Jeju Air Co., South Korea's largest low cost carrier, said Monday that it will change its brand identity in time for a planned initial public offering it aims to complete by the end of this year.
  

Jeju Air, owned by Aekyung Industrial Co., said in a press release that the new brand identity is intended to conjure up images of Jeju by symbolizing "stones" and "wind," which are closely related to the image of the southern resort island.
  

It also utilizes the color orange in the overall design to better remind customers of the island's famous tangerines, while adding blue in order to strengthen the image of trustworthiness, it added.
  

The new brand identity will be applied to its airplanes, website and other key contact points with customers starting in October, a company official said.
  

The new design precedes what could be the first initial public offering for a local low cost carrier. Recently, Jeju Air's application for preliminary deliberation on the IPO request was approved by local authorities. (Yonhap)