LATAM Airlines is the largest airline group in Latin America, which is an outcome of the merger between two prominent airlines: LAN Airlines from Chile and TAM Airlines from Brazil. This merger combined their operations and necessitated a rebranding effort that culminated in the creation of the LATAM Airlines logo. The article delves into the history and evolution of the LATAM Airlines logo and how it aims to be identified as a prominent player in the competitive global aviation landscape.
The Genesis of the LATAM Airlines Logo (2012 – 2016)
The first logo of the LATAM Airlines featured two wordmarks, “LAN” and “TAM,” designed in different styles. The variance in styles were due to the fact that LATAM Airlines came about after the merger of two Latin American aviation service providers—LAN from Chile and TAM from Brazil.
At the centre of the two wordmarks was a left-facing five-pointed star in grey underpinned by a wavy red ribbon. The left wordmark “LAN” was executed in a dark blue colour with geometric glyphs. The glyphs of the letters, especially “L” and “A,” had diagonal cuts.
On the other hand, the wordmark “TAM” to the right of the star appeared slightly slanted and in bold red with the contours of a stylised bird in blue covering the full span of letters. Below the elements of the logo was mentioned the name of the Airlines in uppercase grey and in a smaller size.
(2016 – Present)
In 2016, the LATAM logo was redesigned by the Brazilian designer Pedro Lourenco and features a stylish modern emblem and the brand name. Executed in a red and blue colour scheme, the abstract emblem resembles a burning torch to symbolise light, leadership, and guidance. To its right is written the brand name in bold blue all-caps letters with dynamic cuts and curves to symbolise movement and progress. The overall logo design added prestige and creativity and established a balance between traditional and contemporary design elements.
The Elements of the LATAM Airlines Logo
Font
The LATAM Airlines logo features the brand name written in a modern, sleek, and bold sans-serif typeface. The font is clean and professional and reflects the airline’s commitment to innovation and efficiency. The typography is slightly elongated and evenly spaced, which enhances readability and gives the brand a sophisticated and international appeal.
Colour
The LATAM Airlines logo incorporates a combination of blue, red, and purple to create a vibrant and dynamic visual identity. The colour deep blue represents trust, professionalism, and the airline’s global presence. The colour red symbolises energy, passion, and the airline’s Latin American heritage. Lastly, the colour purple blends blue and red to signify the unity of LAN and TAM Airlines after their merger.
Finally
The LATAM logo is a testament to the airline’s journey from its national roots to becoming a significant player on the global stage. By merging two historic brands into one cohesive identity, LATAM Airlines has created a powerful symbol that reflects both its heritage and its vision for future growth in the aviation industry.