The Taegeuk has been at the heart of Korean Air’s identity since 1984. Inspired by the South Korean flag, it has played an important role in projecting the Korean national identity out into the world just like the Stars and Stripes and the Union Jack. Locked into the logotype, its flexibility in application had been somewhat constrained. Lippincott has refreshed this symbol, combining the’ strength of the original design with the elegance and energy of Sangmo Nori, a folkloric Korean dance of flowing ribbon movements, symbolising prosperity and abundance’. Curves have been refined and given a more distinctive and ownable fluid-form. Beyond the symbolic, freed from the logotype, usability has been improved, and visual equity can begin to be better accumulated, applied to more contexts, big and small, as a broader transformation of passenger experiences are introduced.