Korean Air on Tuesday launched new aircraft livery and corporate branding that will be introduced across the company as it combines with South Korean rival Asiana Airlines to become one of Asia's biggest carriers.

Korean Air rebrands for the first time in 40 years with a simplified new look by Lippincott designed to reach global audiences.

The new livery debuted March 10 on a Boeing 787-10 at Korean Air’s headquarters in Seoul. It is part of a broader effort to update the carrier’s branding and corporate identity, with redesigns for everything from food menus and uniforms to lounges.

Korean Air has launched new aircraft livery and corporate branding across the company as it combines with Asiana Airlines

Korean Air has rebranded for only the second time in its history – the new look created by Lippincott is the airline's first brand refresh since 1984. The airline rebrand comes in the wake of its merger with Asiana and was guided by the brand's 'Excellence in Flight' ethos.