Korean Air New Logo And Livery – Was it Necessary?

Re-branding and redesigning brand identities has been the theme of the 2020s. Across all industries we have assisted to brands redesigning their brand identity, Korean Air is only the latest to join the party. So, let’s take a look at what their new brand identity and particularly their new livery looks like and then I’ll give you my opinion about it.

Korean Air’s New Brand Identity and Aircraft Livery

Following the completion of the Asiana Airlines takeover, Korean Air has decided to completely revolutionize its identity. The airline will be abandoning in coming months some of its most distinctive marks that have accompanied it over the past 4 decades to become one of Asia’s most influential airlines.

Specifically the Korean carrier will be ditching its legacy logo and livery, which will be replaced by ones just presented this past week during a purpose created event.

Much as has been happening across the board in terms of branding Korean Air too will be embracing, like it or not, a simpler identity and livery. Out go the “pepsi-like” Taegeuk logo and in come more simplified versions of the symbol and the Korean Air text. The intention is to reinforce the prestigious identity of the company.

And of course the Korean Air aircraft livery will also change to align with the new corporate identity. The aircraft will drop the light blue distinctive Korean Air-Hanjin (parent company) color and will receive a darker tone with a more glossy finishing on the lines of what is La Compagnie’s or KLM’s aircraft livery base color.

Why did Korean Air Flip Its Identity on Its Head?

“Was it really necessary?” some might ask. In my opinion, yes. The airline has just completed a major move in acquiring fellow Korean carrier Asiana and now needs to gradually merge the two brands under a new core identity.

Therefore, revising the current identity in some corporate values but, most importantly, also in the consumer faced aspects is key. Creating a distance between the old Korean Air and the new entity that comes out of the Asiana takeover is something necessary.

Now, if your question is: “was it necessary to do it this way?” well now that’s where my opinion is not as lenient towards the airline.

New Korean Air Logo Not Bad – New Aircraft Livery Not a Fan

Now it’s time to give you my two cents about the revised Korean Air Identity. I’ll be very honest with you in what I think. I was very attached to the prior Korean Air brand identity. It brings back a lot of personal memories, but I must admit that at times I did feel like it was a bit old feeling. The airline needed to refresh the experience it offers passengers in someway.

The logo I find it to be not all that bad. Actually as far as redesigned logos go, this one it one the best around as it maintains the look and design of the old version and only drops the colors that did keep it anchored in the 80s and 90s.

The livery is a totally different story. I’m not a fan of the choice made for Korean Air’s new aircraft livery. I personally find the new Korean Air livery, boring and not that creative. It conforms with what is becoming a standard way of painting planes and doesn’t have anything special about it. Yes it’s modern, which reflects the spirit of Korea, but nonetheless I did expect something a bit more unique than a plain blue plane with Korean written on it.

Although it gave aging vibes, it is undeniable that the old Korean Air livery stood out in its simplicity with its unique colors. I’m not at all sure the new livery will be able to achieve the same result.

The first Boeing 787 with the new Korean Air aircraft livery (registration HL8515) has already returned to service an is currently flying primarily to destinations within Asia on medium-haul routes.

My Little Fear as a Korean Air Fanboy

I see Korean Air as an airline with a strong traditional identity. If you’ve ever travelled with them you must have felt like the service, the welcome music and other parts of the experience have a deep routing in where the airline comes from.

I, as I stated before, am a Korean Air fanboy and my only fear is that if aspects of the onboard experience are not also modernized we’ll end up with an oddly contrasting image on the outside with the service and experience once onboard.

Let me know what you think of the new Korean Air aircraft livery in the comments below and remember to sign up to my newsletter!