{"id":39413,"date":"2025-03-13T10:09:23","date_gmt":"2025-03-13T01:09:23","guid":{"rendered":"https:\/\/designcompass.org\/?p=39413"},"modified":"2025-03-13T10:09:26","modified_gmt":"2025-03-13T01:09:26","slug":"korean-air-rebranding","status":"publish","type":"post","link":"https:\/\/designcompass.org\/en\/2025\/03\/13\/korean-air-rebranding\/","title":{"rendered":"Korean Air Rebranding, New Identity Created with Taegeuk, Sangmo, and Brush"},"content":{"rendered":"

Korean Air has unveiled a new BI for the first time in 41 years since the Taegeuk mark in 1984. The rebranding was done in collaboration with Lippincott, a New York-based company that has been doing branding since 1943, and the font was created in collaboration with Dalton Mak, which has been creating fonts since 1991.<\/p>\n\n\n\n

At the heart of the new brand design is the Taegeuk pattern. The overall frame of the Taegeuk, inspired by the Korean national flag, is maintained while reflecting the movement of the ribbon of the \u2018Sangmo Nori\u2019.<\/p>\n\n\n\n

The font used in the logo is also expressed with a similar impression of curves. The connection points are open and the endpoints are expressed like brush strokes. A font exclusively for English and Korean that can be used in various environments was also developed.<\/p>\n\n\n\n

Korean Air's sky blue livery, which has been maintained for over 40 years, was developed in collaboration with paint specialist AkzoNobel to create a metallic blue that is a modern reinterpretation of the original color. The wordmark uses a solid color of Korean Air Dark Blue, which is deep and dark.<\/p>\n\n\n\n

On the side of the aircraft, the 'Air' from the existing 'Korean Air' was removed, leaving only 'Korean'. Representative examples include 'American Airlines', 'Swiss Airlines', 'Austrian Airlines', and 'Thai Airways'.<\/p>\n\n\n\n

We developed a digital-only design system to enable integrated brand management. We introduced font-inspired icons and graphic elements using the Taegeuk pattern.<\/p>\n\n\n\n

We also showcased 3D motifs and 2D patterns that are utilized in a digital environment. The 3D motif was inspired by the dynamic curves of the Taegeuk pattern. Korean Air Light Blue is used as the base color, and Korean Air Red is used as an accent color here and there. The 3D motif is commonly applied to major digital screens that customers can access, such as the check-in screen, mobile Skypass card, and homepage. The 2D pattern consists of two types: a pattern that borrows the natural mountain landscape of Korea and the soft curves of the Taegeuk, and a patchwork pattern. The 2D pattern is used on fabrics and paper where it is difficult to implement 3D images.<\/p>\n\n\n\n

Korean Air's new brand identity will begin to be implemented globally in March 2025.<\/p>\n\n\n\n

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(C) Korean Air<\/figcaption><\/figure>\n\n\n\n
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