The new brand LATAM, which will be adopted gradually by LAN, TAM and their affiliates, has received international recognition. The agency Interbrand, which developed the project, won the IF Design Award 2016 in the “New Brand Identity” category for designing the LATAM brand.
The IF Design Award is one of the most prestigious international design awards. Each year, it recognizes companies from all over the world in various categories, such as interior and service design, communication, products, architecture, etc.
“We’re very pleased to have won the IF Design Award for our new brand identity, which reaffirms our commitment and joint efforts with Interbrand to give life to LATAM. This is a long process that is not over yet. We’re building the identity of a company that was born and raised throughout various Latin American countries and aims to offer not only the best network of destinations, but also the best travel experience for our passengers,” commented Jerome Cadier, LATAM Marketing VP.
According to Beto Almeida, this is the first genuinely Latin American brand since its origin. “From LATAM to the World, from the World to LATAM perfectly summarizes what we want to express with this new symbol,: elegant and efficient on the outside with the colors indigo and white, and at the same time warm and caring on the inside as represented by the color coral. The name LATAM not only combines the legacies of LAN and TAM, but also accurately represents the company’s commitment to becoming an industry reference in this region”.
The creation of LATAM, the new brand of LAN and TAM, is based on a comprehensive study conducted in over ten countries and represents a historical feat in the aviation industry, since is the first airline group to merge itself into a single brand. This is why the name LATAM incorporates the most valued attributes and strengths of LAN and TAM, as well as their histories stretching back 86 and 39 years respectively, during which they became part of the region’s history and contributed to its growth, development and connectivity.
The LATAM logo was inspired by the region’s identity and legacy and it also incorporates the best of LAN and TAM. Its main colors are indigo and coral, which were inspired by the blue and red of LAN and TAM. Indigo represents efficiency and elegance, while coral reflects passion and caring for the customer, all of which are key differentiators of the brand. Both colors complement each other, which makes referenceto the continent’s diversity.
The colors also express the company’s values and identity: attentive, assertive, passionate and elegant. All of the information available on the LATAM brand can be found at www.latam.com/building-latam/
The design of the new brand LATAM will be showcased in Hamburg, Germany, together with the other winners, at a very important event for the international design community. The winners will also receive a seal on their products and will be included in the IF World Design Guide, a digital platform that establishes excellence in design.