Out with the old, and in with the new. Korean Air has hit refresh, and after over 4 decades of having the same signature look, South Korea’s national carrier has unveiled a brand-new aircraft design.
The Korean airline recently pulled off a massive acquisition, rescuing rival Asiana from collapse. Now, riding the high of being named this year’s best airline, it’s going full throttle on a brand overhaul.
Revamped logo? Check. Metallic finish? Check. A new website and a first-class feel? Check and check.
Don’t be fooled, this isn’t just about paint or typography. It’s a full-on identity change for the airline as it steps into a new era. It intends to be bigger, bolder, and ready to raise the bar on the global stage.
Let’s see exactly what changed, and how successful they’ve been.
In this post:
The Look: From Baby Blue to Metallic Muse
Let’s start with the obvious. Korean Air’s new aircraft livery is a stunner.
Swapping out the powdery baby blue for a more polished, metallic sky-blue finish, the updated design is less nostalgia, more now. The silver cheatline? Gone. In its place is a graceful curve that arcs from the nose to the tail, mirroring the smooth, sweeping motion of flight itself.
This is a design that screams luxury, and it’s clear Korean Air is chasing that image with intention.
And then there’s the logotype. Just “Korean”—not “Korean Air”—in a modern, bold typeface that takes up more visual real estate on the fuselage. But hey, if you intend to do a complete rebrand, you might as well be seen.
But while the bold logotype commands attention, the new placement of the iconic Taegeuk symbol tells a different story. Taegeuk draws inspiration from Sangmo Nori, a traditional Korean dance known for its fluid, ribbon-like movements.
In our humble opinion, the change in logo may mean a loss in character, and Korean Air being swept away into the crowds of the masses chasing minimalism.
The icon looks a little awkward on the tailfin, as if it’s compensating and taking up too much space. If the bold Korean logotype is meant to stake its claim as Korea’s premier airline, the muted Taegeuk quietly retreats, a mismatch from the brand's core identity.
Bottom line: The color of the plane is an exciting change, but maybe the logo will take some getting used to.
Korean's old logo
Korean's new logo
The new livery featured on Boeing's 787 Dreamliner.
Interior Elegance to Match the Exterior Glow
Of course, the changes aren’t just skin-deep. From ditching the red in the logo to partnering with luxury international brands like Frette, Christofle, and Armani/Casa for in-flight service, Korean Air seems to be leaning into a more universally appealing luxury vibe.
Korean Air has also upgraded its onboard experience, launching a refined dining program and new amenity kits for premium cabins. We’re talking meals curated by Chef Seakyeong Kim, glassware by Riedel, and loungewear by Frette. Because why not serve bibimbap on bone china while wrapped in Italian cotton?
The dining menu hasn’t been updated in 15 years. This is a full-blown gourmet takeover.
New signature dishes include octopus nurungji rice, beef brisket bibimbap, rich abalone rice, and the royal-worthy Shinseollo hot pot. It’s the kind of menu that makes you forget you’re in a pressurized metal tube. The in-flight meal is officially making a comeback.
The cabin interiors, designed by PriestmanGoode, embrace moody, modern textures—think dark palettes, clean lines, and just enough bronze to feel quietly expensive. It’s minimalism with a side of drama.
Final Descent - Rebirth or death sentence?
Korean Air had a bold vision with the rebrand, and they carried it out with finesse. But here’s the question: Is that vision misguided?
They’re chasing luxury appeal and trying to show that they’re Korea’s premier airline, but their strategy is putting these goals at odds.
You can embrace high design without ditching heritage. And while Korean Air nailed the aesthetics, dropping the bold Taegeuk and partnering with global luxury brands signals something else: a willingness to downplay its roots in favor of broad international appeal.
Right now, the airline is cruising at an all-time high and has the resources to make flying an experience few can follow. When the world catches up, though, will all this simplicity make the airline stand out in an increasingly crowded sky?
