To compete with low-cost carriers and enhance Seoul’s status as a global aviation hub, Korean Air capitalized on the acquisition of Asiana Airlines to redefine itself as a premium airline. Central to this transformation is a reimagined Taeguk, inspired by the South Korean flag and Sangmo Nori, a traditional dance symbolizing prosperity. A refined logotype, influenced by high-end hospitality, features tapered terminals that mirror the elegance of the Taeguk. Bespoke Latin and Hangul typefaces, crafted in collaboration with Dalton Maag and Sandoll, unify the brand’s visual identity. The revamped branding spans all touchpoints. The signature blue spectrum remains, complemented by subtle blue accents in the redesigned cabin interiors. A comprehensive digital toolkit—featuring custom icons and abstract blue renders inspired by the Taeguk—ensures consistency. This refined approach positions Korean Air as a sophisticated, premium airline, elevating its global presence. Role: Design contributor and lead for custom font development