Asiana Airlines, the country’s second-largest air carrier, unveiled its new slogan for customer services and uniforms for airport staff in a bid to lure more customers during the peak summer season.

The slogan, “Always with You,” implies four keywords ― novelty, sincerity, kindness and quality ― which all its employees will pursue to make a company that is “always with customers,” Asiana said in a statement.

The latest dark brown uniforms are coupled with scarves or ties that have Korean traditional striped patterns to embrace the dignity and sophistication of the staff members at airports, it added.

“We came to introduce the new slogan and uniforms to live up to our customer’s expectations and encouragement, rather than being complacent as a ‘Grand Slam’ airline,” said chief executive Yoon Young-doo, referring to the firm’s winning of the Skytrax award.

As part of efforts to be in shape for the summer, Asiana created a task force team to devise the slogan and polish up its customer services since February.

The carrier will strive to simplify check-in processes at airports and reinforce services for child care, women and business class customers, it said.

By Shin Hyon-hee (heeshin@heraldcorp.com)