Avianca and TACA, two major airline groups in Latin America, merged back in 2009, creating a holding company that includes the former flag carriers of Colombia, El Salvador, Guatemala and Costa Rica. Since then, they've spend a few years integrating the two groups while the old brand names were retained. That ended yesterday, May 28, when Avianca became the group's primary brand.
Both airlines have previously used bird symbols (a condor in the case of Avianca) and the new symbol pays some tribute to that. It can also be seen as a map of the Americas.
It has previously been reported that Lippincott aided the airline in selecting the name. Local media are crediting Lippincott and Sancho BBDO for the design work.