Korean Air has revealed its new corporate identity, changes made to its aircraft livery, as well as its first-class dining menus. The airline has now adapted to the new shiny blue livery, which is simple but leaves no questions about their identity, ditching its classic “Pepsi sky blue livery designs.” However, there is more to the company’s strategic rebranding move.
Korean Air is South Korea’s flagship and largest airline. Korean Air was established in 1969 as a domestic carrier. It was formed by the merger of several small carriers and began its international operations in the early 1970s.
The airline has its headquarters in Seoul, South Korea. Its principal hub is Incheon International Airport, one of the world’s largest and newest airports. The airline carrier has a diverse fleet of over 150 aircraft, featuring aircraft from both Airbus and Boeing, such as the Boeing 747 and Airbus A380. The airline’s aircraft fleet operates a gigantic network of local and international destinations in more than 40 nations. It has an emphasis on far-reaching operations to North America, Europe, and Asia.
The company rebranding involved a new and more minimalist rendition of its logo, which is more streamlined as well as advanced-looking. The traditional colors (red and blue, representing the South Korean flag) were retained but used in a newer style. Korean Air has also introduced a new slogan, “Excellence in Flight,” emphasizing its commitment to quality and customer service.
The rebranding was a part of a complete campaign to modify customer perceptions and align the image of the airline with its service and product quality. The doctrine of the brand was centered around warmth, customer-centric service, and safety. For enhanced online presence, Korean Air improved its website and mobile phone app for a better user experience. Smooth online reservation and customer service were emphasized.
Following the rebranding, Korean Air wished to enhance its ranking in various airline industry rankings, to be known for its improved service and customer satisfaction.
Overall, Korean Air’s rebranding was a strategic effort to refresh its brand image, enhance customer experience, and establish it as one of the world’s top airlines. The effort signaled acknowledgment of changing consumer tastes and competitive pressures in the airline industry.
Cover photo via Korean Air, “Korean Air Unveils New Corporate Branding After 4 Decades.”
