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VISUAL DEVELOPMENT GUIDE


COPYRIGHT CopyrightŠ2018 By Faith Yeh First Edition All rights reserved. No portion of this book may be reproduced in any form or by any means without written permission from the publisher. Critics, however, are welcome to quote brief passages by way of criticism and review.


VISUAL DEVELOPMENT GUIDE


CONTENTS


01. CONCEPTUALIZATION 1.1 1.2

Previous Logo The Key Concept

02. NEW VISUAL CONCEPT 2.1 2.2 2.3

Primary Sketches Secondary Sketches Secondary Distillation

03. REFINEMENT 3.1 3.2

Tertiary Distillation Finalization

04. CASE STUDY 4.1 4.2 4.3

Logo Competitors New Pan Am logo Moving Forward


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01. CONCEPTUALIZATION 1.1 1.2

Previous Logo The Key Concept


“ This is the most important aviation

development since Lindbergh’s flight.” —JUAN TRIPPE (Pan Am Founder)


PREVIOUS LOGO

As the 1960s drew to a close marketing focus groups revealed that the public perceived Pan Am as a bit stodgy and lacking in hipness. In order to try and appeal to a younger traveling demographic, Pan Am hired the design firm, Chermayeff & Geismar, to modernize the Pan Am image. This company initiated several changes including a campaign to appeal to young and single travelers as well as introduce a new print image. The new print campaign included a change from the traditional windswept Pan Am’ lettering to the more modern Helvetica font. Pan Am also repainted both a Boeing 707 and 727 with the Helvetica style lettering on the side of the fuselage as a market test. In the Spring of 1973, the Helvetica style logo was abandoned with a return to a slightly modified windswept logo that the company would use until It ceased operations in December of 1991. The last Pan Am logo was purchased from the estate of the original airline and was used by both subsequent owners. The following are examples of the pre and post-Helvetica logos. The post-Helvetica logo was used by Pan Am from 1973 through 1991. On this logo, the Pan Am letters touch and have more rounded edges and sharper points.

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The rounded edges.

The sharper points.

The letters touch.

GLOBE LOGO (1973–1991)

CONCEPTUALIZATION

PREVIOUS LOGO

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THE KEY CONCEPT

Our mission is bridging cultures, transforming perceptions, and broadening possibilities.

It based on deep research and understanding is all about bridging cultures, transforming perceptions, and broadening possibilities new brand mission. Pan Am is brings it to the next level and will achieve the new brand mission. The concept of the brand mission and the keywords are tied to each other in the visual development process. The concept of creating the new Pan Am logo is to support the mission of the brand by making it more symbolic and iconic in order to reference the new brand mission. The following chapters will show the exploration, development, and creation of the new Pan Am logo.

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01.

BRIDGE

Providing a path, not only to a place or destination, but also to future possibilities. Whether it is a career, finding love, or new experiences, Pan Am can take you there.

02.

TRANSFORM

Pan Am can take you to any place in the world and with that, Pan Am can enable you to experience first hand different cultures, people and places by breaking stereotypes and expanding your standing and views of the world.

03.

POSSIBILITIES

Pan Am presents a whole new world to explore and visit. Instead of watching something on TV or viewing someone else’s experience online, anyone can go and experience it themselves.

CONCEPTUALIZATION

THE KEY CONCEPT

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02


02. NEW VISUAL CONCEPT 2.1 2.2 2.3

Primary Sketches Secondary Sketches Secondary Distillation


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PRIMARY SKETCHES

Keyword: Bridge and Connection

For the first round of the sketches, Pan Am focused on the concept of bridging cultures and connection which is symbolized by bridges, communication and connection.

NEW VISUAL CONCEPT

PRIMARY SKETCHES

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PRIMARY SKETCHES

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NEW VISUAL CONCEPT

PRIMARY SKETCHES

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PRIMARY SKETCHES

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NEW VISUAL CONCEPT

PRIMARY SKETCHES

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PRIMARY SKETCHES

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NEW VISUAL CONCEPT

PRIMARY SKETCHES

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PRIMARY SKETCHES

Keyword: Transform and Explore

For the first round of the sketches, Pan Am focused on the concepts of transforming and exploring.

NEW VISUAL CONCEPT

PRIMARY SKETCHES

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PRIMARY SKETCHES

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NEW VISUAL CONCEPT

PRIMARY SKETCHES

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PRIMARY SKETCHES

Keyword: Possibilities

For the first round of the sketches, Pan Am focused on the concept of broadening possibilities.

NEW VISUAL CONCEPT

PRIMARY SKETCHES

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PRIMARY SKETCHES

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NEW VISUAL CONCEPT

PRIMARY SKETCHES

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SECONDARY SKETCHES

After the first round of sketches, the camp of bridge and connection seems to have the most potential. To make the concept more clear, some other similar keywords can also be added to assist the logo development. For example, possibilities, love, career, explore, etc. Following this path, more exploration is done.

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NEW VISUAL CONCEPT

SECONDARY SKETCHES

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SECONDARY SKETCHES

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NEW VISUAL CONCEPT

SECONDARY SKETCHES

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SECONDARY DISTILLATION

Among the second round of sketches, the graphic of bridge and connection using geometries shapes such as circles, triangles, rectangles, squares, rhombus, polygons and shapes seems to have the most potential. However, the shapes should be narrowed down. Some of the graphic logo sketches have some potential for further development. However, the shapes need to be refined and developed. The bridge and connection geometric shapes need to more specific to show what the shape of logo means.

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NEW VISUAL CONCEPT

SECONDARY DISTILLATION

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SECONDARY DISTILLATION

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NEW VISUAL CONCEPT

SECONDARY DISTILLATION

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03


03. REFINEMENT 3.1 3.2

Tertiary Distillation Finalization


TERITARY DISTILLATION

In this stage, variations of the geometric shapes of the circles and polygons are further explored. These logo roughs were brought to the computer so that it’s easy to break and combine different forms of geometric shapes.

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REFINEMENT

TERITARY DISTILLATION

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TERITARY DISTILLATION

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REFINEMENT

TERITARY DISTILLATION

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TERITARY DISTILLATION

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REFINEMENT

TERITARY DISTILLATION

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FINALIZATION

According to the feedback, the logos from the last round that had the most potential were brought to the computer and refined with more variations and combined. The final log is almost realized and, it’s time to find a good typeface of the brand name that can work well with the new Pan Am logo. This typeface needs to be either the same interns of the shape and curve of the geometric shapes, or a different typeface that makes a great contrast with the logo. The following shows some exploration of the typeface treatment.

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REFINEMENT

FINALIZATION

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FINALIZATION

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REFINEMENT

FINALIZATION

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04


04. CASE STUDY 4.1 4.2 4.3

Logo Competitors New Pan Am logo Moving Forward


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LOGO COMPETITORS

Logos with similar geometric shapes. For example, circles and round curves.

CASE STUDY

LOGO COMPETITORS

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LOGO COMPETITORS

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STOKKE.

CONCRETEX.

WILLI PFANNER.

1965

1973

1968

TRADERS.

ACRO.

TRANSAMMONIA.

19779

1967

1969

ONTARIO PAVILLON

GRAPHICART.

UNITED SHOW.

1967

1960

1960

TRADERS INTERN.

WATER SYSTEMS.

SAITAMA BANK.

1979

1967

1970

READY RENT.

LAWARON INDUST.

ITALIAN ASSOCIAT.

1968

1969

1980

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CASE STUDY

ISLO.

KLOCKNER.

SVENSKA STAIPR.

1978

1954

1960

PERCISION TOOLS.

FURNESS HOLDING.

MARCHE INTERN.

1970

1968

1967

BANKERS TRUST.

TAIYO KIKAI KO.

1980

1958

AGRISYSTEM.

ART COUNCIL.

1979

1979

GOOISCHE GLAS.

SUPERBAND.

1967

1973

LOGO COMPETITORS

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NEW PAN AM LOGO

After several rounds of sketches and computer refinement, the final logo is finally determined. The logo consists of geometric shapes with circles and curves. The idea came from the concept of bridge which is one of the most iconic features of Pan Am. The final logo looks like three people are connected to each other which represents the brand mission is bridging cultures, transforming perceptions, and broadening possibilities.

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CASE STUDY

NEW PAN AM LOGO

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MOVING FORWARD

This visual development guide documented the whole process of creating the new identity of Pan Am from concept to the final look. New that Pan Am have the new logo that represents the new mission. The next step is to preset how it will be used in various context.

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CASE STUDY

MOVING FORWARD

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CREDITS

STUDENT Faith Yeh

INSTRUCTOR AND CLASS Hunter Wimmer GR 604 // Nature of Identity Fall 2018

TYPOGRAPHY Quatro Proxima Nova

PHOTO SOURCES Unsplash Shutterstock


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Pan Am_Visual Development Guide  

This book is to visually and verbally understand identity and branding as it relates to a variety of businesses and their organizational str...

Pan Am_Visual Development Guide  

This book is to visually and verbally understand identity and branding as it relates to a variety of businesses and their organizational str...

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