Country Base: Brazil
Industry/Sector/Keywords: Airlines, Airports, Travel, Aviation, Mergers, Latin America
Below: Before and After Images in Slide Show, Video, Summary, Credits


Industry Setting/Challenge

Two of the largest aviation companies in Latin America have joined forces, each with strong and recognized brands. The creation of LATAM is a milestone in aviation history; the first time that two major airlines are allied under the same new flag.


The future of LAN and TAM has been the result of careful planning. A comprehensive audit and research program was conducted, including consumer research across 10 countries, an analysis of both brands’ strengths and impacts for all stakeholders. The insights confirmed the opportunity to create a new brand that would combine the equities of the two brands.

A reconciliation strategy was drawn. “LATAM” proved to be the name that best represents the brand’s new spirit. Formed by a hybrid of “LAN” and “TAM”, the name respects both companies’ roots and recognizes their successful legacies. Used as an abbreviation for “Latin America”, LATAM precisely illustrates the company’s new identity.

Our approach celebrates a new culture, capable of bringing together diversity and fostering a sense of belonging. LAN and TAM symbolize two pillars of Latin-American culture: a pioneering nature and a genuine interest in people.


The lines in the new logo are inspired by a figurative representation of the continent’s own geography. Coral and Indigo are the brand’s new main colors. Indigo is the result of the intersection of red and blue – colors of TAM and LAN, respectively – and symbolizes LATAM’s efficiency and elegance. Coral represents the brand’s passion and care for their customers. These central colors are complemented by a secondary palette, to evoke the continent’s diversity. The symbol’s design connects with the logo’s proprietary typography and the letters combine both straight and rounded corners, bringing together a sense of efficiency and proximity that is distinctive to the new brand.


Client: LATAM –

Brand Strategists/Designers: Interbrand –