Visual Strategy Guide
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VISUAL STRATEGY GUIDE
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“We travel, some of us forever, to seek other places, other lives, other souls.”
— Anais Nin
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CONTENTS WHERE WE WERE
08
VISUAL STRATEGY GUIDE
BRAND OVERVIEW
10
BRAND HISTORY
12
TIMELINE
PAN AM
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WHERE WE ARE
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OUR VISION
24
18
OUR MISSION
33
COMPETITORS
20
OUR PAST LOOK
39
APPENDIX
22
OUR NEW LOOK
VISUAL STRATEGY GUIDE
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OUR NEW AUDIENCE
5
Where We Were Â
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BRAND OVERVIEW
Pan American World Airways, known from its founding until 1950 as Pan American Airways and commonly known as Pan Am, was the principal and largest international air carrier in the United States from 1927 until its collapse in 1991. Founded 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.
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It was also a founding member of the International Air Transport Association, the global airline industry association. Identified by its blue globe logo, the use of the word “Clipper” in aircraft names and call signs, and the white pilot uniform caps, the airline was a cultural icon of the 20th century. In an era dominated by flag carriers that were wholly or majority government-owned, it was also the unofficial overseas flag carrier of the United States. During most of the jet era, Pan Am’s flagship terminal was the Worldport located at John F. Kennedy International Airport in New York City.
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Pan Am was the launch customer of the Boeing 707, placing an order for 20 in October 1955. It also ordered 25 of Douglas's DC-8, which could seat six across. The combined order value was $269 million. Pan Am's first scheduled jet flight was from New York Idlewild to Paris Le Bourget (stopping at Gander to refuel) on October 26, 1958, with Boeing 707–121 Clipper America (N711PA) with 111 passengers.
the substitution of another 747 which eventually flew to London Heathrow. Passengers cheered and drank champagne as the jet finally lifted off from the runway at John F. Kennedy Airport. Pan Am carried 11 million passengers over 20 billion miles (32,186,880,000 km) in 1970, the year it revolutionized air travel with the first widebodied airliner.
The 320 "Intercontinental" series 707 in 1959-60, and the Douglas DC-8 in March 1960, enabled non-stop transatlantic crossings with a viable payload in both directions. Pan Am was the launch customer of the Boeing 747, placing a $525 million order for 25 in April 1966. On January 15, 1970 First Lady Pat Nixon christened a Pan Am Boeing 747 Clipper Young America at Washington Dulles in the presence of Pan Am president Najeeb Halaby. During the next few days, Pan Am flew several 747s to major airports in the United States as a public relations effort, allowing the public to tour the airplanes. Pan Am began its final preparations for the first 747 service on the evening of January 21, 1970, when Clipper Young America was scheduled to fly from New York John F. Kennedy to London Heathrow. An engine failure delayed the inaugural flight's departure by several hours, necessitating
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BRAND HISTORY
Although Pa Am was providing some passenger service, it was not the bulk of it business. During this period of time, air carriers in general did not concentrated its energies on passenger service. As airmail contracts were much more profitable per air-mile and aircraft were limited in gross weight, roughly around 3,500 pounds. It was much more cost-effective to for air carriers to provide air service for cargo than passengers. However, with the establishment Airmail Act of 1930, air carriers were forced to contend with passenger carriage. The Airmail Act of 1930, changed how airmail contract were to be awarded to air carriers. The act in essence forced air carriers to purchasing larger aircraft. In turn, it placed the carrier in a position of being able to bid on postal contracts, increasing the likelihood of being awarded airmail contracts. To remain competitive air carriers now had to fill space on the aircraft with passengers. This act as well created a frenzy within the industry. For the first time in history, air carriers were being swallowed up by more solvent carriers. This in an effort to increase aircraft inventory and to acquirer air routes that these air carriers had already received rights. By the mid 1930, Pan Am had taken over several smaller air carriers. This in an effort to strengthen its markets and to gain access into new air passenger and airmail markets. On May 20, 1939, Pan Am launched the first U.S. passenger service to Europe, using the Boeing 314 Yankee Clipper, the “flying boat�. With the explosion of the Zeppelin Hindenburg in 1937, the flying boat replaced the need for such airships as the Hindenburg. However, the flying boat soon became obsolete. With the United States entering into World War II, Pan Am began providing military transport of US troops into Europe, Africa and Asia. This gave Pan Am the insight and edge over other carriers into that part of the world. By the end of the war, Pa Am had establish passenger and cargo routes throughout the continents of Africa, Europe and Asia.
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By the mid 1970’s, Pan Am had changed its name to Pan American World Airways, acquired several air carriers; such as American Overseas Airlines and National Airlines. Had increased its passenger and cargo services to include such routes as New York to London and had become one of the world’s largest air carriers providing passenger and air cargo service. By this time Pa Am’s aircraft fleet had included the Boeing 727, 737, Douglas DC-10, Airbus A-300 and A310, and Lockheed L-1011.
over $800 an hour for maintenance cost for every hour an aircraft was in flight carrying passengers. Were as Delta Airlines was paying just under $400 an hour. With the airline price wars Pan Am did not have a chance. In 1991, Pan American Airways file for bankruptcy and closed its doors. In early 1997, Pan American Airways reopened its doors and began providing services out of Miami, Florida and once again they had to shut their doors as they were unable to pay their creditors 1998.
By the mid 1980’s, US air carrier profits and ability to remain competitive began to weaken. This brought on by airline deregulation, worldwide recession, airline airfare wars and higher fuel costs. Pan Am was being to loose ground. Of the US airline giants, Delta Airlines, United and American Airlines appeared to maintain their leading positions. Delta Airlines achieved major carrier status after deregulation. Pan Am’s competitive edge in foreign markets further placed Pa Am in harder times over other air carriers, due to the turmoil in world politics. Pan Am aircraft were now being used as a conduit by third world countries in an effort to change world politics. An example of this was the bombing of Pan Am’s flight 103 over Lockerbie, Scotland in 1988. In which 258 passenger were killed. It was believed that Iran was involved. In London, an anonymous caller phoned the Associated Press to claim that Pan Am flight 103 had been attacked in retaliation of a US Navy F-14 shooting down an Iranian Airbus in July in which 290 passengers were killed. The downing of flight 103, and the trend for terrorist to attack US air carriers significantly hurt Pan Am. In addition Pan Am’s aircraft fleet was getting old and it could not afford to purchase new aircraft. Pan Am aircraft fleet was costing Pan Am a more than what it could afford to keep its planes flying. Pan Am was paying more than the industry on a whole was paying in maintenance cost. Pan Am was spending
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PAN AM TIMELINE Golden Age
Explorations
War Years
1950 Around the World
1940 Vital to Victory
1927 Very First Routes
1930 Across the Oceans
Take off
1927 / Take off
1930 / Explorations
1940 / War Years
1950 / Golden Age
Pan American Airways was born in the Fall of 1927 in a
As the 1930’s began, Pan Am’s
When war did come to
A new generation of large,
small fleet of land planes was
America, vital supplies,
whirlwind of corporate horse
sleek landplanes were set to
complemented by newer,
personnel, and communica-
carry thousands to foreign
trading and a scramble to meet
bigger and faster flying boats.
tions were delivered thanks to
destinations where once only a
a Post Office deadline: Fly the
Constantly expanding route
Pan Am’s crews and aircraft,
few could or would travel. Ever
mail from Key West to Havana
networks soon spread out
radio facilities, training schools,
greater numbers of average
by October 19th, or forfeit the
from bases in Miami and
and airfield construction. In the
people were ready to go, and
Foreign AirMail contract.
Brownsville to encircle the
Pacific, down the length of
Pan Am was ready to take
Caribbean, and then the whole
Latin America, across the
them. A newly streamlined
of Latin America.
Atlantic to Africa, and across
corporate logo proclaimed that
the “roof of the world” into
Pan Am was looking ahead.
embattled China.
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New Future Jet Age
1958 / Jet Age
2016 New Adventure
1991 Aviation Apex
1958 Higher & Faster
Global Era
1991 / Global Era
2016 / New Future
Almost exactly 31 years after
Pan Am’s world in the last full
To meet new challenges for a
Pan Am’s first 90-mile flight
decade of operation was a far
better future.
to Havana, the first Boeing
cry from what it had been. The
B-707 jet was on its way from
company’s powerful history
New York to Paris. There was
and decades of experience
no going back, not for Pan
weren’t enough. The final
American or for the rest of
revenue flight arrived back in
the world.
Miami on December 4, 1991.
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Where We Are Â
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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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Brand Soul
OUR VISION
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Reaching a destination means the beginning of culture exchange while traveling.
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OUR MISSION
Rebranding Objective
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.
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Mission Statement
The mission of Pan Am is to provide the best traveling experience and affordable travel with limitless possibilities.
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OUR PAST LOOK
The following key visual feeling is the old PAN AM which reflects the feeling at
that time. The overall mood and feeling were friendly and cozy.
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OUR NEW LOOK
The new vision of PAN AM to motivate people to have a brand new great experience. Reaching a destination
means the beginning of culture exchange while traveling.
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OUR NEW AUDIENCE
A Persona is a fictional representation of an actual user and is applied in the
early stages of product development or product redesign.
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Elderly Retired Woman
Bonnie Michael 65 years old San Francisco, CA • copywriter • •
•
Bonnie likes traveling because she wants to know everything about this world.
•
She likes reading tour books of different countries because she always wants to go out.
•
Her husband passed away 10 years ago, and from that time she started to visit one country
•
Although she is 65 year old, she still wants to travel around the world. And she is in good
per year as a way to remember her husband. health which makes her feel even better. •
She wants to know every country all over the world because she has a huge passion for different cultures.
•
She was a backpacker when she was a young girl. At that time, she met her husband during her travels.
•
She likes writing in her journal everyday even when she is on the airplane.
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Guitar Girl
Cathy Smith
25 years old Los Angeles, CA • freelancer • •
•
She is a freelancer screenwriter and she wants to gain some fresh ideas in traveling.
•
When she saw the photo of places of interest on a blog she really wants to visit.
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She is a single now and she wants to make a boyfriend somewhere.
•
She started to write a book about some helpful tricks in traveling almost one year ago.
•
She is a backpacker and likes hiking a lot and sometimes she perfers to doing solo travel.
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She has a lot of foreign friends all over the world that makes her wants to travel so bad.
•
Cathy has passion about traveling because she can have some ideas about composing on vacation.
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College Student
Kelly Wang
24 years old Stanford, CA • freshman at Stanford University • •
•
Kelly is a student learning law in Stanford University and she likes reading books about
•
She likes to talk about news about what happening now all over the world because she
•
Norally, she takea a fly to a fresh place becasue she loves the curiousness.
•
She likes traveling because she can make some fresh friends on vacation.
•
She always wants to fly when she was a litte girl. That’s why she loves fly to any other
•
She likes hanging out with her friends and sometimes she likes be alone to read some
•
She has a dream about traveling with her lover one day.
diffenent culture all over the world. is so curious about everything.
country, she also really enjoys the time when she is onboard. books about anything interesting.
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Web Designer
Chris Cutter
27 years old San Francisco, CA • senior deisgner • •
•
When starting a project, he need some fresh ideas from the trip.
•
He is a super fan for VR because he thinks that is the future.
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He has a lot of friends who are not around. That’s why he always need to fly for visiting.
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He always like to talk about something with his colleague from his previous vacation.
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He is active and curious about anything becasue he feel freedom when he is on vacation.
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He really enjoys language and different culture. He likes to travel with people or meet up with people when traveling.
•
Chris is a funny guy always wants to traveling and he really enjoy the time when he is on vacation.
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Freelance Writer
Kate Johnson
26 years old Atlanta, GA • freelance • •
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Kate likes watching foreign films and reading books from other countries because she can learn a lot from that.
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She loves traveling to any other countries because she can speak three different languages. She has a strong confidence for languages.
•
She likes writing journal everyday because she has tons of thoughts when she is
•
She loves her freelance work because she still can work on vacation.
•
She has a huge passion in traveling and super friendly to make friends when traveling.
•
She likes to collect anything on vacation just for remembering the beautiful memory.
on vacation.
•
She likes writing journal everyday because she has tons of thoughts when she is on vacation.
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PR Manager
David Jones
32 years old San Francisco, CA • Social Media Manager • •
•
David almost takes airplane once per month for business meeting.
•
He really enjoys the time when he is on a airplane because flying was his dream of childhood.
•
David feels so relax when he is on vacation because he doesn’t need to worry
•
He is always checking tickets online for the possible vacation because he is
about clients. ready to traveling any time. •
He loves his work because he can gain enough money for his traveling.
•
Traveling means a lot to him because he met his wife when he was on vacaton.
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He really loves traveling with friends because he thinks always have fun.
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these two are not part of my audience
Department Leader
Bob Wilson
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55 years old
•
San Francisco, CA HR
•
•
He is a loyal passager of United Airlines because he thinks the service of
•
Normally, he would like to book the first class seat for traveling because he
•
Traveling with his family is the best thing for him because he is so busy usually.
•
He works so hard becasue he loves what he is doing now.
•
He is so happy to traveling with his son and daughter because usually he doesn’t
•
He likes reading, therefore he always have some books around even on a airplane.
•
He doesn’t like talking about business on vacation because he really wants a
United Airlines is the best. need to have a good sleep.
have enough time for them.
vacation without any pressure.
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Veterinarian
Betty Garcia
•
38 years old
•
San Francisco, CA employee
•
•
Betty will never take airplane anymore because her husband was killed in an air crash
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Sometimes she can’t sleep well because she dreams about her husband.
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She is writing a memoir recently, memories of everything she has experienced.
•
She now wants a puppy, so she would not feel very lonely.
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She always wants to traveling, therefore, she always takes a bus to travel.
•
She likes watching TV on her daily life because she wants to know what is
•
Reading as a biggest hobby for her because she learns a lot from reading about the
two years ago.
happening outside. outside world.
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COMPETITORS
Current Competitors
The Asian Art Museum of San Francisco houses one of the most comprehensive Asian art collections in the world, with more than 18,000 works of art in its permanent collection, some as much as 6,000 years old.
The San Francisco Museum of Modern is a modern art museum located in San Francisco, California. SFMOMA holds an internationally recognized collection of modern and contemporary art, and was the first museum on the West Coast.
YouTube is an American video-sharing website headquartered in San Bruno, California, United States.
Eventbrite is a global marketplace for live experiences that allows people to find and create events in 190 countries. The platform allows event organizers to plan, promote, and sell tickets to events and publish them across Facebook, Twitter and other social-networking tools directly from the site’s interface. Google is an American multinational technology company specializing in Internet-related services and products that include online advertising technologies, search, cloud computing, and software. Most of its profits are derived from AdWords, an online advertising service that places advertising near the list of search results.
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Delta Air Lines, Inc. is a major American airline, with its headquarters and largest hub at Hartsfield–Jackson Atlanta International Airport in Atlanta, Georgia.
Facebook is a for-profit corporation and online social media and social networking service based in Menlo Park, California, United States.
Medium is an online publishing platform developed by Twitter co-founder Evan Williams, and launched in August 2012. The platform is an example of evolved social journalism, having a hybrid collection of amateur and professional people and publications, or exclusive blogs or publishers on Medium and is regularly regarded as a blog host. Instagram is an online mobile photo-sharing, video-sharing, and social networking service that enables its users to take pictures and videos, and share them either publicly or privately on the app, as well as through a variety of other social networking platforms.
Salesforce is an American cloud computing company headquartered in San Francisco, California. Though its revenue comes from a customer relationship management product, Salesforce also capitalizes on commercial applications of social networking through acquisition.
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Adjacent Competitors
Chaparral Boats was founded in 1965 by William “Buck” Pegg in Ft. Lauderdale, Florida The company’s bellwether boat at the time was the 15’ Tri-Hull with a sticker price of $675. Although the tri-hull was discontinued in the early 80’s many remain in commission today. BMW is a German luxury vehicles, motorcycle, and engine manufacturing company founded in 1916. BMW owns Mini cars and is the parent company of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW Motorrad, and plug-in electric cars under the BMW i sub-brand and the “iPerformance” model designation within the regular BMW lineup.
Muni Metro is a light rail/streetcar hybrid system serving San Francisco, California, operated by the San Francisco Municipal Railway (Muni), a division of the San Francisco Municipal Transportation Agency (SFMTA).
Mercedes-Benz is a global automobile manufacturer and a division of the German company Daimler AG. The brand is known for luxury vehicles, buses, coaches, and trucks.
Sea Ray is a company who produces a same-named brand of pleasure boats. The company currently operates as part of the Brunswick Boat Group, a division of the Brunswick Corporation.
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Disneyland Park, originally Disneyland, is the first of two theme parks built at the Disneyland Resort in Anaheim, California, opened on July 17, 1955. It is the only theme park designed and built under the direct supervision of Walt Disney.
AMC Theatres is an American movie theater chain owned and operated by AMC Entertainment Inc., which is itself owned by AMC Entertainment Holdings, Inc., a majority-owned subsidiary of Chinese conglomerate Dalian Wanda Group.
The National Park Service (NPS) is an agency of the United States federal government that manages all U.S. national parks, many American national monuments, and other conservation and historical properties with various title designations.
Mercedes-Benz is a global automobile manufacturer and a division of the German company Daimler AG. The brand is known for luxury vehicles, buses, coaches, and trucks.
The Cable News Network (CNN) is an American basic cable and satellite television channel that is owned by the Turner Broadcasting System division of Time Warner.
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Aspirational Competitors
Chaparral Boats was founded in 1965 by William “Buck” Pegg in Ft. Lauderdale, Florida The company’s bellwether boat at the time was the 15’ Tri-Hull with a sticker price of $675. Although the tri-hull was discontinued in the early 80’s many remain in commission today. Google Cardboard is a virtual reality (VR) platform developed by Google for use with a head mount for a smartphone. Named for its fold-out cardboard viewer, the platform is intended as a low-cost system to encourage interest and development in VR applications.
HTC Vive is a virtual reality headset developed by HTC and Valve Corporation, released on 5 April 2016. This headset is designed to utilize “room scale” technology to turn a room into 3D space via sensors, with the virtual world allowing the user to navigate naturally, with the ability to walk around and use motion tracked handheld controllers to vividly manipulate objects, interact with precision, communicate and experience immersive environments. PlayStation VR, known by the codename Project Morpheus during development, is a virtual reality gaming head-mounted display developed by Sony Interactive Entertainment and manufactured by Sony, scheduled to launch on October 13, 2016. Microsoft HoloLens, known under development as Project Baraboo, is a pair of mixed reality head-mounted smartglasses developed and manufactured by Microsoft. HoloLens gained popularity for being one of the first computers running the Windows Holographic platform under the Windows 10 operating system.
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Unity is a cross-platform game engine developed by Unity Technologies and used to develop video games for PC, consoles, mobile devices and websites.
Tesla Motors, Inc. is an American automotive and energy storage company that designs, manufactures, and sells electric cars, electric vehicle powertrain components, and battery products.
EA Sports is a brand of Electronic Arts that creates and develops sports video games. Formerly a marketing gimmick of Electronic Art, it soon grew up to become a sub-label on its own, releasing game series such as NBA Live, FIFA, NHL, Madden NFL, and NASCAR.
PokĂŠmon Go is a free-to-play, location-based augmented reality game developed by Niantic for iOS, Android, and Apple Watch devices. It was initially released in selected countries in July 2016.
Reload Studios is an American independent game and VR development studio made up of former Infinity Ward and Disney employees. It is headquartered in Los Angeles.
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APPENDIX
P2–P3
PANAM.ORG. <http://panam.org/pan-am-galleries>
P4, P6, P8
PANAM.ORG. <http://panam.org/pan-am-eras>
P14, P16,
500PX. <https://500px.com>
P17, P18, P19
P20–P23
PANAMBRANDS.COM. <http://panambrands.com/legacy>
P24–P32
500PX. <https://500px.com>
P33–P38
WIKIPEDIA. <https://en.wikipedia.org>
All rights reserved.
ZHIYU(CHRIS)CHENG FALL 2016
[ BRAND ] [ TYPEFACES ]
PAN AM SERIFA ,UNIVERS LT STD
VISUAL STRATEGY GUIDE
PAN AM