Photo: Korean Air
Korean Air introduced a revised corporate identity on 11 March, featuring an updated version of its Taegeuk symbol. The airline presented the new branding during an event at its headquarters hangar in Seoul, attended by around 1,000 guests, including employees,...
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Korean Air introduced a revised corporate identity on 11 March, featuring an updated version of its Taegeuk symbol. The airline presented the new branding during an event at its headquarters hangar in Seoul, attended by around 1,000 guests, including employees, industry figures and media representatives.
The redesigned logo retains the Taegeuk symbol in a deep blue shade, reflecting the airline’s heritage while adopting a more modern and minimalist aesthetic. The logotype "KOREAN AIR," positioned next to the Taegeuk symbol, incorporates subtle brushstroke-inspired details and smooth curves, offering a contemporary interpretation of Korean elegance. The new identity aligns with global branding trends while preserving the airline’s distinct visual identity.
Korean Air also introduced a new aircraft livery, revealed on a Boeing 787-10 aircraft registered as HL8515. The updated design features an enlarged "KOREAN" logotype, symbolising the airline’s confidence as South Korea’s flagship carrier. The sky-blue colour has been retained, but a newly developed paint has been applied to create a metallic effect. The traditional cheatline has been replaced with a smooth, flowing curve along the fuselage. The aircraft, equipped with the airline’s latest Prestige Suites 2.0 cabin interiors, will enter service on 12 March on the Seoul Incheon–Tokyo Narita route.
Speaking at the event, Walter Cho, Chairman and CEO of Hanjin Group and Korean Air, outlined the airline’s vision. "As a unified Korean Air, we are committed to more than just transportation—we aim to connect people, cultures and the world through the skies. With this foundation, we will build an industry-leading safety system, elevate the customer experience and strengthen trust through open communication with all stakeholders. Together, we’ll create a more connected and better world,” he said.
He continued, "With the full integration of Asiana Airlines, our role as Korea’s flagship carrier has grown even more significant. We will bring together our expertise, refine our strengths and unite cultures to create an innovative, unmatched airline experience."
The introduction of the updated corporate identity marks the airline’s first major logo revision since 1984. The Taegeuk symbol, a globally recognised emblem, remains central to the design. The airline has introduced three variations of the new branding: the full logo with both the Taegeuk symbol and "KOREAN AIR," a simplified version displaying only "KOREAN," and a standalone Taegeuk symbol option. A three-dimensional motif inspired by the Taegeuk’s curves will be used across customer-facing platforms such as check-in screens, mobile SKYPASS cards and the airline’s website. Two-dimensional patterns, influenced by Korean landscapes, Taegeuk curves and traditional “Jogakbo” patchwork, will be applied to printed materials and textiles.
In addition, Korean Air has developed a proprietary typeface and iconography that will be progressively introduced across its airport facilities, lounges and inflight environments. The new corporate identity will be implemented in stages across aircraft liveries, inflight services and customer interaction points.
Separately, the airline also unveiled upgraded inflight dining and services at an event earlier in the day at Grand Hyatt Incheon. The new meals, designed in collaboration with Chef Seakyeong Kim of Cesta in Seoul, feature seasonal ingredients and fine-dining techniques. The menu for premium classes has been expanded to include a wider selection of amuse-bouche, appetisers, main courses and desserts, such as papillote and petit four. Economy-class options now extend beyond traditional beef bibimbap to include dishes such as salmon bibimbap and spicy stir-fried octopus with pork, along with global selections like tofu pad thai and rosé pasta.
The airline has also introduced upgraded tableware for premium classes, partnering with luxury brands such as Bernardaud, Christofle, Riedel and Armani/Casa. First-class passengers will receive premium bedding from Italian luxury brand Frette, along with a new Air Coil mattress. Amenity kits, developed in collaboration with British luxury brand Graff, will contain skincare products and perfume.
The upgraded inflight offerings will be available from 12 March on 10 major long-haul routes, including flights to New York, Paris and London. By June, the enhancements will extend to all long-haul routes, with medium- and short-haul routes following from September.
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