Modernized Korean Air New CI... "Rising as a Stylish Airline Like No Other"

CI Changed After 41 Years
Transformation of the Taegeuk Mark and Heritage Succession
"Focusing on the Meaningful Value of Transportation"

On the afternoon of the 11th, a new aircraft painted with the new CI was unveiled at the 'Korean Air Rising Night' event held at the Korean Air headquarters hangar in Gangseo-gu, Seoul. Photo by Airport Photographers Group

Korean Air unveiled a corporate image (CI) logo that modernizes its unique Taegeuk mark, expressing its ambition to transform into a new and impressive airline unlike any other in the world.

New Corporate Identity (CI) of Korean Air. Provided by Korean Air

On the afternoon of the 11th, Korean Air held the 'KE Rising Night' event at its headquarters hangar in Gangseo-gu, Seoul, to announce the new CI. This marks the first CI change in 41 years, with a preparation period of three years.

At the welcoming speech, Cho Won-tae, Chairman of Hanjin Group, stated, "The integrated Korean Air will focus on the more meaningful value of transportation that connects hearts and the world through the skies," adding, "We will establish an unparalleled safety system to provide a special customer experience and build trust through communication with all stakeholders to work together for a better society."

The new logo, displayed on a large screen inside the hangar, features the Taegeuk mark (symbol) alongside the English name ‘KOREAN AIR’ (logotype), with a striking deep blue color. Korean Air explained that the Taegeuk mark was refined to pursue modernity and minimalism trends while inheriting its unique heritage. The logotype 'KOREAN AIR' next to the Taegeuk mark was designed to maintain the dignity of a national airline while preserving individuality. In particular, while retaining the sky-blue color scheme, a metallic effect was added to emphasize a premium brand image.

Jang Sung-hyun, Vice President of Marketing, IT, Cabin, and Service at Korean Air, said, "The brushstroke finish at the end of the typeface, the soft curves, and the open connection points express Korean-style elegance in a modern way," and added, "To enhance visual communication, we plan to use the symbol and logotype together, the symbol alone, or a simplified version with the symbol and the logotype 'KOREAN'."

Korean Air also introduced the 3D motif and 2D patterns used as backgrounds for the new logo. The 3D motif uses light blue as the base color with red accents throughout. It will be commonly applied to major digital screens that customers encounter, such as check-in screens, mobile Skypass cards, and the website. The 2D patterns consist of two types: one inspired by the mountainous landscapes of Korean nature and the soft curves of the Taegeuk, and another based on the patchwork pattern of traditional Korean bojagi. The 2D patterns will be used on fabrics and paper where 3D image rendering is difficult.

Chairman Cho Won-tae of Hanjin Group held the 'KE Rising Night' event on the afternoon of the 11th at the company hangar in Gangseo-gu, Seoul, and after announcing Korean Air's new CI, he is answering questions from reporters. Photo by Noh Kyung-jo

The new CI was first showcased on the livery of a Boeing 787-10 aircraft. The new aircraft HL8515, featuring Korean Air’s new cabin interior including the 'Prestige Suite 2.0,' was the first to don the new logo. This aircraft is scheduled to operate flight KE703 from Incheon to Tokyo Narita on the morning of the 12th.

Korean Air emphasized that the logotype 'KOREAN' on the new aircraft livery was boldly expressed to demonstrate confidence as Korea’s representative airline. Vice President Jang said, "This method is also used by major global airlines, such as American Airlines, Swiss Airlines, Austrian Airlines, and Thai Airways."

The repainting process takes about three weeks for large aircraft. Korean Air plans to first change the exterior of its own aircraft and then update Asiana Airlines’ aircraft at the time of integration. Chairman Cho said, "As the airline representing the Republic of Korea, we believe we must carry greater responsibility," adding, "We will embrace the know-how accumulated over a long time, leverage our strengths, and fuse cultures to become a new and impressive airline unlike any seen before in the world."