© 2019 by Jieyu Wu. All rights reserved.

jieyu.wu@outlook.com​  |  415.939.0596


The goal is to redesign the Korean Air brand identity and make the brand stand out from its competitors. Design the new identity to emphasize how Korean Air is its nation’s airline.


Symbolism means a lot to the Korean culture. To emphasize the national identity, I used the trigram symbol and colors from the Korean national flag. The circle in the middle is derived from the philosophy of um-yang (yin-yang) and represents balance in the universe. The red and blue color represents peace and purity. Adobe Caslon Pro was used to show its classic, trustworthy, and modern characteristics.


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