Flight of the Condor

In 2009, two of the largest and oldest airline carries in Latin America — TACA (est. 1931) and Avianca (est. 1918) — announced their merger and in 2012 they indicated that the Avianca name would take over both airlines. This week, TACA is no more and Avianca has taken over the 160-airplane fleet to serve the 5,100 weekly flights for 100 destinations in 25 countries across America and Europe. The merger and launch strategy and the new identity were designed by New York, NY-based Lippincott.“It was important to create a new visual identity that was reflective of the heritage and legacy of both Avianca and TACA but also ushered the brand into its new era of Latin Excellence,” said to Rodney Abbot, Sr. Partner at Lippincott. “We wanted the new identity to build on