co-branding / advertising manual / lan - marketing...

CO-BRANDING / ADVERTISING MANUAL / LAN

manual publicidade lan

Contenidos

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Co-Branding / Advertising manual LAN

1.0 TRADEMARK1.1 Label construction1.2 Label colors1.3 Positive monochrome version1.4 Spanish/portuguese version1.5 English version1.6Buffer area1.7 Minimum size

2.1 ONEWORLD2.1 Logo versions2.2 Protection area2.3 Minimum sizes2.4 Corporate color2.5 Size ratio between logos

3.0 FORMATS3.1 Format types3.2 Label size and position

4.0 CONTACT POINTS4.1 Contact point icons4.2 Contact point typography

5.0 CHROMATIC5.1 Corporate base palette5.2 Complementary chromatic palette

6.0 APPLICATIONS6.1 Graphic norm applications

7.0 PUBLIC SPACE7.1 Size ratio between logos7.2 Format types7.3 Label size and position7.4 Public space application

8.0 STATIC WEB BANNER8.1 Format types8.2 Size ratio between logos8.3 Label size and position8.4 Static banner application

9.0 DYNAMIC WEB BANNER9.1 Size ratio Between Logos9.2 Animation Structure9.3 Trademark Close Proportions9.4 dynamic Banner Application

10.0 TV CLOSING FORMATS10.1 Size ratio between logos 10.2 Aspect ratio 4:310.3 Aspect ratio 10:9

11.0 RADIO ANOUNCEMENT CLOSE11.1 Radio anouncement close

12.0 PROHIBITED APPLICATIONS12.1 Non-permitted trademark applications12.2 Incorrect uses of brand and endorsement

manual publicidade lan

Contenidos

13.0 CO-SPONSORSHIP13.1 Label construction13.2 Label colors13.3 Spanish/portuguese version13.4 English version13.5 Size ratio between logos13.6 Format types13.7 Position and size of adjacent logos

14.0 SOCIAL NETWORKS IN STATIC BANNERS14.1 Format types14.2 Size ratio Between Logos14.3 Social Network icon Size and Position14.4 Application of Social Network icons in Advertisements

15.0 SOCIAL NETWORKS IN STATIC BANNERS15.1 Size ratio between logos15.2 Format types15.3 Social network icon size and position15.4 Application of social network icons in online media

16.0 SOCIAL NETWORKS IN DYNAMIC BANNERS16.1 Structure16.2 Dynamic banner application

17.0 SOCIAL NETWORKS IN PUBLIC SPACE17.1 Size ratio between logos17.2 Format types17.3 Application of social network icons in public space

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TRADEMARK 1.

brand manual lan

TRADEMARK

1.2 Label Colors

1.

1.1 Label Construction

06

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Label ratios and proportions are generatedbased on the particular elements that make up its shape

Standard LabelApplication of label* in different communication support material.

TAM

LAN

The colours of LAN and TAM’s transition logo will remain the same as each of their original designs’, as described in the following chapters.The signature uses the LAN and TAM complementary colour pallette (Pantone Cool Grey 9).

The protection area for the signature logo corresponds to the letter “T” in “TAM”, surrounding the borders of the box containing the logo. Giving space to the brand means greater impact, making it stand out better. So, to guarantee that our brand always gains this effect, we must make sure this guideline is followed in every application. Respecting a blank space prevents external elements from crowding over our logo. Once again, this is a valid guideline for both versions of our descriptive logo.

The colours of LAN’s transition logo will remain the same as the original,as described in the following chapters.

P: 281 C / CMYK: 100 - 72 - 0 - 32 / RGB: 0 - 38 - 100

P: 485 C / CMYK: 0 - 95 - 100 - 0 / RGB: 213 - 43 - 30

P: 8180 C metálico P: 7544 C / CMYK: 10 - 0 - 0 - 40 / RGB: 137 - 150 - 160

The colours of TAM’s transition logo will remain the same as the original,as described in the following chapters.

P: Special Blend* / CMYK: 27 - 100 - 100 - 0 / RGB: 171 - 22 - 27

(*)Special Blend Composition: Rubin Red: 15% + Pantone Yellow: 29,1% + Warm Red Pantone: 50% + Scale Black: 5,9%

P: 3015 C / CMYK: 100 - 53 - 10 - 0 / RGB: 0 - 110 - 171

P: Cool Gray 9 / CMYK: 0 - 0 - 0 - 40 / RGB: 145 - 145 - 149

07

TRADEMARK 1.

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1.5 English Version

1.3 Positive monochrome version

The rest of the markets, regardless of their language, must use the logo with the “LATAM AIRLINES GROUP” signature

* IMPORTANTBoth the LAN and TAM trademarks have been specially designed and therefore it is absolutely necessary to respect their composition in order to prevent feature distortion.

1.4 Spanish/Portuguese Version

Spanish or Portuguese-speaking countries must use the logo with the “GRUPO LATAM AIRLINES” signature

The positive monochrome version of the logo will always be used on a clear or white background, and coloured corporate pantone grey or cmyk colored version.Positive monochrome versions are only applied if it isn’t possible to use the preferred format, as is the case in embroidery, stamps, shared advertisements, sponsorships etc.

08

TRADEMARK 1.

1.6 Buffer Area

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The label ́s buffer area is given by the letter T. The more space around the brand, the more impact and prominence it has. So as to ensure that this effect is never compromised, a minimum white space or “buffer area ̈ has been established and should be respected during its application. This will prevent the brand from being invaded by foreign elements.This norm applies to both the Spanish/Portuguese and English logotype versions.

09

TRADEMARK

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The application ́s minimum size is recommended in order to ensure correct legibility. In cases where the trademark requires application in a small size, such as cards, merchandising, sponsorships, etc., application of this size should always be donein proportion to the format used.

Width: 4cm

The minimum size of the application, which provides for the brand ́s correct legibility and visibility

1.

1.7 Minimum Size

2. ONEWORLD

11

ONEWORLD

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2.1 Logo Versions

Logo in original colorFor high-resolution printing and on-screen use

Solid color logoFor low-resolution printing

Grayscale logoWhen color printing is not available

The white line around oneworld logo must always be included, even in no color backgrounds (white background). Line width is twice the width of the “I” letter in oneworld logo.

0 % 15 % 30 % 60 % 100 %

Negative solid logo For low-quality and no color printing. Ex.: FAX

12

ONEWORLD

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2.2 Protection Area

2.3 Minimum Sizes

2.4 Corporate Color

8 mm 35 px

Protection area is ½ sphere.It can be ¼ sphere for special cases.

P: 2735 C / CMYK: 95 - 89 - 0 - 0RGB: 19 - 12 - 128 / HEXADECIMAL: #120C80RAL: 5002

BLANCO

13

ONEWORLD

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2.5 Size Ratio Between Logos

Spanish version

Portuguese version

Spanish speaking countries shall use logo with “GRUPO LATAM AIRLINES” signature and member line in Spanish.

Portuguese speaking countries shall use logo with “GRUPO LATAM AIRLINES” signature and member line in Portuguese.

The other markets, regardless of their language, shall use logo with “LATAM AIRLINES GROUP” signature and member line in English.

English version

FORMATS 3.

15

FORMATS 3.

3.1 Format Types

Application of label in different graphic support formats

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1A. Vertical, 1B. Horizontal, 2A. Horizontal Intermediário, 2B. Vertical Intermediário, 3A. Huincha Horizontal, 3B. Huincha Vertical, 4. Simétrico. Details on the application of proportions in each case, as well as the location of oneworld logo, are provided in the next pages.

1A

1B

2A

2B3B

3A

4

16

FORMATS

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This norm is applicable to both the Spanish/Portuguese and English version.

1.A) Vertical Format

3.

3.2 Label Size and Position

Legal Text Area

MARGIN: width of T in TAM

LABEL IS 4/10 OF FORMAT WIDTHDiameter of the “sphere” for oneworld logo is LAN

isotype height.

17

FORMATS

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This norm is applicable to both the Spanish/Portuguese and English logotype version.

1.B) Horizontal Format

3.


Legal Text Area

LABEL IS 3/9 OF FORMAT

WIDTH


Diameter of the “sphere” for oneworld logo is LAN isotype height.

18

FORMATS

2.A) Intermediate Horizontal FormatDifferentiation between horizontal and intermediate horizontal formats occurs when the height is twice the amount of the width

3.


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Legal Text Area


LABEL IS 3/10 OF

FORMAT WIDTH


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FORMATS

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Differentiation between vertical and intermediate vertical formats occurs when the width is twice the amount of the height.


2.B) Intermediate Vertical Format

3.


Legal Text Area

MARGIN: width x/2

LABEL IS 4/6 OF FORMAT WIDTH

X

Diameter of the “sphere” for oneworld logo is LAN

isotype height.

20

FORMATS

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3.A) Horizontal Tagline Format

3.


Legal Text Area


LABEL IS 1/2 OF FORMAT

HEIGHT

* height includes legal

text area.


21

FORMATS

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3.B) Vertical Tagline Format

3.


Legal Text Area

MARGIN: height of the letter T in TAM

LABEL IS 1/1 OF FORMAT WIDTHDiameter of the “sphere” for oneworld logo is LAN isotype height.

oneworld logo may be placed at each end of the format depending on its composition or

cofunded logos.

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FORMATS

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This norm applies to both the Spanish/Portuguese and English logotype version.

4) Symmetrical Format

3.


Legal Text Area


LABEL IS 4/9 OF

FORMAT WIDTH


CONTACT POINTS 4.

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CONTACT POINTS

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Preferred use.These should be located after the fares in a flexible position which can adapt to variations that occur to the general layout such as those resulting from fare changes.

For reduced sizes and when there is an excess of information.

Contact point icons can be placed several different ways (a,b,c) in order to accommodate space available in the graphic piece. Only when use of contact point icons is not possible, the typographic version may be used (d). Inboth cases, typography corresponds to Frutiger bold and regular (upper and lowercase)*.

In the following, sizes and rules for the use of contact points on screen.

a)

d)

b)

LAN.com / TAM.com.brLAN 600 526 2000 / TAM 4002 7000Oficinas LAN / Oficinas TAMAgencias de viaje

COMPRA EN:

LAN.com / TAM.com.br

LAN.com / TAM.com.br / Oficinas LAN / Oficinas TAM /LAN 600 526 2000 / TAM 4002 7000 / Agencias de viaje

LAN 600 526 2000 / TAM 4002 7000 Oficinas LAN / Oficinas TAM Agencias de viajeCOMPRA EN:

COMPRA EN:

c)

LAN.com / TAM.com.brLAN 600 526 2000 / TAM 4002 7000

Oficinas LAN / Oficinas TAMAgencias de viaje

COMPRA EN:

* IMPORTANTSee the “Typographics Norm” chapter of the LAN 2012 Graphic Norms Manual for more information on the correct use of contact points, size, position, heirarchy and relation to other elements that make up LAN graphic communication.

4.

4.1 Contact Point icons

4.2 Typographical contact points

CHROMATIC 5.

26

CHROMATIC

The saturation porcenteages of LAN 8180C grey can be reduced down to white. You can also use a non-metallic version of LAN PANTONE 7544C as an alternative and also use any of its various saturation percentages as required in different applications.brand manual lan White, in all its possible transparency percentages, can be applied as shown in the above top color letter.

5.

5.1 Corporate Base Palette

P: 281 C | CMYK: 100 - 72 - 0 - 32 | RGB: 0 - 38 - 100

P: 8180 C Metalic coated | CMYK: N/A | RGB: N/A

P: 7544 C | CMYK: 10 - 0 - 0 - 40 | RGB: 137 - 150 - 160

P: 485 C Solid Coated | CMYK: 0 - 95 - 100 - 0 | RGB: 213 - 43 - 30

Alternative Non-Metalic Pantone

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APPLICATIONS 6.

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APPLICATIONS

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Vuelos operados por LAN y/o TAM

Vertical Format

6.

6.1 Graphic Norm Applications

Precios válidos sólo para salidas desde Santiago. Al comprar en Oficinas LAN y a través del Contact Center LAN debes pagar un cargo por servicio de US$ 35. Para compras en Agencias de Viaje, consulta por cobros aplicables. Condiciones de los programas en www.lan.com/es_cl/sitio_personas/aviso/legal-2467, Oficinas LAN y Agencias de Viaje. (*) Precios en pesos son referenciales, calculados al tipo de cambio $ 485, vigente hasta el 01/09/2012 pudiendo variar según la fecha de compra. (**) Las tasas de embarque e impuestos son determinadas por autoridades competentes de cada país, y pueden cambiar su valor. Cupos limitados.

EL ENCANTODE BAHAMAS

EL CAMINO MAS CORTO AL CARIBE /

119(*)

$63.000 ida y vueltao 24.000 KMS LANPASS(*) Más impuestos y tazas de embarque de US$ 70 por persona

DESDEUS$

LAN.com / TAM.com.brLAN 600 526 2000 / TAM 4002 7000Oficinas LAN / Oficinas TAMAgencias de viaje

COMPRA EN:

30

APPLICATIONS

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DESCUBRE TODALA MAGIA DE VOLARAPROVECHA ESTOS PRECIOS INCREÍBLES DE LA BAJA TEMPORADA LANCompra hasta el 30 de abril y vuela hasta el 30 de junio de 2013

119(*)

MONTEVIDEO


DESDEUS$ 280(*)

BUENOS AIRES


DESDEUS$


LAN.com / TAM.com.brLAN 600 526 2000 / TAM 4002 7000

Oficinas LAN / Oficinas TAMAgencias de viaje

COMPRA EN:


Horizontal Format

6.


31

APPLICATIONS

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DESCUBRE TODA LA MAGIA DE VOLAR119(*)

MONTEVIDEO


DESDEUS$ 280(*)

BUENOS AIRES


DESDEUS$ 249(*)

RÍO DE JANEIRO


DESDEUS$ 139(*)

LIMA


DESDEUS$

LAN.com / TAM.com / Oficinas LAN / Oficinas TAM / LAN 600 526 2000 / TAM 4002 7000 / Agencias de viaje COMPRA EN:Vuelos operados por LAN y/o TAM

CONSIDERATIONS ON CONTACT POINTS

- Typographical contact points- Follow uppercase and lowcase writing mode - It is an informative hierarchy, so it must not exceed typographical sizes for Rate Info Lists (Ex.: LANPASS Kms.). Higher hierarchy is only permitted in special cases.

6.


* IMPORTANTSee the Typographical Norm Chapter of the LAN 2012 Graphic Norms Manual for more information on correct use of contact points, size, position, hierarchy and relationbetween elements that make up LAN graphic communication.

Formato huincha horizontal

32

APPLICATIONS 6.


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Symmetrical format - Application with double currency fareUsed in cases where there is a necessity to communicate two different currencies in the same visual hierarchy.

* IMPORTANTCases where image background affects readibility of texts in “member line”, white text can be used.

33

APPLICATIONS

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Application with multiple faresThe same hierarchial information patterns will be used in all pieces, only modifying the location and spatial organization according to the format at hand. E.g. of applications: Title - caption - paragraph – fare headline - fares - Fare Info Lists- contanct points – payment options.

6.


PUBLIC SPACE 7.

35

PUBLIC SPACE

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Spanish version

Portuguese version

English version

36

PUBLIC SPACE

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1A

2A

2B3

1B

7.

7.2 Format Types

Application of label in different graphic support formats in public space.

1A Vertical, 1B Horizontal, 2A Intermediate Horizontal, 2B. Intermediate Vertical, 3. Symmetrical.The following pages detail the application of proportions in each case.

37

PUBLIC SPACE

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7.


MARGIN: width of the letter T in TAM


“Sphere” diameter for oneworld logo is the resulting height between the highest point of the LAN isotype and a topline for the company.

38

PUBLIC SPACE

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7.



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PUBLIC SPACE

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2.A) Intermediate Horizontal Format



7.



40

PUBLIC SPACE

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Este padrão é o mesmo tanto para o logotipo na versão em espanhol/ português quanto para a versão em inglês.



CENTRADO

7.


oneworld logo may be placed at each end of the format depending on its composition or cofunded logos.


41

PUBLIC SPACE

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7.



42

PUBLIC SPACE

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It is important to indicate the amount of information needed for this type of piece and include only that which is essential in order to avoid overloading the message with unnecessary elements.

7.

7.4 Public Space Application

STATIC WEB BANNER 8.

44

STATiC WEB BANNER

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* IMPORTANTIt is important to preserve the legibility of the label. Therefore this will only be used in case of a problem. For smaller formats*, in which visibility is lost, a dynamic application should be chosen in which the brand appears as a signature and not like a label. Example of small formats: 190 x 90 px., 110 x 80 px., 88 x 31 px., 180 x 150 px., 234 x 60px.

1A

1B

2B

2A

3A

3B

4

8.

8.1 Format Types

Application of label in different online support formats

1A Vertical, 1B Horizontal, 2A Intermediate Vertical, 2B. Intermediate Horizontal, 3A. Vertical Tagline, 3B Horizontal Tagline, 4. Symmetrical. The following pages detail the application of proportions in each case.

45

STATIC WEB BANNER

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Spanish version

Portuguese version




English version

46

STATIC WEB BANNER

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LABEL IS 1/7 OF FORMAT HEIGHT



8.



47

STATIC WEB BANNER

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8.



48

STATIC WEB BANNER

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2.A) Intermediate Vertical Format

8.




49

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This norm applies to both the Spanish/Portuguese and English logotype versions.

2.B) Intermediate Horizontal Format

8.



STATIC WEB BANNER

50

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3.A) Vertical Tagline Format

8.



STATIC WEB BANNER

51

STATIC WEB BANNER

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LABEL IS 1/1 OF

FORMAT HEIGHT

MARGIN: 2/3 of the letter T lengthwise


3.B) Horizontal Tagline Format

8.



52

STATIC WEB BANNER

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8.



53

STATIC WEB BANNER

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It is important to indicate the amount of information necessary for this type of piece.

ES TIEMPODE DISFRUTARAPROVECHA LA BAJA TEMPORADA LAN

599(*)

BRASIL

Ida y vuelta(*) Más impuestos y tazas de embarque de US$ 70 por persona

DESDEUS$

8.

8.4 Static Banner Application



DYNAMIC WEB BANNER 9.

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9.DYNAMIC WEB BANNER

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Spanish version

Portuguese version




English version

56


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Development Sequence Small formats. A diagram is generated in order to show the recommended steps used to synthetically create advertising information content.

* IMPORTANTReview label sizes and proportions on page 43 of this manual.

9.2 Animation Structure

EXAMPLE

DESCUBREEL VIAJEDE TUSSUEÑOS Ida y vuelta

999(*)DESDEUS$

APROVECHA LA BAJA TEMPORADA DE LAN

ROMA


Promocion Domestica hasta 30% OFF: Vuelos operados por Lan

Argentina. Para volar en todas las clases económicas de vuelos

domésticos de argentina, sujeto a disponibilidad de acuerdo

con el cupo publicado. Para comprar desde el 25/04/14 hasta

el 11/05/14. Período de vuelo: del 01/05/14 al 15/07/14

viaje completo. Valida sólo para residentes de Argentina. Si el

pasajero no vuela el tramo de ida, se cancela automáticamente

el regreso. Cupos disponibles: 5.000, distribuidos en los

vuelos de la promoción que lan determine. Tope de reintegro:

$1.500 por tarjeta.

DYNAMIC.SWF / .GIF ANIMATED

SCREEN 1:TITLE + FLAT BACKGROUND, CREATIVE CAMPAIGN

SCREEN 2:DESCENT + BACKGROUND IMAGE

SCREEN 3:RATE + FLAT BACKGROUND IMAGE, CREATIVE CAMPAIGNA

SCREEN 4:LEGAL TEXT

SCREEN 5:CLOSURE WITH LOGO

1 2 3 4 5


SCREEN 1:LOGO + TITLE + FLAT BACKGROUND IMAGE, CREATIVE CAMPAIGN

SCREEN 2:LOGO + DESCENT + BACKGROUND IMAGE

SCREEN 3:LOGO + RATE + FLATBACKGROUND IMAGE, CREATIVE CAMPAIGN

SCREEN 4:LEGAL TEXT


1 2 3 4 5When the banner size doesn’t affect the legibility, the logo should be considered in every screen. The last screen should close with the logo + oneworld.

When using the co-branding (LAN TAM) permanent (screen 1 to screen4), closing logo (screen 5) is optional.

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xx

xx

x Centered


9.3 Trademark Close Proportions

Dynamic banner close - Vertical Tagline


When using small-scale formats, the buffer area should be reduced in order to preserve legibility of piece elements.

Standard Final CloseStandard final close: official version of trademark application in vertical tagline banners

58


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x

x

Centered

x

Standard final close: Official version of trademark application in symmetrical banners.


Dynamic banner close - Symmetrical Format

9.3Trademark Close Proportions


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Standard final close: Official version of trademark application in small banners.

When treating small-scale formats, the buffer area should be reduced in order to protect legibility of piece elements.Example of small formats: 190 x 90 px., 110 x 80 px., 88 x 31 px., 180 x 150 px., 234 x 60 px.

x

3x 3x


Dynamic banner close - Small Format



In small formats we can reduce protection area for oneworld logo at ¼ sphere.

In small formats where member line cannot be read, we may not use it in order to get good results and functionality of ‘screens’.

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Dynamic banner close - Horizontal Tagline Format


Standard final close: Official version of trademark application in small banners.

Centrado


wx

S

SS SS

w

x

x

x

x

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In cases where size does not affect legibility, the label should be applied in each one of the banner screen and closed with the corporate background and logo.

9.4 Dynamic Banner Application

Symmetrical Format

DESCUBREEL VIAJEDE TUSSUEÑOS

Ida y vuelta999(*)DESDE

US$


ROMA

SCREEN 1:LOGO + TITLE + BACKGROUND IMAGE

SCREEN 2:LOGO + STRIPE + BACKGROUND IMAGE

SCREEN 3:LOGO + FARE + DESTINATION OVER BACKGROUND IMAGE

SCREEN 4:LOGO CLOSE


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EL VIAJEDE TUSSUEÑOS

APROVECHA ESTOS INCREIBLES PRECIOS HOY MISMO

SCREEN 1:TITLE + BACKGROUND IMAGE

SCREEN 2:TITLE + BACKGROUND IMAGE

SCREEN 3:FARE + DESTINATION OVER BACKGROUND IMAGE

SCREEN 4:LOGO CLOSE

Ida y vuelta999(*)DESDE

US$

BARCELONA

In cases where size does not affect legibility, the label should be applied in each one of the banner screen and closed with the corporate background and logo.Small Format


TV CLOSING FORMATS 10.

64

TV CLOSING FORMATS

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Spanish version

Portuguese version




English version

65

TV CLOSING FORMATS

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Vertically center container box inside format

title safe

action safe

Centrado


A

x

A/2

x

10.

10.2 Contact point proportions – aspect ratio 4:3

Contact point display on screen cannot exceed 3 seconds and must be carried out before closing, with the mark ‘Use original digital file’.Do not build contact points as icons and texts are carefully worked.

66

TV CLOSING FORMATS

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title safe

action safe

x

x x x x x x x x

Centrado Centrado


10.

10.3 Aspect ratio 4:3For this video close, with the LAN TAM logo, there can be no audio close.The LAN logo should not have any type of animation.



67

TV CLOSING FORMATS

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title safeactionsafe

x

A

A/2

x

Centrado


10.

10.4 Proporciones de puntos de contacto- relación de aspecto 16:9

Contact point display on screen cannot exceed 3 seconds and must be carried out before closing, with the mark ‘Use original digital file’.Do not build contact points as icons and texts are carefully worked.

68

TV CLOSING FORMATS

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title safeactionsafe

x

xx x x x xx x x x

Centrado Centrado


10.

10.5 Aspect ratio 16:9For this video close, with the LAN TAM logo, there can be no audio close.The LAN logo should not have any type of animation.



RADIO ANOUNCEMENT CLOSE 11.

70

RADIO ANOUNCEMENT CLOSE

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“LAN y TAM”“LATAM Airlines

Group”“Member

of oneworld”

Radio anouncement close

0.5 seconds pause

0.5 seconds pause

Duración de 1 segundo

Anouncements

Audio at the close of radio anouncements should contain the phrase “LAN and TAM, LATAM Airlines Group”, where “LAN and TAM” must be said within one second, then a slight pause and “LATAM Airlines Group”

11.

11.1 Radio anouncement close

PROHIBITED APPLICATIONS 12.

72

PROHIBITED APPLICATIONS

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12.

12.1 Non-Permitted Trademark Applications

Do not modify distance between logos

Do not modify chromatics for logo and tag

Do not modify position within the format

Do not modify logo sizes

Do not modify logo with contour lines

Do not use effects

Do not distort logo or signature

Do not use gradients

Do not make changes to logo display

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12.

12.2 Incorrect uses of brand and endorsement.

Do not modify distance between logos

Do not modify position within the format

Do not modify logo sizes

Do not make changes to logo display

CO-SPONSORSHIP 13.

75

CO-SPONSORSHIP

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> Contents 13.

13.1 Label Construction

13.2 Label Colors

Label ratios and proportions are generatedbased on the particular elements that make up its shape

Standard LabelApplication of label* in different communication support material.

The protection area for the signature logo corresponds to the letter “T” in “TAM”, surrounding the borders of the box containing the logo. Giving space to the brand means greater impact, making it stand out better. So, to guarantee that our brand always gains this effect, we must make sure this guideline is followed in every application. Respecting a blank space prevents external elements from crowding over our logo. Once again, this is a valid guideline for both versions of our descriptive logo.

TAM

LAN

The colours of LAN and TAM’s transition logo will remain the same as each of their original designs’, as described in the following chapters.The signature uses the LAN and TAM complementary colour pallette (Pantone Cool Grey 9).

The colours of LAN’s transition logo will remain the same as the original,as described in the following chapters.

P: 281 C / CMYK: 100 - 72 - 0 - 32 / RGB: 0 - 38 - 100

P: 485 C / CMYK: 0 - 95 - 100 - 0 / RGB: 213 - 43 - 30

P: 8180 C metálico P: 7544 C / CMYK: 10 - 0 - 0 - 40 / RGB: 137 - 150 - 160

The colours of TAM’s transition logo will remain the same as the original,as described in the following chapters.

P: Special Blend* / CMYK: 27 - 100 - 100 - 0 / RGB: 171 - 22 - 27

(*)Special Blend Composition: Rubin Red: 15% + Pantone Yellow: 29,1% + Warm Red Pantone: 50% + Scale Black: 5,9%

P: 3015 C / CMYK: 100 - 53 - 10 - 0 / RGB: 0 - 110 - 171

P: Cool Gray 9 / CMYK: 0 - 0 - 0 - 40 / RGB: 145 - 145 - 149

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13.3 Spanish/Portuguese Version

13.4 English Version

Spanish or Portuguese-speaking countries must use the logo with the “GRUPO LATAM AIRLINES” signature

The rest of the markets, regardless of their language, must use the logo with the “LATAM AIRLINES GROUP” signature


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Spanish version

Portuguese version




English version

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> Contents 13.

13.6 Format Types


1A Vertical, 1B Horizontal, 2A Intermediate Horizontal, 2B. Intermediate Vertical, 3A Horizontal Tagline, 3B. Vertical Tagline, 4. Symmetrical. The following pages detail the application of proportions in both vertical and horizontal formats.

2A

3A

2B

3B4

1B

1A

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MARGIN: height of T in TAM


*height includes legal text area.

The width will depend on the number of logos that should be applied

X

X

X

CO-SPONSORSHIP

CO-SPONSORSHIP LOGOS

The proportions of the area are obtained based on label composition, using the “X” as the basic unit of measurement. Co-sponsor logos should have a maximum size equal to the height of an X., except for those logoswhich have a vertical design. In this case, 2X should be used as maximum height while preserving the proportions and hierarchy of the other elements and/or logos that make up the communication piece.

They can be located in either of the lower corners of the format depending on composition.

When 2 or more co-sponsor logos are found in the same communication material piece, they should be separated by a vertical line while maintaining balance between their visual weights. They should be sufficiently separated so that each brand is easily identifiable, making sure their particular elements are not mixed.


1.A) Formato vertical

13.

13.7 Position and Size of Adjacent Logos

Legal Text Area


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LABEL IS 1/6 OF

FORMAT HEIGHT


X

X

X



CO-SPONSORSHIP

CO-SPONSORSHIP LOGOS EXCEPTION

The width will depend on the number of logos that should be applied

The proportions of the area are obtained based on label composition, using the “X” as the basic unit of measurement. Co-sponsor logos should have a maximum size equal to the height of an X., except for those logos which have a vertical design. In this case, 2X should be used as maximum height while preserving the proportions and hierarchy of the other elements and/or logos that make up the communication piece.

They can be located in either of the lower corners of the format depending on composition.

When 2 or more co-sponsor logos are found in the same communication material piece, they should be separated by a vertical line while maintaining balance between their visual weights. They should be sufficiently separated so that each brand is easily identifiable, making sure their particular elements are not mixed.



Legal Text Area

13.

13.7 Position and Size of Adjacent Logos


SOCIAL NETWORKS IN PRINTED FORMATS 14.

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An area is defined for the application of 2 social network icons. Possible choices include Facebook, Twitter, and YouTube Only 2 icons can be applied per format in the defined area. These icons may be located in either one of the format ́s bottom corners depending on the format ́s particular composition.

14.

14.1 Format Types



2A

2B

4

1B

1A

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Portuguese version




English version

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SOCIAL NETWORKS WIDTH: 3.5 X

SOCIAL NETWORKS


The proportions of the area are obtained based on label design, using “X” as a basic unit of measurement.



14.

14.3 Social Network icon Size and Position

Legal Text Area




*height includes legal text area.X

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SOCIAL NETWORKS HEIGHT: 2.5 X



The proportions of the area are obtained based on label design, using “X” as a basic unit of measurement.1.B) Horizontal Format

Legal Text Area

14.




LABEL IS 1/6 OF

FORMAT HEIGHT


X

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* height includes legal text area.X


SOCIAL NETWORKSHEIGHT: 2.5 X



The proportions of the area are obtained based on label design, using “X” as a basic unit of measurement. Differentiation between horizontal and intermediate horizontal formats occurs when the height is twice as much as the width


Área texto jurídico

14.



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* height includes legal text area.X





The proportions of the area are obtained based on label design, using “X” as a basic unit of measurement.2.A) Intermediate Vertical Format

Legal Text Area

14.



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The proportions of the area are obtained based on label design, using “X” as a basic unit of measurement.3) Symmetrical Format

Área texto jurídico

14.


X


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EL ENCANTODE BAHAMAS

EL CAMINO MAS CORTO AL CARIBE /

119(*)


DESDEUS$

Siguenos en:

@LAN_CLLANenChile

14.

14.4 Application of Social Network icons in Advertisements

4) Vertical Format


SOCIAL NETWORKS IN STATIC BANNERS 15.

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SOCIAL NETWORKS IN STATIC BANNERS

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Spanish version

Portuguese version




English version

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* IMPORTANT It is important to preserve the legibility of the label. Therefore this will only be used in case of a problem. For smaller formats*, in which visibility is lost, a dynamic application should be chosen in which the brand appears as a signature and not like a label. Example of small formats: 190 x 90 px., 110 x 80 px., 88 x 31 px., 180 x 150 px., 234 x 60px.

An area is defined for the application of 2 social network icons. Possible choices include Facebook, Twitter, and YouTube. Only 2 icons can be applied per format in the defined area. These icons may be located in either one of the format ́s bottom corners depending on the format ́s particular composition.

15.

15.2 Format Types


1A Vertical, 1B Horizontal, 2A Intermediate Vertical, 2B. Intermediate Horizontal, 3. Symmetrical.The following pages detail the application of proportions in each case.

1A

1B

2B

2A

3

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SOCIAL NETWORKS WIDTH: 3 X

SOCIAL NETWORKS HEIGHT: 2X


The proportions of the area are obtained based on label design, using “X” as a basic unit of measurement. 1.A) Vertical Format

15.





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The proportions of the area are obtained based on label design, using “X” as a basic unit of measurement.1.B) Horizontal Format

15.





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The proportions of the area are obtained based on label design, using “X” as a basic unit of measurement.2.A) Intermediate Vertical Format

15.






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The proportions of the area are obtained based on label design, using “X” as a basic unit of measurement.2.B) Intermediate Horizontal Format

15.





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The proportions of the area are obtained based on label design, using “X” as a basic unit of measurement.3) Symmetrical Format

15.





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It is important to indicate the amount of information necessary for this type of piece.

ES TIEMPODE DISFRUTARAPROVECHA LA BAJA TEMPORADA LAN

599(*)

BRASIL

Ida y vuelta(*) Más impuestos y tazas de embarque de US$ 70 por persona

DESDEUS$

Siguenos en:

@LAN_CLLANenChile

15.

15.4 Application of Social Network icons in online media



SOCIAL NETWORKS IN DYNAMIC BANNERS 16.

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SCREEN 1:LOGO + TITLE + BACKGROUND IMAGE, SKY OR CREATIVE CAMPAIGN


SCREEN 3:LOGO + FARE + BACKGROUND IMAGE, SKY OR CREATIVE CAMPAIGN + SOCIAL NETWORKS LOGOS

Development Sequence Preferred formats In cases where size does not affect legibility, social network icons may be placed inside one of the screen that comprise the banner

16.

16.1 Structure


SCREEN 4:LEGAL TEXT


1 2 3 4 5

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In cases where format size does not affect social network icon legibility, they may be placed inside one of the screens that comprise the banner.

16.



DESCUBREEL VIAJEDE TUSSUEÑOS Ida y vuelta

999(*)DESDEUS$


ROMA

SCREEN 1:LOGO + TITLE + BACKGROUND IMAGE


SCREEN 3:LOGO +FARE + DESTINATION OVER BACKGROUND IMAGE + SOCIAL NETWORKS LOGOS

SCREEN 4:LOGO CLOSE

Siguenos en:


SOCIAL NETWORKS IN PUBLIC SPACE 17.

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Spanish version

Portuguese version

English version

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An area is defined for the application of 2 social network icons. Possible choices include Facebook, Twitter, and YouTube. Only 2 icons can be applied per format in the defined area. These icons may be located in either one of the format ́s bottom corners depending on the format ́s particular composition.

17.

17.2 Format Types



1A

2A

2B3

1B

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17.

17.3 Application of Social Network icons in Public Space




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17.





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17.


“Sphere” diameter for oneworld logo is the resulting height between the highest point of the LAN isotype and a baseline for the company.



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17.





CENTRADO

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2.B) Symmetrical Format

17.





Co-BrandingAdvertising Manual LAN

2015

co-branding / advertising manual / lan - marketing...

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