Korean Air officially unveiled its new corporate logo and brand identity at its headquarters in Seoul on March 11, 2025. This refresh marks the first major update of the airline's logo since 1984, reflecting both a commitment to modernity and preparation for the upcoming integration with subsidiary airline, Asiatic Airlines.
The announcement came during an event dubbed 'Rising Night,' where Korean Air's Chairman Cho Won-tae articulated the importance of these changes moving forward. "We aspire to embody the long-held safety and customer satisfaction of Korean Air as we prepare for the integration with Asiatic Airlines," said Cho, emphasizing the brand's need to appear modern and sophisticated.
One of the standout features of the new logo is the updated Taegeuk symbol (Yin-Yang), now rendered entirely in dark blue, representing the essence of Korean cultural heritage. The logo retains elements of tradition but transforms them with modern aesthetics. "This new design reflects the modern and sophisticated image we aim for as we integrate with our subsidiary and maintain our cultural heritage," Cho added.
Accompanying the new logo is the introduction of an upgraded livery, initially applied to the airline's new Boeing 787-10 aircraft, registration number HL8515. This aircraft is set to make its first commercial flight as flight KE703 from Seoul (ICN) to Narita (NRT) on March 12, 2025, departing at 09:55 AM and arriving at 12:20 PM.
Korean Air plans to provide uniquely crafted inflight services starting March 12, 2025, with upgraded meal offerings centered on high-end Korean dishes. First and Business Class will feature items like 'Iced Bibimbap' and 'Awabi Congee,' prepared under the supervision of Chef Kim Segyun, whose collaboration with the airline aims to deliver exceptional inflight dining experiences. "With this renewal, we seek to present high-quality food experiences catered for the comfort of our passengers," stated Kim, outlining the enhanced culinary focus.
Economy Class passengers will also enjoy improved meal options, including 'Salmon Bibimbap' and international dishes like 'Spicy Eggplant Stir-fry.' New tableware options significantly upscale the dining experience: First Class will feature Bernardaud china and Christofle cutlery, with Business Class utilizing Armani Casa designs.
Korean Air's enhancements extend to the comfort of its passengers beyond dining. Bedding will be supplied by the Italian luxury brand Frette, known for its high-quality linens, ensuring both classes offer improved comfort during flights. Enhanced amenity kits from Graff will also be introduced, featuring unique pouch designs rotating every eight months, showcasing the airline's dedication to customer experience.
The new inflight services are set to debut on 10 major long-haul routes, including flights to New York (JFK), Paris (CDG), and London (Heathrow). By June 2025, the airline anticipates rolling out these upgraded services across all long-haul routes, with medium and short-haul services expected to follow by September 2025.
These changes come at a pivotal time for Korean Air, marking the evolution of its brand identity. The integration with Asiatic Airlines, finalized through acquisition last December, positions Korean Air as it seeks to merge the strengths of both carriers to provide comprehensive and competitive air travel solutions. The newly refreshed logo and services underline Korean Air's commitment to maintaining high standards as it embarks on this next chapter.
This strategic direction aims to not only attract new customers but also reinforce the existing customer base's loyalty through high-quality offerings and exceptional service. With these bold changes, Korean Air is set to soar to new heights, embodying the spirit of modern aviation.