The LATAM Airlines Group logo is the Andes Mountains meeting the Amazon River, a combination of earth and sky that makes you feel the heartbeat of South America. It’s not just an airplane logo; it’s a colorful parrot in a rainforest, a quick dance at a vibrant street festival, or the first touch of a warm ocean wave on your toes.

It conveys the feeling of coming home, even if you are flying thousands of kilometers away. It is an emblem that connects two worlds – colorful Brazil and the majestic landscapes of Chile – and serves as a bridge from where you are to where you want to be. No frills, no fuss, just the pure and simple beauty of a continent known for its warm hearts and open arms.

LATAM: Brand overview

The year 2012 marked a momentous occasion: the merger of two well-known South American airlines gave birth to LATAM Airlines Group S.A: LAN Airlines from Chile and TAM Linhas Aéreas from Brazil. This merger brought together their wealth of experience, resources, and networks, creating a powerful structure that changed the landscape of air transportation in the region.

After the merger was finalized, LATAM Airlines Group S.A. embarked on an ambitious expansion, strengthening its position as Latin America’s leading airline. By opening subsidiaries in Colombia, Ecuador, Paraguay, and Peru, the company has expanded beyond its Chilean and Brazilian roots, enriching customers’ travel experiences throughout the region.

LATAM Airlines Group has become the epitome of Latin American transportation, offering a wide range of domestic and international flights from vibrant cities to remote areas.

The company’s commitment to excellence has not gone unnoticed. LATAM Airlines Group S.A. was honored as “South America’s Leading Airline” by the World Travel Awards.

However, like many airlines around the world, LATAM Airlines Group S.A. faced unprecedented challenges in the face of the COVID-19 virus pandemic. As a result, the company filed for Chapter 11 bankruptcy in the United States on May 26, 2020.

Meaning and History

LATAM Logo History

What is LATAM?

Headquartered in Santiago, Chile, LATAM Airlines Group S.A. has established itself as a major aviation holding company in the Latin American region. Despite corporate challenges, the company continues its operations, demonstrating resilience and determination in overcoming economic difficulties.

2012 – 2016

LATAM Airlines Group Logo 2012

2016 – today

LATAM Airlines Logo

LATAM’s logo uses two colors: coral and indigo. The former symbolizes the passion and energy of Latin Americans, while the latter symbolizes freedom and elegance. This color scheme pays tribute to the historical legacy of LAN and TAM, whose branding was dominated by bright shades of red and blue. The lines on the left side of the logo resemble a burning torch – a symbol of light. The name of the airline is written on the right in large letters with dynamic cuts and curves. Brazilian designer Pedro Lourenço took part in the creation of the emblem.

The design effectively blends traditional and modern elements to reflect the airline’s dual heritage. The coral and indigo colors are not only indicative of the past but also point to a modern, more sophisticated future. The burning torch element draws the eye in, bringing thoughts of guidance, enlightenment, and hope. The dynamic typography creates a sense of movement and energy, which aligns well with the industry in which the company operates.