Brand logo Archives - MARKETECH APAC

South Korea – After 41 years, Korean Air has unveiled a refreshed corporate identity, featuring a modernised take on its iconic Taegeuk symbol and an updated logo.

Unveiled at the airline’s headquarters hangar in Seoul, Korean Air’s redesigned deep blue Taegeuk symbol took centre stage. The new design pays homage to the airline’s heritage while embracing contemporary aesthetics. With a sleek, minimalist style that aligns with global branding trends, the updated logo retains Korean Air’s distinct identity.

Building on this foundation, the updated logo seamlessly merges the Taegeuk symbol with the ‘KOREAN AIR’ logotype. Rendered in dark blue, the symbol reflects tradition, while the logotype, positioned alongside it, features subtle brushstroke-inspired details, smooth curves, and open connections, offering a modern interpretation of Korean elegance.

The new branding offers three variations: the full logo with both the Taegeuk symbol and ‘KOREAN AIR,’ a streamlined version with just ‘KOREAN,’ and a standalone Taegeuk symbol.

To strengthen brand consistency, Korean Air also introduced a 3D motif inspired by the Taegeuk’s flowing curves. In light blue with red accents, it will feature on check-in screens, mobile SKYPASS cards, and the airline’s website. For textiles and printed materials, 2D patterns reflecting Korea’s landscapes, Taegeuk curves, and traditional “Jogakbo” patchwork will be used.

Additionally, Korean Air has crafted a proprietary typeface and iconography that echo the logotype’s design elements. These visual assets will be gradually rolled out across airport facilities, lounges, and inflight environments.

This is Korean Air’s first significant brand update since 1984, when the Taegeuk symbol was introduced. Widely recognised, the symbol represents both the airline and South Korea. The refreshed corporate identity will be gradually implemented across aircraft liveries, inflight services, and customer touchpoints.

In addition to its updated logo, Korean Air revealed a new aircraft livery with the unveiling of a Boeing 787-10. The design features a bold “KOREAN” logotype and an enlarged Taegeuk symbol for greater visual impact. Retaining the signature sky-blue colour, the livery now includes metallic paint for a premium effect. The traditional cheat line has been replaced with a smooth, flowing curve that enhances the aircraft’s modern and refined look.

Alongside its refreshed look, Korean Air introduced upgraded inflight meals at Grand Hyatt Incheon. Aligned with the airline’s new corporate identity, the enhancements focus on providing a more refined dining experience for passengers.

To enhance the onboard experience, Korean Air collaborated with luxury brands for its premium tableware, first-class bedding, and Frette loungewear. Additionally, premium-class amenity kits, developed in partnership with British brand Graff, feature elegant pouches with skincare products and perfume.

During his address, Walter Cho, chairman and CEO of Hanjin Group and Korean Air, shared, “As a unified Korean Air, we are committed to more than just transportation—we aim to connect people, cultures, and the world through the skies. With this foundation, we will build an industry-leading safety system, elevate the customer experience, and strengthen trust through open communication with all stakeholders. Together, we’ll create a more connected and better world.”

He continued, “With the full integration of Asiana Airlines, our role as Korea’s flagship carrier has grown even more significant. We will bring together our expertise, refine our strengths, and unite cultures to create an innovative, unmatched airline experience.”

India – OMD Worldwide, an agency under Omnicom Media Group, has introduced a new brand positioning and updated its logo as part of a broader refresh of its identity.

Titled ‘We Create What’s Next,’ OMD’s new positioning statement reflects its focus on leveraging technology, expertise, and scale to navigate a rapidly evolving media and consumer landscape.

Alongside its new positioning, OMD has refreshed its brand identity with a modernised take on its classic red logo. Designed using Canva, the update reflects shifts in consumer behaviour across retail media, connected TV, influencer marketing, and emerging technologies like generative AI search.

George Manas, CEO at OMD, explained, “We Create What’s Next sends a straightforward message to our teams, our brand partners, and the marketplace more broadly: OMD is building on our global leadership position and legacy of innovation to reimagine how and where brands can win with consumers for the next decade. It is our firm belief that doing so requires deep and unprecedented collaboration and co-creation between the agency, the client, and the marketplace, bringing forth the best that each has to offer.”

He continued, “For our part, OMD will be leveraging Omnicom’s singular advantages in AI, data and technology; deep specialisation in commerce, creators, and connected TV; and extensive experience in agency operating model innovation – all of which will be brought to bear in service of creative media solutions that help build our clients’ brands and grow their businesses.”.

The new positioning was introduced during a global town hall hosted by Manas, livestreamed to 14,000 OMD employees across over 100 countries. During the session, Manas also shared OMD’s 2024 new business performance, including $1.8 billion in net new business and the addition of clients such as Gap Inc., Michelin, AliExpress, and Turkish Airlines.

Anish Iyer, CEO at OMD India, shared, “OMD’s new era is a bold reflection of who we are – creativity and innovation are in our DNA, and now, they power a repositioning that helps us transform our clients’ businesses creatively, culturally, and commercially. ‘We Create What’s Next’ isn’t just a statement; it’s the way our teams build together, dare to disrupt and rise to the occasion together, every step of the way.”

“At OMD India, we’re excited to see this translate into a compelling proposition for our clients, people and partners alike,” Iyer added.

Italy – Automobili Lamborghini has announced a revamp to its historic logo, which stems from a new strategic approach aimed at aligning the brand’s visual identity with its core values of “bravery,” “unpredictability,” and “authenticity.”

This initiative is driven by the overarching mission “Driving Humans Beyond,” which encapsulates the commitment to constantly surpassing boundaries, norms, and expectations.

This development is a component of the broader shift known as Direzione Cor Tauri, the tactical plan that embodies Lamborghini’s new orientation toward sustainability and decarbonization. Building a partnership with the next generation is the goal, providing guidance and inspiration for creative and long-lasting progress.

In light of this, the House of Sant’Agata Bolognese is making changes to the company brand as a whole, going beyond the cars alone. These adjustments are expected to have an impact on the company’s principles and culture while offering a new look in every aspect of the visual representation.

The brand-new logo is now used on all of the company’s official channels. It has a revamped, wider Lamborghini typography along with simple colours. Reiterated as the brand’s fundamental colours, black and white symbolise its unique personality, with yellow acting as the accent hue in combination with the addition of gold.

The company’s new identity is defined by the revamped logo, which will also appear on upcoming automobiles. Notably, there have been notable changes made to the iconic bull that sits in the middle of the emblem. Its importance will be further enhanced when it detaches from the customary shield and stands alone on the company’s digital platforms for the first time.

A typeface designed by Automobili Lamborghini has been officially created, replicating the angles and contours seen in the brand’s automobiles. This typeface will be the foundation of the business’s communications, in keeping with the aesthetic and style of the Sant’Agata, Bolognese-based enterprise. The revamp also brings a new set of icons that were created in partnership with Lamborghini Centro Stile and will be used consistently for the first time across all digital platforms.

Manila, Philippines – Pepsi Philippines, in collaboration with creative agency BBDO Guerrero, has officially unveiled its new branding identity at a celebration held at the SM Mall of Asia concert grounds in Pasay City. Pepsi’s new visual identity was unveiled at Pepsi Pulse 2023, marking the first time the new logo was used outside of the United States.

While maintaining its brand heritage, the updated Pepsi logo is in line with modern fashion, appealing to young people and capturing the essence of the Gen Z community worldwide. Incorporating elements of electric blue and black pulse, the new design features a visually soda can silhouette, alluding to the dynamic energy that Pepsi promises to deliver to its younger demographic. By highlighting the regional tagline, “Mas Masarap Maiba” (It’s better to be different), Pepsi honours the distinctiveness and authenticity of its audience.

Speaking about the brand’s revamp, Ray Philip Pine, at head of marketing for PH Beverages at PepsiCo Philippines, said, “Pepsi’s identity will always transcend the times by continuously reinventing our style and consumer approach. As we celebrate a new chapter in Pepsi’s story, we ensure that all our consumers will be part of our experience as we encourage them to be bolder, authentic, and unapologetic.”

Meanwhile, Kyle Cruz-Tan, client services director at BBDO Guerrero, commented, “We are thrilled to be part of Pepsi’s new era here in the Philippines. This fresh and exciting direction gives us so much inspiration on how we can chart new creative horizons for the brand, and we are glad to be a part of this journey.”

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