In 2003, The management of LAN airlines challenged FutureBrand to create a new regional brand that would signal the airline’s achievements and aspirations.

The recommendation was to launch a network brand, LAN, which stands for Latinamerican Airline Network. In terms of visual identity, the distinctive southern star symbol has been restaged to become the central icon of the system. The new aircraft livery proudly showcases the star on the tail and a sweeping curve over the fuselage visually connects it to the bold LAN logotype at the front.

The new identity will also be featured across all passenger items and corporate communications. The new tag line, “a marvel in flight,” builds upon the airline’s core positioning attributes of reliability and enchantment.