Insider Stories – New CI
Korean air
Thematic
Clarifying Brand Vision
What We Did
Documentary Planning, Global Production, Post-production
Watch
Context
Korean Air unveiled a new CI—its first logo change in 41 years since 1984. More than a visual refresh, it signaled a bold step toward becoming a global premium airline ahead of its integration with Asiana Airlines. Developed with global creative consultancy Lippincott, the project reimagined the iconic Taegeuk symbol with a modern touch while honoring Korean heritage. The new Taegeuk, inspired by the flowing ribbons of Sangmo Nori, and the typography, echoing Korean calligraphy, reflect the airline’s effort to bridge tradition and modernity. Rather than relying on a polished presentation, Korean Air chose to share this moment of transformation through the voices of those who led the change—telling the story with honesty and depth.
Challenge
We conducted interviews across Seoul and Hong Kong within a tight production schedule. Since the new CI was a top-secret project even within Korean Air, we had to balance strict confidentiality with effective storytelling. The key challenge was to unify diverse perspectives—from Lippincott’s creative director discussing design philosophy, to executives outlining strategy, to employees implementing changes on the ground. We also aimed to strike a tone that honored 41 years of brand legacy while building excitement for the future, delivering a message that resonated with both global and domestic audiences.
Solution
Korean Air’s CI had been loved by many and deeply embedded in the minds of customers over the years, so it was essential to clearly communicate the reasons for the change. It was important to present a clear direction for the future, grounded in the airline’s legacy, and the active involvement of Korean Air executives played a key role in this. To introduce the new logo and vision, we chose to highlight the voices of those who led the change and incorporate as much supporting material as possible. During filming, we paid close attention to lighting, spatial composition, and camera angles to ensure visual consistency. This carried through to post-production, where transitions using newly developed brand assets—such as 3D motifs and 2D patterns—helped maintain immersion throughout the video.
From the Team
“Recording the moment when an icon that has represented Korea's skies for 41 years is reborn was more than just a brand documentary—it was capturing a turning point of an era. To capture the essence of change even under extreme security, we aimed to deliver the authentic voice of brand leadership through the format of 'insider's perspective.' This project demonstrated how heritage and innovation can harmonize while presenting possibilities for how Korean identity can evolve on the global stage.”
Credit
- DirectorYoonseop Kim
- Executive ProducerMinseok Kim
- ProducerDiane Yoo
- Assistant DirectorShiheon Lee
- WriterHyejin Jeon
- Cinematographer #1Andy Choi
- Cinematographer #2Seungchan Baek
- LightingSeokho Lee