LATAM is Born: The New Brand for LAN Airlines, TAM Airlines and Affiliates

After an extensive integration process following the association of LAN Airlines and TAM Airlines - during which the Group made great advances in achieving synergies for internal processes, network and fleet optimisation - LATAM Airlines Group has decided to adopt a single name and identity and announces that the new brand for the largest airline group in Latin America and its affiliates will be LATAM.

The decision to create a new brand is a historic milestone in the airline industry not only because this is the first time an airline group has chosen to consolidate under a single brand, but because this is the first time a Latin America based airline group aspires to become one of the best in the world.

“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.  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,” said Mauricio Amaro, President of the Board of Directors, LATAM Airlines Group.

The new LATAM logo
When describing the new logo, Jerome Cadier, VP of Marketing for LATAM Airlines Group said, “The logo was inspired by the identity and heritage of the region, incorporating the best of LAN and TAM.  For this reason, we selected indigo and coral as the main colours for LATAM.  The first represents the best of both worlds as it falls between red and blue which are the main brand colours for TAM and LAN. And the second, symbolises energy and passion, essential attributes of the new brand.  These two colours are supported by secondary colours that bring to life the diversity that is found in Latin America.”

The Frequent Flyer Programs for LAN, TAM and its affiliates will continue making improvements to the existing programs with any changes also communicated in a timely manner.

LATAM: Consolidating Leadership in Latin America
After the association of LAN and TAM, the Group consolidated its operations in seven domestic markets in the region as well as regional networks within South America, international flights and cargo operations.

Together, both airlines have continued to operate as pioneers in the aviation industry with important achievements such as the unification of their network of passenger and cargo destinations and the renewal of their fleets, incorporating some of the most modern and efficient aircraft in the industry. LAN was the first airline to take delivery of the Boeing 787 in the Americas and TAM will be the delivery client for the Americas for the Airbus A350-900 XWB.

In addition, both companies have unified the interior design of aircraft cabins and onboard service.  For the past seven consecutive years, LAN and TAM have alternated between first and second place in the Skytrax World Airlines Survey “Best Airlines in South America” award category, considered to be one of the leading authorities for levels of satisfaction for the global airline industry.