At the end of last year, Korean Air, the integrated airline that embraces Asiana Airlines, unveiled a new logo for the first time in 41 years and decided to revamp its in-flight services such as in-flight meals.
The airline completed a $1.3 billion acquisition of two-thirds of Asiana in December, with plans to operate it as a subsidiary for up to two years before fully integrating it under the Korean Air name.
The acquisition of Asiana, that has been struggling under significant debt even before the COVID-19 pandemic drastically reduced travel demand, represents a lifeline for the carrier. The merger process, which took more than four years to finalise due to regulatory hurdles, is now the longest-ever in airline history.
Korean Air has also announced plans to consolidate its low-cost operations by merging Asiana’s budget carriers, Air Busan and Air Seoul, with its own Jin Air.
On the 11th, Korean Air held a press conference at its headquarters building in Gangseo-gu, Seoul, and announced its new CI (CI, a logo representing the company).
The existing Korean Air symbol logo and logo have been completely changed for the first time in 41 years. In anticipation of the 1988 Seoul Olympics, the propeller-shaped Taeguk pattern created in 1984 was simplified to a dark blue pattern in line with recent trends.
The appearance of Korean Air's aircraft will also change. The words 'KOREAN AIR' on both sides of the fuselage were shortened to 'KOREAN', and the fuselage was refurbished from light blue to a shiny dark blue.
Korean Air held a 'Rising Night' event at its Gimpo Airport headquarters hangar on the 11th and unveiled its new CI. The new logo maintains the Taegeuk symbol, but emphasizes modernity with the single color, 'Korean Air Dark Blue.'
The logotype will be placed alongside 'KOREAN AIR', and Hanjin Group Chairman Cho Won-tae said,
"We have inherited the identity of the Republic of Korea by making use of the Taegeuk pattern," and "We completed it after collaborating with overseas designers for three years."
Hanjin Group Chairman Cho Won-tae explained at the meeting that "SIAI was modernized in line with global trends" and that "the first draft we received from overseas designers lacked the Taeguk pattern, but it took us three years to revive it to reflect our identity."
Instead of the previous red and blue color scheme, the symbol now features a single-tone dark blue color, referred to as "Korean Air Dark Blue."
Korean Air's first aircraft, which reflects the new Shiai logo and other features, will be launched for the first time on flights to Tokyo Narita, Japan, from the 12th of this month. Over the next three to four years, Korean Air plans to refurbish its fleet of 240 aircraft.
This means that starting with the aircraft that have reached the end of their lifespan (3-4 years), they will be placed in a hangar for 2-3 weeks at a cost of 300 million to 400 million won per aircraft and then given a new coat of paint.
The new uniforms worn by Korean Air and Asiana Airlines employees will be unveiled in 2027 when the merger between the two companies is completed.
In-flight services have also been revamped. In the future, in the first class (business class) and first class (first class), it will be the first domestic airline to offer kimchi as a side dish for in-flight meals.
In the past, kimchi was not given due to odor and seat contamination, but the policy was changed in line with the Korean food trend. Chef Kim Se-kyung, who is in charge of the new in-flight meals, said, "Chairman Cho also asked me four times, 'Would it be okay if we serve kimchi?'"
As mentioned earlier, Korean Air and Asiana Airlines will operate as a separate company for two years until the end of next year, and prepare for the integration of the two companies, including the restructuring of routes, personnel, and organization. Chairman Cho said,
"There will never be any preferential treatment of one side or the other in the treatment of employees."
There are still many challenges ahead for the integrated Korean Air. This is because many consumers are worried about the increase in ticket prices due to the strengthening of their dominance in the airline market, and the mileage conversion ratio must be prepared to consolidate Asiana Airlines' mileage by the first half of this year.
The integration of the three low-cost carriers (LCCs), Jin Air, Air Busan, and Air Seoul, which are under the two companies, is also expected to be difficult as the needs of the local community may be different.
In response to this, Chairman Cho said,
"There are more than 50 foreign airlines serving Incheon International Airport, and I honestly don't understand pointing out that Korean Air is a monopoly," adding, "There will never be such a thing (such as an increase in airfares)."
Post merger, the combined Korean Air group is projected to control just over half of South Korea’s air travel capacity, making it the 12th-largest airline globally by international capacity.
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