Flag carrier airline Korean Air has unveiled a global redesign, its first since 1984.
The refresh – only the second in the airline’s 55-year history – was designed by brand experience and marketing consultancy Lippincott.
The rebrand aims to elevate its First-Class and Business offerings, creating a “hospitality-inspired” passenger experience. It takes the Taegeuk, a symbol on the South Korean flag, and combines it “with the elegance and energy of Sangmo Nori,” a Korean ribbon dance.
Michael D’Esopo, CEO at Lippincott, said: “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.”
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“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,” he added.
According to Lippincott, the company’s new fuselage logotype reinforces the airline’s status as a flag carrier, prominently displaying the word “Korean” but removing the word “Air”.
Korean Air has retained its blue colour palette and has added blue accents to its redesigned cabin environments.
Dan Vasconcelos, partner and creative director EMEA at Lippincott, said: “It has been a privilege to have been trusted to refresh and reinvigorate this instantly recognisable brand into a modern, premium new look.”
