Korean Air rebrands for the first time in 40 years with a simplified new look by Lippincott designed to reach global audiences.

Korean Air has launched a new corporate branding - including updating its logo for the first time since 1984 - as it works towards integrating with rival-turned-subsidiary Asiana Airlines.

Korean Air unveiled a new corporate logo and aircraft livery as part of a wide-ranging brand refresh following its acquisition of local rival Asiana Airlines Inc. that has created Asia’s second-biggest airline group.

Korean Air has rebranded for only the second time in its history – the new look created by Lippincott is the airline's first brand refresh since 1984. The airline rebrand comes in the wake of its merger with Asiana and was guided by the brand's 'Excellence in Flight' ethos.