Korean Air unveils elegant new brand identity in collaboration with Lippincott

Korean Air has unveiled a refined new brand identity, marking the first major refresh in four decades. Designed by global brand consultancy Lippincott, the rebrand is a pivotal step in the airline’s transformation from a national carrier to a premium global airline.

With a newly elevated visual identity, the redesign aims to reflect Korean Air’s commitment to excellence in flight while enhancing its presence on the international stage. At the heart of it is a reimagined Taeguk - the symbolic red and blue swirl found on the South Korean flag - now refined to embody elegance and movement inspired by Sangmo Nori, a traditional Korean dance featuring swirling ribbons.

This new iteration of the Taeguk stands independently for the first time, reinforcing the airline’s flag carrier status. The updated identity will roll out across aircraft livery, digital experiences, and passenger touchpoints, debuting in March 2025 as the airline embarks on a new era following its merger with Asiana Airlines.

Elevating heritage for a global audience

For Lippincott, the challenge was modernising an identity deeply tied to national heritage while ensuring it positioned Korean Air as a truly global airline. Dan Vasconcelos, partner at Lippincott explains how Korean Air’s management wanted to signal transformation while not losing sight of what they represent.

“The solution was to be more transformative in some areas and less in others: the Taeguk and logotype underwent bold evolution, while the livery was modernised with a metallic blue finish, retaining its iconic blue fuselage,” he says.

The new logotype also plays a significant role in reinforcing the airline’s flag carrier status. Inspired by calligraphic brush strokes, its refined shape enhances elegance, while the word "Air" has been dropped from the fuselage, allowing “Korean” to stand alone and maximise visibility from airport vantage points.

According to Vasconcelos, the agency saw an opportunity to reaffirm Korean Air’s status as the main flag carrier for South Korea, particularly as it integrates Asiana Airlines. “The decision to drop the word ‘Air’ was intentional—after all, on an airplane, it’s already implied,” he adds.

The artistry behind the new Taeguk

While Korean Air’s identity has always featured the Taeguk, this redesign brings a fresh perspective to the emblem. The new interpretation takes inspiration from Sangmo Nori, a traditional Korean performance where dancers create sweeping, fluid movements with ribboned hats, symbolising prosperity and abundance.

“In Korea, Taeguks are everywhere, just like the Union Jack in the UK or the Stars and Stripes in the US,” says Vasconcelos. “Our challenge was to make this Taeguk ownable to Korean Air while ensuring it still retained its national significance.”

He believes that the ribbon-like fluidity of the new design brings a sense of elegance and dynamism, while also enhancing its visibility within aircraft cabins and branding materials.

A premium travel experience, inside and out

Korean Air’s shift towards a more premium, hospitality-led experience is a core focus of the rebrand. The new identity extends across the airline’s touchpoints, from digital platforms to redesigned cabins created in partnership with PriestmanGoode. The blue spectrum remains a defining brand colour, while subtle bronze and dark neutral accents bring a sense of luxury and sophistication to business and first-class environments.

“In one word: confidence,” says Vasconcelos. “Premium brands exude a single-minded approach to design, and we reflected that in the rebrand.”

In line with this thinking, Lippincot also reduced the amount of logo badging throughout the passenger journey. Vasconcelos notes: “Once you step into a Korean Air lounge or aircraft, you’re already immersed in the brand, so the Taeguk becomes a discreet badge of prestige rather than an overwhelming presence.”

This refined approach aligns with Korean Air’s broader strategy of catering to premium travellers, introducing enhanced business-class services, collaborations with top chefs, and partnerships with luxury brands.

Signalling a new era for Korean Air

With Korean Air’s merger with Asiana Airlines, the rebrand arrives at a defining moment in the airline’s history. As South Korea’s largest airline expands its influence globally, the new identity ensures it stands apart from competitors while reinforcing its national pride.

“Rebrands of this scale are deeply strategic - they signal transformation and invite reappraisal,” says Vasconcelos. “However, a rebrand is only effective if it has proof points to support it. Korean Air’s passenger experience was already undergoing a major overhaul, and our role was to create a visual language that reflected that evolution.”

From Seoul’s Incheon Airport to international hubs, the refreshed branding aims to position Korean Air alongside the world’s top airlines, ensuring it stands out in an increasingly competitive industry.

As the first newly liveried aircraft take to the skies in March 2025, the rebrand represents more than just a new look - it signals Korean Air’s ambitions for the future, seamlessly blending heritage with modernity as it soars into its next chapter.