First rebranding in 40 years signals Korean Air's global, modern future: Walter Cho
Korean Air unveiled its refreshed corporate identity on Tuesday, marking a new chapter following its 1.8 trillion won ($1.24 billion) acquisition of Asiana Airlines. The updated design features a modernized version of its iconic taegeuk symbol.
The launch event took place at the airline’s headquarters in Incheon, bringing together more than 1,000 employees, industry representatives and members of the media.
"I believe that rebranding the corporate identity is not simply about changing names or appearances, but fundamentally about shifting employees' mindsets and setting a consolidated vision," said Walter Cho, chair and CEO of Hanjin Group and Korean Air.
"Both Korean Air and Asiana Airlines will undergo a two-year integration process from now, and I trust this is a time filled with confidence and excitement for staffs on both sides. To stay ahead in the direction we pursue, we have made the new corporate identity announcements in advance rather than waiting for integration in 2027."
Cho also discussed the airline’s potential competitiveness following the merger.
"After the merger, we estimate that we will rank 11th among global airlines in terms of size. However, rather than prioritizing scale, I want our airline to be recognized above all for its quality," he said, emphasizing his vision of making Korean Air the world's "safest airline," trusted by both passengers and employees.
This marks Korean Air’s first major brand update since 1984, when it first introduced the taegeuk symbol into its corporate identity.
According to Korean Air, the redesigned deep blue taegeuk preserves the airline’s heritage while incorporating a contemporary aesthetic. The updated "Korean Air" logotype, in all capital letters, is positioned next to the taegeuk and features refined brushstroke-inspired details, smooth curves and open connections, embodying a modern interpretation of Korean elegance.
Regarding concerns that replacing the traditional red and blue colors of the taegeuk symbol with deep blue was unfortunate, Cho explained the decision to update the corporate identity was driven by global trends toward "minimalism" and "modernization."
"When we first received design proposals from international designers, the taegeuk symbol had been removed entirely. But as Korea’s flagship airline, that was not an option for us. I insisted on keeping the taegeuk, and the process ultimately took three years," he said.
Korean Air estimates that repainting all 250 aircraft from both airlines will take up to four years. The process is to begin with Korean Air’s fleet, followed by Asiana Airlines once the integration is complete.
As for new uniforms for the merged airline, they are scheduled to be unveiled in 2027. Cho noted they are actively gathering feedback from current flight attendants to design a uniform that not only meets but exceeds the popularity of Korean Air’s current uniform, which has been well regarded by the public for the past two decades.
Additionally, Korean Air’s new livery now features an enlarged logo and symbol for greater visual impact. While retaining its signature sky blue, the airline has developed a new metallic paint to enhance its premium image. The traditional "cheatline" — the long stripe extending the length of the fuselage — has been replaced with a fluid, sweeping curve, giving the aircraft a sleek, contemporary look.
In tandem with the rebranding, Korean Air has also unveiled an upgraded in-flight dining experience.
"It has been over 15 years since we last updated our in-flight meal service. Over the past two years, our dedicated team has worked tirelessly to refine our offerings," said David Pacey, executive vice president of in-flight service and lounge operations. "Rather than overcomplicating dishes, we focused on creating authentic menus with fresh, seasonal ingredients to deliver the best possible experience for our passengers."
For menu curation, Korean Air collaborated with chef Kim Sea-kyeong, owner of the restaurant Cesta in Seoul. In premium classes, an expanded selection of amuse-bouches and appetizers enhances the tasting experience, while newly introduced main courses and desserts, such as Papillote and Petit Four, add culinary sophistication.
For premium in-flight services, first-class bedding will feature high-end materials from Italian luxury brand Frette, complemented by an innovative air coil mattress from Eco World. Premium-class amenity kits, designed in collaboration with British luxury brand Graff, will include stylish pouches containing skincare products and perfume.
The enhanced in-flight dining and service offerings debut Wednesday across 10 major long-haul routes, including flights to New York, Paris and London. By June, these upgrades will be available on all long-haul routes, with a phased rollout to medium- and short-haul routes beginning in September.
hykim@heraldcorp.com
