August 10, 2015 – Latin America has a new aviation giant: LATAM, the new brand for the united LAN Airlines and TAM Airlines. The decision to create a new brand marks the first time an airline group has chosen to consolidate under a single brand, and under this LATAM name, the group is aspiring to become one of the best travel experiences in the world.
It is not only the brand names and aircraft liveries that will change though: the aircraft interiors will also be consolidated into one common scheme, being designed by PriestmanGoode. Enrique Cueto, CEO of LATAM Airlines Group explained at the brand announcement, “The passenger experience will improve with access to a single product and service within one network, more powerful online presence and integrated channels of communication, in addition to faster development of innovation and technology in the countries where the Group operates.
“LATAM will increase optimization of our fleet, provide easier access for passengers and clients to the best network of destinations in the region while offering a new in-flight experience, updates in service and in-flight entertainment, and innovative technology that gives passengers more control over their travel experience. Our passengers have high expectations and we want to offer them service that meets those expectations.”
With the help of Interbrand, a new logo has also been developed, with indigo and coral chosen as the main colors; indigo first because it falls between the red and blue brand colors for TAM and LAN, and coral because they see it as symbolizing energy and passion. A range of secondary brand colors will bring to life the diversity of Latin America.
LATAM is currently working on the new corporate brand, a process that will take approximately three years to complete and which will begin to be visible in the first half of 2016, with a gradual roll-out for airports, aircraft, commercial offices, web pages and uniforms. Some of these changes are already visible in the newly redesigned aircraft cabins, the new VIP lounges in Sao Paulo and Santiago, as well as digital platforms.
Jerome Cadier, VP of marketing for LATAM Airlines Group said, “The implementation of rebranding in our industry is a gradual process and requires a long period of development. It will require a lot of time and effort, but as we work on the implementation of the new brand, we will continue to work in parallel to unify the in-flight experience offered by the LATAM Airlines Group airlines.”