# TAP Air Portugal new logo (2017)

> TAP Air Portugal launched a new logo on 14 Sep 2017. The green and red TAP letters were kept, but the words beside them changed from "TAP Portugal" to "Air Portugal" in a heavier "Air" and a lighter "Portugal".

## Key facts

- Brand: TAP Air Portugal
- Launched: 14 Sep 2017
- What changed: The green and red TAP letters were kept, but the words beside them changed from "TAP Portugal" to "Air Portugal" in a heavier "Air" and a lighter "Portugal".
- Industry: Travel
- Logos: https://rebrandlog.com/logos/tap-air-portugal-2017/before.png (before), https://rebrandlog.com/logos/tap-air-portugal-2017/after.svg (after)

## The rebrand, explained

The carrier was founded in 1945 as Transportes Aéreos Portugueses and took the TAP Air Portugal name in 1979, ch-aviation reported. It shortened that to TAP Portugal in 2005, when it joined Star Alliance.

In August 2017 the airline told Jornal de Negócios it would return to Air Portugal, with the first aircraft carrying the name due to fly on 14 September. Briefing reported that the airline expected the change to make it more instantly recognisable in its main market, the international one, and linked the move to its expansion in the United States, where it had flown daily direct services since February.

The TAP letters themselves did not change. Only the words beside them were reworked.

In short: Portugal got its Air back.

## Sources

- https://www.ch-aviation.com/news/58727-tap-portugal-to-rebrand-as-tap-air-portugal
- https://www.briefing.pt/sem-categoria/tap-regressa-ao-air-com-rebranding/
- https://www.jornaldenegocios.pt/empresas/transportes/aviacao/detalhe/tap-volta-a-ser-air-portugal-a-14-de-setembro

## Cite this

Rebrand Log, "TAP Air Portugal new logo (2017)", https://rebrandlog.com/rebrand/tap-air-portugal-2017/, last updated 2026-10-21.