Korean Air: new look, new livery, new logo and more

Korean Air is embarking on a transformative mission to become one of Asia’s largest airlines, following its US$1.3bn takeover of rival Asiana.

Central to this will be new aircraft livery and corporate branding unveiled this evening at a gala event held at the airline’s headquarters hangar in Seoul.

Korean Air's new livery.

Korean Air’s new livery retains its signature sky-blue colour, although now in a subtly darker shade and using a newly-developed paint for a metallic effect.

The transition to white is done through by a smooth, flowing curve which sweeps along the fuselage “for a more refined and contemporary look.”

The brand is reduced from ‘Korean Air’ to just ‘Korean’ in a larger and bolder brushstroke-inspired font.

Korean Air's new livery.

The redesigned Taegeuk symbol on the tail loses its ‘Pepsi’ look for a single-colour treatment, and is drawn in more organic lines to “align with modern and global minimalist branding trends,” the airline says.

Korean Air's familiar 'classic' livery.

Walter Cho, Chairman and CEO of Korean Air, said the “unified Korean Air” – born of the integration of Asiana Airlines – means “our role as Korea’s flagship carrier has grown even more significant.”

Walter Cho, Chairman and CEO of Korean Air, launches the new brand identity.

The new corporate identity will be “gradually introduced” across aircraft liveries, inflight services, lounges and key customer interaction points.

As previously reported, private first class suites will join the Prestige Suites 2.0 business class and all-new premium economy on the airline’s forthcoming deliveries of Airbus A350, Boeing 777 and Boeing 787 jets.

Korean Air's Prestige Suites 2.0 business class.

Elevating the inflight experience

Accompany the fresh look will be a fresh approach to inflight meals and other service offerings.

Korean Air has collaborated with Chef Seakyeong Kim, owner of Cesta in Seoul, to curate an exclusive selection of “fine-dining-inspired meals” featuring seasonal ingredients and innovative culinary techniques to bring a gourmet experience to the skies.

For premium classes, expanded selections of amuse-bouche and appetizers create a more immersive tasting experience, while newly introduced main courses and desserts – such as Papillote and Petit Four – add both culinary sophistication and visual appeal.

From this week, Korean Air is also upgrading inflight meals.

Highlighting Korean culinary heritage, the airline has also developed signature dishes such as octopus nurungji rice, beef brisket bibimbap, abalone rice and royal hot pot (Shinseollo).

Economy-class meals options have been also expanded beyond the traditional beef bibimbap to include salmon bibimbap and spicy stir-fried octopus with pork.

From this week, Korean Air is also upgrading inflight meals.

Reflecting global culinary trends, the menu now features dishes such as tofu pad thai, spicy eggplant stir-fry and rosé pasta, providing passengers greater variety. 

To complement the elevated dining experience, Korean Air has partnered with luxury brands for its premium tableware.

First class passengers will dine on Bernardaud china with Christofle cutlery and Riedel glassware, while Prestige class will feature Armani/Casa dishware and glassware.

For enhanced comfort, first class bedding will feature premium materials from Italian luxury brand Frette, accompanied by an innovative Air Coil mattress from Eco World.

First class passengers will also receive Frette loungewear for a more relaxing onboard experience.

Korean Air's new business class amenity kits are a collaboration with British luxury brand Graff.

Premium class amenity kits, created in exclusive collaboration with British luxury brand Graff, consist of elegant pouches containing skincare products including perfume.

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, these enhancements will be available on all long-haul routes, followed by a rollout to medium- and short-haul routes starting in September.

Sid Raja travelled to Seoul as a guest of Korean Air