Korean Air will unveil its new corporate identity (CI) next month. This is the first change in four years since the announcement of the acquisition of Asiana Airlines. Korean Air will hold the 'KE Rising Night' event at its headquarters OC hangar on the 11th of next month and announce its new CI. Ahead of this, Hanjin Group Chairman Cho Won-tae will hold a meeting to share the corporate value system with employees.
Korean Air has been in the process of corporate integration since announcing the acquisition of Asiana Airlines in November 2020. This CI change is expected to be an important opportunity to commemorate the merger with Asiana Airlines and to declare new corporate values internally and externally. After the new CI is released, aircraft livery changes, flight attendant uniform design overhauls, and rebranding of airport lounges and the exterior of the headquarters building will be implemented in stages. Currently, the CI replacement work is in progress on the exterior walls of the headquarters hangar and aircraft doors.
The industry is evaluating this CI change as a symbolic change that contains the vision and values of a global airline, rather than a simple logo change. Korean Air's existing CI was introduced in 1984 and was characterized by the use of the Taegeuk pattern to express dynamic power and the stylized image of a rotating propeller. Attention is focused on how the new design will change.
Hanjin KAL, the holding company of Hanjin Group, applied for a CI using blue on a white background to the Korean Intellectual Property Office in January 2022. Some are analyzing that the font of the notice posted internally by Korean Air and the design of the in-flight pictogram for the newly introduced A350-900 aircraft are identical to the logo font, so it is virtually confirmed.
Korean Air will hold various events prior to the unveiling of its new CI. Chairman Cho Won-tae will hold the 'KE Boarding Day' at the headquarters on the 4th of next month and announce the new corporate value system. A town hall meeting with employees is also scheduled, and he plans to directly answer questions received through the company intranet. In addition, an online employee event, 'KE Connecting Week', will be held from the 4th to the 10th.
