Korean Air’s ambition to enhance its global presence while staying true to its roots.
Michael D’Esopo, CEO of Lippincott, expressed his excitement about the project, “It was an honour 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.”
A Premium Passenger Experience
The rebrand is not just about aesthetics—it is a strategic move to elevate Korean Air’s First-Class and Business offerings, aligning them with a “hospitality-inspired” passenger experience.
A key element of this refresh is the revamped fuselage logotype, which now prominently features the word “Korean,” dropping the word “Air” to reinforce its stature as the nation’s flagship carrier.
While the signature blue colour palette remains intact, additional blue accents have been incorporated into the redesigned cabin interiors, creating a sleek and sophisticated ambience for passengers.
Dan Vasconcelos, Partner and Creative Director EMEA at Lippincott, emphasised the significance of this transformation,“It has been a privilege to have been trusted to refresh and reinvigorate this instantly recognisable brand into a modern, premium new look.”
With this bold redesign, Korean Air is not just refreshing its visual identity but also setting the stage for the next era of premium air travel.
By balancing innovation with tradition, the airline is poised to strengthen its global appeal while offering passengers an elevated, distinctly Korean experience at 35,000 feet.
