Korean Air Rethink


Icon Magazine


A feature for Icon magazine entitled Rethink. Designers are asked to undertake a personal project – to rethink and improve an existing design.

Having previously seen articles drawing comparisons between the Korean Air identity and the Pepsi branding we decided this would be a good subject to explore.

Our solution focused on creating a strong logo that was sophisticated, conceptual and confident to help reinvigorate the airlines’ presence. The Logo incorporates a bird with the letter K and to reinforce ties with Korea the bird shape is inspired by the Oriental Stork native to this region. The K letterform is influenced by Korean typography and calligraphic brush strokes that are synonymous with East Asia.