Back to Work ×

Logo redesign for Korean Air as part of a monthly feature for Icon magazine, aptly named Rethink. Guest designers are tasked with improving upon an existing design of their choice.

Our reimagined version of the Korean Air logo incorporates a bird (inspired by the Oriental Stork native to Korea) with the letter K. The letterform is also influenced by Korean typography and calligraphic brush strokes that are synonymous with East Asia.