Fly the Branded Skies


Airline: Korean Air

These are posts from Fly the Branded Skies about Korean Air.


Korean Air Wings
Korean Air Wings (gold)
Korean Air Wings (silver)

Flyby Wire:  August 25th, 2013

The Work This Week: August 25th, 2013

Welcome to the thirteenth issue of The Work This Week, a weekly roundup of new advertising, identity, and brand experience work from around the airline industry. This week, we’re back from hiatus with a new appearance by the Singapore Girl, big global account reviews by big global airlines, and a new airline identity that’s a little bit vanilla.
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Flight 1

There’s one facet of airline branding that’s subtle, yet intensely symbolic. And best of all, it doesn’t cost a thing. It’s the flight number.

In the age of rail, railroads often reserved lower numbers for their most prestigious trains. By the jet age, Pan Am used “flight 1″ for its fabled round-the-world service (flight 2 flew the same route, but in the opposite direction.) The flight an airline designates as “flight 1″ has powerful meaning. It may reflect the airline’s history (as in the cases of Southwest, JetBlue, and American.) Or it might reflect present priorities (as for Air Canada.) Sometimes flight 1 can give you a deep insight into an airline’s soul. And sometimes not.
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Korean Air has launched a new global campaign under the theme line “For life on a whole new scale.” Apparently, Korean Air passengers are exposed to so much radiation in flight that they grow to Godzilla-like proportions. At least, I think that’s what the ads are trying to say. The very fashion-y television spot can be seen here.