Insider Stories – New CI

Chapters

1. 0:00

   Background and Purpose of the CI Renewal

   Korean Air leadership reflects on the 40-year-old CI and explains the necessity of the renewal to lead the next 50 years and integration.

2. 1:15

   Partner Selection and Design Direction

   Korean Air selected Lippincott based on their airline track record and design philosophy to modernize while honoring brand heritage.

3. 2:14

   Reinterpreting the Taegeuk: Inspired by Sangmo Nori

   Drawing inspiration from the movement of Sangmo Nori ribbons, designers subtracted visual clutter to capture the essential energy and elegance of the Taegeuk.

4. 3:07

   Developing the Bespoke Metallic Livery

   Korean Air's iconic blue fuselage heritage is preserved and elevated into a modern, premium look using bespoke metallic aviation paint.

5. 3:49

   Typography Design Harmonized with Taegeuk

   Collaborating with Dalton Maag, designers created custom fonts echoing the Taegeuk's tapered details, balancing Korean calligraphy and multilingual support.

6. 4:34

   Global Vision and Employee Commitments

   Leadership and employees reaffirm their commitment to safety and comfortable travel, aiming to become the world's most loved airline.

Key facts from the film

1. 0:01

   Dan Vasconcelos stated that Korean Air has been around for 55 years.

   “If you think about Korean Air, it's been around for 55 years.” — Dan Vasconcelos

2. 0:29

   Chairman Cho Won Tae stated that the previous CI was created over 40 years ago.

   “그동안 사용한 CI는 40여 년 전 제작되어 전 세계 어디서나 쉽게 알아볼 수 있는 심볼이었습니다.” — Cho Won Tae

3. 1:01

   Vice Chairman Woo Keehong shared that the new CI represents the starting point of an integrated new Korean Air and welcoming a new family.

   “새로운 CI는 통합된 새로운 대한항공의 출발점입니다.” — Woo Keehong

4. 1:24

   Kenneth Chang explained that Lippincott was selected as a partner due to their proven track record in the airline industry and design philosophy.

   “And we identified Lippincott as the one that could work most intimately with us because of their proven track and the airline industry.” — Kenneth Chang

5. 2:30

   Dan Vasconcelos mentioned that they were strongly inspired by the Korean folkloric tradition of Sangmo Nori.

   “We were very inspired by Korean folkloric tradition called Sangmo Nori.” — Dan Vasconcelos

6. 2:46

   Dan Vasconcelos shared that they explored hundreds of Taegeuks during the design process.

   “We explored hundreds of Taegeuks, I should say.” — Dan Vasconcelos

7. 3:33

   Dan Vasconcelos explained that they developed a bespoke metallic aviation paint to retain the blue in a modern, bold, and premium way.

   “One of the things that we did was to then develop a bespoke aviation paint which is metallic, and that retains the blue, but it does that in a very modern, in a very bold way, but also in a very premium way because that's the pivot that Korean Air is taking.” — Dan Vasconcelos

8. 4:01

   Jan Van Wezemael stated that they worked with Dalton Maag to develop the font linking back to the Taegeuk and its tapered details.

   “We worked with Dalton Maag to flesh out the whole font, the European set of the font, but also Hangeul which Coco helped to direct.” — Jan Van Wezemael

FAQ

Speakers

• Dan VasconcelosCreative Director, Lippincott
• Cho Won TaeChairman, Korean Air
• Woo KeehongVice Chairman, Korean Air
• Kenneth ChangExecutive Vice President, Korean Air
• Jan Van WezemaelDesign Director, Lippincott
• Coco HanDesign Director, Lippincott

Full transcript

1. 0:01
   Dan Vasconcelos

   If you think about Korean Air, it's been around for 55 years.

   대한항공이라고 하면, 55년의 역사를 이어 온 회사죠.

2. 0:06
   Dan Vasconcelos

   It is an airline that is respected and it's renowned for its operational efficiency, safety, everything that you associate with solid airlines.

   업계에서 존경받는 항공사이고요, 탁월함을 인정받는 회사예요. 운영 효율성이나 안전성은 물론, 신뢰할 수 있는 항공사의 모든 면에 있어서요.

3. 0:16
   Dan Vasconcelos

   But it was in a process of transformation.

   그런데 중요한 건, 이런 회사가 변화를 앞두고 있다는 겁니다.

4. 0:30
   Cho Won Tae

   Our CI was designed over 40 years ago and became a symbol recognized worldwide.

   그동안 사용한 CI는 40여 년 전 제작되어 전 세계 어디서나 쉽게 알아볼 수 있는 심볼이었습니다.

5. 0:37
   Cho Won Tae

   For many, travel means thinking of Korean Air's Taegeuk mark, a symbol of trust. Many have cherished this mark for years.

   많은 분들이 여행을 생각하면 대한항공의 태극 마크를 함께 떠올릴 정도로 오랜 시간 사랑해 주셨습니다.

6. 0:44
   Cho Won Tae

   As we look ahead to the next 50 years, we needed a new vision and mission to guide us, along with a renewed CI.

   새로운 변화를 맞이하여 앞으로의 50년을 이끌어갈 새로운 비전과 미션이 필요하였고, 이와 함께 CI도 리뉴얼할 필요가 있었습니다.

7. 0:54
   Cho Won Tae

   The new CI keeps the Taegeuk while embracing a simpler, more modern design.

   새로운 CI는 기존 태극의 정체성을 유지하면서 간결하고 현대적인 형태로 변화를 추구하는 결과입니다.

8. 1:01
   Woo Keehong

   Our new CI marks the beginning of a unified Korean Air.

   새로운 CI는 통합된 새로운 대한항공의 출발점입니다.

9. 1:06
   Woo Keehong

   It also symbolizes welcoming a new family. We hope it brings people closer and paves the way for a brighter future.

   새로운 가족을 맞이하는 의미이기도 하고요. 또 새로운 CI를 통해 모두를 더욱 가깝게 연결하고 더 나은 미래를 열어 나가기를 바랍니다.

10. 1:15
    Kenneth Chang

    We conducted an aggressive and very tight process of bidding and evaluations, and we had many potential global partners to work with.

    저희는 매우 적극적이고 체계적인 방식으로 입찰 및 평가 과정을 진행했습니다. 함께 일할 만한 글로벌 회사들이 후보로 많이 있었죠.

11. 1:25
    Kenneth Chang

    We identified Lippincott as the one that could work most intimately with us because of their proven track in the airline industry, also their design philosophy.

    그중에서 리핀코트를 선정했습니다. 대한항공과 가장 긴밀하게 일할 수 있을 것 같았거든요. 항공업계에서 쌓아온 뛰어난 전문성이 돋보였고 디자인 철학 역시 잘 맞다고 판단했습니다.

12. 1:40
    Dan Vasconcelos

    Korean Air came to Lippincott with a task which was to modernize an absolutely accomplished but also iconic airline.

    대한항공은 리핀코트에 중요한 과제를 주었습니다. 브랜드를 현대화하는 일이었는데, 대한항공은 이미 성공한 데다 그 자체로 아이코닉한 항공사이죠.

13. 1:48
    Dan Vasconcelos

    This wasn't a job of reinvention, but you have to signal that something has changed.

    이건 완전히 새롭게 만드는 작업이 아니었어요. 하지만 변화를 분명히 보여줄 필요가 있었고

14. 1:51
    Dan Vasconcelos

    And that was the job that we had at hand.

    그게 바로 우리에게 주어진 역할이었어요.

15. 1:57
    Kenneth Chang

    So this new CI and this new logo represents modernization, still elegance, a bit of looking forward, saying simplification.

    새로운 CI 및 로고는 현대적이면서도 우아함을 유지하고, 미래지향적인 이미지를 간결하게 전달합니다.

16. 2:03
    Kenneth Chang

    And also to bring a story that we're changing, but do not forget where we started from.

    동시에 하나의 메시지를 전하는데요. 우리는 변화하고 있지만 어디서 시작했는지 잊지 않았다는 이야기입니다.

17. 2:14
    Dan Vasconcelos

    So we start with the Taegeuk.

    우리는 태극에서 시작했습니다.

18. 2:16
    Dan Vasconcelos

    The way we made the Taegeuk unique and much more sophisticated was actually to subtract.

    우리가 태극에 독창성을 더하고 세련되게 만든 방법은 사실 '덜어내기'였습니다.

19. 2:22
    Dan Vasconcelos

    One of the things that we noticed was that there was a very beautiful motion running inside on the outskirt of the Taegeuk.

    태극에 관해 알게 된 흥미로운 점은 바로 태극의 안쪽과 바깥쪽에 아주 아름다운 움직임이 있다는 것이었어요.

20. 2:29
    Dan Vasconcelos

    We were very inspired by Korean folkloric tradition called Sangmo-nori.

    특히 '상모놀이'라는 한국 민속 문화로부터 깊은 영감을 받았어요.

21. 2:34
    Dan Vasconcelos

    The performers, they wear costumes that have beautiful elongated colorful ribbons.

    상모꾼의 의상에는 길게 늘어진 아름다운 띠가 포함되어 있어요.

22. 2:39
    Dan Vasconcelos

    What if these ribbons actually inform that shape of the Taegeuk?

    여기서 착안했죠. 이 기다란 띠가 태극의 문양을 만들면 어떨까?

23. 2:43
    Dan Vasconcelos

    What if we actually take that movement and that elegance and that energy?

    그 특유의 움직임과 우아함과 에너지를 가져오면 어떨까?

24. 2:46
    Dan Vasconcelos

    We explored hundreds of Taegeuks, I should say, but that came out as a winner, which was to take away elements, take away visual congestion to just retain the essential movement.

    저희가 디자인한 태극 마크만 해도 수백 가지가 될 겁니다. 그중에서 최후까지 살아남은 건, 여러 요소들을 덜어내고, 복잡해 보이는 부분을 없애고,

25. 2:56
    Dan Vasconcelos

    And the essential energy and elegance of that, and that's what led to the final solution.

    핵심적인 움직임만을 남긴 태극이죠. 강렬한 에너지와 우아함을 보여주는 바로 그 태극이 최종적으로 채택됐어요.

26. 3:07
    Kenneth Chang

    I think Korean Air was famous for was the color of the livery.

    대한항공이 유명한 것 중 하나가 항공기의 색상이거든요.

27. 3:13
    Kenneth Chang

    So we want to make sure that presence was maintained, but we want to take an uplift to the next level.

    그래서 그 존재감을 유지하고 싶었습니다. 다만, 한 단계 더 끌어올리려고 했죠.

28. 3:18
    Dan Vasconcelos

    Mr. Cho feels that the blue top is part of the heritage of the company and we need to find a way of retaining it.

    조원태 회장님은 항공기 상단의 하늘색이 회사가 지켜야 할 유산이라고 생각했어요. 그렇다면 하늘색을 유지할 방법을 찾아야겠죠.

29. 3:24
    Dan Vasconcelos

    That was a little bit of a eureka moment because it was about keeping that blue, keeping that full-colored fuselage, but then projecting into the future.

    그때 '유레카'를 외치는 순간이 찾아왔습니다. 하늘색을 유지하고 동체 전체를 도색하는 방식을 따르면서, 미래를 향해 나아가는 느낌을 주기로 결심했죠.

30. 3:33
    Dan Vasconcelos

    One of the things that we did was to then develop a bespoke aviation paint which is metallic, and that retains the blue, but it does that in a very modern, in a very bold way, but also in a very premium way because that's the pivot that Korean Air is taking.

    이에 따라, 항공기용 특수 페인트를 맞춤형으로 개발했어요. 메탈릭 블루'라고 할 수 있는데요, 보다 현대적이고 대담하면서도 훨씬 고급스러운 이미지를 만들어내죠. 대한항공이 지향하는 변화가 바로 이런 느낌이었으니까요.

31. 3:50
    Dan Vasconcelos

    There was a job for the visual system to do, which was to create cohesion in the experience.

    비주얼 시스템이 제대로 작동하면, 다양한 접점에서 일관된 경험을 제공할 수 있죠.

32. 3:55
    Jan Van Wezemael

    So we designed the font to strongly link back to the Taegeuk and its tapered details.

    우리는 폰트를 디자인할 때에 태극과 태극 디자인의 디테일이 반영되도록 작업했습니다.

33. 4:01
    Jan Van Wezemael

    We worked with Dalton Maag to flesh out the whole font, the European set of the font, but also Hangul, which Coco helped to direct.

    달튼 마그와의 협업을 통해 폰트 전체를 발전시켰는데, 특히 유럽 문화권 폰트를 완성했습니다. 그리고 한글의 경우, 코코가 주도적으로 참여했죠.

34. 4:08
    Coco Han

    Korean is very tricky because for Hangul, you combine those letters together.

    한국어는 매우 까다롭습니다. 자음과 모음을 결합해 글자를 구성하기 때문입니다.

35. 4:12
    Coco Han

    So we focused a lot on finding the right balance at going the just the right amount of the calligraphic style.

    그래서 저희는 적절한 균형감을 찾는 데 세심한 주의를 기울였습니다. 서체의 특징을 적당히 살리면서 말이죠.

36. 4:23
    Kenneth Chang

    In Korean Air, we support almost 13 languages, so it took a long time, but I wanted to make sure it was simple enough but unique enough that represents Korea.

    대한항공은 13개 언어를 지원합니다. 이 작업은 꽤 오래 걸렸지만 확실히 하고 싶었습니다. 단순하면서도 한국을 대표할 만큼 독창적인 폰트를 원했죠.

37. 4:33
    Dan Vasconcelos

    I hope the global audiences will want to experience it.

    전 세계 사람들이 경험해 보고 싶어하면 좋겠어요.

38. 4:37
    Dan Vasconcelos

    I wonder if they will look at it and say, well, this feels like a fantastic airline.

    아마 이런 반응을 보이지 않을까요? 와, 프리미엄을 제대로 보여주는 멋진 항공사야."

39. 4:42
    Kenneth Chang

    Our CI change, not only expose the change that we're doing, but it will also expose the internal changes that we're making with employees.

    우리의 CI 변경은, 겉으로 보이는 변화만을 뜻하는 게 아니라, 이번 여정에 함께한 임직원들의 내적 변화까지 표현하고 있습니다.

40. 4:51
    Woo Keehong

    This brand renewal has been a long time coming.

    이번 브랜드 리뉴얼은 상당히 오래간만에 한 것 같습니다.

41. 4:55
    Woo Keehong

    Through this renewal, Korean Air has returned to our roots, embracing our shared Vision of providing "safer and more comfortable journeys."

    그래서 이번 리뉴얼을 계기로 대한항공의 모든 임직원들이 다시 초심으로 돌아가 더 안전하고 더 편안한 여행이라는 하나된 꿈을 마음에 새기게 된 것 같습니다.

42. 5:07
    Cho Won Tae

    Becoming the world's most beloved airline is the path we must take as a global leader in aviation.

    세계에서 가장 사랑받는 항공사가 되는 것은 글로벌 선도 항공사로서 대한항공이 꼭 가야 할 길입니다.

43. 5:14
    Cho Won Tae

    With your trust and support, we'll soar to new heights for a better tomorrow.

    그간 성원과 신뢰를 보내주신 여러분 모두와 함께 더 나은 내일을 향한 하늘길을 열어가겠습니다.

On-screen information

Text shown on screen as graphics — captions, figures and place names — in order of appearance.

1. 0:24

   Corporate Identity

2. 1:24

   fit for the future · A visual system

3. 1:28

   대한항공은 글로벌 항공사로서 지속가능한 내일을 위해 노력합니다

4. 1:56

   Secondary Logo · Hangeul Logo · Chinese Logo

5. 3:50

   Livery artwork sheet · PANTONE 288C · PANTONE 7688C · BAC 7084 · Tail number detail

6. 4:00

   Classical Proportions (Variable) · Brush Terminals · Soft Curves · Moderate Contrast

7. 4:12

   Hanjin Group Sans KR · 탑승을 환영합니다

8. 4:32

   Celebrating your heritage · Livery refinements