Connecting the American content, from South to North and for 77 years, TACA —Transportes Aéreos del Continente Americano (Air Transport of the American Continent) — unveiled a new identity at the end of September. (Sorry for the delay on this one!). I believe the golden thingies in the old logo were super streamlined eagles, and they were in need of a major overhaul that they handsomely received from Lippincott. This is a really great update, the new icon is elegant and dynamic with an inherent motion that most airline logos strive for but rarely achieve even when they “italicize” every element of the identity. The wordmark is also rather nice, and it evolves the extended serif from the previous logo with a custom sans serif that complements the icon very well. The one thing I don’t get is the purple “crest” at the top of the eagle’s head, it seems a little unnecessary to add that third color. And the one thing that did disappoint was the livery, it just seems like the identity would have lent itself to a much more engaging and attractive design on the airplane. Nonetheless, one of my favorite icons of the year.
Televison ad from South America, worth putting up with the images of the impossibly pretty people to see the animated logo at the end. Thanks to Longina León for sending this.