PAN AM
Visual DEVELOPMENT guide PAN AMERICAN WORLD AIRWAYS Neha Ann balthazar | 04067760 | Nature of identity
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VISUAL DEVELOPMENT GUIDE
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VISUAL DEVELOPMENT GUIDE
Visual DEVELOPMENT guide PAN AMERICAN WORLD AIRWAYS Neha Ann balthazar | 04067760 | Nature of identity
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CONTENTS
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RESEARCH _ Brand overview _ KEywords _ Key phrases
VISUAL DEVELOPMENT GUIDE
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LOGO DEVELOPMENT _ BRand keywords & phrases _ DISCOVERY: EXCITEMENT AND ADVENTURE _ CONNECT: EXCHANGE AND SHARE _ PORTAL: DOORWAY TO THE WORLD _ PORTAL: INFINITE POSSIBILITIES
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COMPETITION _ competitive analysis _ future competitors _ similar logos
LOGO _ COMPUTER SKETCHES _ COMPUTER REFINEMENT _ FINAL LOGO & wordmark
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APPENDIX _ image source _ information source
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1 BRAND RESEARCH
VISUAL DEVELOPMENT GUIDE
_ Brand overview
_ BRAND IDENTITY HISTORY _ CORPORATE HIGHLIGHTS
_ CHERMAYEFFE AND GEISMAR’S REBRANDING _ EVOLUTION OF PAN AM LOGO
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OUR MISSION IS TO OFFER INFINITE POSSIBILITIES TO CONNECT TO THE WORLD BY USHERING IN AND PROMOTING CROSS CULTURAL EXPERIENCES.
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BRAND overview BRAND HISTORY Pan American Airways, Incorporated (PAA) was founded as a shell company on March 14, 1927 by Air Corps Majors Henry H. “Hap” Arnold, Carl A. Spaatz, and John H. Jouett as a counterbalance to the German-owned Colombian carrier SCADTA, operating in Colombia since 1920. With it’s humble beginning in the American mail delivery service, it soon evolved into luxury air travel with first class dining, for which it is most remembered for. At it’s height, Pan Am was well regarded for it’s modern fleet and experienced crews.
BRAND DESCRIPTION Pan Am, as the slogan goes, is “Gone But Not Forgotten”. From its foundation as America’s first international airline on October 28, 1927, to its peak in the 60s, and throughout the remainder of the 20th century, Pan American Airlines represented luxury, glamour and limitless possibilities. At its peak in the late 1960s and early 1970s, Pan Am advertised under the slogan, the “World’s Most Experienced Airline”. The Pan Am brand of today lives for intimate experiences, adventure, and the thrill of the journey – no matter what your mode of travel.
BRAND SOUL A portal to the world with infinite intrigue of discovery.
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BRAND identity HISTORY For those who flew internationally for business or pleasure before 1991, the words Pan Am will provoke memories that range from a peripheral awareness of an airline that is no more to vivid recollections of an American company that achieved archetypal status as an icon of the 20th century. Pan Am has rebranded itself 6 times since its early days.
CORPORATE HIGHLIGHTS Pan Am was not “another airline.” In transport by fixed wing aircraft Pan Am had no equal in either domestic or foreign rivalry. First across the Pacific, the Atlantic, and round-the-world with regular scheduled and sustained service.
hierarchical in the early years. Professionalism, from the boardroom to the flight crews and maintenance departments changed the face of the airline business. As things progressed, an esprit de corps evolved best summed up by the catchphrase “Clipper Glory.”
It all began in South Florida. While domestic, overland airline development evolved coast-to-coast, the state of aeronautics and geography dictated that of all the world’s continental configurations the ninety-five-mile gap from the extreme tip of the Sunshine State across the Florida Straits to Cuba was just right for attempting a first foray of over water international air service. Furthermore, this location was a natural gateway for linking the Americas and to begin building an aerial network to unify the Western Hemisphere.
With European nations leading in aeronautics after WWI and pressing their efforts in scheduled ocean air transport, it was Pan Am that achieved the breakthrough with China Clipper service to Asia propelling the US to the forefront of the air age. Its proprietary radio direction finding technology and long-range, multi-engine aircraft, which it had demanded of manufacturers, set it apart from all other of the world’s fleets.
The first principals of Pan Am, its holding company, and subsidiaries were leading experts and visionaries in aeronautics, finance, business, governmental affairs, and international diplomacy. These executives were able to identify and gain access to like minded individuals and foster a culture of competence. The same caliber of recruitment was carried out at the engineering and operational levels. While standard business practices of the day were employed organizationally, close coordination and many cross-over skills kept the pyramid from being overly
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Above: Pan Am memorabilia: Traveler’s notebook and case. Below: Pan Am rebranding by Chermayeff & Geismar in 1972.
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Pan Am poster series designed by Chermayeff & Geismar in 1972. The firm designed comprehensive graphics for the airline, including a poster campaign and the menus for the inaugural flight of the Boeing 747.
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CHERMAYEFFE AND GEISMAR’S REBRANDING The most iconic rebranding of Pan American Airlines was commissioned in 1970 by Juan Trippe. Before retiring in 1968, Juan Trippe, the charismatic founder of Pan American World Airways, ordered 25 Boeing 747s. The world’s largest airline would never recover from this bold move: by 1971, when the first of these ‘jumbo jets’ flew under the Pan Am brand, the company – weighed down by recession, inflation and increased competition – was already heading towards breakdown. Elected chairman in 1970, Najeeb Halaby tried to inject new life into this notoriously conservative, unsophisticated corporation with a redesign of its visual identity. Tipped by his friend Eliot Noyes, Halaby commissioned Ivan Chermayeff to do the job. Chermayeff and Tom Geismar ran one of New York’s most influential design practices: their portfolio included identity systems for corporations such as the Chase Manhattan Bank, Mobil and Xerox; as well as graphics for the United States pavilions at the Expo ’67 (Montreal) and Expo ’70 (Osaka) world exhibitions. Under the supervision of Patrick Friesner, Pan Am’s head of sales and promotion, Chermayeff & Geismar was one of a handful of studios taken on to produce, at a frenzied pace, promotional materials that carried the new identity; others included George Tscherny, Rudolph de Harak and, in London, Alan Fletcher.
According to both Chermayeff and William Sontag, his designer on the job, it was the evocative, photographs of far-flung destinations that ‘made’ these posters. Some were shot by Magnum photographers such as Burt Glinn, for Bali and Japan under an agreement between the airline and the agency. The posters from the first, 1971, series carry only the airline’s logotype and the destination, both set in neutral Helvetica Medium. In 1972 the ‘Pan Am’ line became ‘Pan Am’s World’, emphasising the airline’s global ambition Chermayeff’s Swiss-style, late-Modernist identity programme and posters may have been in tune with the spirit of their time, but Pan Am proved not to be...
Ivan Chermayeff himself art-directed a set of posters for Pan Am offices and travel agents around the world. ‘The whole idea of this series,’ he said in a recent interview, ‘was to make a simple statement about some part of the world … and to use that simple, straightforward message with the Pan Am identity. Make it as little “corporate” as possible and make as much a sense of adventure and of the place as possible.
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EVOLUTION OF THE PAN AM LOGO Pan Am’s corporate name changed several times. In 1950, the company’s original name ‘Pan American Airways’ was changed to ‘Pan American World Airways.’ Then on November 1, 1972 the corporate name was changed again to the company’s popular nickname ‘Pan Am.’ The jet age arrived on October 26, 1958, with Pan Am’s first Boeing 707 inaugural flight from New York to Paris. The jets were an immediate financial success for Pan Am, along with the blue ball, which became one of the world’s most recognized corporate symbols.
1927 1944
1927 1928
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1973 The new Pan Am is a portal to the world with infinite possibilities of intrigue, discovery and cultural exchange. The logo is inspired by the infinity symbol. The circle is used as a reference shape as it symbolized life.
The “winged-globe” brand of 1928, which had evolved over the decades of Pan Am’s ever-widening route structure, was replaced in 1957 by a remarkably iconic new design by Edward Larrabee Barnes. Dubbed the “blue ball”, the schematic presentation of latitude lines over a solid light blue circle, with the bold name Pan Am highlighted in the center, provided the perfect visual motif for everything in Pan American’s realm.
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Logo development
_ BRand keywords & phrases
_ DISCOVERY: EXCITEMENT AND ADVENTURE _ CONNECT: EXCHANGE AND SHARE _ PORTAL: DOORWAY TO THE WORLD _ PORTAL: INFINITE POSSIBILITIES
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BRAND KEYWORDS Pan Am is now a portal to the world of cultural exchange and authentic experiences. Listen below are buzzwords that represent the brand in totality. Three words were chosen from the list below and these words served as inspiration for the logo development.
_Discovery
_Adventure
_Intrigue
_Exploration
_Portal
_Culture
_Connect
_Interaction
_Infinite
_Travel
_Experience
_Knowledge
KEYPHRASES: In order to create the new logo, keyphrases were developed for each Buzzword. What makes the new Pan Am different? Human connection, cross cultural experiences made easily accessible to people across the world.
DISCOVERY
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CONNECT
PORTAL
_Thrill of adventure
_Bringing the world together
_Infinite possibilities
_Explore and have an adventure
_Exchange and share
_Doorway to the world
_Ticket to adventure
_Make the world smaller
_Excitement and adventure
_Open up your world
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Discovery CONNECT PORTAL
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“The real voyage of discovery consists not in seeking new landscapes, but in having new eyes.” -MARCEL PROUST
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DISCOVER: EXCITEMENT AND ADVENTURE The initial logo development process began with sketching. The logo was imagined as an icon, a symbol, typography and a combination of the above. The logo development at first took on a very adventurous feel and lead to cliched iconography. These sketches were unsuccessful as they did not represent Pan Am’s new mission.
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“Preservation of one’s own culture does not require contempt or disrespect for other cultures.” -CESAR CHAVEZ
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CONNECT: EXCHANGE AND SHARE Creating connections is important for a brand that revolves around cultural exchange. The word “connect� helped generate multiple ideas which were then later used to create the final logomark. The infinity symbol which makes its way to the final logo is first seen sketched under this category.
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“It’s different cultures that make the world go ‘round at the end of the day. ” -SAMANTHA FOX
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PORTAL: DOORWAY TO THE WORLD This was the most successful of all the keywords as it helped generate graphics, more keyphrases and ideas which would further the development of the logo.
The circled sketch was the inspiration behind the graphics apoted for the new visual system of the brand.
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PORTAL: INFINITE POSSIBILITIES This word and keyphrase directly connects to the brand soul which is, “A portal to the world with infinite intrigue of discovery”. The sketches began with the experimentation of arrows represented within objects, which led to the idea of the infinity symbol.
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The circled sketch is the inspiration for the final logo. The infinity symbol was rendered multiple times by hand followed by further exploration on the Adobe Illustrator.
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“Music in the soul can be heard by the universe. It is a part of every culture.” -LAO TZU
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3 LOGO
VISUAL DEVELOPMENT GUIDE
_ COMPUTER SKETCHES
_ COMPUTER REFINEMENT
_ FINAL LOGO & wordmark
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COMPUTER SKETCHES After the exploration of the keywords and phrases, the rough sketches were then redrawn and recreated on the computed using Adobe Illustrator. The highlighted logo was the once selected for further exploration.
EXCHANGE AND SHARE
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Below: The highlighted logo was selected for further refinement.
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COMPUTER REFINEMENT The infinity symbol is now explored within a circle and without a circle. The final logo takes on traits of the three selected logomarks and draws inspiration from the initial sketches as well. As shown below, there is a direct correlation between the hand drawn sketches and the computer rendering of the logomark.
INFINITE POSSIBILITIES
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FINAL LOGO & wordmark Through brainstorming, sketching and computer refinement, Pan Am now has a logo which represents infinite possibilities. In modern mysticism, the infinity symbol has become identified with a variation of the ouroboros, an ancient image of a snake eating its own tail that has also come to symbolize the infinite. The ouroboros is sometimes drawn in figure-eight form to reflect this identification, rather than in its more traditional circular form. The workmark was created after the logo. The curves of the letterform follows the curves of the logo. The ‘p’ and the ‘a’ have been altered to create unique wordmark for Pan Am.
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Ouroboros
Mathematical symbol for infinity
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4 competitors
VISUAL DEVELOPMENT GUIDE
_ competitor analysis _ FUTURE COMPETITORS _ Similar logos
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EVERY BUSINESS HAS COMPETITION. IT IS IMPORTANT TO LOOK OUTSIDE YOUR COMPETITION. Inspiration can come from the smallest of things.
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COMPETITORS analysis Whether you’re a micro-business, an established brand or just someone with the beginnings of a great idea, it pays to keep an eye on what your competitors are doing. Through competitor analysis, you can future-proof your business and anticipate what’s around the corner for your industry or sector. You needs to constantly keep track of what your competitors are doing so that your place in the industry isn’t eaten up. Pan Am has moved away from its original mission which was luxury travel. Pan Am is now the portal of the world. The brand will look to existing brands for co-branding opportunities.
The ROLE OF COMPETITIVE ANALYSIS Every business has competition. Understanding the strengths and weaknesses of your competition--or potential competition--is critical to making sure your business survives and grows. While you don’t need to hire a private detective, you do need to thoroughly assess your competition on a regular basis even if you only plan to run a small business. Competitive analysis plays an important role in shaping the marketing strategies of many brands. Your brand’s rank in your market helps reveal your strengths and shortcomings. For many companies, however, competitive intelligence is, at best, incomplete. Looking only at your own industry fails to provide a complete picture. It is important to look outside your competitors, dig a little further. Industry intelligence is important, but keeping tabs on global brands is more critical. To be profitable in the long-term, expand your insights, look beyond your own industry, and identify the most promising brands you need to keep an eye on. Source: https://www.visioncritical.com/competitive-analysis-beyond-your-own-industry/
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FUTURE COMPETITORS Listed below are a few brands that Pan Am aspires to compete with in the future. Cultural experiences are affordable and accessible in the world we live in. The brands listed below share the bits and pieces of the dream, soul and mission statements as the new Pan Am.
Rift is unlike anything you’ve ever experienced. Whether you’re stepping into your favorite game, watching an immersive VR movie, jumping to a destination on the other side of the world, or just spending time with friends in VR, you’ll feel like you’re really there. Rift uses state of the art displays and optics designed specifically for VR. Its high refresh rate and low-persistence display work together with its custom optics system to provide incredible visual fidelity and an immersive, wide field of view. International Student Exchange Program was founded in 1979 as a small non-profit organization, we have grown into one of the largest study abroad membership networks in the world. As a trusted educational community, we are committed to helping students overcome the financial and academic barriers to study abroad. In partnership with our member institutions, we’re able to connect students to high-quality, academic programs at more than 300 universities in 56 countries. Couchsurfing is a service that connects members to a global community of travelers. Use Couchsurfing to find a place to stay or share your home and hometown with travelers. Couch surfers organize regular events in 200,000 cities around the world. There's always something to do and new friends to meet. Discovery Channel is an American basic cable. It initially provided documentary television programming focused primarily on culture, food tours, popular science, technology, and history, but in recent years has expanded into reality television and pseudo-scientific entertainment.
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Founded in August of 2008 and based in San Francisco, California, Airbnb is a trusted community marketplace for people to list, discover, and book unique accommodations around the world — online or from a mobile phone or tablet. Whether an apartment for a night, a castle for a week, or a villa for a month, Airbnb connects people to unique travel experiences, at any price point, in more than 34,000 cities and 191 countries. National Geographic gets you closer to the stories that matter. Through the world’s best scientists, photographers, journalists, and filmmakers, National Geographic captivates and entertains a global community through television channels, magazines, children’s media, travel expeditions, books, maps, consumer products, location-based entertainment and experiences, and some of the most engaging digital and social media platforms in the world.
Land Rover's history is a long and illustrious one that started in 1948 with the one vehicle known simply as Land Rover. Since then, every model has been engineered and designed to answer the same brief: create a powerful 4x4 that combines a sense of comfort with true off-road capabilities. A vehicle to enable drivers and enthusiasts to fulfill their sense of adventure. Lonely Planet tells it like it is, without fear or favour. There's a whole world of amazing sights, hotels, travel companies and gear manufacturers out there - and they want to tell us which ones they think are best. Lonely Planet has gone on to become the world’s most successful travel publisher, printing over 120 million books in eleven different languages. History (originally The History Channel from 1995 to 2008) is an American basic cable and satellite television channel. The channel originally broadcast documentary programs and historical fiction series. Programming on History has covered a wide range of historical periods and topics, while similar themed topics are often organized into themed weeks or daily marathons. Subjects include warfare, inventions, aviation, mechanical and civil engineering, Expedia, Inc. is an American-based parent company to several global online travel brands including Expedia.com, Hotels.com, Hotwire. com, trivago, etc. Expedia, Inc.’s companies operate more than 100 branded points of sale in more than 60 countries. Expedia also powers travel bookings for over 10,000 partners such as airlines and hotels, consumer brands.
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SIMILAR LOGOS Represented below are existing logos that resemble the new logo. It is always important to analyze existing logos as it gives you insight as to what already exists in the world.
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PAN AM AIMS TO PROMOTE AND ENABLE CULTURAL EXCHANGE THROUGH music, dance, education, media channels and AUTHENTIC EXPERIENCES. 56
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5 APPENDIX
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_ image sourceS
_ information sources
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IMAGE & information SOURCEs IMAGERY Pan Am timeline imagery: http://airwaysnews.com/html/about http://www.cghnyc.com Pan Am newspaper clippings: http://airwaysnews.com/html/search.php?query=pan+am Pan Am chapter openers: https://unsplash.com Logo Imagery: Google images http://www.brandsoftheworld.com
INFORMATION https://en.wikipedia.org/wiki/Pan_American_World_Airways http://www.brandsoftheworld.com http://www.panam.org/pan-am-eras http://panambrands.com/blog http://brandirectory.com/league_tables/table/global-500-2012 http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/powerful-brands/&refURL=https:// www.google.com/&referrer=https://www.google.com/
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BOOK CREATED AND DESIGNED BY Neha Ann Balthazar website: www.portaltoculture.com
TYPEFACES Bebas Neue Archer
PHOTOGRAPHY www.unsplash.com
ALL RIGHTS RESERVED
© Neha Ann Balthazar No portion of this publication can used or reproduced without prior written consent from Neha Ann Balthazar
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