Korean Air rebrand includes modernised Taeguk symbol

South Korea’s national carrier called on global creative consultancy Lippincott to reimagine its branding for just the second time in the company’s history. With the last redesign occurring in 1984, the project’s ultimate aim was to alter perceptions surrounding Korean Air to that of a premium international airline.

The rebrand follows the merger of Korean Air and fellow South Korean carrier Asiana Airlines in December 2024. The new Korean Air therefore required a modern and premium identity that could tell its story of evolving from a national carrier to one of the world’s top airlines.

Taking note of Korean Air’s ‘Excellence in Flight’ ethos, Lippincott’s work reimagined the Taeguk, which had featured in its logo since the last update in the 1980s. Representing the ‘supreme ultimate’, the symbol is also found on the South Korean flag and has deep national significance. The new design ditches the iconic red found within the Taeguk, instead opting for a far simpler design that utilises navy blue on a white backdrop.

Overall, the brand’s lighter, recognisable blue was retained, but the addition of subtle blue accents hopes to enhance the redesigned cabins.

Dan Vasconcelos, partner and creative director EMEA, Lippincott, says, “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.”

Aiming to evoke calligraphic brush strokes, the new logotype will feature across all livery. Meanwhile, the brand name has been simplified across certain touchpoints by dropping the word ‘Air’.

Michael D’Esopo, CEO, Lippincott, adds, “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 organisations.”