AeroSur Logo PNG
AeroSur: Brand overview
AeroSur, officially known as Compañía Boliviana de Transporte Aéreo Privado Aerosur, S.A., was once Bolivia’s top private airline until it closed in 2012. The airline was established in April 1992 by Hernán Aníbal Katz Avilés and other Bolivian investors. They aimed to provide dependable and efficient air service that would rival the national carrier Lloyd Aéreo Boliviano (LAB) and improve service on domestic and regional routes.
Starting with a small fleet of reliable turboprop aircraft like the Fairchild Swearingen Metroliner and Convair CV-580, AeroSur was well-equipped to handle the high-altitude conditions of Bolivia. Over the 1990s and 2000s, the airline expanded significantly. It connected major cities within Bolivia, including La Paz, Cochabamba, and Santa Cruz de la Sierra. It updated its fleet with modern jets such as the Boeing 727 and 737, and later, the Airbus A320 and A330.
AeroSur began international flights to major destinations across South America and cities like Miami, becoming Bolivia’s leading international carrier. The airline was known for its focus on customer service, a strong brand, and strategic partnerships, earning a solid reputation that won the loyalty of both domestic and international travelers.
However, the early 2010s brought financial difficulties. Increasing debts, operational inefficiencies, and heightened competition threatened its financial health. By 2010, these issues led to flight delays and cancellations. Disputes over alleged unpaid taxes with the Bolivian government made the situation worse.
Despite attempts to restructure and recapitalize, the airline’s financial troubles continued. Unable to manage its debts or secure necessary funding, AeroSur declared bankruptcy. On May 17, 2012, the airline ceased operations, which left thousands of passengers stranded and many employees without jobs. This shutdown significantly disrupted the Bolivian aviation market.
AeroSur was a significant employer during its heyday, employing more than 1,000 people in the mid-2000s, with annual passenger traffic of around 750,000. The airline’s operations played an important role in developing tourism and travel in Bolivia during its operation.
Meaning and History
1992 – 2012
The designers used a turquoise gradient to emphasize the AeroSur name. Additional depth is achieved by the sharp and dark contours of the letters at the top, while the lower contours are blurred. The refined, flowing font evokes a sense of lightness and flight. The text is complemented by a separate letter, “A,” placed inside a silver circle resembling a soap bubble. Instead of a straight diagonal, the letter “A” depicts a purple bird: wings, tail, and head with beak are formed with a few careless strokes.
Using a bubble-shaped circle around the letter “A” symbolizes the company’s desire to rise above the ordinary and provide a unique travel experience. The choice of the purple bird gives the logo artistic creativity and demonstrates the airline’s commitment to originality and elegance. The changing gradient and the blurred lower part of the letters convey the dynamism and fluidity inherent in air travel.
