5 POINTS SYSTEM THE BRAND EXPRESSION
5 POINTS SYSTEM THE BRAND EXPRESSION Kuan-Ying Amy Pan
5 POINTS
Co py r ig h t @2 0 1 0 by K u a n -Y in g A my Pa n Fo r m o re info r m a tio n a b o u t this b o o k a n d this p roj e c t , p l e a s e co n t a c t : K u a n -Y in g A my Pa n 1 17 3 8 M ay f i e l d Ave n u e A pt 1 02 Los A n ge l e s C A 9 0 0 49 a my p a n120 9 @ g m ail . co m D e sig n a n d w r itin g : K u a n -Y in g A my Pa n S of t wa re : Ad o b e C S 4 , I n D e sig n , Illu s tr a to r, P h otosh o p Pa p e r Sto c k : Wa u sh a 8 0 lb, cove r we ig h t P r in tin g : DS J P r in tin g
P r i n te d i n th e U n ite d St a te s of A m e r ic a
TABLE OF CONTENTS CHAPTER 00
INTRO TO 5 POINTS
CHAPTER 01
5 POINTS IDENTIFICATION SYSTEM 006
CHAPTER 02
5 POINTS SYSTEM
004
008
MAP ON-THE-GO iFIVE MAPS STREET SIGNAGE ORIENTATION SIGNAGE CHAPTER 03
FUTURE APPLICATIONS TAIPEI, TAIWAN LONDON, THE UK NEW YORK, THE US
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004
005
CHAPTER 00
INTRO TO 5 POINTS SYSTEM CONCEPT The primary purpose of my thesis, 5 Points, is to allow tourists to visit their chosen city more ef fectively. The project is built around providing a sav v y navigational helper that will provide information and directions in a clear and user-friendly fashion while tourists explore the city. By providing an effective navigation system, it will add a different dimension to the tourist industry.
SOLUTION By understanding tourist patterns and their destination points, I use San Francisco as a case study to develop a comprehensive information system including portable maps, directional signage, interactive website and application by the color system. These additions will not only make San Francisco easier to explore, but the designs behind the information system will beautify the city. It is my hope that the project will provide visitors with a better understanding of the city’s attractions and relieve the anxieties of exploring a new city.
T H E B R A N D E X P R E S S I O N 5 P O I N T S I N T RO D U C T I O N
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COLOR SYSTEM The beauty of the 5 POINTS system is that it is universally recognizable regardless of your language. The colors, the backbone of the system, provides the user with a quick and efficient way to see the city. They know that in whatever city they visit, green will take them to an outdoor feature, yellow will guide them towards culture, blue will lead them towards water events, orange willl show the city’s landmards, and purple will bring them to the heart of the city. 1 Blue: Water Water access, wharf, pier, river... 2 Orange: Architecture The famous architecture... 3 Green: Outdoors Outdoor activitiy, national park... 4 Yellow: Culture History heritage, unique... 5 Puple: Downtown The center of a city, financial center, shopping area... This allows the user to customize and focus on the types of activities and sights that are most interesting to him/her, and can be applied universally.
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Blue
Water
Orange
Architecture
Green
Outdoors
Yellow
Culture
Purple
Downtown T H E B R A N D E X P R E S S I O N 5 P O I N T S SA N F R A N C I S CO I N T RO D U C T I O N
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GOOD INFORMATIO THE RIGHT PLACE A THIS ALLOWS PEOP MORE EFFECTIVELY BETTER UNDERSTA
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N NEEDS TO BE IN T THE RIGHT TIME. LE TO UTILIZE IT AND PROVIDES A NDING OF THE CITY.
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CHAPTER 01
5 POINTS IDENTIFICATION SYSTEM A TASTE OF SAN FRANCISCO San Francisco’s unique history gives the city a distinctive character all its own. Originally, San Francisco was a small town of little interest, but that all changed when the city was catapulted into the spotlight after the discovery of gold. As a result of the Gold Rush in Northern California, San Francisco was transformed into a metropolitan city and has remained that way ever since. The next big breakthrough for the city occurred with the advent of the cable car in the 1870s. As a result of the new transportation system, the city’s hills became accessible and the city expanded outward at a startling rate. During this period of rapid expansion, districts began to emerge and each section of the city developed its own unique flavor. With each new generation of immigrants settling in the city, San Francisco’s international personality continues to assert itself even today. The countless numbers of subcultures that exist in the city make for a diverse and vibrant community that is unmatched anywhere else in the world.
T H E B R A N D E X P R E S S I O N 5 P O I N T S SA N F R A N C I S CO I D E N T I F I C AT I O N
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Alcatraz
FSH
Marina
PRE Pacific Heights Presidio Heights Richmond
GGP Sunset
Inner Sunset
Western Addition
Haight Ashbury
Hayes Vallley
Upper Market
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5 POINTS SAN FRANCISCO San Francisco is home to more than 40 distinct neighborhoods. Each area has its own local lore and together they encompass the 5 POINTS experience. No two neighborhoods are alike and each merits a tourist’s full attention. The 5 POINTS information system is a method of communication which breaks the language barrier and opens the city to tourist in ways that weren’t possible in the past. By allowing all tourists to essentially speak the same language, the true beauty and depth of the city will be exposed as the barriers to true exploration are removed.
North Beach
CHI
Nob Hilal
Financial District
DWN
South of Market
Mission
Potrero Hill
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A CITY IS A LARGE A ENVIRONMENT FUL GOING ABOUT THEI INTERACTING WITH PASSING EACH OTH
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ND DIVERSE L OF PEOPLE IR DAILY ROUTINE, OTHERS, OR SIMPLY ER ON THE STREET.
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5 POINTS SYSTEM CONCEPT The concepts behind 5 Point’s logo is simple: open (open hearted), easy (easy to get around), and connected (connected to each other). The 5 colors each represent a distinctive and easily identifiable category. This system allows visitors to easily traverse the city and focus on the activities and sights that interest them. By using color as the focus of the system, it allows visitors to break through any language barrier and eases their transition into a strange and beautiful city.
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LOGO STRUCTURE
5 POINTS SAN FRANCISCO
02 2
5 POINTS
City Name
Typeface
Size
Whitney Semibold
30 point
Typeface
Size
Whitney Light
29 point
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T H E B R A N D E X P R E S S I O N 5 P O I N T S SA N F R A N C I S CO I D E N T I F I C AT I O N
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DIMENSIONS 19x
21x
2x
2x
5 POINTS SAN FRANCISCO 26x
3x
3x
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CLEAR SPACE
5 POINTS SAN FRANCISCO
T H E B R A N D E X P R E S S I O N 5 P O I N T S SA N F R A N C I S CO I D E N T I F I C AT I O N
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INAPPROPRIATE USAGE Anyone interested in using the 5 POINTS logo should not attempt to recreate it, or allow any printer, typesetter or design professional to do so. 1 5 POINTS logo must not be altered in any way. 2 The logo cannot be screened, flopped or scaled out of proportion. 3 No additional typography or images can be added to any 5 POINTS logo. 4 The respective city’s name always accompanies the logo and 5 POINTS and cannot be bolder. 5 When the city name is used below the logo, the logo is stacked on top of 5 POINTS and the city name is below it. They appear as two lines and should be all caps. No other colors can be used for printing the 5 POINTS or San Francisco other than those identified in this manual. (See section on “Colors Usage”)
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Do not outline the logo 5 POINTS
SAN FRANCISCO
Do not rotate the logo 5 POINTS
SAN FRANCISCO
No additional type or image 5 POINTS > SAN FRANCISCO >
Do not have city name only SAN FRANCISCO
Do not shift the type
5 POINTS
SAN FRANCISCO
T H E B R A N D E X P R E S S I O N 5 P O I N T S SA N F R A N C I S CO I D E N T I F I C AT I O N
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ALTERNATIVE VERSIONS Under some circumstances, the logo appears alone without the word “5 POINTS” and city name appearing along with it.
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Icon Only
Single Color
White
Logotype
Five Colors
White
5 POINTS
SAN FRANCISCO
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5 POINTS
SAN FRANCISCO
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COLOR USAGE
Blue Water
Orange Architecture
Green Outdoors
Yellow Culture
Purple Downtown
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5 POINTS SAN FRANCISCO ICONS 1 Blue: Fisherman’s Wharf In 2009, almost 12 million people made their way to the Wharf. In international surveys, it ranks as the No. 1 destination for SF-bound visitors, slightly ahead of Chinatown and the Golden Gate Bridge. Oddly, this hotspot, as seen today, is only 30 years old. Most of the major attractions; the Cannery, Ghirardelli Square, Pier 39, were built in the late 1960s. 2 Orange: Presidio The Presidio’s coastal airstrip has been stripped of asphalt and reinvented as Crissy Field, a haven for coastal birds, kitefliers and urban beachgoers. Take a hike for spectacular views of the Golden Gate Bridge: see it from below like Alfred Hitchcock for a thrilling case of Vertigo at Fort Point, or see it au naturel on the Presidio’s west side at clothing-optional Baker Beach. 3 Green: Golden Gate Park Golden Gate Park—the ultimate haven away from the urban chaos—was deeded to the people in 1870 out of the prescient notion that San Franciscans would one day feel overcrowded. This foresight proved invaluable, as 13 million people now visit the park every year. 4 Culture: Chinatown The reality of Chinatown is that there are two distinct versions: One belongs to the locals, the other charms the tourists. They overlap and dance with each other, drawing more and more visitors every year. 5 Purple: Downtown Union Square, one of San Francisco’s main retail and cultural centers, also refers to the actual park bordered by Geary, Powell, Post and Stockton streets. Set aside as a park in 1850 and named before the start of the Civil War as a tribute to the frequent demonstrations in support of the Union troop, the park received a major renovation and restoration in 2002.
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Fisherman’s Wharf
Presidio
Golden Gate Park
Chinatown
Downtown
T H E B R A N D E X P R E S S I O N 5 P O I N T S SA N F R A N C I S CO I D E N T I F I C AT I O N
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WHAT PEOPLE COM FROM A VISIT TO A AN IMMEDIATE SEN OF THE PLACE, THA POSITIVE OR NEGAT A PLACE, AND DETE RETURN OR CHOOS
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E AWAY WITH NEW LOCATION IS SE OR EXPERIENCE T CREATES TIVE VIEWS ABOUT RMINE WHETHER E NOT TO BOTHER.
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CHAPTER 02
5 POINTS SYSTEM UNIFIED INFORMATION To make a city more navigable for tourists, there needs to be a method of communication which allows them to all speak the same language. I simplified and unified the mapping system by using the same graphical elements.
T H E B R A N D E X P R E S S I O N 5 P O I N T S SA N F R A N C I S CO S YS T E M
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MAP ON-THE-GO The maps provided by 5 POINTS correspond with the directional signage and popular phone application so that tourists can truly explore the soul behind the city without losing their way.
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iFIVE MAPS To ease the transition to a new city, I have created iFive Maps, an app that can be used on an iPhone. A tourist can download the app before departure to their destionaton city and literally have the city at their fingertips. The need for traditional maps is eliminated and asking strangers for directions will be a thing of the past. The app not only allows the user to see what the city has to offer, but also offers them piece of mind: GPS tracking. With a click of a button, visitiors will know exactly where they are and have a more efficient and pleasant experience.
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STREET SIGNAGE Street signage is placed strategically in tourist hotspots. The information on the street signage corresponds with the portable maps and each district has a unique and highly visible marker. The unified information system helps guide people quickly determine their current location.
P DOWNTOWN
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T H E B R A N D E X P R E S S I O N 5 P O I N T S SA N F R A N C I S CO S YS T E M
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ORIENTATION SIGNAGE Orientation signage offers tourists an overview of their surroundings in the form of comprehensive site maps and directions. They are placed at the boundaries or entryways of each respective district and allows a stranger in the city to have a bird’s eye view of the area.
San Francisco
5 POINTS
CHINATOWN GUIDE MAP Welcome to the San Francisco! Let 5 POINTS be your guide to San Francisco 5 POINTS this characterized metropolis beside the Pacific.
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Welcome to the San Francisco! Let 5 POINTS be your guide to this characterized metropolis beside the Pacific. 2
M O N T G O M E RY
DOWNTOWN GUIDE MAP
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Welcome to the San Francisco! Let 5 POINTS be5 Pyour San Francisco O I N T S guide to this characterized metropolis beside the Pacific.
M O N T G O M E RY
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DOWNTOWN GUIDE MAP
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LEGEND
VISITORVISITOR INFOR MATION INFOR MATION PARK
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San Francisco
5 POINTS
DOWNTOWN GUIDE MAP Welcome to the San Francisco! Let 5 POINTS be5 Pyour San Francisco O I N T S guide to this characterized metropolis beside the Pacific.
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Welcome to the San Francisco! Let 5 POINTS be your guide to this characterized metropolis beside the Pacific. 2
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Welcome to the San Francisco! Let 5 POINTS be San Francisco 5 P Oyour I N T S guide to this characterized metropolis beside the Pacific.
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Welcome to San Francisco! Let 5 POINTS be your guide to this charming metropolis beside the Pacific.
GOLDEN GATE PARK MAP
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CHAPTER 04
FUTURE APPLICATIONS OTHER 5 POINTS CITIES The goal of the 5 POINTS system is not to make ONE individual city easier to explore, but rather to make the world an easier place to visit. By using an easily recogonizable color system, tourist can feel at home regardless of the current city they are in. No matter what time zone they are in or what the native language is, there will be a standard that is universally applied. The world is your oyster and 5 POINTS will show you the way.
T H E B R A N D E X P R E S S I O N 5 P O I N T S SA N F R A N C I S CO F U T U R E A P P L I C AT I O N S
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TAIPEI, TAIWAN Formosa, translated as Beautiful Island, could not be a more fitting name. This is what a group of Portuguese sailors, said to have been the first Westerners to lay eyes on the island, uttered upon seeing Taiwan for the first time. We imagine they must have been pretty enamoured. While not every Westerner has the same love-at-first-sight reaction to Taiwan, our Portuguese seafaring friends were just the first of many. With the lush mountains of Wulai, pulsating cities like Taipei, stunning basalt cliffs of Penghu , excellent hiking in Taroko Gorge, not to mention some of the world’s best hot springs (we especially like the Taian Hot Springs), Taiwan cuts a figure as one of the most diverse destinations in Asia.
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5 POINTS TAIPEI ICONS 1 Tamshui Fisherman’s Wharf Tamshui Fisherman’s Wharf is a scenic spot at the western tip of Tamsui, Taipei County, Taiwan. The Tamsui Fisherman’s Wharf is well-known by its beautiful sunset and fresh seafood. While having sightseeing and leisure facilities, it still holds its functionality as a harbor for fishing boats. 2 ChinagKaishek Memorial Hall Whether the imposing Chiang Kai-Shek Memorial Hall will always be known as the Chiang Kai-Shek Memorial Hall is anybody’s guess. This iconic monument with its white walls and blue octagonal roof still stands as a grandiose, ostentatious and perhaps fitting memorial to the man who, in life, was known in some circles as ‘General Cash-my-check’. 3 Yangmingshan National Park The Datun Recreation Area is a volcanic basin popularly known as Datun Nature Park. It is defined as an area in the western section of Yangmingshan National Park. Located on a broad saddle between two mountains, the area contains the marshy Datun Pond. Wooden boardwalks around the pond makes it convenient for visitors to see the scenery and lush aquatic vegetation. The area includes an azalea restoration area where the spectacular blossoms of various kinds of rhododendron and azaleas can be seen in the spring. 4 Shihlin Night Market Considered by many to be the king of Taipei’s night markets, the sprawling Shilin Night Market is a nightly carnival of snacking and shopping. Teeming with stalls selling delectable edibles far beyond our ability to describe, the latest in trendy clothing from shoes to hats (and everything in-between), games of skill and chance and much, much more. If you have only one night to spend in Taipei, spend it here. 5 Taipei 101 Towering above the city like the giant bamboo stalk it was designed to resemble, Taipei 101 is impossible to miss. At 508m, Taipei International Financial Centre 101, as it’s officially named, is the world’s tallest building (Dubai eat your heart out, for now at least!). Construction began in 1997 and the exterior was completed in 2003. In addition to holding the world record for height, Taipei 101 also holds the record for having the world’s fastest elevator.
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NEW YORK, U.S.A New York can be anything you want it to be. It’s why countless people have pinned their dreams on the place, thrown caution to the wind and shown up on its doorstep. If you like a day filled with culture, start with a look at some Tseng Kwong Chi photographs celebrating East Village creativity in the eighties at the Paul Kasmin gallery, before ducking through Central Park to the Metropolitan Museum of Art for the current Japanese art exhibition.
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5 POINTS NEW YORK CITY ICONS 1 Statue of Liberty One of the most recognizable icons in the world, the Statue of Liberty is a symbol of kinship and freedom formed out of 31 tons of copper and standing 93m from ground to torch-tip. It is the result of a joint effort between America and France to commemorate the centennial of the Declaration of Independence. 2 Brooklyn Bridge A New York icon, the Brooklyn Bridge has many stories to tell. It held the angry marchers outraged by the police torture of Abner Louima in 1997. In spring 2004 it hosted a crowd of gays and lesbians who marched in support of legalising same-sex marriage. In late 2005, the NYC masses commuted across it due to the three-day Transit Workers Union strike. When it opened, the 486m (1596ft) span between its two support towers was the longest in history. Today, the Brooklyn Bridge continues to dazzle. 3 Central Park Central Park, located in central Manhattan in New York City, is a magnificent 843-acre oasis offering NYC residents, visitors, and tourists a refuge from the hustle and bustle of city life. From Sheep Meadow to the Great Lawn, there is so much to see and do inside one our country’s most pastoral landmarks. 4 Grand Central Terminal Grand Central Terminal (often inaccurately referred to as Grand Central Station) is a beautiful Beaux-arts building in midtown Manhattan. First opened in 1913, Grand Central Terminal underwent a massive restoration to restore it to its former glory, and is now both a transportation hub, as well as a destination in itself for visitors to New York City. 5 Times Square Times Square has it all. You can find first class lodging, all varieties of dining, entertainment, as well as tours of all parts of the city, shopping and nightlife in this exciting, vibrant and historic landmark in New York City. There are always events and attractions to be seen in Times Square, in the heart of the City that never sleeps.
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LONDON, UNITED KINGDOM London assumes the mantle of one of the world’s great cities with ease, crowning itself Napoleon-style by hosting its third Olympic games in 2012. It’s safe to say that London has not exuded so much confidence since the heady days of empire in the late 19th century, even despite the economic crisis that has seen the city’s status as the world’s pre-eminent financial centre take a wobble.
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5 POINTS LONDON ICONS 1 London Eye The London Eye is 135 meters high which makes it the world’s tallest observation wheel. It has 32 capsules and carries around 10,000 visitors every day. The London Eye has become the most popular paid for UK visitor attraction, visited by over 3.5 million people a year. While traveling in complete safety you can see up to 40 kilometers away in all directions from each capsule. 2 Big Ben Big Ben is the nickname for the great bell of the clock at the north end of the Palace of Westminster in London,and is generally extended to refer to the clock or the clock tower as well. Some believe this extension to be incorrect, but its usage is now entirely commonplace. It is the largest four-faced chiming clock and the third-tallest free-standing clock tower in the world. It celebrated its 150th anniversary in May 2009, during which celebratory events took place. The clock first ticked on 31 May 1859.. 3 Hyde Park London’s largest royal park spreads itself over a whopping 142 hectares of neatly manicured gardens and wild, deserted expanses of overgrown grass. Spring prompts the gorgeous Rose Gardens, added in 1994, into vivacious bloom, and summers are full of sunbathers, picnickers, frisbee-throwers and general London populace who drape themselves across the green. It is also a magnificent backdrop for open-air concerts, demonstrations and royal occasions. 4 Buckingham Palace Buckingham Palace is the Queen’s official residence. The State Rooms of the Palace are open to visitors during the Annual Summer Opening in August and September. If you are visiting at a different time of the year go along to see the Changing of the Guard which happens on scheduled days so check before setting off, and arrive early to get a good position to watch the action. 5 Oxford Circus Oxford Circus is the area of London at the busy intersection of Regent Street and Oxford Street, in the City of Westminster in London’s West End. It is served by Oxford Circus tube station, which is directly beneath the junction itself.
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Barnet Haringey
Waltham Forest
Brnet Camden
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Hackney
Tower Hamlets
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Enjoy the Trip.
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