A feature for Icon magazine called Rethink where designers can undertake their own personal project to 'rethink' an existing design for the better. Upon reading certain articles drawing comparisons between the Korean Air identity and the Pepsi branding we decided that it was in urgent need of a redesign.

Our final solution was focused on creating a strong logo that was sophisticated, conceptual and confident in order to reinvigorate the organisation's presence as a national airline. The Logo incorporates a bird as well as the letter K but in order to make the Korean Air logo more relevant we based it on a bird native to Korea (Oriental Stork). The K was influenced by Korean typography inspired by calligraphic brush strokes that are common throughout East Asia. Read Less