As part of its upcoming merger with South Korean carrier Asiana Airlines, Korean Air has taken a step toward redefining its brand identity. The airline, which boasts a long history in the international aviation industry, has not only completed the merger with another major player in the industry but is also using this opportunity to modernize its image and introduce a new aircraft livery.
Leaks surfaced on March 10, 2025, show the first aircraft to wear the new design—a Boeing 787-10—landing at Seoul Gimpo Airport after a livery refresh. The new livery marks the beginning of a new era for Korean Air and will be officially unveiled at a ceremony on March 11, 2025.
A new coat of paint for the Korean icon
The change in Korean Air's livery is a significant step that reflects the company's transition from a national brand to a more global identity. The new livery will replace the previous livery, which had been the airline's signature for nearly 41 years. The original look was introduced on March 1, 1984, with a Boeing 747-300 and a McDonnell Douglas MD80, and over the years has become one of the most recognizable aircraft liveries worldwide. However, like most major airlines, Korean Air has recognized the importance of regularly refreshing its brand identity to remain relevant in competition with other international carriers. Redesigning its brand identity was a logical step, particularly following its merger with Asiana, which gave Korean Air a greater presence in the international market.
The old livery, which featured a baby blue color for the upper part of the fuselage and a white lower section with a silver stripe as a transition, is now somewhat outdated. The use of bold colors, which is also common in many modern aircraft designs, has been increasingly reduced by many airlines. Instead, more and more airlines prefer a design with predominantly white and only sporadically used color accents to differentiate themselves from the competition. European airlines such as Lufthansa, Air France, and Iberia were early adopters of this trend.
The features of the new paintwork
Korean Air's new design, first seen on the Boeing 787-10 with registration number HL8515, features a modern interpretation of the traditional elements of the old livery. The upper fuselage remains a shade of blue, but the lettering has been enlarged and now extends to the front window frame. The font has also been updated, with the "Air" lettering removed—the company now operates simply as "Korean." The font change represents another step toward a more contemporary, minimalist look.
Another striking feature is the tail design. The characteristic Taegeuk, a symbol reminiscent of the yin-yang symbol and closely associated with Korean culture, remains, but is simplified and stylized. Instead of the previous bold red, the new livery features a navy blue design, which also adorns the font on the fuselage. Interestingly, this new version of the Taegeuk logo and font is identical to those used for the Hanjin Shipping Group—the parent company of Korean Air. The design was registered with the Korean Patent Office in 2022, thus underscoring the close connection between the airline and the holding company.
The new aircraft – a symbol of change
The Boeing 787-10, the first aircraft to receive the new livery, was delivered to Korean Air in July 2024. It is one of the newest aircraft in the fleet and plays a key role in expanding capacity following the merger with Asiana. Designed as a long-haul jet for international flights, the aircraft was transferred to Busan-Gimhae for repainting after its final commercial flight from Fukuoka to Seoul on February 23, 2025. Upon its return to Seoul-Gimpo on March 10, 2025, the aircraft was prepared for the official unveiling of the new design.
With its modern, efficient design and long range, the Boeing 787-10 is a perfect choice for Korean Air to serve its expanded routes following its merger with Asiana. With a capacity of more than 300 passengers in a typical three-class configuration and a range of over 14.000 kilometers, the 787-10 provides an ideal foundation for international air travel, where Korean Air aims to maintain a strong market position.
Merger and future of Korean Air
The merger with Asiana Airlines, completed in January 2025, represents another turning point in Korean Air's history. With this acquisition, Korean Air will not only become larger but also more competitive in international markets dominated by major global airlines such as Delta, American Airlines, and Emirates. The merger significantly strengthens Korean Air's portfolio by enabling a wider range of destinations in Asia and beyond.
For Korean Air, the merger also means that the company must modernize not only technologically and logistically, but also in its brand identity and public image. The introduction of the new livery is a clear indication of the transformation the company is undergoing to better leverage the synergies of the two major South Korean airlines.
Overall, the redesign of Korean Air's aircraft livery represents a strategic move to lead the company into a new era in which it is perceived not only as a national carrier, but also as a global player on the international stage. The new design symbolizes the fusion of tradition and modernity and highlights Korean Air as an airline that meets the demands of today's aviation industry.