Korean Air Unveils New Livery as Part of a Major Rebrand

Korean Air's new livery [below] and the old/current one [top]. Photo Copyright Korean Air 2025

​On the 11th of March 2025, Korean Air unveiled its first new corporate identity in 41 years by revealing a gleaming Boeing 787-10 Dreamliner adorned with a bold and distinctive livery. The event took place in a Korean Air hangar in Seoul, in front of more than 1,000 enthusiastic guests, including employees, industry leaders, and both international and domestic media.

​The redesign, crafted in collaboration with global consultancy Lippincott, showcases Korean Air’s evolution and highlights Seoul’s emergence as a major international aviation hub.

The rebrand marks a pivotal moment for Korean Air, following its merger with Asiana Airlines — a strategic move that elevates the airline to one of the largest in the world. The updated identity embraces Korean Air’s renowned "Excellence in Flight" philosophy, enhancing premium services in Business and First Class, and elevating the passenger experience with a refined, hospitality-driven approach.

​With a fresh, modern look, Korean Air’s rebranding signals a new era for the airline, reinforcing its commitment to innovation, world-class service, and connecting South Korea to the world with renewed energy and vision.

However, after reading the comments on social media, it was clear that many aviation enthusiasts were not impressed with the new livery. Several comparisons were made to those of TUI, Norse Atlantic Airways, and even La Compagnie. One commenter even went as far as to say, "Utterly bland, boring, and corporate. 'Stunning' couldn't be further from the truth, unless followed by 'ly bad.' This is a major downgrade." Another pointed out that they missed the red altogether, and that the airline's livery has completely lost touch with the Korean heritage.

Korean Air unveiled a new livery on the 11th of March 2025, seen here on a Boeing 787: Photo Copyright Korean Air

​A refreshed symbol of heritage and modernity

At the core of Korean Air’s new brand identity lies a reimagined Taeguk, the iconic symbol of South Korea, proudly displayed on the national flag. This updated design honors tradition while embracing fluidity, drawing inspiration from Sangmo Nori — a captivating Korean dance where ribbon-adorned hats spin gracefully, representing abundance and harmony.
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The airline’s logotype has undergone a thoughtful transformation, exuding refined elegance with subtle nods to luxury travel. In a bold departure, the word “Air” no longer appears on the fuselage, allowing “Korean” to take the spotlight. This deliberate choice reinforces the airline’s national significance and strengthens its global presence, ensuring unmistakable recognition at airports worldwide.

Dan Vasconcelos, partner and creative director EMEA at Lippincott, said: “For over 40 years, Korean Air’s blue-top livery has been nothing short of iconic. It has been a privilege to refresh and reinvigorate this instantly recognisable brand into a modern, premium new look.”

Korean Air unveiled a new livery on the 11th of March 2025, seen here on a Boeing 787: Photo Copyright Korean Air

Korean Air’s refreshed brand identity extends with precision across every physical and digital touchpoint, reinforcing a seamless and trustworthy experience. While preserving its iconic blue palette, the airline has introduced subtle tonal variations and refined neutral accents within its cabin environments, creating an atmosphere of understated luxury and comfort for passengers.
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Michael D’Esopo, CEO of Lippincott, highlighted the thoughtful approach behind the transformation: “Partnering with Korean Air on this significant project was an honor. Balancing the airline’s rich heritage with a vision for the future reflects Lippincott’s dedication to creating enduring brands that inspire confidence and connection, especially in the evolving aviation landscape.”

“Our cross-functional global team has worked closely with the Korean Air team to balance the rich history and heritage of the brand, while also creating a unique reinterpretation focused on the future.  We look forward to this new identity serving as a visible signal for Korean Air to affirm its flag carrier status while standing apart from other organisations.”

Korean Air unveiled a new livery on the 11th of March 2025, seen here on a Boeing 787: Photo Copyright Korean Air

The updated branding includes three distinct variations:

1. The complete logo, featuring both the Taegeuk symbol and the full "KOREAN AIR" name.
2. A streamlined version showcasing only "KOREAN."
3. A standalone Taegeuk symbol option.

This announcement marks the airline's first significant brand update since 1984, when it introduced the Taegeuk symbol, which has since become a powerful global representation of both the airline and the nation. The new corporate identity will be gradually implemented across aircraft liveries, inflight services, and key customer touchpoints.