Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

This is a very old entry — images are small, formatting is off.

 

A New Eagle Guacamaya for TACA

Reviewed Dec. 15, 2008 by Armin

Industry / Aviation Tags /

TACA Airlines Logo, Before and After

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.

TACA Airlines Logo, Detail

TACA Airlines Livery

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.

 

Comments


Share ›

Spotted Around the web

New Logo for MomentFeed

New Logo for MomentFeed
 
Spotted May. 19, 2017

Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
 
Posted Jan. 4, 2017

Curated Best Posts with Script Logos

Brandiose is Grandiose

Brandiose is Grandiose
 
Posted Feb. 9, 2012

Little Chef, Big Dreams

Little Chef, Big Dreams
 
Posted May. 19, 2011
 
 

About

Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

Many Thanks to our Advertisers

When choosing between competing products and services, please consider our advertisers, who help support Brand New.

Typography

Brand New uses Mercury Text ScreenSmart and Operator ScreenSmart from Hoefler & Co.

Webfonts by Hoefler & Co.

Join our Mailing List