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 new livery debuted March 10 on a Boeing 787-10 at Korean Air’s headquarters in Seoul. It is part of a broader effort to update the carrier’s branding and corporate identity, with redesigns for everything from food menus and uniforms to lounges.

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.