LATAM Airlines | Work

Challenge

As the world globalized and traveler expectations soared, local airlines, even successful ones, felt overshadowed. When Chile’s LAN and Brazil’s TAM airlines merged in 2016, Interbrand’s economic market sizing model gave them the confidence to make a bold move: they would drop two highly successful national carriers and re-brand to a single unified voice.

LATAM Boeing 787 airplane flying above a forest of evergreens and snow-capped mountains.

What we did

The ambition was to establish LATAM as the airline group connecting Latin America with the world and vice versa. With this in mind, we designed a trajectory that transcends borders while fostering local engagement in every domestic market.

To capture the brand’s essence, we translated the design by crafting a powerful and singular expression. Just as our symbol’s ascending form embodies dynamism and strength, LATAM represents Latin America’s relentless drive to go further. This concept masterfully combines global assets with a vibrant local resonance, echoing the spirit of the region and showcasing its finest qualities.

EXPERIENCE, IDENTITY, MERGERS & ACQUISITIONS, NAMING, STRATEGY

Outcome

Despite the pandemic’s challenges, LATAM has successfully resumed its growth trajectory, recognized as the top South American airline according to Skytrax 2023, solidifying its role as a leading regional connector. The group strengthened its regional presence, securing the leading market share in nearly all their domestic markets.

The recent joint venture with Delta enables expanded services and connects passengers to over 300 destinations across Canada, the United States, and South America. This partnership signifies that the region is more interconnected than ever before.