Chile's LAN and Brazil's TAM will be renamed LATAM as another step in integrating the two airlines, which merged in 2012.
The new moniker, which is already in existence as the name of both airline's parent group, is intended to simplify promotion of the airlines across their integrated network – particularly in countries where the airlines are not well known.
“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” said Mauricio Amaro, President of the Board of Directors, LATAM Airlines Group.
However, TAM and LAN will continue as separate identities in the short term before the new independent name is fully launched, a process which will take up to three years including crew uniforms, lounge and airport branding.
A new LATAM livery will debut in the first half of 2016, although the groups first A350 will carry TAM livery.
The LATAM logo "was inspired by the identity and heritage of the region, incorporating the best of LAN and TAM” explains Jerome Cadier, VP of Marketing for LATAM Airlines Group.
“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 logo itself represents a stylised version of the South American continent.
This video profiles the new brand.
LAN and TAM have already adopted identical cabin and seating designs for their shared Airbus A350 and Boeing 787-9 Dreamliner fleets.
This includes front-facing business class seats...
... which convert to fully lie-flat beds.
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