Korean Air’s New Look: More Than Just a Fresh Coat of Paint

As a self-confessed "avgeek," I’ve always been fascinated by the intricate details that go into airline design. While the average passenger might not consciously register the nuances of an airline’s visual identity, most could probably identify Spirit’s vibrant yellow planes, Frontier’s animal-themed tails, United’s iconic globe, or American’s majestic eagle. So, when Korean Air extended an invitation to the unveiling of their new corporate identity in Seoul, I jumped at the chance to witness firsthand the complexities involved in updating an airline’s livery.

Brand loyalty is a powerful force, especially in the airline industry. Airlines often cultivate fiercely dedicated followings, fueled in part by their loyalty programs. Therefore, any change, no matter how small, can generate significant buzz. A complete overhaul of a company’s corporate identity, like the one Korean Air undertook, can be particularly divisive.

While the initial reactions to Korean Air’s new branding in South Korea have been varied, my time in Seoul revealed the immense care and consideration that goes into these kinds of evolutions behind the scenes. Even if the changes aren’t universally loved at first, they are the product of extensive research, planning, and creative effort.

An airline livery, essentially its color scheme and visual branding, holds a deeper meaning for frequent travelers. It can become intertwined with their personal identity, a symbol of their preferred travel experience.

Edmond Huot, chief creative officer of Forward Group, who has extensive experience in developing airline liveries (though not involved in the Korean Air project), emphasized that creating an airline’s visual brand is far more than a simple marketing exercise. "Airlines are very much keyed into where we are at as a group, as a society, as a consumer. Airlines represent where the world is at any given time," he explained.

Frequent flyers, in particular, develop strong associations with the branding of their chosen airlines. These visual cues evoke memories of past travels, positive experiences, and a sense of belonging to a particular community.

For Korean Air, this logo change was the first in 41 years, marking a monumental shift as the airline prepares for a major merger with Asiana, another prominent South Korean carrier.

Kenneth Chang, Korean Air’s executive vice president and chief marketing officer, explained that the merger presented an ideal opportunity to refresh the company’s image and reposition itself on the global stage. "Our identity wasn’t robust enough, and that’s the conversation that I always had with them ever since I joined in 2017. Are we really a global carrier?" he stated.

Even Chang acknowledged that Korean Air’s existing branding felt somewhat outdated and potentially difficult for international passengers to recognize. The red and blue circular logo was sometimes mistakenly associated with Pepsi’s brand.

The airline’s revamped logo features a monochromatic update of the Taegeuk symbol, a direct reference to the emblem on the South Korean flag. This subtle yet significant change reflects Korean Air’s desire to maintain a connection to its national heritage while projecting a more modern and internationally appealing image.

Chang shared that the development process for the new corporate identity spanned approximately three years. He expressed hope that the updated branding would enable Korean Air to compete more effectively in the highly competitive global airline market, positioning it alongside prominent Middle Eastern and Asian carriers such as Emirates and Singapore Airlines, which have successfully built extensive networks for connecting traffic.

"We don’t want to be recognized as an airline of Korea. We want to be recognized as a global airline that happens to be headquartered in Korea," Chang emphasized.

He also recognized that the new branding would require some adjustment, particularly among the airline’s most loyal customers. Some commenters on Korean Air’s social media platforms expressed concerns that the new livery felt bland and uninspired, lacking the national identity that the previous version conveyed.

Huot echoed this sentiment, noting that backlash is a common and often highly publicized occurrence when major branding changes are implemented. "They’re giant dartboards for public opinion," he said.

Despite the initial mixed reactions, Chang remained confident that Korean Air’s customers would ultimately embrace the updated branding and that it would provide a competitive advantage.

Having seen the new livery in person, I have to agree that photographs don’t fully capture its impact. To my eye, it appears much sharper and more refined on the actual aircraft.

However, Chang emphasized that the true measure of success lies in the passenger experience within the aircraft. "Just because exteriors changed doesn’t mean that we’ve actually changed, right?" he said. "So as long as we don’t decrease our commitment to the customer with what we’ve been doing, I think they’re going to be okay. But we will always have that batch of customers who are really a fan of the old school."

Huot confirmed that initial resistance is typical, particularly for older, well-established carriers with long histories and dedicated customer bases. "The bigger mainline carriers have to be very careful about change," he said.

When collaborating with airline clients, Huot stresses the importance of establishing a shared understanding of the message the new livery is intended to convey. "Let’s agree with a tone and character, let’s agree on a high-level approach," he explained.

In Korean Air’s case, the primary objective was modernization, a goal that Huot believes the airline has successfully achieved.

Airlines also occasionally design special liveries for individual aircraft, such as the centennial paint scheme Delta Air Lines recently unveiled on an Airbus A321 to commemorate its 100th anniversary. These unique designs add a touch of novelty and celebrate significant milestones in the airline’s history.

Ultimately, airline liveries serve to communicate the company’s values and its aspirations for its global image. "I’m hoping for a livery that speaks to the brand, the airline, and the sensibilities of the customers themselves," Huot concluded.

So, the next time you board a flight, take a moment to appreciate the visual story the airplane’s exterior tells about the carrier you’re traveling with. It’s a carefully crafted message designed to resonate with passengers and represent the airline on the world stage.