LATAM rebrands to reflect LAN, TAM unity

by Payload Asia

After an extensive integration process following the association of LAN Airlines and TAM Airlines – during which the LATAM Airlines Group said it has made significant advances in achieving synergies for internal processes, network optimisation and fleet restructuring and modernisation – the Group has announced a rebranding involving a single name and identity – LATAM.

latam logo

The new LATAM branded airline group will unite all the passenger and cargo airlines for LATAM Airlines Group: LAN Airlines and its affiliates in Peru, Argentina, Colombia and Ecuador; in addition to TAM Linhas Aereas S.A., and its subsidiary TAM Air Transport Mercosur S.A. (TAM Airlines (Paraguay), and the cargo carriers comprised of LAN CARGO, LAN CARGO Colombia, ABSA (TAM Cargo) and Mas Air.

Saying the decision to create a new brand is a “historic milestone”, LATAM said the new brand will incorporate the most valued strengths and characteristics of both LAN and TAM, in addition to the important histories of both carriers, 86 and 39 years respectively, during which they became part of the history of the region by contributing to its growth, development and increased connectivity.

“Out of all of the options that we were considering, the name LATAM always seemed to us to be the most natural evolution of both the LAN and TAM brands, but a period of mutual understanding  and maturation was necessary to make the decision,” said Mauricio Amaro, president of the board of directors, LATAM Airlines Group.

“We knew that having a single brand was essential to consolidate the connection between LAN and TAM, and the name LATAM creates a strong identity for the airlines that form the largest airline group in Latin America.  The new brand is born from the desire to capture the best of both identities and legacies and consolidate them to create an even stronger one that preserves the essence of each brand – an essence that is truly Latin American,” Amaro added.

The rebranding will take place in a gradual roll-out of the new corporate brand image over the next three years for airports, aircraft, commercial offices, web pages, and uniforms, the carrier group said adding the first changes will be visible starting in the first half of 2016.

LATAM has more than 1,500 flights per day, domestic passenger operations in seven countries, more than 140 passenger destinations in 24 countries with daily flights to Europe, the United States, Australia, the Caribbean and 144 cargo destinations in 26 countries.