Korean Air has launched a striking new corporate identity alongside an updated aircraft livery, signifying a major evolution in its visual branding after more than four decades. This comprehensive redesign embodies a blend of modern aesthetics and traditional values that reflects the airline’s role as a global aviation leader.
The new aircraft livery showcases a metallic sky-blue fuselage designed to evoke a futuristic appearance, enhanced by smooth curves that imbue a sense of elegance and motion. The iconic Taegeuk symbol, representing harmony and balance, has been simplified into a more monochromatic style, maintaining its cultural significance while offering a contemporary look.
The logotype is now streamlined, reading simply “Korean” in a bold, modern typeface that strengthens brand presence, moving away from the previous heavy font. This redesigned typeface enhances readability and visual impact without appearing overly aggressive.
To further unify the brand, a three-dimensional (3D) motif inspired by the Taegeuk’s flowing curves has been introduced. This motif, featuring a signature light blue with red accents, will appear on various customer touchpoints, including check-in screens and mobile SKYPASS cards. In instances where 3D applications are impractical, two-dimensional (2D) patterns, inspired by Korean landscapes and traditional patchwork, will be utilized for textiles and printed materials.
The most noticeable change in the livery is the transition to a metallic-effect sky-blue color, replacing the previous white and blue combination. This update offers a more polished and sophisticated appearance, complemented by streamlined fuselage curves that replace the formerly used cheatline design.
Korean Air has already put its first aircraft featuring the new livery into service, marking a leap into the future with an identity that encapsulates both modernity and timelessness. This fresh design is poised to capture attention and provide a lasting impression every time the airline takes to the skies.
What are your thoughts on this new look? Do you love it or hate it?
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