Visual Standards Guide
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"It's true that humanity has seen a succession of crises, wars and atrocities, but this negative side is offset by advances in technology and cultural exchanges."
— Abbe Pierre
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CONTENTS 09
INTRODUCTION
10
SYMBOL
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MAIN LOGO
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LOGO SIZE
18
CLEAR SPACE
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DIMENSION RESTRICTIONS
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TYPOGRAPHY
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REVERSED LOGO
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COLOR PALETTE
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LOGO VARIATION
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COLOR DON’TS
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LOGO DON’TS
36
FUTURE VALUES
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SUB-BRANDS LOGOS
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APPENDIX
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INTRODUCTION
This visual identity isn't about a logo. It's a system of carefully considered elements–custom typography and graphic layers. Together, these core elements create a distinct new PAN AM
look and feel. I have outlined key guidlines for rapping the brand assets, and you'll see the visual identity is flexible and adaptable.
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SYMBOL
The soul of PAN AM is about culture exchange. Therefore, the symbol should have the feeling of exchange.
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This unique graphic mark represents the meaning of connection.
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MAIN LOGO
The logo stands for who we are and what we do. The aesthetic is bold, confident and friendly. The main logo is
a combination which includes the name of brand and the metaphor of exchange.
symbol
signature
wordmark
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LOGO SIZE
The table here shows the correct logo height for standard size formats. For other formats, follow the steps
to the right. See belowm for minimum size guidelines.
Logo sizes for standard size formats
A6 _______________11mm A5 _______________11mm A4 _______________16mm US _______________Letter 15mm US _______________Legal 18mm A3 _______________22mm A2 _______________32mm PowerPoint _______15mm
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Minimum Size / LOGO
12 mm
Minimum Size / SYMBOL
5 mm
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CLEAR SPACE
For the logo to stand out I should ensure sufficient clear space on all sides. Always keep other design
X
elements out of the clear space immediately surrounding the logo.
X
X
X
1/5 X
1/5 X
1/2 X
1/5 X
X
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X
X
X
X
X
X
X
X
X
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DIMENSION RESTRICTIONS
Height
For the logo to stand out I should ensure a size large enough to read both
Vertical Signature
the logo type and symbol. Always keep the logo using right size.
Wordmark
Symbol
10 m
1m
5 cm
1 cm
0 cm
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REVERSED LOGO
These logo demonstrate their use of the rules in some dark backgrounds. This
rule applies equally to the wordmark as well.
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LOGO VARIATION
In order to ensure the logo is clear, for the logo to have a good looking on different backgrounds, these are the
standard to use logo on light, color and dark background.
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Symbol with backgrounds
Wordmark with backgrounds
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Symbol with backgrounds
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LOGO DON'TS
Logo plays a key element as a brand. There are still sometime to indicate what not to do. Maintaining the intergrity of the logo is critical. We've
Do not change the color of symbol.
Do not use drop shadows.
outlined common logo missteps here to help provide additional guidance.
Do not change the color of logotype.
Do not alter the logotype by using an unapproved font.
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Do not stretch or distort the
Do not apply the logo to a background
logo in any way.
where lack of contrast.
Do not use gradient effects.
Do not switch the colorsz.
Do not change the place of the
Do not rotate the logo.
logotype.
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SUB-BRANDS LOGOS
The Sub-brands logos should be treated as one unit and should never be divided. I used different colors to distinguish
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different types, hoping to create a standard vision system in the future business area.
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TYPOGRAPHY
Typography plays an important role in visual identity. Univers and serifa can be used and combined in different ways
Aa VISUAL STANDARDS GUIDE
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 PALETTE
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
PANTONE 7846 C
C50 M0 Y100 K0
C85 M10 Y100 K10
R140 G200 B65
R0 G150 B70
#7eac3f
#158443
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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COLOR DON'T
We use color in a thoughtful, controlled and minimal way, helping to demonstrate that we are bold, confident and
sophisticated. These are some example of what not to do with color.
Don't use white logo on light
Don't use black logo on the rich
Don't use too many colors.
color backgrounds.
color backgrounds.
Select one or two complementary colors.
Don't tint the colors (except with
Don't use colors that are not
a purpose)
complementary.
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Don't introduce new colors.
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FUTURE VALUES
Moving forward to the next step, finally, I come up with a balanced list of thirty potential ideas that will represent
my brand values. They are all expressing the sense of friendly and lovely culture.
DIAGRAM
MEDIA
EDUCATIONAL OPPORTUNITIES
EXPERIENCE
CONNECTION
01. PAN AM WINE TASTING
16. PAN AM TV SHOW
02. PAN AM PHOTO
17. PAN AM GALLERY
03. PAN AM NETWORK
18. PAN AM CHANNEL
04. PAN AM FOOD TASTING
19. PAN AM VILLAGE
05. PAN AM STORY
20. PAN AM NEW FRIENDS
06. PAN AM DANCE CLUB
21. PAN AM TALK
07. PAN AM BROADCAST
22. PAN AM VOLUNTER PROGRAMS
08. PAN AM VR
23. PAN AM MOVIE BUG
09. PAN AM READER SHOP
24. PAN AM MUSEUM TOUR
10. PAN AM MUSIC FESTIVAL
25. PAN AM SUMMER BREAK
11. PAN AM WEDDING PARTY
26. PAN AM GIFT SHOP
12. PAN AM LANGUAGE STUDY
27. PAN AM SOCIAL
13. PAN AM DOCUMENTARY
28. PAN AM DIVERSE SHOPPING
14. PAN AM ALBUM
29. PAN AM ART STUDIO
15. PAN AM CULTURE LIVE
30. PAN AM COUNTRIES 31. PAN AM FLOWER STORE 32. PAN AM MEET UP 33. PAN AM LOCAL TASTE
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sight
sound
touch
taste smell
HOLISTIC CULTURAL EXPERIENCE
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PRODUCTS
ENVIRONMENT
EDUCATIONAL OPPORTUNITIES
SERVICES
EXPERIENCES
EVENTS
CO-BRANDING OPPORTUNITIES
1. PAN AM WINE TASTING
05. PAN AM STORY
09. PAN AM READER SHOP
This event provides different wines from all over
There are so many myths from all over the world
Reading tour books online and learning from
the world and people are asked to taste which
that are super interested. We will encourage
somewhere is a new way to gain the knowledge
brand of wine is the best.
people to share their best myth your never
which is a good preparetion.
ever heard.
02. PAN AM PHOTO
06. PAN AM DANCE CLUB
10. PAN AM MUSIC FESTIVAL
A school where people will study how to take a
A club where people can learn the local folk
You will be invited in a seasonal music festival
good photo by using digital devices. It is a good
dance, and make local new friends from different
whihc is cosy and friendly for people from all over
technique to have when people on traveling.
cultural background.
the world.
03. PAN AM NETWORK
07. PAN AM BROADCAST
11. PAN AM WEDDING PARTY
A global network of organization comes across
Weekly broadcast is a good way to learn the
A glance to look at the local wedding ceremony
different cultural exchanges. We invite people
local culture. Every week we will invite
and realize the tradition of people's life.
to join our network and learn some tourism
people from different countries to talk about
konwledge. It is a educational and valuable.
their stories.
04. PAN AM FOOD TASTING
08. PAN AM VR
A event where people can taste as many
With these VR headset, people can experience
We offer a seris of language programs which is
different food as they want. People can find out
the world indoor.
avillablity in any language study. Ready to your
their favorite food.
12. PAN AM LANGUAGE STUDY
next language study and make new friends in this programs from all over the world.
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13. PAN AM DOCUMENTARY
17. PAN AM GALLERY
21. PAN AM TALK
We encourage people to record their travel life
The mission of the gallery is to advertise art
A short intro talk about how to learn by
and share with each other. People can learn a lot
work of local artists. Audience can appreciate
ourselves from different traditions, even on the
from each other.
some great art work from all over the world.
language slide.
14. PAN AM ALBUM
18. PAN AM CHANNEL
22. PAN AM VOLUNTER PROGRAMS
Enjoying the appreciation of the different culture
There are some episodes about local food to
We provide a volunter programs for foreigners
all over the world, this festival is a stage to
show in this channel. People can gain some
to learn how to cook local food, speak local
experience different traditions.
tricks which is super helpful when they viste to
language, sing local songs.
a strange place.
15. PAN AM CULTURE LIVE
19. PAN AM VILLAGE
23. PAN AM MOVIE BUG
Culture Live provides musicale, concert and
The purpose of this event is that to encourage
Movie bug as a cultural community which
performance arts from all over the world. The
people to learn useful guiding information from
provides a series of foreign films to public.
Live show will focus on different cultural stories
all countries.
to the audience.
Welcome to join our community and have a wonderful experience.
16. PAN AM TV SHOW
20. PAN AM NEW FRIENDS
24. PAN AM MUSEUM TOUR
A TV show provides uncovered stories around
Join our network and make new friends from
Enjoying the appreciation of the different cultural
the world. This TV show will make audience
all different countries. That will be your most
objects from all over the world, this tour is rich
surprised from myth and legends.
valueable moment for yourself.
in exhibits.
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25. PAN AM SUMMER BREAK
29. PAN AM ART STUDIO
33. PAN AM LOCAL TASTE
Take your summer time to experience a warm
The purpose of this studio is that to encourage
We offer the best local food here and we
international community and have a really
different kinds of artists to learn from each other.
encourage you to try something new. Try new
wonderful summer break in another country.
These artists come from different countries with
food and make new friends here.
different opinion in art area.
26. PAN AM GIFT SHOP
30. PAN AM COUNTRIES
There are so many differernt brands of perfume
This conference focus on the everyhing from
in the world, we provide as many as possible
different countries. We provide flexible classes
in this store. Smell your choice of perfum and
and resources for people to learn the diversity of
gain some knowledge which is good experience
cultures in the world.
for you.
27. PAN AM NET
31. PAN AM FLOWER STORE
Create an cultural networking that includes
This store provides flowers from all over the
different media such as Facebook, Instagram,
world, join us and smell flowers. Learn some
Twitter and Media.
knowledge about different flowers that from different countries.
28. PAN AM DIVERSE SHOPPING
32. PAN AM MEET UP
There are many specialty local shops around our
This Meetup group is a union of different culture.
travel spots which is useful information. Hope
In this group, people always want to try new
you can find some surprises.
things, meet new people.
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The traveler sees what he sees. The tourist sees what he has come to see. Â
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PAN AM WINE TASTING We offer the best wine collection from all over the world. It is a brand new experience your have never had before. Wine as a symbol of the region, affecting the culture here. This event provides different wines from all over the world and people are asked to taste which brand of wine is the best. You will also be close to nature, to experience the charm of nature. Warmly welcome you to join us, you will make a lot of friends here.
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PAN AM GALLERY The mission of the gallery is to advertise art work of local artists.
A warm welcoming to introduce a art tour to SEE THE WORLD gallery. This is a part of our cultural traveling. You will catch up with some local artists. Hope you will appreciate the art pieces. The mission of the gallery is to advertise art work of local artists. You can appreciate some great art work from all over the world, also you can buy them for a decent price.
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PAN AM TALK A short intro talk about how to learn by ourselves from different traditions, even on the language slide. PAN AM TALK is talking about different culture around the world. Not only you can gain knowledge from the speech but also you can learn valueable tips for your language study. Follow us using social media and become a part of our TALK community. You will have a confidence and lovely experience in this series of TALK. PAN AM Talks are influential videos from expert speakers on education, business, science, tech and creativity, with subtitles in 100+ languages.
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PAN AM MUSIC FESTIVAL Get involved in this great POP CULTURE experience. What a beautiful night. Join us.
You will be invited in a seasonal music festival whihc is cosy and friendly for people from all over the world. To be a actor and sing your favoirate song in this festival. Bringing your friends and family and together appreciate this great moment. It absolutly will be a unforgetable memoey.
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PAN AM VR With the VR headset, you can experience the whole world indoor. Join us and feel the different world in virtual world. Virtual reality (VR) typically refers to computer technologies that use software to generate realistic images, sounds and other sensations that replicate a real environment. As a part of new culture, we offer a great virtual experience to you and your family. Join us and taste the sense of high tech. It will be good lense to see the future of the world.
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PAN AM CULTURE LIVE Culture live provides musicale, concert and performance arts from all over the world.
We offer this live show to the people who really appreciate live performance. The Live show will focus on different cultural stories to the audience. Theatre is a collaborative form of fine art that uses live performers, typically actors or actressess, to present the experience of a real or imagined event before a live audience in a specific place, often a stage. The performers may communicate this experience to the audience through combinations of gesture, speech, song, music, and dance.
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PAN AM LANGUAGE STUDY Learning a new language is a good start to know this big world.
We offer a seris of language programs which is avilable in any language study. Allow people to learn different languages and open the scope of knowledge. Ready to your next language study and make new friends in this programs from all over the world. In here, you can not only learn knowledge about language bur also can make some new friends.
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PAN AM MUSEUM TOUR Learning a new language is a good start to know this big world.
We offer this tour to the people who really appreciate art pieces. The tour will focus on modern art and contemporary art to the audience. Enjoying the appreciation of the different cultural objects from all over the world, this tour is rich in exhibits. Welcome you to this visual feast.
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PAN AM MEET UP Learning a new language is a good start to know this big world.
This Meetup group is a union of different culture. In this group, people always want to try new things, meet new people. We offer some snack and try to make a friendly environment. In here, you can chat with anyone you want. Wish you have a great experience.
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"The world is a book, and those who do not travel read only a page."
— Saint Augustine
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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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