Korean Air rebrands for the first time in 40 years with a simplified new look by Lippincott designed to reach global audiences.

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.

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 has launched a new corporate branding - including updating its logo for the first time since 1984 - as it works towards integrating with rival-turned-subsidiary Asiana Airlines.

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.