Korean Air has unveiled its updated corporate identity, marking the completion of its integration with Asiana Airlines, which was first announced in 2020 and finalized in 2024. The airline’s previous logo was used for over forty years, based on the traditional Korean Taeguk symbol. The old emblem featured a combination of red and blue colors and employed a serif font with heavy, bold forms, which gradually became outdated compared to the visual standards of other major international airlines.
The agency Lippincott’s new Korean Air logo retains the Taeguk symbol but now presents it entirely in dark blue, without additional shades or decorative elements. The symbol has become minimalistic while retaining its characteristic curves: the lines smoothly widen and narrow, creating thickness contrasts. The central portion of the emblem is delicately refined, tapering into slender curves that highlight its elegance.
The airline has adopted a modern sans-serif font, featuring slight horizontal stretching. The letters appear clean due to their spacious spacing and straight vertical lines. The typeface includes several distinctive details: the letters “K” and “R” have open, sharp junctions, while the inner angles of the letters “A,” “K,” and “R” feature smooth, rounded corners. Certain characters, such as “c,” “e,” and “s,” have slightly sharpened terminals, reminiscent of the well-known FF Concorde font, although they differ in overall form. Regarding style, the typography resembles standards adopted by other major airlines like Air France, which favor calm and horizontally extended sans-serif typefaces.
The color scheme has become consistent and restrained, with a deep, dark-blue shade chosen as the primary brand color, reflecting a premium status and aligning with international standards. This color also appears prominently in the airline’s new aircraft livery, in a metallic hue that harmonizes with the logo.
The updated visual identity coincides with a new era in the company’s history, emphasizing Korean Air’s ambitions to expand and strengthen its position in the international air transportation market.