Korean Air Unveils Bold Rebrand as ‘Korean’ with Lippincott

In a major brand transformation, Korean Air has officially rebranded as "Korean", marking a modern and strategic shift in its identity. Designed by global branding agency Lippincott, the new look reflects the airline’s ambition to become a stronger global player while maintaining its Korean heritage.

A Sleek, Modern Identity

The rebrand moves away from the traditional airline aesthetic, opting for a simplified yet bold new name—"Korean"—which reinforces its national pride and global recognition. The visual identity introduces a cleaner, more contemporary design, with a refreshed color palette and typography that align with modern luxury and innovation.

A New Era for Korean Aviation

Lippincott’s approach focuses on minimalism and sophistication, ensuring that the brand resonates not just with travelers, but also with global business and design-conscious audiences. The move mirrors trends in aviation branding, where airlines aim for sleek, timeless aesthetics that transcend national borders.

What This Means for the Future

As South Korea’s flagship carrier, Korean’s rebrand is a statement of evolution and ambition, setting the airline apart in an increasingly competitive industry. With design at the heart of its transformation, the new identity is expected to enhance customer experience, brand loyalty, and international appeal.