Avianca unveil their new colors

Bringing together Avianca, TACA, AeroGal, Tampa Cargo and LACSA into one unified brand

On 28th May AviancaTaca’s executives unveiled the new single brand strategy and corporate identity for the airline group during a press conference attended by top government officials, industry executives and nearly 100 journalists in Bogotá. In the first three years since the creation of the regional giant, each airline operated as a separate entity, co-operating under the umbrella of the holding company to create synergies and efficiencies. As the group integration intensified, the time was right to take the next step and consolidate the different airline brands into “Avianca” with the goal of harmonising customer experience and creating an internationally more recognisable airline focused on “Latin Excellence.”

Dr. Fabio Villegas Ramírez, Avianca’s CEO, described the rebranding as “a key step in our evolution from a group of inter-connected regional carries into one of the leading companies in Latin America.”

With design and color inspirations drawn from the founding airlines in the group, the new Avianca identity manages to maintain the rich heritage of these historic airlines, yet still feels fresh and modern – reflecting the “Latino Moderno” demographic group who make up part of its core passenger base. Another key part of the new identity is the distinct and stylised condor logo. This iconic bird is famed for soaring high above mountains across the Americas.

And what airplane did Avianca use to showcase their new livery? None other than a new fuel-efficient Airbus A320 Sharklet equipped aircraft.

Moving forward, the new branding will be progressively introduced on approximately 150 aircraft; on new uniforms for some 13,000 customer-facing employees; at more than 200 ticket offices, 25 VIP lounges and at close to 100 airports across the vast Avianca network. The new brand image will also be prominently featured in the airline’s website, in flight magazine, harmonised flight codes and all other customer touch points. So whether you are a passenger, stakeholder or competitor, expect to see big changes over the coming months.

For more information contact:
David Forrester Marketing Manager Latin America and Caribbean david.forrester@airbus.com