Korean Air has revealed its new corporate identity on March 11, featuring a refreshed version of its iconic Taegeuk symbol. The unveiling took place at the airline’s Seoul headquarters during an exclusive “Rising Night” event attended by approximately 1,000 guests, including employees, industry leaders, and media representatives.
The redesigned deep blue Taegeuk symbol is considered historic for the carrier, blending traditional Korean heritage with contemporary designs. This marks the airline’s first major brand update since 1984. The rebrand aimed to embrace modern minimalist trends while maintaining its distinctive identity.
The event also showcased Korean Air’s new aircraft livery as a Boeing 787-10 Dreamliner (registration HL8515) was revealed to attendees. The refreshed livery features a bold “KOREAN” logotype and an enlarged Taegeuk symbol placed on the tail.
The aircraft, which will debut the airline’s latest Prestige Suites 2.0 cabin interiors, is scheduled to begin service on March 12, operating between Seoul Incheon and Tokyo Narita.
Walter Cho, Chairman and CEO of Hanjin Group and Korean Air, shared his vision during the event: “As a unified Korean Air, we are committed to more than just transportation—we aim to connect people, cultures and the world through the skies.”
The airline executive emphasized that, with the full integration of Asiana Airlines, Korean Air’s role as South Korea’s flag carrier has grown even more important.
Aviation enthusiasts react to Korean Air’s new look
On March 9, HL8515 was already spotted arriving into Gimpo International Airport sporting the refreshed livery. The first photos of the aircraft emerged on the web on the same day.
In a Facebook post by AviationUpdatesPH.com comparing the old and new designs, followers expressed mixed opinions about the airline’s rebranding effort.
While some commenters expressed approval for the new design, many others voiced a strong preference for the carrier’s previous livery. “No one beats the old Korean Air Livery,” remarked one enthusiast, a sentiment echoed by several other respondents.
One commenter observed that the rebrand may reflect “too much minimalism,” comparing it to “becoming KLM, Korean Livery Minimalistic.” This criticism highlights a growing trend, not only seen in aviation but also in other industries, toward simplified brandings that some people feel sacrifice distinctive character for contemporary design.
Another follower noted the unusually strong reaction, commenting, “I’ve never seen aviation enthusiasts the world over revolt over a livery change. It must really be that bad.”
Enhanced premium services debut alongside new branding
Earlier on the same day, Korean Air unveiled its upgraded inflight dining experience at Grand Hyatt Incheon. The carrier has collaborated with Chef Seakyeong Kim of Seoul’s Cesta restaurant to develop fine-dining-inspired meals for premium cabins, featuring seasonal ingredients and innovative culinary techniques.
First-class passengers will now enjoy dining on Bernardaud china with Christofle cutlery and Riedel glassware, while Prestige class will feature Armani/Casa dishware. Premium cabin amenities have also been enhanced with Frette bedding materials and exclusive amenity kits created in partnership with British luxury brand Graff.
The upgraded inflight dining and service offerings will debut on March 12 across 10 major long-haul routes, including flights to New York, Paris, and London. By June 2025, these enhancements will be available on all long-haul routes, with medium and short-haul implementation beginning in September.
Korean Air serves 116 cities in 40 countries with a modern fleet of 161 aircraft, continuing its 55-year legacy as one of the world’s top 20 airlines and a founding member of the SkyTeam alliance.
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