Korean Air Rebrands with New Look After 37 Years
Korean Air has rebranded for only the second time in its history, introducing a new look designed by Lippincott. The airline’s first brand refresh since 1984, the new identity is guided by the "Excellence in Flight" ethos, focusing on creating a high-end experience, improving business and first-class offerings, and offering a passenger experience inspired by the hospitality sector.
A New Era for Korean Air
The previous identity was centered around the Taeguk, the symbol on South Korea’s flag, which had a resemblance to the Pepsi logo. The new look reimagines the Taeguk, stripping it back and incorporating the "elegance and energy of Sangmo Nori, a folkloric Korean dance known for its flowing ribbon movements, symbolizing prosperity and abundance."
Design Elements
The new logotype is designed to echo the fluidity of the Taeguk and evoke calligraphic brush strokes, while the fuselage logotype boldly drops the "Air" to enhance brand visibility from across the airport and reinforce that Korean Air is the flagship carrier of South Korea.
A Modern and Premium Brand
The rebrand aims to create a modern and premium brand that is respectful of its heritage while being well-positioned for the future. Lippincott’s cross-functional global team worked closely with the Korean Air team to balance the rich history and heritage of the brand with a unique reinterpretation focused on the future.
What the Experts Say
"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 organizations," says Michael D-Esopo, CEO of Lippincott. "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 recognizable brand into a modern, premium new look," adds Dan Vasconcelos, partner and creative director EMEA, Lippincott.
Conclusion
The new look is fitting for an airline aiming for sophistication, and the elegant energy of the new symbol is a nice touch. While some commenters online have pointed out similarities with KLM, it’s understandable given the vast array of brand designs in the industry.
FAQs
Q: Why is Korean Air rebranding?
A: The airline is rebranding to create a modern and premium brand that is respectful of its heritage while being well-positioned for the future.
Q: What is the inspiration behind the new logo?
A: The new logo is inspired by the elegance and energy of Sangmo Nori, a folkloric Korean dance known for its flowing ribbon movements, symbolizing prosperity and abundance.
Q: What is the significance of the Taeguk in the new logo?
A: The Taeguk is a symbol on the South Korean flag, and its reimagining in the new logo represents the airline’s heritage and connection to its country.
Q: How does the new look differ from the previous one?
A: The new look drops the "Air" from the fuselage logotype, enhancing brand visibility from across the airport and reinforcing Korean Air’s status as the flagship carrier of South Korea.
