LATAM Airlines, the new consolidated brand created by the merging of LAN Airlines and TAM Airlines, revealed its new livery and branding last week. In addition to the new plane design, travelers will also see new uniforms, airport signage, counter designs and a conjoined website starting this month.

“In the coming weeks, our passengers will start to experience LATAM with the ability to book tickets, visit the LATAM website, accumulate kilometers using LATAM’s frequent-flyer program, check-in at LATAM counters, relax in LATAM VIP lounges and most significantly, fly on LATAM-branded aircraft,” said Enrique Cueto, CEO, LATAM Airlines Group. “We will continue to optimize the most extensive route network in Latin America, the most modern fleet in the region and invest in digital solutions to offer our passengers a more personalized travel experience.”

The first LATAM-branded Boeing 767 left Rio de Janeiro (GIG) May 1 to collect the Olympic torch from Geneva (GVA), which the aircraft then delivered to Brasilia (BSB).

The first commercial flights with the new branding begin today, on three routes — São Paulo (GRU) to Santiago (SCL), Santiago to Lima (LIM) and São Paulo to Brasilia.

By the end of the year, the company expects to rebrand more than 50 aircraft, with fleet-wide changes completed by 2018.