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 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.

The airline charts a fresh course to transform itself from a Korean flag-carrier “to an international carrier based in Korea.”

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 on Tuesday launched new aircraft livery and corporate branding that will be introduced across the company as it combines with South Korean rival Asiana Airlines to become one of Asia's biggest carriers.