Korean Air
3D Symbol
In brief
Design, build and animate the Korean Air ribbon symbol in 3D.
In detail
We were commissioned to create a 3D brand film for South Korea’s national flag carrier, Korean Air.
At the heart of the project was the Taegeuk—Korean Air’s symbolic ribbon mark, originally crafted in 2D by branding agency Lippincott. Our role was to bring it to life in 3D and animate it in a way that aligned with the brand’s tone of voice: premium, elegant, and uplifting.
The new identity and livery debuted globally in March 2025.
Process – Building the 3d symbol
The first stage was to build a 3D ribbon form that matched the 2D icon exactly when viewed front-on. This was deceptively complex—especially because the ribbon twists in the middle, which could easily have resulted in an awkward or unnatural 3D shape.
Striking the right balance was key: we needed a form that looked beautiful and believable in motion, but also preserved the integrity of the original design.
Development – Simulating Elegance
Once the 3D form was established, we focused on animation and cloth simulation. The ribbon needed to move like a slow motion fabric — gracefully, calm and confident.
Multiple rounds of experimentation and refinement helped us find the sweet spot. We wanted our ribbon to have a calming uplifting character to align with spirit of the brand.
3D logo – Unlocking Visual Expression
Our 3D symbol opened up a new world of brand expression. Lighting, materiality, and motion gave the mark richness and dimensionality. We created cinematic stills, intimate close-ups, and elegant movement sequences that transformed the logo into a visual experience.
the taegeuk
Much like the Union Jack in the UK or the Stars and Stripes in the US, the Taegeuk carries deep cultural meaning in South Korea. This project demanded not just technical craft but sensitivity to the heritage and national pride embodied in the symbol.
brand film & launch
The final film is a flowing, emotive sequence where the ribbon dances through space before gently settling into its final form—perfectly matching the 2D symbol. As it rests, the logo lock-up fades in.
This film formed the centrepiece of Korean Air’s brand reveal. At the official launch in a vast aircraft hangar, it played across multiple digital screens—culminating in a full-width screen reveal that concealed an actual aircraft bearing the new livery.
Our film introduced the world to the new brand, shown on an airline-sized canvas in front of hundreds of guests and global media.
GLOBAL USAGE
Following the launch, our animated and still assets have been rolled out across a wide range of brand touchpoints—digital channels, check-in counters, loyalty cards, the website, and mobile app.
The hero visuals continue to elevate the brand and offer a rich, emotional connection to Korean Air’s new identity.
