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.
The History of LATAM Airlines
Founded as Línea Aérea Nacional de Chile (LAN) on March 5, 1929, by Comandante Arturo Merino Benítez. It began as a small domestic airline in Chile. The first international flight was from Santiago to Buenos Aires in 1946. LAN services expanded to Lima in 1956 and Miami in 1958. By 1970, LAN began flights to Europe. The privatisation of LAN was completed in 1983, with its current controllers acquiring a 98.7% stake. In 1997, LAN listed on the New York Stock Exchange, becoming the first Latin American airline to trade ADRs on this market.
TAM-Taxi Aéreo Marília was created by five charter flight pilots in 1961. In 1975, TAM-Transportes Aéreos Regionais was founded by Capitan Rolim Adolfo Amaro. The launch of TAM services in Brazilian cities, especially Mato Grosso and São Paulo, occurred in 1976. The first TAM international flight from São Paulo to Miami was in 1998. In 2010, TAM officially joined Star Alliance.
The airline has entered into several mergers as mentioned below:
On August 13, 2010, Chile’s LAN-Chile and Brazil’s TAM Linhas Aéreas signed a non-binding agreement to merge, followed by a binding agreement on January 19, 2011. The papers to close the merger were signed on June 22, 2012, with TAM Linhas Aéreas’ shareholders agreeing to the takeover by LAN Airlines.
Enrique Cueto, former CEO of LAN, became the CEO of LATAM, and Mauricio Rolim Amaro, formerly vice-chairman of TAM, became LATAM chairman. The agreement to establish LATAM was approved by Chilean authorities on September 21, 2011, with 11 restrictions. On December 14, 2011, Brazilian authorities approved the agreement, imposing similar restrictions. LATAM announced its decision to choose Oneworld as its global airline alliance on March 7, 2013. As a result, TAM left Star Alliance during the second quarter of 2014 to join Oneworld.
In August 2015, it was announced that all LATAM Airlines Group airlines would fully rebrand as LATAM, with one unified livery to be applied on all aircraft by 2018. The rebranding included all aspects of the business, such as staff uniforms and airport check-in facilities. The first aircraft were repainted (or delivered new) in the new LATAM livery in April 2016.
Interesting Facts About LATAM Airlines
- LATAM Airlines was formed in 2012 through the merger of Chile’s LAN Airlines and Brazil’s TAM Airlines. It quickly became the largest airline in Latin America. It operates over 300 aircraft and serves more than 140 destinations across 25 countries.
- The main headquarters of LATAM Airlines is located in Santiago, Chile. However, it has a significant operational presence in São Paulo, Brazil, which is also a major hub for the airline.
- As of 2023, LATAM Airlines is ranked as Brazil’s leading domestic airline with a market share of nearly 38%. It has surpassed its competitors in the Brazilian aviation sector. The airline uplifted approximately 33 million air passengers in Brazil that year.
- LATAM has set ambitious sustainability goals and aims for carbon neutrality by 2050. The airline plans to achieve a 50% reduction in domestic greenhouse gas emissions by 2030, which aligns with global efforts to combat climate change.
- LATAM Airlines boasts a diverse fleet that includes models from both Airbus and Boeing. This includes popular aircraft such as the Airbus A320 family and Boeing 787 Dreamliners, which allows for a wide range of services and routes.
- LATAM is known for its extensive network that connects Latin America with North America, Europe, Asia, and Oceania. Its main hubs include significant airports such as Arturo Merino Benítez International Airport in Santiago and São Paulo–Guarulhos International Airport.
- The airline offers a frequent flyer program called LATAM Pass, which allows members to earn points for flights and redeem them for various rewards.
- In May 2020, LATAM filed for Chapter 11 bankruptcy protection due to the financial impact of the COVID-19 pandemic. However, the airline has since shown signs of recovery and improved financial performance.
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.