VISUAL STANDARDS GUIDE
Visual STANDARDS guide PAN AMERICAN WORLD AIRWAYS Neha Ann balthazar | 04067760 | Nature of identity
1
VISUAL STANDARDS GUIDE
2
VISUAL STANDARDS GUIDE
Visual STANDARDS guide PAN AMERICAN WORLD AIRWAYS Neha Ann balthazar | 04067760 | Nature of identity
3
PAN AM
CONTENTS
5
21 HISTORY OF PAN AM _ FORMATION _ EXPANSION OF THE AIRLINE _ BRAND SOUL AND MISSION STATEMENT _ TIMELINE _ CHERMAYEFFE AND GEISMAR’S REBRANDING _ EVOLUTION OF PAN AM LOGO _ OVERVIEW
4
RESEARCH _ PERSONA DEVELOPMENT _ WHAT IS A PERSONA? _ PERSONAS AND THE DESIGN PROCESS _ Pan am’s target audience _ Brand competitors _ competitor analysis _ CURRENT COMPETITORS _ ADJACENT COMPETITORS _ FUTURE COMPETITORS
VISUAL STANDARDS GUIDE
41
NEW LOOK _ DISCOVERY _ BRAND KEYWORDS & PHRASES _ Portal: doorway to the world _ portal: infinti possibilities _ COMPUTER REFINEMENT _ FINAL LOGO & wordmark
59
VISUAL SYSTEM _ logo anatomy _ ALTERNATE VERSIONS _ INCORRECT USES OF LOGO _ SIMILAR LOGOS _ TYPOGRAPHY _ COLOR SCHEME _ GRIDS _ PHOTOSTYLE
99
83
APPENDIX _ IMAGE SOURCE _ INFORMATION SOURCE
OPPORTUNITIES _ THE NEW PAN AM _ MEDIA _ HOSPITALITY _ EDUCATION _ RETAIL _ PUBLIC SPACES AND MARKETS _ GUIDED EXPERIENCES _ INTELLECTUAL EXPERIENCES
5
PAN AM
6
1 PAN AM IN RETROSPECT
VISUAL STANDARDS GUIDE
_ FORMATION
_ EXPANSION OF THE AIRLINE
_ BRAND SOUL AND MISSION STATEMENT _ TIMELINE
_ CHERMAYEFFE AND GEISMAR’S REBRANDING _ EVOLUTION OF PAN AM LOGO _ OVERVIEW
7
PAN AM
PAN AM IN RETROSPECT Pan American World Airways also known as Pan Am, was founder in 1927 as a scheduled air mail and passenger service operating between Key West, Florida, and Havana, Cuba, the airline became a major company credited with many innovations that shaped the international airline industry, including the widespread use of jet aircraft, jumbo jets, and computerized reservation systems.
FORMATION 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. SCADTA lobbied hard for landing rights in the Panama Canal Zone, ostensibly to survey air routes for a connection to the United States, which the Air Corps viewed as a precursor to a possible German aerial threat to the canal. Arnold and Spaatz drew up the prospectus for Pan American when SCADTA hired a company in Delaware to obtain air mail contracts from the U.S. government. Pan American was able to obtain the U.S. mail delivery contract to Cuba, but lacked any aircraft to perform the job and did not have landing rights in Cuba. On June 2, 1927 Juan Trippe formed the Aviation Corporation of the Americas (ACA) with the backing of powerful and politically connected financiers who included Cornelius Vanderbilt Whitney and W. Averell Harriman, and raised $250,000 in startup capital from the sale of stock. Their operation had the all-important landing rights
8
for Havana, having acquired American International Airways, a small airline established in 1926 by John K. Montgomery and Richard B. Bevier as a seaplane service from Key West, Florida, to Havana. ACA met its deadline of having an air mail service operating by October 19, 1927 by chartering a Fairchild FC-2 floatplane from a small Dominican Republic carrier, West Indian Aerial Express. Pan Am's holding company, the Aviation Corporation of the Americas, was one of the most sought after stocks on the New York Curb Exchange in 1929, flurries of speculation surrounded each of its new route. In April 1929 Trippe and his associates reached an agreement with United Aircraft and Transport Corporation (UATC) to segregate Pan Am operations to south of the Mexico – United States border.
VISUAL STANDARDS GUIDE
Above and right: Published newspaper advertisements of Pan American Airways in the early 1950’s.
9
PAN AM
summarized TIMELINE OF PAN AM Illustrated below are a few important dates in the history of Pan Am. The timeline begins in 1927, the year Pan American World Airways evolved from an air carrier service to luxury air travel. The timeline calls out important airline routes, introduction of revolutionary airline features, and finally ends with Pan America’s declaration of bankruptcy in the year 1991.
SEPTEMBER 15, 1945 After peace was declared in 1945, Pan Am looked to re-establish its pre-war route network - which had been exclusively international.
APRIL 16, 1935 Pan Am would begin Trans-Pacific service to Manila in the Philippines via Hawaii, Midway Island, Wake Island and Guam.
APRIL 11, 1939 In 1939 Pan Am would initiate Trans
OCTOBER 27, 1927
Atlantic service with the Boeing 314 "Yankee Clipper"
Pan Am Airlines was founded as an International Company.
JUNE 17, 1947 In 1947, Pan Am launched "Round the world" service with a Constellation departing New York and flying to San Francisco via points in Europe, & Asia.
10
VISUAL STANDARDS GUIDE
DECEMBER 4, 1991 Pan American World Airways, for more than five decades an unofficial symbol of the United States abroad,
APRIL 1, 1949
files for bankruptcy.
In 1949 Pan Am introduced the world to the Boeing 377, "Stratocruiser."
NOVEMBER 20, 1978
This double deck piston aircraft of-
In 1978 Pan Am proposed a merger with
fered sleeper seats & berths as well.
National Airlines to allow the company to quickly acquire domestic routes with the advent of airline deregulation in the United States.
DECEMBER 2016 Pan Am decides to rebrand
DECEMBER 21,1988
itself by promoting and encouraging cultural exchange.
Pan Am flight 103 en route from London to New York was blown up
MAY 14, 1952 Pan Am became the first international
by a terrorist bomb over Lockerbie, Scotland with the loss of all 270 souls aboard.
airline to petition for and inaugurate "tourist" (economy class) service on many international routes.
11
PAN AM
EXPANSION OF THE AIRLINE In January 1946 Pan Am scheduled seven DC-4s a week east from LaGuardia Airport, five to London (Hurn airport) and two to Lisbon. Time to Hurn was 17 hours 40 minutes including stops, or 20 hours 45 minutes to Lisbon. A Boeing 314 flying boat flew LaGuardia to Lisbon once every two weeks in 29 hours 30 minutes; flying boat flights ended shortly thereafter. TWA's transatlantic challenge – the impending introduction of its faster, pressurized Lockheed Constellations – resulted in Pan Am ordering its own Constellation fleet at $750,000 apiece. Pan Am began transatlantic Constellation flights on January 14, 1946, beating TWA. In January 1946 Miami to Buenos Aires took 71 hours 15 minutes in a Pan Am DC-3, but the following summer DC-4s flew Idlewild to Buenos Aires in 38 hr 30 min. In January 1958 Pan Am's DC-7Bs flew New York to Buenos Aires in 25 hours 20 minutes, while the National – Pan Am – Panagra DC-7B via Panama and Lima took 22 hours 45 minutes. Convair 240s replaced DC-3s and other pre-war types on Pan Am's shorter flights in the Caribbean and South America. Pan Am also acquired a few Curtiss C-46s for a freight network that eventually extended to Buenos Aires. In January 1946 Pan Am had no transpacific flights beyond Hawaii, but they soon resumed with DC-4s. In January 1958 the California to Tokyo flight was a daily Stratocruiser that took 31 hours 45 minutes from San Francisco or 32 hours 15 minutes from Los Angeles. (A flight to Seattle and a connection to Northwest's DC-7C totaled 24 hours 13 minutes from San Francisco, but Pan Am was not allowed to fly that route). The Stratocruisers' double-deck fuselage with sleeping berths and a lower-deck lounge helped it compete with its rival. "Super Stratocruisers" with more fuel appeared on Pan Am's transatlantic routes in November 1954, making nonstop eastward and one-stop westward schedules more reliably. In January 1950 Pan American Airways Corporation officially became Pan American World Airways, Inc. (The airline had begun calling itself Pan American World Airways in 1943. In September 1950 Pan Am completed the $17.45 million purchase of American Overseas Airlines from American Airlines. That month Pan Am ordered 45 Douglas DC-6Bs. The first, Clipper Liberty Bell (N6518C), inaugurated Pan Am's all-tourist class Rainbow service between New York and London on May 1, 1952 to complement the all-first President Stratocruiser service. From June 1954, DC-6Bs began replacing DC-4s on Pan Am's internal German routes.
12
Pan Am introduced the Douglas DC-7C "Seven Seas" on transatlantic routes in summer 1956. In January 1958 the DC-7C nonstop took 10 hours 45 minutes Idlewild to London, enabling Pan Am to hold its own against TWA's Super Constellations and Starliners. In 1957 Pan Am started DC-7C flights direct from the West Coast of the United States to London and Paris with a fuel stop in Canada or Greenland. The introduction of the faster Bristol Britannia turboprop by British Overseas Airways Corporation (BOAC) between New York and London from December 19, 1957 ended Pan Am's competitive leadership there. In January 1958 Pan Am scheduled 47 flights a week east from Idlewild to Europe, Africa, the Middle East and beyond; the following August there were 65.
Above: Pan Am Boeing 707-100 at JFK 1961 Proctor.
VISUAL STANDARDS GUIDE
IN JANUARY 1950, PAN AMERICAN AIRWAYS CORPORATION OFFICIALLY BECAME PAN AMERICAN WORLD AIRWAYS, INC.
13
PAN AM
14
VISUAL STANDARDS GUIDE
15
PAN AM
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.
16
VISUAL STANDARDS GUIDE
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.
place as possible. 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
17
PAN AM
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
18
VISUAL STANDARDS GUIDE
1970
2016
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.
19
PAN AM
PAN AM: Brief 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.
20
VISUAL STANDARDS GUIDE
OUR MISSION IS TO OFFER INFINITE POSSIBILITIES TO CONNECT TO THE WORLD BY USHERING IN AND PROMOTING CROSS CULTURAL EXPERIENCES. 21
PAN AM
22
2
VISUAL STANDARDS GUIDE
Research
_ PERSONA DEVELOPMENT _ WHAT IS A PERSONA?
_ PERSONAS AND THE DESIGN PROCESS _ Pan am’s target audience _ Brand competitors _ competitor analysis _ CURRENT COMPETITORS _ ADJACENT COMPETITORS _ FUTURE COMPETITORS
23
PAN AM
EACH PERSONA REPRESENTS A SIGNIFICANT PORTION OF PEOPLE IN THE REAL WORLD.
24
VISUAL STANDARDS GUIDE
PERSONA DEVELOPMENT Today’s consumers are demanding more from companies. Customers expect products, services, and information that are timely and catered to their specific needs and desires. Pan Am is developing and marketing products based on a specific demographic. The brand aims to meet the needs of all of the customers in this demographic—hence not a “one size fits all” mentality.
WHAT IS A PERSONA? A persona is a way to model, summarize and communicate research about people who have been observed or researched . A persona is depicted as a specific person but is not a real individual; rather, it is synthesized from observations of many people. Each persona represents a significant portion of people in the real world and enables the designer to focus on a manageable and memorable cast of characters, instead of focusing on thousands of individuals. Personas aid designers to create different designs for different kinds of people and to design for a specific somebody, rather than a generic everybody.
25
PAN AM
1
“I love adding soul and emotion to my cooking. I find it so interesting how soul food is so different in every city, heck, even every home.�
26
VISUAL STANDARDS GUIDE
NEIL JULIAN “THE BACKPACKER�, 28 years old Neil travels with his best friend and most loyal companion, the backpack. He is flexible, curious and is good at traveling cheap. He is enthusiastic about everything, be it a new dish he just tried, or a new sight he just saw. He is constantly looking for new ingredients and recipes to expand his culinary capabilities. _Neil developed his interest in the food industry while backpacking through Europe in his early teens. _He cooks not only with his knowledge but also with his heart and his stomach. _His mother was his greatest teacher and he values home-cooked meals and local restaurants more over fine dining. _He is looking to expand his culinary knowledge and wants to step out of his comfort zone. _Learning can happen in multiple ways and he believes in intimate travel experiences as it has inspired him many times before. He is a quick learner and is very observant. _He keeps a journal with the countries he has visited, local attractions he has seen, the local cuisines he has tasted and the food tracks he has been to. _He looks for new ingredients, recipes and flavors wherever he goes. _Working in the fine dining industry, Neil craves a more laid back experience when he is on vacation.
NATIONALITY: Irish OCCUPATION: Sous Chef INCOME: $100,000/year RESIDENCE: Dublin, Ireland
27
PAN AM
2
“I look for little opportunities for a quick chat with a local. You’d be surprised how much you could learn about a city from conversation.”
28
VISUAL STANDARDS GUIDE
OLGA KREL “THE BUDDING AUTHOR”, 28 years old A literature major, Olga is always a little bit somewhere else, deep in thought, wondering how to capture a moment in words or how to convert a real-life scenario into a fictional scene. She spends her time exploring her new city, searching for inspiration. The geographical accuracy in her written work is detail oriented. _Olga has always wanted to become an author. She is willing to do whatever it takes for however long it takes to reach her goal. Research is key. _Coming to Chicago from Sweden, she wants to learn the American way of life from a local. _She is currently working on a novel based in the city of Chicago. Being new to the city, she wants to learn more about her new home, do as locals do and go where locals go. _A lone traveler, she always seeks new experiences, adventures and a friendly face or two. _Olga tends to wear many hats and takes on the characteristic of the people in her stories. Writers, like actors, get to ‘play’ many different personas: The local and the tourist. _She is very detail oriented and goes the extra mile to learn about a subject of interest. _She spends her free time writing, reading, and engaging with new people. _She often takes a bus to a different part of the city to discover local treasures. _She subscribes to the National Geographic and loves learning about cultures as she draws inspiration from every possible medium.
NATIONALITY: Swedish OCCUPATION: Full time student, Part time bar tender INCOME: $30,000/year RESIDENCE: Chicago, Illinois
29
PAN AM
3
“I live to teach and I love experiences new things. Whenever I find something new and interesting I always think to myself, “My students would love this!”. Memories are priceless.”
30
VISUAL STANDARDS GUIDE
JIN CHAN “THE PASSIONATE TEACHER”, 30 years old Gin has devoted every summer vacation to a budget friendly, adventurous and intimate travel experience. She always reads up on the cities and memorizes various facts before she visits them. She also makes it a point to encourage local businesses. She chooses to travel through the city like a local and not a tourist. _Gin has her ears, mind and eyes wide open all the time. _She has tremendous stamina and always wears sensible shoes. _Being a teacher, she always does a lot of research beforehand, packs a lot of books and to return with even more. _Her top 3 TV channels are “Travel & Living”, “The history channel” and “Discovery”. _She loves experiencing different cultures, local culture, meeting people from various countries and hearing their perspective on life. _ From personal appearance to organizational skills, Gin is always prepared for each day. Her communication skills are exemplary, whether she is speaking with an administrator, one of her students or a fellow traveler. _She believes that the more she learns and experiences, the more she can share with her students back in Seoul. _Even though she has a taste for the finer things in life, she craves human connection and conversation, be it with a familiar face or an unfamiliar one.
NATIONALITY: Korean OCCUPATION: High school geography teacher INCOME: $35,000/year RESIDENCE: Seoul, Korea
31
PAN AM
EVERY BUSINESS HAS COMPETITION. IT IS IMPORTANT TO LOOK OUTSIDE YOUR COMPETITION.
32
VISUAL STANDARDS GUIDE
BRAND COMPETITORS 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.
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/
33
PAN AM
current COMPETITORS Listed below are a few brands that Pan Am currently compete with Pan Am. Since the company has been dead for a few decades now, my competitors are those that which existed in Pan Am’s hay day which is between 1975-1990. The current competitors comprise of other airlines and travel services.
The Emirates story started in 1985 when they launched operations with just two aircraft. Today, they fly the world’s biggest fleets of Airbus A380s and Boeing 777s, offering their customers the comforts of the latest and most efficient wide-body aircraft in the skies. They inspire travelers around the world with our growing network of worldwide destinations, industry leading inflight entertainment, regionally inspired cuisine, and world-class service. Lufthansa traces its history to 1926 when Deutsche Luft Hansa A.G. (styled as Deutsche Lufthansa from 1933 onwards) was formed in Berlin. The goal of the Lufthansa Group is to be the first choice in aviation for customers, employees, shareholders and partners. Going forward, the Lufthansa Group therefore intends to continue playing a significant role in shaping the global aviation market. British Airways is a full service global airline, offering year-round low fares with an extensive global route network flying to and from centrally-located airports. British Airways, often shortened to BA, is the flag carrier and the largest airline in the United Kingdom based on fleet size. When measured by passengers carried, it is secondlargest in the United Kingdom behind easyJet. Pan Am’s major U.S. competitor in international flights, Trans World Airways has not survived either. Originally founded in 1925 as a different airline company with the same initials -- Transcontinental and Western Air -- TWA became a major international air carrier after its acquisition by billionaire Howard Hughes in 1939. TWA was, like Pan Am, known as a luxury carrier and considered to be at the cutting edge of technological innovation in air travel.
34
VISUAL STANDARDS GUIDE
adjacent COMPETITORS Listed below are a few brands that people interested in Pan Am would also be interested in. Imagine it is 1975 again, what would the average American do for an international and cultural experience? Well, not so much, but however listed below are potential competitors which did offer some form of culture.
La Choy is a brand name of canned and prepackaged American Chinese food ingredients. The brand was purchased in 1990 from Beatrice Foods by ConAgra Foods during the LBO firm Kohlberg Kravis Roberts’ dismantling of the company and is still currently a property of ConAgra. The first product, canned mung bean sprouts, was originally sold in Smith’s Detroit, Michigan, grocery store. Ruiz Foods is an American food production and service company based in Dinuba, California founded in 1964.[1] As of April 2010, it was the top seller of frozen Mexican dishes in the US. Under the brand names of El Monterey and Tornados it produces around 200 frozen Mexican foods for grocery stores throughout the US.
World Market is a chain of specialty/import retail stores, selling home furniture, decor, curtains, rugs, gifts, apparel, coffee, wine, craft beer, as well as several international food products. Cost Plus opened its first store at Fisherman’s Wharf in San Francisco, California in 1958.
Pier 1 Imports Inc. is a Fort Worth, Texas–based retailer specializing in imported home furnishings and decor, particularly furniture, table-top items, decorative accessories, and seasonal decor. The first Pier 1 Imports store opened in San Mateo, California, in 1962. According to the company’s official history, the original store catered to hippy baby boomers and featured love beads and incense. House of Blues is a chain of live music concert halls and restaurants in major markets throughout the United States. House of Blues’ first location, in Cambridge’s Harvard Square, was opened in 1992 by Isaac Tigrett, co-founder of Hard Rock Cafe, and Dan Aykroyd, co-star of the 1980 film The Blues Brothers.
35
PAN AM
36
VISUAL STANDARDS GUIDE
37
PAN AM
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.
38
VISUAL STANDARDS GUIDE
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.
39
PAN AM
PAN AM AIMS TO PROMOTE AND ENABLE CULTURAL EXCHANGE THROUGH music, dance, education, media channels and AUTHENTIC EXPERIENCES. 40
VISUAL STANDARDS GUIDE
41
PAN AM
42
3 New look
VISUAL STANDARDS GUIDE
_ DISCOVERY
_ BRAND KEYWORDS & PHRASES
_ Portal: doorway to the world _ portal: infinti possibilities _ COMPUTER REFINEMENT _ FINAL LOGO & wordmark
43
PAN AM
DISCOVERY The Pan Am brand of today lives for intimate experiences, adventure, and the thrill of the journey – no matter what your mode of travel. Pan Am now provides a portal to the world with infinite intrigue of discovery and cross cultural experiences.
Pan American am of today provides a portal to the world with infinite intrigue of discovery.
44
VISUAL STANDARDS GUIDE
45
PAN AM
46
VISUAL STANDARDS GUIDE
47
PAN AM
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
48
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
VISUAL STANDARDS GUIDE
Discovery CONNECT PORTAL
49
PAN AM
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.
50
VISUAL STANDARDS GUIDE
51
PAN AM
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.
52
VISUAL STANDARDS GUIDE
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.
53
PAN AM
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
54
8
8 8 8
8
8 8 8
VISUAL STANDARDS GUIDE
55
PAN AM
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.
8
Ouroboros
Mathematical symbol for infinity
56
VISUAL STANDARDS GUIDE
57
PAN AM
58
4 VISUAL SYSTEM
VISUAL STANDARDS GUIDE
_ logo anatomy _ ALTERNATE VERSIONS _ INCORRECT USES OF LOGO _ SIMILAR LOGOS _ TYPOGRAPHY _ COLOR SCHEME _ GRIDS _ PHOTOSTYLE
59
PAN AM
Logo anatomy The logo is measured in increments of “x� where x= Stroke weight of logo, 2x= twice the stroke weight, and so on. The logo is absolutely symmetrical and the strokes are equidistant. The logo is divided into two parts, One facing upward and the other facing downward. Each side has three 45 degree strokes, a total of 6. I have measured the length and the breadth of the wordmark, Pan Am. I have also measured the spacing between the words Pan and Am.
horizontal
STACKED
60
VISUAL STANDARDS GUIDE
x
4x
x
3x 1.25 x
x
45°
1.25 x
2x 1.25 x 1.5 x Outside diameter=6.5x Outside diameter=6.5x 1.5 x
1.25 x
x
45° 1.25 x x
x
wordmark anatomy
45°
45°
45°
61
PAN AM
ALTERNATE VERSIONS Listed below are multiple variations of the logo. The logo can be used as just a wordmark or as an icon depending on the purpose it needs to serve and size limitations.
FULL COLOR
WEB VERSION
ICON ONLY
WORDMARK ONLY
62
or
VISUAL STANDARDS GUIDE
SIZE VARIATIONS
SIZE 0.5”-1”
SIZE 1”-2”
SIZE 2”- 20”
VERSION A
VERSION B
VERSION C
63
PAN AM
INCORRECT USES OF LOGO Listed below are 9 things that cannot be done with the wordmark. These rules are to be strictly followed at all times as a misinterpretation of the logo is a misinterpretation of the brand Pan Am and all that it stands for.
_stretched & distorted _additional elements around the logo _right angled _putting the logo in other shapes _using the wordmark vertically _using the symbol and wordmark vertically _tints & transparencies _with a shadow _enclosing wordmark in a shape
64
VISUAL STANDARDS GUIDE
65
PAN AM
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.
66
VISUAL STANDARDS GUIDE
67
PAN AM
68
VISUAL STANDARDS GUIDE
69
PAN AM
typography BEBAS NEUE: Bebas Neue is a sans serif font family based on the original Bebas Neue free font by Ryoichi Tsunekawa. The family has four new members – Thin, Light, Book, and Regular. The new weights stay true to the style and grace of Bebas with the familiar clean lines, elegant shapes, a blend of technical straightforwardness and simple warmth which make it uniformly proper for web, print, commerce and art.
SPECIFICATIONS IN BRANDING SYSTEM: _REGULAR: Titles: 29pt _REGULAR: Subtitles: 16/20 _REGULAR: Chapter opener sub categories: 12/19 _BOOK: Call outs: 36pt
70
VISUAL STANDARDS GUIDE
AA ABCDEFGHIJKLMNOP QRSTUVWXYZ ABCDEFGHIJKLMNOPQ RSTUVWXYZ 71
PAN AM
typography ARCHER: Archer is a slab serif typeface designed in 2001 by Tobias Frere-Jones and Jonathan Hoefler for use in Martha Stewart Living magazine. It was later released by Hoefler & Frere-Jones for commercial licensing. There are 35 weights to chose from ranging from hairline to ultra. This system however employs only two weights for body copy as the type is friendly and is very easy on the eyes.
SPECIFICATIONS IN BRANDING SYSTEM: _BOOK: Body copy 9/16 _BOLD: Body copy: 11/16
72
VISUAL STANDARDS GUIDE
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
73
PAN AM
Color SCHEME Pan Am is now a portal to the world of infinite possibilities and an intrigue of discovery. Adventure awaits the individuals who are about to embark on an emotional journey of both personal and cultural experiences. The color I’ve chosen for the new look is Green. Why ? This is the color of balance and harmony. From a color psychology perspective, it is the great balancer of the heart and the emotions, creating equilibrium between the head and the heart. From a meaning of colors perspective, green is also the color of growth, the color of spring, of renewal and rebirth. It renews and restores depleted energy.
74
VISUAL STANDARDS GUIDE
C 45% M 0% Y 70% K 0%
C 55% C 0% M 0% Y 0%
M 0% Y 85% K 0%
K 100%
75
PAN AM
grids The entire brand will utilize a modular grid consisting of 5 columns and 7 rows. This structure will ensure flexibility in laying out graphics, text and images as the above would eventually snap to the grid and line up perfectly.
76
VISUAL STANDARDS GUIDE
photostyle Below are a collection of landscape shots photographed by myself. Pan Am strives to open a new doorway to the world, a portal to cross cultural experiences, discovery, excitement and adventure.
77
PAN AM
78
VISUAL STANDARDS GUIDE
“A nation's culture resides in the hearts and in the soul of its people.” -MAHATMA GANDHI
79
PAN AM
80
VISUAL STANDARDS GUIDE
81
PAN AM
82
5 OPPORTUNITIES
VISUAL STANDARDS GUIDE
_ THE NEW PAN AM _ MEDIA
_ HOSPITALITY _ EDUCATION _ RETAIL _ PUBLIC SPACES AND MARKETS _ GUIDED EXPERIENCES _ INTELLECTUAL EXPERIENCES
83
PAN AM
THE NEW PAN AM The new Pan Am aims to enable and promote cultural exchange through diverse opportunities made available through media channels, travel and hospitality, cultural centers, retail stores, guided tours, interactive opportunities and more
MEDIA: 1. Pan Am Channel: A television channel that showcases food, culture, adventure and travel. 2. Pan Am Publications: A series of boo.ks which serve as hyperlocal travel guides. 3. Pan Am.com : Online portal that brings the world to you. 4. Pan Am Radio : Listen to culture. Music from around the world. 5. Pan Am Forum : An online service that helps you connect with cultural experts from across the world. 6. Pan Am Online Travel Services: Pan Am now brings the world to your fingertips by offering the thrill of adventure no matter the mode of transport.
HOSPITALITY: 1. Pan Am Concierge: A concierge service that will cater to your every need, take you to various events/location and provide you with various services. 2. Pan Am Hospitalities: Partnerships with Airbnb, couch surfing and bed breakfasts to provide a local and authentic experience to both local and international experiences. Experience local. 3. Pan Am Rural Visits : Cities are often where the museums are, but rural areas, just about everywhere, are generally known for hospitality, richer traditions, and natural beauty. 4. Pan Am International Volunteering Services: Volunteering has always enhanced the cultural immersion experience. Get to interact with people of different regions, classes, and backgrounds who all shared a common interest in helping 5. Pan Am Exchange Student Program: Collaborations with universities to promote cross cultural learning experiences.
84
VISUAL STANDARDS GUIDE
Above: Pan Am Galleries
Above: Pan Am Galleries
85
PAN AM
Above: Pan Am Galleries
86
VISUAL STANDARDS GUIDE
Above: Pan Am Galleries
87
PAN AM
Above: Pan Am Dance Institute
Above: Pan Am Musical Institute
88
VISUAL STANDARDS GUIDE
EDUCATION: 1. Pan Am Cultural Academy: Promoting art, language, cuisine, history, community and more. 2. Pan Am Culinary School: People also connect to their cultural or ethnic group through similar food patterns. People from different cultural backgrounds eat different foods. The ingredients, methods of preparation, preservation techniques, and types of food eaten at different meals vary among cultures. 3. Pan Am Language Center: It is generally agreed that language and culture are closely related. Language can be viewed as a verbal expression of culture. It is used to maintain and convey culture and cultural ties. An institution which provides educational and learning environments for an individual interested in learning a new language. 4. Pan Am Dance Institute: Dance has always been a major part of culture. Learn the gestures, postures and graceful movements from different parts of the world. 5. Pan Am Photography Institute: Capture diversity and cultural nuances forever. 6. Pan Am Art History: Learn the history of diverse cultures through books, audio recordings and video documentaries. Discover the world through history. 7. Pan Am Musical Institute: From brass, stringed instruments and percussion .. musical culture has shaped the world. Discover the world through music.
RETAIL: 1. Pan Am Craft Store: Handcrafts has its roots in the rural crafts of ancient civilizations have been practiced for centuries. Handicrafts, like folk art, often has a cultural or religious significance. Handicrafts give you a look into a country’s artisanal culture. 2. Pan Am Textiles: The study of textiles and culture has become a dynamic field of scholarship, reflecting new global, material and technological possibilities. Works and weaves from around the world available online. 3. Language Translator App: Language always carries meanings and references beyond itself: The meanings of a particular language represent the culture of a particular social group. To interact with a language means to do so with the culture which is its reference point. We could not understand a culture without having direct access to its language because of their intimate connection. An App that helps you translate languages on the go. 4. Language Flash cards: Learning a language, not only learning the alphabet, the meaning, the grammar rules and the arrangement of words, but also learning the behavior of the society and its cultural customs. Help your loved ones develop and improve their language skills.
89
PAN AM
Above: Pan Am Cultural Institute
Above: Pan Am Dance Institute
90
VISUAL STANDARDS GUIDE
Below: Pan Am Audio Experiences
91
PAN AM
PUBLIC SPACES & MARKETS: 1. Pan Am Gallery: Capturing and showcasing diverse cultures through art, photography and sculpture. A unique curated space that showcases works of professional and amateurs. 2. Pan Am Food Market: A local food market with ingredients, spices, and produce that are locally grown and spices authentic to different countries. 3. Pan Am Music Festival: A traveling biannual cultural showcase of music both traditional and modern artists and bands. 4. Pan Am Food Park: A food truck friendly park which brings to people authentic cuisines from across the globe. Experience culture through food. 5. Pan Am Documentary Film Festival: An open to all film festival which encourages members and the public to submit their traveling adventures to showcase to the world, cultural diversity and cultural exchange. 6. Pan Am CO-OP: Exchange, interact, buy merchandise, clothing, spices, ingredients, and more. Network and socialize with the Pan Am family and traders from across the world. 7. Pan Am Museum: Cultural diaspora and artifacts from around the world.
GUIDED TOURS: 1. Pan Am Historical Photo Walks: Daily/weekly organized photo walks to capture culture. Historical tours/walks/hop on hop off bus tours for both the local and international traveler. A brief look into culture through architecture and local history. 2. Pan Am Urban Walk: Weekly organized urban walks for tourists. Absorb culture on the go. 3. Pan Am Hyperlocal Experiences: Daily historical tours/walks/hop on hop off bus tours for both the local and international traveler, inclusive of local food and drink.
INTELLECTUAL EXPERIENCES: 1. Pan Am Meet and Greet: An exclusive meet and greet when one could exchange stories, personal experiences, travel stories, cultural exchanges and experiences with Pan Am. 2. Pan Am Talks: A collaboration with “Culture Summit�. People would get an opportunity to meet artists, authors, photographers, listen to cultural specialists and their experiences.
92
VISUAL STANDARDS GUIDE
Pan Am Food Market
93
PAN AM
Above and below: Pan Am Guided Tours
94
VISUAL STANDARDS GUIDE
Above: Pan Am Historical Guided Tours
95
PAN AM
96
VISUAL STANDARDS GUIDE
PAN AM OF THE FUTURE AIMS TO PROMOTE AND ENABLE CULTURAL EXCHANGE THROUGH food, music, dance, education, media channels and AUTHENTIC EXPERIENCES. VISIT WWW.PORTALTOCULTURE.COM 97
PAN AM
98
6 APPENDIX
VISUAL STANDARDS GUIDE
_ image sourceS
_ information sources
99
PAN AM
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 Personas info: https://www.smashingmagazine.com/2014/08/a-closer-look-at-personas-part-1/ http://www.panam.org/pan-am-eras http://www.flypanam.com http://www.panamservices.com 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/
100
VISUAL STANDARDS GUIDE
101
PAN AM
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
102
VISUAL STANDARDS GUIDE
103
VISUAL STANDARDS GUIDE
DISCOVER MORE AT
www.portaltoculture.com 104