The New Evolution of Journey. by Ft Hsu

PA N A M

G O B E YO N D

PA N A M

WE WERE THE EAGLE IN THE SKY.

IN T RO

PA N A M

IN T RO

WE ARE BACK.

PA N A M

THE NEW EVOLUTION OF JOURNEY.

IN T RO

PA N A M

CONTENTS

TABLE OF CONTENTS

SECTION

PAGE

OUR STORY

1 . 0 – 1 .1 9

History Audience Evolution New Vision 2

GO BEYOND

2 . 0 – 2 .1 9

The New Logo Anatomy Rules Type Setting Color Stationary 3

NEW HORIZONS Brand Extension The Future of Pan Am

3 .0 –3.59

PA N A M

01 OUR STORY History New Vision Evolution Audience

O U R STO RY

PA N A M

HISTORY The creation of Pan American World Airways was the beginning of a new era; travel was no longer restricted by railways, boats, and automobiles. With the invention of the commercial aircraft people could now travel with ease, comfort, and accessibility. Pan Am was not only used as a commercial airline for “average Joe’s” and celebrities, but also contributed to war efforts made by the U.S. Although Pan Am started off successfully, the downfall of the company was tragic and eventually routes were sold off to Delta, American Airlines, and United. FOUNDING AND EARLY HISTORY Pan Am was founded by Juan Terry Trippe in Key West, Florida in October of 1927. The airline began as a mail carrier service whose route went from the U.S. to Cuba and back. However, the goal of Trippe was to always become a commercial airline that would provide affordable transportation to a large number of people. In January of 1928, the first commercial flight was flown from Key West, Florida to Havana, Cuba making the historical trip of only 90 miles with just seven passengers on board. In 1939, Pan Am made history by embarking on the first commercial flight across the Pacific Ocean flying from San Francisco to Hong Kong. PAN AM AIRCRAFTS With fourteen different aircrafts in use, Pan Am set a high standard for other airlines to follow. One of the most popular aircrafts was called a Boeing, which had ten different models. Pan American aircrafts ranged from the first aircraft, Fairchild, which sat only six passengers all the way to the Airbus, which could accommodate 254 people comfortably. The creation of the Airbus was one of Pan Am’s last attempts to try to revive their service before their downfall in 1991.

O U R STO RY

_ Mrs. Dwight Eisenhower christening Pan Am’s Boeing 707 America at Natl. Airport as Pan Am Pres. Juan Trippe looks on.

“MAKING PLANE TRAVEL AFFORDABLE TO A MUCH LARGER SEGMENT OF THE PUBLIC.” —by the founder of Pan Am, Juan Trippe

PA N A M

1927

1928

Pan Am was founded by Juan Terry Trippe in Florida. The airline began as a mail carrier service whose route went from the U.S. to Cuba and back.

The first commercial flight made the historical trip of only 90 miles with just seven passengers on board.

1950

1964

Pan Am influenced commercial air travel provide affordable and high standard services transportation to a large number of people, not only for celebrities but also normal people.

PANMAC, a large computer that booked airline and hotel reservations.

1991 Pan Am sold their Pacific routes to United Airlines and the Atlantic routes to Delta and American Airlines. This ended their reign as king of the sky.

1939

1946

The most popular aircrafts,Boeing, which were used on transatlantic routes.

Pan Am founded InterContinental Hotels & Resorts is a brand of luxury hotels.

To compete with ocean liners, the airline offered first-class seats on flights, and the style of flight crews became more formal.

1973

1988

Oil Crisis, the first events that led to the downfall.

Flight 1736 disastrous crash resulted in the death of 248 people, impacting peopleâ&#x20AC;&#x2122;s desire to travel.

2014 NOW, WITH A NEW VISION, WE INTRODUCE THE NEW PAN AMERICAN.

O U R STO RY

PA N A M

NEW VISION

CONNECTING PEOPLE TO THE NEW & INTERNATIONAL EXPERIENCE.

O U R STO RY

PA N A M

O U R STO RY

EVOLUTION PROJECTED BRAND PERCEPTION

WE WERE WELL-KNIT, PRESTIGE, AND SYSTEMATIC The old Pan Am provided the most experienced flight service, from their history they did many innovations, like first commercial flights, first class seats, first computer booking systems, etc. They had set high standard for other airlines. The images on the opposite page were chosen to represent the brand through images.

_ A brand grid is a way to look at the image and mood that a brand is conveying to the public. It takes the temperature of public perception and communicates through a visual map.

PA N A M

NOW AND SO ON, WE ARE WARM, OPTIMISTIC, AND CULTURAL The new Pan Am will connect people to the new and global experience. The business will not only focus on flight service, but also providing cultural experience in a innovation way. You donâ&#x20AC;&#x2122;t need to go overseasâ&#x20AC;&#x201D;experience new journey around the corner. The images on the opposite page were chosen to represent the brand through images.

O U R STO RY

PA N A M

COMPETITIVE ANALYSIS The old Pan Am focused on flight services, their competitors were other airlines. The new brand has high differentiation, we have shifted the brand to cover a wider spectrum of cultural experience, and we will involve in more industries.

HIGH VARIETY

VIRGIN

CHINA AIRLINES EVA AIR OLD PAN AM

REGIONAL

GLOBAL UNITED JETBLUE SOUTHWEST DELTA AMERICAN AIRLINE

LOW VARIETY

O U R STO RY

HIGH VARIETY

NEW PAN AM FACEBOOK MOAD

INSTAGRAM

ASIAN ART MUSEUM

TUMBLR

NATIONAL GEOGRAPHIC

REGIONAL

GLOBAL TRIP ADVISOR PANPAL WORLD

LOW VARIETY

PA N A M

In this second analysis chart, it shows that new Pan Am will become more social and fulfilling. In the past old Pan Am was exclusively an airline, the new brand will cross more industries.

MORE SOCIAL

VIRGIN CHINA AIRLINES EVA AIR

FUNCTIONAL

OLD PAN AM UNITED JETBLUE SOUTHWEST DELTA AMERICAN AIRLINE

LESS SOCIAL

FULFILLING

O U R STO RY

MORE SOCIAL FACEBOOK NEW PAN AM INSTAGRAM TUMBLR

PANPAL WORLD TRIP ADVISOR

FUNCTIONAL

FULFILLING NATIONAL GEOGRAPHIC

MOAD ASIAN ART MUSEUM

LESS SOCIAL

PA N A M

AUDIENCE ARCHETYPE OF OUR CUSTOMERS

SINGLE MOM SUSAN, 38 ACCOUNTANT I have two kids, I need to work hard to take care of them. My dream is to travel around the world with my kids. I believe if my kids can have better global perspective, they can have better opportunity in life. I am too busy to go travel, so I watch a lot of travel show on TV.

CREATIVE MANAGER JUDY, 33 ADVERTISING My job requires me to be creative, I usually get inspiration from other culture. I feel comfortable to talk with new people, because I always learn new things from them.

BACKPACKER JACK, 27 SOHO I am a freelancer, so that I can have a flexible working schedule so I can travel. I love to travel, because I enjoy meeting foreigners and learn about new culture. I know how to speak five languages, it allows me to travel to different countries.

O U R STO RY

COLLEGE FRESHMAN DAVID, 20 STUDENT I came from a little town, now I live in New York. It’s amazing to see how different between two places. I do some par t time jobs so that I can earn money for traveling. I had dated two different national girls before, not to mention how amazing is that. They had open my mind.

NEWLY RETIRED AMY, 67 JUST RETIRED I can’t wait to plan my trips, I haven’t been outside of my countr y. Actually I’m worr y about can I take such a long flight to other countr y. If I can’t go travel, I’ll spend my time on eating different cuisine restaurants, I like to be amazed by different things.

LANGUAGE GENIUS MARY, 29 SPANISH TEACHER I can speak French, Spanish, Chinese, Japanese well, and I also like music, too. Language and music both have rhythm, meter, and intonation. I think music is also a international language, it allows me to connect with different people.

PA N A M

EVERY STEP WE TAKE GETS US CLOSER TOWARD THE WORLD.

O U R STO RY

PA N A M

2. 01

GO BEYOND The New Logo The Anatomy Rules Type Setting Color Stationary

G O B E YO N D

PA N A M

THE NEW LOGO STANDS FOR CONNECTION, WORLDLY, AND SHARING.

Our brand evolved for providing a new international experience to people. The logo is the combination of connection, worldly and sharing. Itâ&#x20AC;&#x2122;s inspired by the shape of global, human beings, and the icon of sharing.

2. 03

G O B E YO N D

PA N A M

THE ANATOMY A OPEN STRUCTURE FOR THE CONCEPT OF SHARING

The Pan Am logo is the most fundamental part of our brand, and it represents entire company, externally and internally. The structure of the symbol is designed to fit a variety of sizes, from large billboard to business card. The logo is to be created in a thickness of 1/2X. The distance from the icon to the logo type is 1X. When we say the logomark, that is this type of combination. The logomark should always have clear spaces which is at least the size of 1X.

2. 05

G O B E YO N D

MINIMUM SIZE The minimum size of production is 1â&#x20AC;?.

PA N A M

RULES WHAT WE DO The new Pan Am logomark has several variations to suit any application. The mark has text and icon layout and the icon can be used on itâ&#x20AC;&#x2122;s own. The primary logo should be used as much as possible in an effort to keep the branding and images consistent across all in and out of house communications. The logomark has been created to be a stand alone symbol that is easy to recognize and reproduce.

COLOR CAN COMMUNICATE A SIGNIFICANT VALUE, MOOD, ENERGETIC, AND POWER.

2. 07

LOGOMARK MULTI-COLOR The logomark can be used without the supporting text, but only when placed on a product with other markings and branding or with in a publication along side supporting text.

PRIMARY MULTI-COLOR The logomark can be used without the supporting text, but only when placed on a product with other markings and branding or with in a publication along side supporting text.

G O B E YO N D

PA N A M

MONO ICON The logomark can stand alone as a mono color print when needed, but only when placed on a product with other markings and branding or with in a publication along side supporting text.

MONO SIGNATURE The signature can stand alone as a mono color print when needed.

2. 09

SINGLE COLOR ICON The logomark can stand alone as a single color print when needed, but can only use in these three colors.

HORIZONTAL The signature can be used in a horizontal way with logomark and logotype.

G O B E YO N D

PA N A M

WHAT WE DONâ&#x20AC;&#x2122;T The use of Pan Am logomark should always be correct to maintain a consistent visual presentation. Therefore, the way it is displayed needs careful attention. For example, do not change the typeface, type size, colors, orientation, proportion of the signature. And it should not be combined with other patterns or colors which are not specific to our visual style.

2. 11

G O B E YO N D

Do not rotate the icon

Do not use lower case

Do not alter the color palette

Do not scale the icon

Do not use outline

Do not shift elements

Do not add tagline

Do not use without icon

PA N A M

TYPE SETTING

01 Estandar Rounded Bold Estandar Rounded Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ~!@#$%^&*()_+{}|:”<>?-=[]\;’,./

02 Proxima Nova Bold Proxima Nova Bold Italic

03 Proxima Nova Regular Proxima Nova Regular Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ~!@#$%^&*()_+{}|:”<>?-=[]\;’,./

2. 13

G O B E YO N D

01. Use for headline and display for print and on-screen promotional materials. 02. Use in all caps for quote or subtitles. 03. Use for body text and all other copy. Estandar Rounded is a smooth and round typeface. It is friendly, soft and attractive. It works for editorial design, corporate identity and packaging as well as for application font, web font or for e-books. Poor print conditions and low screen resolutions are no problem. Proxima Nova bridges the gap between typefaces like Futura and Akzidenz Grotesk. The result is a hybrid that combines modern proportions with a geometric appearance. Proxima Nova has become one of the most popular web fonts, in use on thousands of websites around the world.

PA N A M

COLOR

2. 15

G O B E YO N D

Pantone Coated: 3262C Pantone Uncoated: 319U C: 60 M: 0 Y: 30 K: 0 R: 90 G: 195 B: 190

Pantone Coated: 3945C Pantone Uncoated: 107U C: 10 M: 5 Y: 100 K: 0 R: 235 G: 220 B: 20

Pantone Coated: 7418C Pantone Uncoated: 702U C: 10 M: 70 Y: 50 K: 0 R: 220 G: 110 B: 110

PA N A M

STATIONARY

2. 17

G O B E YO N D

PA N A M

A NEW WAY TO SEE AND ENJOY THE WORLD.

2. 19

G O B E YO N D

PA N A M

03 NEW HORIZONS Brand Extension The Future of Pan Am

3. 01

N E W H O R IZO N S

MORE SOCIAL

PA N A M

HOMESTAY

LANGUAGE EXCHANGE

RECIPE APP

LANGUAGE LEARNING APP

SPA RESORT

MUSEUM

TRAVEL AGENCY

TRAVEL AGENCY APP

LESS SOCIAL

3D TV TRAVEL SHOW

RESTAURANTS

PERSONAL MASSEUSE

HOME

LOCAL

3. 03

N E W H O R IZO N S

BRAND EXTENSION

LOCAL TOUR GUIDE

THE GOALS OF PAN AM WILL SPAN FROM OUR HOME TO OVERSEAS IN ORDER TO MEET ALL THE NEEDS OF OUR CLIENTS.

EAT WITH A LOCAL

CAMPING INTERNATIONAL CULTURE EVENTS

COOKING CLASSES HOTEL

TRANSPORTATIONS

SERVICES EXPERIENCES EDUCATION ENVIRONMENTS EVENTS

INTERNATIONAL

PA N A M

A NEW JOURNEY STARTS FROM NOW.

3. 05

N E W H O R IZO N S

PA N A M

3. 07

N E W H O R IZO N S

YOU DON’T HAVE TO GO OVERSEAS. EVERYTHING IS JUST AROUND THE CORNER.

PA N A M

3. 09

3D TV TRAVEL SHOW

N E W H O R IZO N S

PA N A M

Pan Am is devoting on bringing new and international experience to people. Pan Am now is producing 3D travel show. We use the technology of 3D, you can have more visual stimulation in order to get closer to the uncover world. By subscribing to the TV show, we will provide you with 3D glasses to see the world in a new way.

3. 11

N E W H O R IZO N S

NOT JUST A SHOW— A TOTAL TRAVEL EXPERIENCE.

PA N A M

PERSONAL MASSEUSE We provide spa and massage indoor services to help customers relax from everyday stress. Customers can choose from several different kinds of treatment based on their individual needs. We also have spa resort which has sauna bathing which can unwind the muscles and release tension. The relaxing experience helps customers look and feel better. OUR SERVICE INCLUDE: Swedish Massage Therapy Aromatherapy Massage Hot Stone Massage Deep Tissue Massage Shiatsu Thai Massage Pregnancy Massage Reflexology Sports Massage Back Massage

3. 13

N E W H O R IZO N S

WE PROVIDE A PERSONAL MASSEUSE TO COME TO YOUR HOUSE. YOU CAN SELECT FROM THE DIFFERENT STYLES OF MASSAGE.

PA N A M

3. 15

N E W H O R IZO N S

PA N A M

LET’S GO ON AN ADVENTURE. DO MORE. BE MORE.

3. 17

N E W H O R IZO N S

PA N A M

INTERNATIONAL CULTURAL EVENTS

3. 19

N E W H O R IZO N S

PA N A M

Every country has their unique festivals, we will host different kinds of international cultural events, such as an international food and music festival, Chinese New Year, Brazilian Carnival, etc. We have the best event planning team which give customers unforgettable parties and create unique moments that inspire people. Our goal is to bring the authentic events to your neighborhoods; thus, you donâ&#x20AC;&#x2122;t have to spend a lot of money to go to another countries.

3. 21

N E W H O R IZO N S

PA N A M

3. 23

N E W H O R IZO N S

PA N A M

3. 25

COOKING CLASSES Our cooking classes is distinguished by an updated, hands-on curriculum that was developed with an advisory board of contemporary chefs, and stands apart by drawing upon California food values while celebrating global cuisine. Tossed out are old-school mainstays such as isolation teaching, and outmoded subjects like aspic and ice sculptures, and instead students will learn how the best chefs are cooking today. Great cooking isn’t about recipes—it’s about techniques. We’ll show you how to create delicious dishes all year long. From Thai to

Texas barbecue, you can explore a world wide of cuisines and disciplines. Learn the fundamental skills for a lifetime of great cooking. You will work side-by-side with other students to prepare each dish and interact with classmates and the instructor for a rich learning experience. Moreover, take home a packet containing class recipes, a list of equipment used, helpful notes and more.

N E W H O R IZO N S

PA N A M

THE BEST CHEFS IN THE WORLD ARE READY TO TEACH YOU HOW TO PREPARE A NEW CUISINE.

3. 27

N E W H O R IZO N S

PA N A M

3. 29

N E W H O R IZO N S

PA N A M

LANGUAGE EXCHANGE Learn new language in a no pressure way! We will find a partner for you and practice your second language with a native speaker who is learning your language. HOW IT WORKS? Before you practice, you will have to judge your level first. If you’re a beginner, you should start with text chat, you can go slowly and there’s no pressure to reply right away. To practice live conversation, such as faceto-face meet up or using voice chat, you need to be at least at an intermediate level. During your practice, you will have a assign ed topic and be sensitive to your partners’ needs (when speaking in your language). Moreover, don’t forget to give corrections. Practice regularly, and have fun!

COME AND MEET FOREIGN FRIENDS AND LEARN NEW LANGUAGES FROM CASUAL CONVERSATIONS.

G O B E YO N D

PA N A M

3. 33

N E W H O R IZO N S

PA N A M

HERE WE GO, AN AUTHENTIC TRAVEL EXPERIENCE.

3. 35

N E W H O R IZO N S

PA N A M

3. 37

N E W H O R IZO N S

PA N A M

3. 39

N E W H O R IZO N S

PA N A M

3. 41

N E W H O R IZO N S

LOCAL TOUR GUIDE

WE WILL MATCH YOU WITH A LOCAL TOUR GUIDE ANYTIME ANYWHERE.

PA N A M

3. 43

N E W H O R IZO N S

Take a private tour with a knowledgeable local person as your tour guide! Reliable guides carefully selected and approved by Pan Am. It’s normal for first time travelers to arrive with postcard-perfect expectations, but sometimes you need a little extra help to truly uncover the city and discover it from a local perspective. As a seasoned traveler with a design-mind, we will help you experience new place in a way to make the most of your time in this incredible trip, teaching you tips, tricks, and insights along the way.

A HISTORIAN, GUIDE, AND FRIEND ALL ROLLED INTO ONE. YOU WON’T FIND THIS IN GUIDEBOOK OR A TRADITIONAL TOUR SERVICE. While there are a million guidebooks and blogs out there, nothing really beats having a human point of contact when arriving in a new place. We’ll help you understand the layout of new city, how to get around, tips for using the metro, buying tickets, and more. We’ll share tips on how to keep your trip budget friendly and interesting things happening during your visit that may be worth checking out. Let us know any special interests to make the most of our time together. We’ll meet you anywhere in the city. Show you around your neighborhood. Help you buy metro tickets. Teach you tips and tricks for getting around and answer any questions you may have about your visit, or how to spend your days.

PA N A M

3. 45

N E W H O R IZO N S

PA N A M

3. 47

EAT WITH A LOCAL

ENJOY EATING AUTHENTIC FOOD IN A LOCAL HOST HOUSE.

N E W H O R IZO N S

PA N A M

Get a real taste of local culture by dining with a local family in their home. We matches up travelers and locals with cooking skills to rival any top chef. Not only will you enjoy home-cooking at its best and get to taste local delicacies but youâ&#x20AC;&#x2122;ll also have a unique chance to experience the local culture and to get to know the people by sharing a meal in a family home. We makes it possible for local hosts to invite travelers and share a true authentic home cooked meal. Everybody who believes to be a good cook can invite guests, giving travelers a complete new dinner experience.

BENEFITS FOR TRAVELERS: 01. Experience life with locals 02. Learn more about local culture and make new friends 03. Get travel tips you wonâ&#x20AC;&#x2122;t find in any guide-book 04. Eat home-made, fantastic food 05. Pay less than you would in a restaurant geared for travelers 06. Create sustainable income for locals 07. Have an altogether unforgettable experience

3. 49

N E W H O R IZO N S

PA N A M

3. 51

N E W H O R IZO N S

PA N A M

HOMESTAY

EXPERIENCE LIVING IN A LOCAL HOUSE WITH NEW FOREIGN FRIENDS.

G O B E YO N D

PA N A M

TRAVEL, EAT, LIVE WITH LOCAL PEOPLE.

3. 55

Pan Am allow you to book a room in a local person’s home on a nightly, weekly or monthly basis for a fee. In all of our homestay there is a host present during the stay, enhancing the guest’s travel experience through their hospitality and local knowledge. Our goal is to build a global homestay booking platform with a community of hosts and guests from around the world, partnering with established homestay industry providers where plausible. We aspire to provide authentic travel experiences, staying with locals in their homes, who ideally share similar interests with their guests. What makes a homestay so unique is the people. Each homestay has a host there to welcome you into their home and offer guidance and assistance during the stay. At the core of the homestay experience is a host being present to welcome the guest into their home. You will meet the people from the community they’re visiting and enjoy a genuinely local experience. Homestay offer

you the chance to live like a local and experience what life is really like in that place. They can immerse themselves in the local customs and traditions, practice speaking a foreign language and spend time with the people that really make the place what it is. With their host’s local knowledge they’ll see beyond the usual tourist trail. A homestay is an affordable accommodation alternative. It is ideal for independent leisure travelers or tourists who want to experience the local community and culture of the place they’re visiting, people who are on a short city break and want affordable accommodation, and others who are traveling to an event (eg. London Marathon or conference, concerts, etc.). Our hosts all have their own unique interests and hobbies and guests may find a host with similar interests which further complements their homestay experience.

N E W H O R IZO N S

PA N A M

BE AN EXPLORER, NOT A TOURIST.

3. 57

N E W H O R IZO N S

PA N A M

3. 59

N E W H O R IZO N S

SEE YOU IN THE NEXT JOURNEY.

PHOTO CREDITS http://www.viahouse.com/ http://naspidowany.com/ http://www.everythingpanam.com/ http://thefreshexchangeblog.com/ http://www.inc.com/ http://www.wallpapermotion.com/ http://shoptalklondon.com/ http://staff.drewloker.com/ http://i.huffpost.com/ http://upload.wikimedia.org/ http://www.modernhomeinteriordesign.com/ http://41.media.tumblr.com/ http://shoptalklondon.com/ http://cdn.designhomes.pics/ http://www.phantiwa.com/wp-content/ http://www.thaithaimassage.co.uk/ http://media-cache-ec0.pinimg.com/ http://mamietitine.m.a.pic.centerblog.net/ https://chrystal23.files.wordpress.com/ http://nattstadcdn.com/ https://chrystal23.files.wordpress.com/

Written and designed by Fei-Ting Hsu Academy of Art University, Graphic Design MFA GR604 Nature of Identity, Fall2014 Pan Am logo ÂŠ Fei-Ting Hsu 2014 Typeset in Estandar Rounded & Proxima Nova Printed and bound in California Service Office

PAN AM _ CONNECTING PEOPLE TO THE NEW & INTERNATIONAL EXPERIENCE. _