Custom Typeface for Korean Air
Calligraphic heritage encoded in a humanist sans
Dalton Maag created a custom humanist sans-serif typeface for Korean Air to unify the airline's visual identity across touchpoints. The design balances minimalist letterforms with subtle references to traditional Korean calligraphy, reflecting a combination of heritage and contemporary positioning.
Set in Korean Air Sans
Insights
- Traditional Korean calligraphic details are embedded within minimalist forms, not applied as surface decoration — though the source does not specify which details or glyphs.
- The typeface was explicitly scoped to function across every brand touchpoint, with cross-touchpoint coherence stated as a primary goal.
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