In a spectacular display of corporate evolution, Korean Air has dramatically unveiled its fresh corporate identity and revolutionary aircraft livery during the exclusive “Rising Night” event at its headquarters in Seoul on March 11. This transformation marks the airline’s first significant branding update since 1984, reflecting respect for heritage and embracing modern elegance.
The meticulously redesigned Taegeuk symbol, now presented in an impressive deep-blue hue, represents a bold move toward minimalistic global aesthetics while remaining firmly anchored in Korean Air’s rich legacy. The design was proudly showcased before an elite gathering of nearly 1,000 attendees, including prominent industry leaders, global media representatives, and valued airline employees.
Walter Cho, Chairman and CEO of Hanjin Group and Korean Air, unveils Korean Air’s new corporate identity (CI).
As the grand reveal unfolded, a striking Boeing 787-10 Dreamliner, emblazoned with the redesigned livery and bearing registration HL8515, took centre stage. This magnificent aircraft introduces Korean Air’s state-of-the-art Prestige Suites 2.0 cabin, scheduled to officially commence operations on the prestigious Seoul Incheon-Tokyo Narita route on March 12.
Chairman and CEO of Hanjin Group and Korean Air, Walter Cho, delivered a visionary address, emphasizing the broader role of Korean Air in an interconnected world: “As a unified Korean Air, we aspire beyond mere transportation—our mission is to bridge diverse cultures and global communities through unmatched service in the skies.” Cho further underscored the strategic importance of the ongoing integration with Asiana Airlines, promising passengers a new benchmark in aviation excellence: “We will combine our extensive experience, amplify our strengths, and merge cultures to redefine the airline experience.”
Korean Air’s new aircraft livery was unveiled at the “KE Rising Night” event (KE Boeing 787-10)
A New Era: Celebrating Heritage with Modern Sophistication
Korean Air’s historic rebranding pays homage to its legacy symbol—the Taegeuk—rejuvenated with an assertive new identity. The logo encompasses three strategic variations: a complete logo merging the Taegeuk symbol and “KOREAN AIR,” a streamlined version highlighting only the word “KOREAN,” and a standalone version of the iconic Taegeuk. Complementing these visual updates, a new three-dimensional motif inspired by Taegeuk’s flowing lines and vibrant colours will prominently feature across digital platforms, check-in counters, and mobile apps, enhancing brand consistency.
Moreover, a suite of beautifully crafted two-dimensional patterns inspired by Korea’s iconic landscapes, traditional Taegeuk curves, and Jogakbo patchwork have been thoughtfully created for use in textiles and printed media. Korean Air’s commitment to elegance is further reinforced by developing a proprietary typeface and distinct iconography to gradually grace lounges, airport facilities, and onboard experiences worldwide.
Luxurious New Standards: Elevated Inflight Dining and Amenities
Complementing this ambitious rebrand, Korean Air unveiled an opulent new inflight dining experience at the prestigious Grand Hyatt Incheon. The airline has collaborated with acclaimed chef Seakyeong Kim of Seoul’s esteemed Cesta restaurant to curate extraordinary gourmet menus showcasing seasonal ingredients and innovative culinary techniques.
Premium-class passengers will savour elevated selections like Papillote, exquisite amuse-bouches, and meticulously prepared appetizers and desserts such as Petit Four. Additionally, signature Korean dishes—including octopus nurungji rice, beef brisket bibimbap, abalone rice, and the revered royal hot pot (Shinseollo)—will vividly express Korea’s culinary heritage.
Economy-class dining has also seen a remarkable upgrade, with delectable additions like salmon bibimbap, spicy stir-fried octopus and pork, tofu pad thai, spicy eggplant stir-fry, and rosé pasta, reflecting both international culinary trends and passengers’ evolving tastes.
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- Korean Air unveiled its new inflight meal options and upgraded onboard services at Grand Hyatt Incheon on March 11.
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- Korean Air’s new inflight meals
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- Korean Air’s new amenity kit
Exquisite Comfort and Premium Partnerships
True to its promise of unparalleled luxury, Korean Air has partnered with globally esteemed brands to elevate inflight comfort and service. First-class travellers will delight in dining with exclusive Bernardaud china, sophisticated Christofle cutlery, and elegant Riedel glassware, while Prestige-class passengers will enjoy Armani/Casa’s designer dishware and glassware.
Onboard luxury extends further with premium bedding by renowned Italian brand Frette, complemented by an innovative Air Coil mattress from Eco World. First-class passengers will receive bespoke Frette loungewear, promising an exceptionally comfortable and relaxing journey. Exclusive amenity kits with British luxury Graff feature carefully curated skincare products and fragrances, ensuring travellers arrive refreshed and rejuvenated.
Global Rollout and Future Expansion
The comprehensive suite of inflight enhancements debuted on March 12. It covers ten premier long-haul routes, including iconic New York, Paris, and London destinations. Korean Air plans a phased rollout across all long-haul flights by June 2025, with subsequent integration on medium—and short-haul routes beginning September 2025.
Korean Air’s ambitious rebranding initiative and enhanced passenger experiences reflect a confident stride into a future where heritage and modernity unite, promising passengers not just flights but transformative journeys.
Written by: Christine Nguyen
