Korean Air changes corporate identity amid Asiana merger

Korean Air has unveiled a new corporate identity in preparation for a united airline following its merger with its rival Asiana Airlines. The airline hosted an event at its headquarters in Seoul, where more than 200 employees and executives, including parent company Hanjin Group’s chairman Cho Won-tae (also known as Walter Cho) gathered to celebrate its 56th anniversary and introduce the new corporate vision. At the Boarding Day event, Korean Air announced KE Way, a value system that defines the company’s identity, mission, and vision for the future. “Before we begin full-scale preparations for our new combined airline, we want to present a new corporate value system. KE Way will serve as the foundation of our journey toward a unified goal and will be at the heart of Korean Air’s identity,” Cho said in his speech. As part of KE Way, Korean Air has redefined its purpose as “Connecting for a Better World,” a philosophy rooted in Hanjin Group’s founding principle of transportation that benefits the country. The purpose reflects the airline’s commitment to linking people and places to contribute to a better global future. The airline’s new vision, “To be the world‘s most loved airline,” demonstrates its ambition to establish itself as a globally admired and trusted carrier. Cho also provided insights into a new brand logo, which will be unveiled on March 11.<br/>