Fleet-wide livery reveal.

CGI launch film and livery visualisation for Korean Air's first rebrand in 40 years — CGI launch film and fleet livery visualisation for the airline's rebrand programme.

Korean Air's first brand identity refresh since 1984 — and only the second in the airline's 55-year history. Designed by Lippincott, the rebrand followed the completion of the $1.3 billion merger with Asiana Airlines, as the airline prepared for its next chapter following the Asiana integration.

We produced the CGI launch film and fleet-wide livery visualisation for the global reveal — the visual assets that debuted the reimagined Taegeuk, new livery, and calligraphic logotype before any aircraft had been repainted. The identity launched globally in March 2025.

The Challenge

An ambassador for modern Korea.

At the heart of the new identity is a reimagined Taegeuk — the national symbol from the South Korean flag — refined by Lippincott with the elegance and movement of Sangmo Nori, a traditional Korean dance. The iconic red was removed in favour of a deep blue monochrome palette. Every surface of the CGI had to express this new design language with precision: paint transitions, the reimagined Taegeuk on the tail, the new calligraphic logotype on the fuselage.

The film and imagery were produced for a fixed global launch date — the "Rising Night" unveiling at Korean Air's headquarters hangar in Seoul, attended by 1,000 guests. Simultaneous deployment across press, digital, event, and investor channels. No margin for delay.

First rebrand in 40 yearsOnly the second identity
refresh since 1969

Global launch"Rising Night" event
Seoul, March 2025

Fleet-wideMultiple aircraft types
modelled to specification

Pre-paintFull visual toolkit delivered
before any aircraft repainted