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DALLAS – Korean Air (KE) has revealed a refreshed corporate identity and aircraft livery, marking its first major brand update in over four decades.
The 56-year-old airline announced the rebranding during its exclusive Rising Night event at its Seoul headquarters, which was attended by around 1,000 guests, including industry leaders and media representatives.
A Modern Take on Tradition
The centerpiece of the rebranding is a modernized deep blue Taegeuk symbol, maintaining the airline’s heritage while embracing minimalist global design trends. The updated logo features a refined “KOREAN AIR” logotype with subtle brushstroke-inspired details, reinforcing the airline’s national prestige.
The new identity also includes a three-dimensional (3D) motif inspired by the Taegeuk’s flowing curves, which will appear across various customer touchpoints, from airport signage to digital interfaces. A two-dimensional (2D) version, influenced by Korea’s landscapes and traditional Jogakbo patchwork, will be used in printed materials and textiles.
An event highlight was the unveiling of KE’s redesigned aircraft livery on a Boeing 787-10. The new design features an enlarged logo and a metallic-effect sky-blue fuselage, enhancing its premium appeal.
The traditional cheatline has been replaced with a sleek, flowing curve for a more modern look. The first aircraft with the new livery, registered as HL8515, will enter service on March 12, flying from Seoul Incheon to Tokyo Narita.
Enhancing the Inflight Experience
Alongside the rebranding, KE introduced a revamped inflight dining experience. Collaborating with renowned chef Seakyeong Kim, the airline has developed a fine-dining-inspired menu featuring seasonal ingredients and signature Korean dishes such as beef brisket bibimbap and abalone rice. Economy-class offerings have also expanded to include international flavors like tofu pad thai and rosé pasta.
Additionally, premium-class passengers will enjoy upgraded amenities, including luxury tableware from Bernardaud and Armani/Casa, high-end bedding from Frette, and exclusive Graff-designed amenity kits. These enhancements will roll out on long-haul routes starting March 12 and will be fully implemented across all flights by September.
Looking Ahead
Korean Air Chairman and CEO Walter Cho emphasized the airline’s commitment to innovation and connectivity. "We aim to go beyond transportation and connect people, cultures, and the world," he said.
As Korean Air finalizes its integration with Asiana Airlines, it seeks to reinforce its position as South Korea’s flagship carrier while offering a world-class passenger experience.
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Exploring Airline History Volume I
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David H. Stringer, the History Editor for AIRWAYS Magazine, has chronicled the story of the commercial aviation industry with his airline history articles that have appeared in AIRWAYS over two decades. Here, for the first time, is a compilation of those articles.
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April 2025
