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"One you understand and appreciate other people's cultural backgrounds, then you can also connect with them more."
—Frances Hesselbein
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CONTENTS 09
INTRODUCTION
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RESEARCH AND BRAINSTORMING
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LOGO DESIGN
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LOGO SKETCHES
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BEST CHOSEN
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WORDMARK
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COMPUTER SKETCH
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TYPE EXPLORATION
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SIMILAR MARKS
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COLOR EXPLORATION
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FINALIZATION LOGO ANATOMY
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APPENDIX
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INTRODUCTION
The good result comes from robust process. I am presenting a process to show how to explore a good concept
into a good output. It isn't just about a logo. It's a whole system of design process.
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It's better to see something once than to hear about it a thousand time. Â
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RESEARCH AND BRAINSTORMING
HISTORY
REBRANDING POTENTIAL
PAN AM was once the largest international air carrier in the United States, an industry innovator having been the first airline to implement the widespread use of computerized reservation systems and jumbo jets.
Pan American Airlines used to have very glorious history and reputation. The coming rebranding objective is to create an identity that would feel contemporary with consumers, while still being respectful of the brand’s rich heritage.
The airline never recovered from the 1988 Lockerbie bombing, and the 1990-91 Gulf War that came on its heels. It has been more than 20 years since the company has serviced a single airplane, but its logo lives on in the form of purses, t-shirts, and even as the subject of a television series on ABC starring Christina Ricci.
MISSION STATEMENT The mission of PAN AM is to provide a best traveling experience and afford traveling with limitless possibilities.
BRAND SOUL Reaching a destination means the beginning of culture exchange.
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LOGO DESIGN
After the strategy guide, I have a strategic direction to move forward. I can begin to give a visual form to my brand, and head into the design part.
The first process is to develop the concept of logo that based on the soul of brand that is about culture exchage.
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LOGO SKETCHES
Moving forward to explore more ideas from the keywords. Back to the hand
drawing whihc is super helpful to get as many as possible ideas.
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CAMP 01_CONNECTION For this concept, I started with different shapes like squares, triangle, circles and lines. They are all have a sense of connection.
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CAMP 02_EXCHANGE For this concept of exchange, I started with some abstract shapes and then explore further using variety shapes not regular shapes.
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CAMP 03_ADVENTURE For this concept of exchange, I tired to use triangles to convey this idea. I drew two opposite direction that realated the sense of adventure.
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BEST CHOSEN
Keeping moving forward to the select two concepts that are connection and exchange because of the meaning that
properly fit to PAN AM new mission and brand soul. I was trying to explore more possiblities of the shapes.
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To travel is to live
COMPUTER SKETCHES
Moving forward to the digital version, sometimes sketches on screen looks different than on paper. I was trying to
explore more possiblities on screen. There are eight computer sketches total in the first phase.
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PHASE 01
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In the second phase, I was trying to make the mark looks pretty and
meaningful. In this process, I was still trying to get more variety.
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PHASE 02
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In the second phase, I was trying to make the mark looks pretty and
meaningful. In this process, I was still trying to get more variety.
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PHASE 03
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SIMILAR MARKS
Arnold Neuweiler by Marcel Wyss, 1955.
Dynastructures by Kramer, Miller, Lomden & Glassman Inc, 1963.
Electrolux Competition Entry by Adolf Flückiger, 1962.
A. Forget Inc. Pierre Fleury 1967.
York Regional School of Nursing by William Newton, 1968.
Institut des Matériaux Industriels Ginette Ménard & Gérard Bochud 1990, Industrial Materials Institute.
Gould by Peter Teubner, 1970, Investment
Enatcar by Cruz Novillo 1996, Transportation.
Labrecque Vézina Associés by Marcel Dauphinais, 1975, Engineering Consultants
Edificio Estel Cruz Novillo 1974, Telecom.
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Hospital Consortium Inc. by Michael Vanderbyl, 1974.
Urbania 2000 by Pierre Fleury, 1970.
Schweizerischen Bundesbahnen (SSB) by Hans Hartmann. (1972)
Rakennuspuusepanteollisuus by Bror B. Zetterborg, 1963, Carpentry.
Construtora Cimbra by Aloísio Magalhães, 1964.
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Banco de Crédito Mercantil by Aloísio Magalhães, 1963.
Royfund by Rolf Harder, 1969, Investment
Glasgow Airport by Margaret Calvert, 1965.
Euromal by Armando Milani, 1968, Import Export.
Michel Blais Architecte by Pierre Jeannotte, 1980.
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FINALIZATION LOGO ANATOMY
Finally, I choose this mark as main logomark. The reason why I choose this
one because it is simple and clean. The main logo still has a sense of exchange.
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symbol
signature
wordmark
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WORDMARK
For the wordmark, I was trying to keep it simple and have a same sense with
symbol. I modified these letters to keep the wordmark working well with symbol.
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TYPE EXPLORATION
Typography plays an important role in visual identity. Univers and serifa can be used and combined in different ways
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to express an appropriate tone to the subject matter.
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Univers LT Std Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*<>{}()_+
65 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*<>{}()_+ Serifa 45 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*<>{}()_+ 65 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*<>{}()_+
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COLOR EXPLORATION
Using color selectively is integral to the elegance of our identity. I use color in a thoughtful controlled and minimal way.
helping to demonstrate bold, confident and friendly.
Primary colors
PANTONE 376 C C50 M0 Y100 K0 R140 G200 B65 #7eac3f
PANTONE 7846 C C85 M10 Y100 K10 R0 G150 B70 #158443
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Secondary colors
PANTONE 1635 C
PANTONE 193 C
C0 M60 Y60 K0
C0 M100 Y100 K0
R255 G140 B110
R240 G30 B35
#ff8d6a
#ed1c24
PANTONE 319 C
PANTONE 786 C
C70 M15 Y0 K0
C100 M90 Y5 K0
R40 G170 B225
R40 G55 B145
#25aae1
#1283891
PANTONE 205 C
PANTONE 786 C
C0 M95 Y20 K0
C50 M100 Y0 K0
R240 G40 B120
R150 G40 B140
#25aae1
#1283891
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APPENDIX
All rights reserved.
ZHIYU(CHRIS)CHENG FALL 2016
[ BRAND ] [ TYPEFACES ]
PAN AM SERIFA ,UNIVERS LT STD
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