Korean Air has finally introduced a new brand, replacing the iconic baby blue livery that’s graced the skies since 1984. The livery and new brand comes as the airline starts its combination of Asiana into Korean Air. In an interesting, and perhaps baffling approach the airline’s planes will now sport the word “Korean”, instead of “Korean Air”, in a larger, modernised, simplified dark blue font.
Why is that baffling? Well, simply put because the airline’s logo will still feature the word “Air” elsewhere. When it comes to the livery, the baby blue is still there, albeit in a new guise, as the top half of the fuselage will be painted light blue, but now with a new metallic effect and curved cheatline along the fuselage very similar to KLM’s approach.
“The updated logo aligns with modern and global minimalist branding trends while preserving the airline’s distinct identity,” the company said. The new brand has been brought to life by Lippincott who has also worked with Delta and Aer Lingus.
Realistically the biggest change is the Taegeuk logo which now only appears on the tail fin, instead as part of the logotype. The logo has also been tweaked to remove the iconic red and blue colours, instead now opting for a monochromatic paired-back design similar to the swathes of luxury brands that are on a mission to (sadly) simplify their logos.
Now when it comes to the livery I have to say the overarching approach isn’t necessarily awful but then again, it’s also taking the brand to the lowest common denominator. The baby blue and navy duotone is highly simplified. Sadly, on the Dreamliner with it’s skinnier tail, the balance of the logotype and the icon is unevenly weighted. The Taegeuk now looks lost on the tail, a little too small, and is floating. The previous logo (which was actually smaller) actually had more visual weight because of the white and red colours drawing the eye to the logo.
The addition of the pearlised metallic finish is actually not a bad way of uplifting the design, but the logotype could have been reduced in size, or by adding the word Air to the logo and fitting in the same space forward of the wing, would have balanced the livery a little more in my opinion.
There are other additional brand elements such as new 3D and 2D textures which will become part of the digital and printed collateral, however, what’s become increasingly apparent is the disconnect between the new brand image and the recent interiors from Priestmangoode which offer an understated, dark and moody interpretation of modern South Korea with different textures and patterns.
When it comes to the upcoming enhancements to the inflight experience, there are new amenity kits and menus gracing the premium cabins. Designed to align with the airline’s new corporate identity, these enhancements aim to elevate the premium travel experience through refined dining and service offerings.
Korean Air has collaborated with Chef Seakyeong Kim, owner of Cesta in Seoul, to curate an exclusive selection of fine-dining-inspired meals. Featuring seasonal ingredients and innovative culinary techniques, these new dishes bring a gourmet experience to the skies.
For premium classes, expanded selections of amuse-bouche and appetizers create a more immersive tasting experience, while newly introduced main courses and desserts—such as Papillote and Petit Four—add both culinary sophistication and visual appeal.
Highlighting Korean culinary heritage, the airline has also developed signature dishes such as octopus nurungji rice, beef brisket bibimbap, abalone rice and royal hot pot (Shinseollo).
To complement the elevated dining experience, Korean Air has partnered with luxury brands for its premium tableware. First-class passengers will dine on Bernardaud china with Christofle cutlery and Riedel glassware, while Prestige class will feature Armani/Casa dishware and glassware.
For enhanced comfort, first-class bedding will feature premium materials from Italian luxury brand Frette, accompanied by an innovative Air Coil mattress from Eco World. First-class passengers will also receive Frette loungewear for a more relaxing onboard experience.
Premium-class amenity kits, created in exclusive collaboration with British luxury brand Graff, consist of elegant pouches containing skincare products including perfume.
The upgraded inflight dining and service offerings will debut on March 12 across 10 major long-haul routes, including flights to New York, Paris and London. By June, these enhancements will be available on all long-haul routes, followed by a rollout to medium- and short-haul routes starting in September.
Now, don’t get us wrong, this is a very concise, considered rebrand, but in a sea of liveries and airplane brands, standing out can go far to win market share, and some airlines like Hawaiian, Air Tahiti Nui, Virgin Atlantic and Fiji Airways punch well above their weight and size because they have brands and liveries that stand out on the apron. And it seems Korean is looking to play down it’s connection to it’s national roots, instead opting for a wider-appealing international feel – both with the livery and the desire to find luxury brands from across the globe to enhance the passenger experience, rather than finding brands closer to home.
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