Recently, Korean Air’s takeover of Asiana was finalized, after a process that spanned over four years, due to delayed regulatory approval. We’ve had reason to believe that the airline would introduce a new livery for the combined carrier, and that has now been leaked.
In this post:
Korean Air’s new and very blue livery
While an official announcement is expected shortly, pictures are emerging on social media of Korean Air’s very first aircraft in the new livery. Specifically, this has been painted on the less than one-year-old Boeing 787-10 with the registration code HL8515.
On February 23, 2025, the plane flew from Incheon (ICN) to Busan (PUS), and then on March 9, 2025, it returned to Incheon, after getting a fresh coat of paint. For context, below is what Korean Air’s previous livery looked like.
Meanwhile below is what Korean Air’s new livery looks like.
As you can see:
- The side of the aircraft says “KOREAN” rather than “KOREAN AIR,” and in much larger font
- The livery is now just various shades of blue, with no red being used anymore
- The straight line separating the blue from the white has been replaced by a curved line
- Big picture, I think it’s safe to assume that the tail also has Korean Air’s new logo, which is just two shades of blue, rather than blue, red, and white
My take on Korean Air’s new livery
Let me acknowledge a few things, to start:
- Airplane liveries don’t really sell tickets, though branding overall does matter, or at least companies spend a lot of money on branding
- Us aviation geeks definitely care about this stuff a lot more than the average traveler
- Often my impression of liveries evolves over time, both as I become accustomed to them, and as I see them in person
All that being said, my initial impression is that the new livery really feels like the lowest common denominator in livery design. It’s almost as if Korean Air asked AI to create a modern livery that’s an evolution of the old Korean Air branding, without doing anything too interesting.
Yes, the new livery looks quite modern, and I do prefer the new shade of blue compared to the old share of blue. But it also seems so unoriginal, and like it’s such a copy of the direction that so many airlines have been headed with their liveries.
I feel like Korean Air planes used to stand out due to their liveries, while the new one feels forgettable.
Bottom line
Following its takeover of Asiana, Korean Air is introducing a new livery for the combined carrier. This new livery has now been leaked, and it’s quite an evolution of the old one. It looks sort of modern and boring, and I can’t say I’m a huge fan. But who knows, maybe it’ll grow on me over time.
What do you make of Korean Air’s new livery?
This is the first time Air Koryo has something on Korean Air.
I say go with it, it looks fine to me.
And, at the very least, idiots can't call it the "Pepsi" livery anymore. Not only was that moronic, but also highly disrespectful to the Korean culture.
They borrowed La Compagnie's spare cans of paint
Two amazing liveries reduced to an awful one
I like the new livery, the old logo needed a new refresh so this is good news.
Thanks, I hate it
I always feel the current Korean Air design like Pepsi. The new one looks more elegant to me.
The use of much bigger fonts and less text is a general trend in branding.
It's supposed to embody a form of simplicity, pride, prominence and authenticity. Why write "air" if everyone knows it's an airline and there only one Korean airline that counts?
If I'm not mistaken Emirates has also recently increased the font size on its liveries.
To emphasize how this is a bigger trend, see how the Nescafé brand uses...
The use of much bigger fonts and less text is a general trend in branding.
It's supposed to embody a form of simplicity, pride, prominence and authenticity. Why write "air" if everyone knows it's an airline and there only one Korean airline that counts?
If I'm not mistaken Emirates has also recently increased the font size on its liveries.
To emphasize how this is a bigger trend, see how the Nescafé brand uses a bigger logo spanning the totality of the available space. The rebranding was done end 2024.
https://patternpd.com/nescafe-farmers-origins
https://worldbranddesign.com/everything-starts-with-nescafe-cba-design-refreshes-nescafes-visual-identity-blending-tradition-with-modern-experiences/
I mean at least it's not euro-white. That has to count for something for a legacy airline.
I mean, we got used to the current design of this website...
LOL!!! So true. Much like a new version of windows, iOS, or Android, we all moan for a few days and then acquiesce.
Interesting. Korean Air last changed its livery in the early 1980s following the KAL 007 incident and so the livery that it features today has not really changed much in 40 years. The new livery though looks boring. The one it replaces is a bit more timeless and classic.
Yawn
The black color for the Korean and especially the logo are bland.
Maybe they did that to save money for everywhere they need to put the logo and Korean text
Blah and depressing
Gross
Its gonna take time to getting used to
Looks like NORSE
The curved blue line looks far too similar to KLM for me
Need to see it during the day but first impression is below average.
Not a fan...it has no flair or marketing advantages.
I like the old one. But I suppose the new one goes better with the new interior finishes, more «sleek» and modern looks.
Proximanova gonna let you visualise livery ;)
It looks unfinished.
If that's the new livery, it does make you appreciate the refreshed liveries of CX, EK, UA, et. al., more, doesn't it?!
I feel like it's a missed opportunity. They could've done something creative by combining KEs blue and OZs brown. At least they could've filled the logo (called the taegeuk, akin to the yin and yang) with the current blue and red.
Unimaginative it may be, but, so far, I like it!
There is always one... Firm proof there's no accounting for taste, methinks.
I like it too!
For some reason it reminds me of Saudia.
Oops, I meant to say Riyadh Air.
Is that TUI?
it's neos
Some Korean avgeeks have been suggesting that this is a decoy livery placed over the 'real' new livery, due to the painting quality. Of course the picture itself was taken at a night so may have been because of that.
What's certain about this is that nothing is certain at the moment - let's just wait until 11th March when they will officially reveal the real new livery.
That is far fetched. Spend money on a decoy livery just for the lulz. Right...
Perhaps you didn't read what I wrote up here
I did, and my reply is regarding what "some Korean avgeeks have been suggesting."