Following the completion of the integration between LAN Airlines and TAM Airlines, LATAM Airlines Group will move forward under a single name and unified identity. The new brand for the largest airline group in Latin America will be LATAM, bringing together LAN Airlines and its affiliates in Peru, Argentina, Colombia and Ecuador with TAM Linhas Aéreas S.A., TAM Air Transport Mercosur S.A., and all associated cargo carriers.
This decision marks the first time an airline group in the region has consolidated operations under one brand, reflecting an ambition to compete among the world’s best carriers while preserving its Latin American roots.
“LATAM Airlines Group was born from two major Latin American companies that grew from humble beginnings through a shared passion for aviation, vision, dedication and innovation,” said Enrique Cueto, CEO of LATAM Airlines Group. “Both companies and their affiliates built strong positions in their markets and connected them with the world, contributing to regional prosperity and earning customer trust through on-time performance, service and network coverage. The LATAM partnership created a unique industrial alliance and produced the largest airline group in the region. We chose the name LATAM because it honors where we came from and the future we aim for — working together with our affiliates to represent a Latin America that grows and prospers while remaining true to its natural and human roots.”
The new visual identity draws on the region’s heritage, with indigo and coral as the primary colors. Indigo bridges the red and blue tones associated with TAM and LAN, symbolizing the integration of both brands. LATAM is undergoing a comprehensive corporate rebranding that will unfold over approximately three years. The new identity will begin to appear in early 2016 with a phased rollout across airports, aircraft, offices, digital channels and employee uniforms. Until the rollout progresses during the first half of 2016, each airline will continue to operate under its existing brand and identity.
Under the LATAM brand, customers can expect a consistent travel experience across routes to, from and within Latin America, built to world-class standards. The unified group aims to deliver greater operational efficiencies and a culture that blends the strengths of both legacy airlines to offer improved service and expanded connectivity for passengers and cargo alike.