Bring your passion to you by Joanne Li

WE BRING YOUR PASSION TO YOU

CONTENTS

The Origin

The Shift

Ou r Past

O ur Value

Miles tones

O ur Mi ssion

O ur Audi ence

Pan Am Then

Pan Am Now

Brand Attri butes

03 04 05 The Style

The Mark

The Future

O u r New Ma rk

Color Palatte

R enovation

Co n ce pt Ide a t io n

Pri mar y Typeface

Trave l

A n a tomy

Secondar y Typeface

Language

L o g o t ype

Graphi c Elements

Adventure

Cl e a r S pa ce

Photographic Style

C ulture

A l te rna te Ve rs io ns

Stati onar y System

107

Hi stor y

Co l o r Va ria t io ns

117

F ood

B a ckgro u nd Va ria t io ns

I n co rrec t Us e s

01 The Origin Our Past Milestones

PA N A M B R A N D B OO K

OUR PAST

We ruled the sky.

Pan American World Airways, known from

Pan Am represented an adventurous image

its founding until 1950 and commonly known

of the United States to the world. Despite

as Pan Am, was the principal and largest

a dramatic fall from grace, Pan American left

international air carrier in the United States

behind a legacy unmatched by any other

from 1927 until its collapse in 1991.

airline in the history of U.S. aviation.

Pan Am was founded in 1927 as a scheduled

Although many other airlines were the first

air mail and passenger service operating

to offer regular services on various international

between Key West, Florida, and Havana, the

routes, it was Pan American Airways that ruled

airline became a major company credited

the sky and set the standards for service in the

with many innovations.

commercial aviation era.

In the history of American commercial aviation, there is no airline more influential, important, and better known than Pan American Airways.

PA N A M B R A N D B OO K

MILESTONE

Pan Am started to use

Pan Am was the first US

Boeing on transatlantic

airline to begin jet service

routes, and the style

with Boeing 707 from New

of flight crews became

York to Paris.

more formal.

1939

1958

1927

1946

Pan Am was founded by

Pan Am Started to order

Jua Trippe as an air mail

its own Constellation fleet.

and passenger service.

CHAPTER 01 THE ORIGIN

Pan Am sold their Pacific routes to United Airlines and American Airlines.

1991

1973 Oil Crisis, the first event that led to the downfall.

2016 Now, with our new vision, and mission we introduce a new Pan American.

02 The Shift Our Value Our Mission Our Audience Pan Am Then Pan Am Now Brand Attributes

OUR VALUE

CULTURAL We always respect and honor dynamic cultures, we want to help you have a better cultural exchange experience.

FUN We are bright, friendly and down-to-earth. The details are important, we want you to enjoy your time with us.

I N N OVAT I V E We constantly create ingenious solutions to the real challenges of today, tomorrow and beyond. We are willing to take risks and adopt new strategies to make your life easier.

PA S S I O N AT E We are passionate about our brand, our service and our products. It is passion that will always guide adidas.

PA N A M B R A N D B OO K

CHAPTER 01 THE ORIGIN

PA N A M B R A N D B OO K

OUR MISSION

â&#x20AC;&#x153;

To expand the horizons and enrich peoples lives through both personal and cultural explorations.

CHAPTER 01 THE ORIGIN

PA N A M B R A N D B OO K

OUR AUDIENCE

Homemakers Susan 37, Homemaker, Married with two children, Reno

Loves kids a lot and she was a kindergarten teacher before

Wants to attend events and activities about cultural exchange

getting married.

because she thinks that itâ&#x20AC;&#x2122;s an opportunity for her to interact

Has two kids in middle school and they both perform well. Cooks dinner every day and like to explore different cuisines because her children want to try some new flavors. Interested in cultural diversity because believes that it makes our country a more interesting place to live. Travels to other countries for her familyâ&#x20AC;&#x2122;s yearly event because she believes that being in a strange place can be invigorating and eye-opening.

with people outside of her own culture . Loves spending her time teaching her kids about foreign cultures, she thinks that is a good way to help her kids broaden their horizon and achieve their maximum potential.

CHAPTER 02 THE SHIFT

International Workforce Nicholas 41, Engineer, Married with three children, Beijing

Moved to Beijing and strated his career one month ago on

Needs recommendations on the local food because he found

company assignment.

out that Chinese food in China is very different from Chinese

Experienced culture shock because of the formidable

food in the West.

language barrier as well as stark differences in public hygiene

Wants to find an efficient way of leaning Chinese to help him

and traffic safety.

communicate with his Chinese colleagues and get used to

Many aspects of the Chinese culture seem strange for him at best because he doesnâ&#x20AC;&#x2122;t know much about China. Wants to learn more about Chinese manners because he thinks that it can help him get immersed to the local culture.

the life in Beijing as soon as possible. Looking for networking events to attend because he wants to make more friends and increase his level of understanding about Chinese cultures by interacting with people .

PA N A M B R A N D B OO K

OUR AUDIENCE

New Retirees To n y 64, Lawyer, Married, Reno

Works as a legal consultant at a bank, and already applied

Has a huge interest in finding and trying new types of

for retirement.

cuisine because he thinks that different cuisines represent

Likes to fence because he believes that itâ&#x20AC;&#x2122;s the exercise of a

different culinary heritages in the world.

gentleman and the thrill of the competition makes him feel

Wants to travel to Japan with his loved ones because both

alive, invigorated.

of them are obsessed with the food, culture, temples,

Works out every morning to stay fit and look good because

technology, architecture in Japan.

he thinks that regular exercise help him maintain healthy for

Looking for a travel agency that meet his needs because

long time distance.

he has no experience in planning an international tour.

Loves reading and writing because he can experience things that could never happen in real life through reading and writing often involves research, which gives him frequent opportunities to learn something new.

CHAPTER 02 THE SHIFT

Budget Travelers Michael 29, Freelancer, Single, Chicago

Loves long-term traveling and experiencing new things

Decided to stop and work somewhere for a while because

because trying something new opens up the possibility

he thinks it gets him an opportunity to immerse himself to

or him to enjoy something new.

the local culture.

Friendly and adventurous. Likes extreme sports such as

Trying to find deeper meaning in his travel experiences

bungee jumping and Skateboarding, because those sports

because it helps him to uncover deeper aspects of himself,

make him feel victorious in the end.

and it assists him in shedding limiting ideas about himself.

Enjoys meeting foreigners and learning about their cultures

Loves sharing his travel photos on Instagram because it gives

because he believes that seeing the world from a different

him a chance to engage with a community of fellow picture

perspective, and understanding where others come from, is a

takers from all over the world.

fantastic, eye-opening experience. Interested in museums and historical sites because he thinks that history is important for us to understand how human beings have developed.

PA N A M B R A N D B OO K

OUR AUDIENCE

Creative Workers Vincent 32, Graphic Designer, Single, Seattle

Good at public speaking, likes to make friends, has excellent

Always trying to find inspirations from other culture, because

communication and social skills.

he believes that learning about other cultures helps us

Enjoys the diversity in his design studio, he believes that people from diverse cultures contribute language skills, new ways of thinking, new knowledge, and different experiences. Loves being creative, solving problems and facing challenges every day because he thinks that creativity is what makes his

understand different perspectives within the world in which we live. Loves traveling because he thinks that traveling opens up his world and broadens his horizons, it lets him appreciate what he already has.

life fun and is what gets him excited everyday he wakes up in

Saving money and looking for personalized travel planning

the morning.

service for his future trips to Africa.

Likes to travel with a well-prepared plan because it makes him feel safe.

CHAPTER 02 THE SHIFT

International College Freshmen Alma 19, Student, Single Los Angeles

Comes from Kyrgyzstan, a Central Asian country along the

Learned that people are really interested in meeting other

Silk Road.

people from different parts of the world, especially from not

Arrived in the United States very recently for college and majoring in Communication. Has a feeling of disorientation, and finds it’s difficult to adjust to the entirely new culture and life. Wants to maintain contact with local students and open herself to new experiences, but doesn’t know where to start. Found that very few Americans had heard of her country Kyrgyzstan, When she says that she’s from Kyrgyzstan, many people laugh and think she made up such a country, or that the name is misspelled.

well-known countries. Enjoyed teaching people about her region and culture because she thinks that she can be a useful and important bridge to other people who are interested to learn more about my country and my region.

PAN AM THEN

We brought you to your destination.

Pan Am was once the largest international air carrier in the United States, and an industry innovator, having been the first airline to implement the widespread use of computerized reservation systems and jumbo jets. Pan Am provided a high quality experience for their passengers and set high standard for future airlines.

CHAPTER 02 THE SHIFT

PAN AM NOW

We bring you to your passion.

Pan Am is going to evolve from an airline brand, which had a reputation for enjoyable flight services, computerized reservation systems and jumbo jets, into an experience provider. The Pan Am brand is still rooted in innovation, but transcends from the physical to the experiential level. We help passionate people have better experiences to enrich their lives and to live the futures they were once dreaming of. In short, Pan Am will bring human cultural exchange experiences to higher altitudes.

CHAPTER 02 THE SHIFT

PA N A M B R A N D B OO K

BRAND ATTRIBUTES

PAN AM WAS TARGETING INTERNATIONAL AIRLINE SERVICES.

VIRGIN CHINA AIRLINES E VA A I R O L D PA N A M

UNITED JETBLUE SOUTHWEST

D E L TA AMERICAN AIRLINE

CHAPTER 02 THE SHIFT

MORE VA R I E T Y

N E W PA N A M FACEBOOK MOAD

I N S TA G R A M

TUMBLR

ASIAN ART MUSEUM

N AT I O N A L GEOGRAPHIC

REGIONAL

GLOBAL TRIP ADVISOR ALLIANCE ABROAD GROUP

G ADVENTURES

LESS VA R I E T Y

THE NEW PAN AM IS TARGETING GLOBAL MARKET WITH A BROAD SERVICE AND PRODUCT RANGE.

PA N A M B R A N D B OO K

BRAND ATTRIBUTES

PAN AM WAS SOCIAL AND FUNCTIONAL LIMITED.

VIRGIN CHINA AIRLINES E VA A I R

O L D PA N A M UNITED JETBLUE SOUTHWEST D E L TA AMERICAN AIRLINE

CHAPTER 02 THE SHIFT

MORE S OC I A L

FACEBOOK N E W PA N A M I N S TA G R A M

TRIP ADVISOR

TUMBLR

G ADVENTURES

FUNCTIONAL

FUFILLING N AT I O N A L GEOGRAPHIC

ALLIANCE ABROAD GROUP

MOAD ASIAN ART MUSEUM

LESS S OC I A L

THE NEW PAN AM IS TARGETING GLOBAL MARKET WITH A BROAD SERVICE AND PRODUCT RANGE.

03 The Mark Our New Mark Concept Ideation Anatomy Logotype Clear Space Alternate Versions Color Variations Background Variations Incorrect Uses

PA N A M B R A N D B OO K

OUR NEW MARK

H E X AG O N Our new mark based on the hexagon shape which represents balance, unity and communication.

ANGLED BAR The six angled bars stand for our six brand attributes which are innovation, passion, culture, sharing, exploration, and enrichment

ARRANGEMENT The arrangement of six angled bars symbolizes exchanging and sharing experiences through individualsâ&#x20AC;&#x2122; personal and cultural explorations.

CHAPTER 03 THE MARK

PA N A M B R A N D B OO K

CONCEPT IDEATION

L OG O S K E TC H E S Our logo development process start with using two initials ‘p’ and ‘a’ as the basic elements. Since culture exchange is one of our brand attributes, we firstly designed the logo based on the key word ‘ exchange’. We made two letters join together to form an union shape, as the first two lines of logo sketches shown above. Then we started to draw ‘p’ and ‘a’ in two balanced, fun shapes to echo our brand value. as the third and forth lines of logo sketches shown above.

CHAPTER 03 THE MARK

L OG O S K E TC H E S In order to show the most part of our brand image through our logo, we decided to develop a graphic symbol instead of having a logo contains only two initials ‘p’ and ‘a’. In this process, we firstly started with one unified rounded shape which consists several same elements. Then we changed the overall shape from circle to hexagon, since hexagon has six sides an angles which echoes to six part of our brand extensions.

PA N A M B R A N D B OO K

CONCEPT IDEATION

FINAL ROUND OF SYMBOL DEVELOPMENT

D I G I TA L R E F I N E M E N T After moving into digital refinement process, the basic structure of our symbol became more and more clear- a hexagon shape combined by six angled bars. To avoid looking overly bold and dynamic, we rounded some corners of the bars.

CHAPTER 03 THE MARK

PA N A M B R A N D B OO K

ANATOMY

SYMBOL BRAND IDENTITY

L OG O T Y P E

M A I N CO M P O N E N T S Our identity is comprised of two main elements, the symbol and the logotype. When used together the relationship (physical space) between both elements is the key part of our visual identity.

CHAPTER 03 THE MARK

17x x

8x 120째

x x

18x x x

3.5x 3.5x

12x

AN OPEN STRUCTURE The foundation of the signature mark is a hexagon which influenced the structure of the symbol. Angles of 120 degrees construct a dynamic relationship between placement positions. For proportion, the x is always the width of the symbol stroke. The height of the logotype is 3.5x. The height of the symbol is 18x. The gap between the symbol and the logotype is 3.5x.

22x

12x

PA N A M B R A N D B OO K

LOGOTYPE

T Y P E FAC E Montserrat Bold

A DJ U S T M E N T S TO T Y P E FAC E 1. Round the bottom left corner of the letter “P” 2. Round the top left corner of both of the letters “A” 3. Round three corners of the letter “N” 4. Round three corners of the letter “M”

FINAL Our logotype is based on the Montserrat typeface. The rounded corners echo the icon to enhance the harmony and balance.

CHAPTER 03 THE MARK

CLEAR SPACE

VERTICAL

L OG O C L E A R S PAC E Clear space is the area surrounding a logo that is kept free of other graphics, parterre identities and typography. It plays an essential role in ensuring your logo is easy to recognize across all of our communications. To preserve the impact of the Pan Am logo, there should be clear space around the mark. No competing graphic or text should be placed within this area. The minimum space is at least the height of the logotype letter â&#x20AC;&#x153;Pâ&#x20AC;?.

H O R I Z O N TA L

PA N A M B R A N D B OO K

ALTERNATE VERSIONS

VERTICAL

As Pan Amâ&#x20AC;&#x2122;s signature mark, the vertical logo is the preferred version which should be used whenever possible. Itâ&#x20AC;&#x2122;s supplied as artwork and should never be altered, distorted or recreated in any way.

SYMBOL ONLY

The Pan Am logo symbol may be used separately from the brand identity in situations where a cultural, artful, and somewhat abstract reference to Pan Am is desired. Specifically, the logo symbol can be used in the case of event logos, clothing decorations, and branded items intended as giveaways or sale items to promote Pan Am. This is intended for non-publication use.

CHAPTER 03 THE MARK

H O R I Z O N TA L

The horizontal logo should only be used when the space available dictates that the vertical logo usage is not possible. For example, it can be used in long horizontal layouts that donâ&#x20AC;&#x2122;t have much space on the top and bottom.

L OG OT Y P E O N L Y

The logotype may be used in situations where the signature mark is not absolutely necessary and/or cannot be legibly reproduced, such as on promotional items.

PA N A M B R A N D B OO K

COLOR VARIATIONS

1 0%

20 %

The black color logo against white and light-color backgrounds (same value as 40% black or less) is preferred as this provides the highest contrast.

3 0%

40%

5 0%

CHAPTER 03 THE MARK

60 %

70 %

In special uses when the logo appears on dark or black backgrounds (same value as 41% black or more) for example T-shirt, Tote bags, a white version of the logo is preferred.

80%

9 0%

100%

PA N A M B R A N D B OO K

BACKGROUND VARIATIONS

Although itâ&#x20AC;&#x2122;s always preferred to place the logo on a black or white background, there are times when it will need to appear over a colored photograph. In these cases, make sure that the logo elements are visible. The exhibits show which logo to use various colors to enhance visibility.

CHAPTER 03 THE MARK

MAKE SURE THE CONTRAST BETWEEN THE IMAGE AND MARK IS HIGH ENOUGH FOR IT TO BE EASILY IDENTIFIED.

PA N A M B R A N D B OO K

SIZING

â&#x20AC;&#x153;

In order to maintain the integrity of our logo, and to promote the consistency of our brand, itâ&#x20AC;&#x2122;s important to follow this guide.

S I Z I N G S TA N DA R D S We think ahead for the different uses of our logo. So, we have the regulation for logo sizing. In different medias or different size of works, we will need to use different versions of our brand identity in different sizes. The chart on the opposite page shows the standards that needs to be followed to ensure the legibility of our logo.

MINIMUM SIZE We limit minimum size of the logo to ensure that the logo is legible and recognizable. As showing on the opposite page, each version of our brand identity has a minimum width.

CHAPTER 03 THE MARK

SYMBOL ONLY

L OG OT Y P E ONLY

VERTICAL

H O R I Z O N TA L

Width In Inch

1”

0.725”

Above 1”, Use D

Above 0.725”, Below 1”, Using C

Above 0.15”, Below 0.725”, Use B

0.5”

0.15”

Above 0.15”, Below 0.5”, Use A

PA N A M B R A N D B OO K

INCORRECT USES

â&#x20AC;&#x153;

Our logo is a bold, simple, graphic statement. Itâ&#x20AC;&#x2122;s the most visible part of our brand and one of our most valuable assets. We must ensure proper usage.

F O L L OW T H E R U L E S The use of the Pan Am logo mark should always be correct to maintain a consistent visual presentation. Therefore, the way it is displayed needs careful attention. Refraining from the incorrect applications on the opposite page.

CHAPTER 03 THE MARK

PAN AM

A. Split the color

F. Add drop shadow

B. Scale without the same ratio

G. Feather or gradient

C. Elongate or Shorten

H. Add an outline

D. Apply an unproved color

I. Use as a motif or graphic element

E. Mirror or Reflect

J. Use another font to create the logo

04 The Style Color Palette Primary Typeface Secondary Typeface Graphic Elements Photography Style Stationary System

COLOR PALETTE

P R I M A R Y CO L O R S The combination of the three primary colors which are Pan Am Blue, Pan Am Red and Pan Am Green is the foundation of all Pan Am graphic designs. The palette was inspired by the Pan Am spirit.

I N S P I R AT I O N P U R P L E CMYK 045 080 045 025 RGB 015 060 085

S E CO N DA R Y CO L O R S The secondary color palette shows three supporting colors (Inspiration Purple, Action Red and Harmony Green) that create a strong sense of continuity in all our communications, but also differentiation across our capabilities and services so that we can speak to our many different audiences.

PA N A M B L U E CMYK 065 000 005 0 RGB 045 195 230 HEX #2CC3E8 PANTONE 350M/ 2915C/ 192U

HEX #7a3c56 PANTONE 854M/ 5195C/ 5115U

PA N A M R E D CMYK 000 095 065 0 RGB 240 050 080 HEX # EE2F4E PANTONE 205M/198C/192U

HARMONY GREEN CMYK 073 0 09 0 RGB 065 180 80 HEX #43b44f PANTONE 868M/ 361C/ 368U

AC T I O N R E D CMYK 020 090 090 010 RGB 190 055 050 HEX #be3833 PANTONE 845M/ 7621C/ 1807U

PA N A M G R E E N CMYK 026 000 100 0 RGB 200 218 430 HEX C8DA2B PANTONE 380M/373C/7456U

PA N A M B R A N D B OO K

PRIMARY TYPEFACE

Aa M O N T S E R R AT Montserrat was Inspired by posters and signs in the Montserrat neighborhood of Buenos Aires. Designerâ&#x20AC;&#x2122;s goal is to design a typeface that rescues the beauty of urban typography from the first half of the twentieth century.

CHAPTER 04 THE STYLE

Montserrat Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$%^(#!?)

Montserrat Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$%^(#!?)

Montserrat Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$%^(#!?)

PA N A M B R A N D B OO K

SECONDARY TYPEFACE

Aa CHOPLIN Choplin is a modern and clear geometric slab serif with a sturdy heart. It was designed based on the Campton Family, with the same principles in mind: geometry, simplicity and neutrality. As a consequence, Choplin could be seen as an immediate companion to the Campton Family.

CHAPTER 04 THE STYLE

Choplin Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 23 456789 0 $ % ^ ( # ! ? )

Choplin Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ ab c de f ghijklmnop qr stuv w x yz 1 23 4 5 67 89 0 $ % ^ ( # ! ? )

Choplin Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ ab c de f ghijklmnop qr stuv w x yz 1 23 4 5 67 89 0 $ % ^ ( # ! ? )

PA N A M B R A N D B OO K

GRAPHIC ELEMENTS

A-1

Graphic elements that we use in our design come from the symbol of our brand identity. Firstly, we divide the black symbol into six parts, as shown above on the left, and take Part A and Part B as two basic shapes. Then we color both parts with our primary colors without changing its form in order to maintain and continue our spirit. A-1 and B-1 are the final versions of Pan Amâ&#x20AC;&#x2122;s graphic elements.

B-1

CHAPTER 04 THE STYLE

A-1

B-1

USE ANY OF THE GRAPHIC ELEMENTS IN THE FRAME ON THE OPPOSITE PAGE TO REPRESENT THE PERSONALITY OF PAN AM IN THE DESIGN.

PA N A M B R A N D B OO K

GRAPHIC ELEMENTS

EXAMPLES OF PROPER USAGE Our graphic element is mostly used in our identity system and also to make the layout look more dynamic to suit our personality. Our graphic elements can also be used in any of our primary and secondary colors, Follow the examples shown above to use our graphic elements properly.

CHAPTER 04 THE STYLE

0. 5 p t Sto ke Jap anes e D o ts Line 0. 5 p t Sto ke So l id Line 1 p t Sto ke Jap anes e D o ts Line 1 p t Sto ke So l id Line

DOTS AND SOLID LINES Japanese dots lines and solid lines in any of our primary and secondary colors can only be created with 1pt or 2pt stroke.

PA N A M B R A N D B OO K

PHOTOGRAPHY STYLE

Always refer to our tone of voice when selecting photographs. Passionate, enriching, and culturalâ&#x20AC;&#x201D;our photographs should reflect these attributes with the use of bright, colorful and high contrast images.

CHAPTER 04 THE STYLE

STATIONARY SYSTEM

PA N A M B R A N D B OO K

CHAPTER 04 THE STYLE

05 The Future Renovation Travel Language Adventure Culture History Food

PA N A M B R A N D B OO K

RENOVATION

Huma nkind

BODY

MIND

SPIRIT

F OO D

T R AV E L

H I S TO R Y

Pa n Am

CULTURE

L A N G UAG E

A DV E N T U R E

The old Pan Am was mainly focusing on airline industry, our new Pan Am will bring together culture, travel, language, adventure, culture, history and food to expand horizons and enrich peoples life.

CHAPTER 05 THE FUTURE

T R AV E L

L A N G UAG E

Crossing Borders

Tandem Exchange

S / EXP / EDU

Local Tour Guide

S / EXP

Global Study Tour

S / EXP / EDU

Local Homestay

S / EXP

24/7 Translation

Borderless Network

S / EXP

ifluent

P / S / EDU

Pantalki

EDU / EXP

Pack It

CULTURE

A DV E N T U R E

Bold Ventures

S / ENV

Exploration Center Touring Exhibits

S / ENV / EXP ENV / EVE

The Great Outdoors

EVE

Adventure Network

S / EXP

Material World

Be Bold

P / EXP

Cultural Events

EVE

Venture Gears

H I S TO R Y

Hands on History Jua Trippe Cultural Museum Pocket Museum

Library of the Past

PROCUCT

SERVICE

ENV

ENVIRONMENT

EXP

EXPERIENCE

EDU

EDUCATION

EVE

EVENT

S / EDU

F OO D

S / EXP ENV / EDU P / EDU ENV / EXP / EDU

iWonder

Minding Manners

ENV / EDU

Exotic Eats U Recipes Flavor Digger Eat with Locals Food Finder

EXP / EDU P / EXP P/S S / ENV / EXP ENV / EXP

PA N A M B R A N D B OO K

RENOVATION

T R AV E L

L A N G UAG E

ADVENTURE

Crossing Borders

Tandem Exchange

Bold Ventures

A travel agency that provides

A language exchange program

An outdoor adventure club that

world class, consistent, and

for you to learn new language

guide you to experience the local

professional customized travel

with a partner.

outdoors during the weekends

management services.

and meet other adventurers.

Local Tour Guide

Global Study Tour

The Great Outdoors

A local tour guide service that

A language study tour for you

A series of shows and events

helps you fully and truly discover

to learn new language along

which is a gateway to exciting

the local culture.

the journey.

new outdoor pursuits.

Local Homestay

24/7 Translation

Adventure Network

A local homestay service that

A translation service for

An online network for adventurers

provides experience of living in

hundreds of languages on

to share their outdoor survival tips

a local house.

a 24/7 basis.

and adventuring stories.

Borderless Network

ifluent

Be Bold

A travel online network which

A language learning app

An online magazine with reviews,

connects travellers from all

teach you foreign language

information and suggestions about

over the world for them to

with things you like.

outdoor adventure.

Pack It

Pantalki

Venture Gear

A customized travel kit that

A website that provides you

Series of outdoor survival and

provides support products to

resources to learn and practice

adventure gears that will make

enhance travel experience.

foreign languages.

sure youâ&#x20AC;&#x2122;re ready for any kinds

share their experiences.

of adventure.

CHAPTER 05 THE FUTURE

CULTURE

H I S TO R Y

F OO D

Pan Am Exploration Center

Hands on History

Exotic Eats

A cultural exploring center for

A history education service that

A series of cooking class that

you to gain real experiences about

guides you discover how history

provides you authentic foreign dish

different cultures.

has shaped where you live.

cooking experience.

Touring Exhibits

Jua Trippe Cultural Museum

U Recipes

A series of touring exhibitions

Provide unique world wide

An online recipe book that

that exhibits culture and arts from

cultural experience through

provides easy-to-follow guidance

all over the world.

every visit.

on cooking.

Material World

Pocket Museum

Flavor Digger

International retailers carry

A mobile app which will take

A local flavor app which guides

apparel, gifts, and many other

you down an unique augmented

you to fully discover local food.

cultural unique products.

reality time-warp.

Cultural Events

iWonder

Eat with Locals

Inspires you with unforgettable

A website that teach you all the

Provides you opportunities to have

experiences of unique cultural

questions that you wonder about

dinner with locals.

events and activities.

the history of different countries.

Minding Manners

Library of the Past

Food Finder

An educational program which

Learn history online with this

An online platform that helps you

will help you become more poised

library of videos on history

find your travel destinations by the

and polished.

including family history and

food that you like.

world history.

Travel Local Tour Guide Crossing Borders

PA N A M B R A N D B OO K

LOCAL TRAVEL GUIDE

Experience it through the eyes of a local.

Take a private tour with our carefully selected reliable

week-long round-trips. We have local guides who specialize in

local guide!

tailoring tours, creating the perfect custom holiday for anyone

Ditch the guidebook and discover hidden treasures, secret

from surfers to architecture lovers and foodies.

local spots and stunning locations by letting a local lead you

The joy of Pan Am local travel guide service is that you get to

on a tour. For experiences and adventures that memories are

choose your guide and interact with them directly.

made of, a local guide whoâ&#x20AC;&#x2122;s brimming with knowledge and passion about his or her community is the only way to go. Pan Am puts you directly in touch with brilliant local guides offering a variety of private tours from city-walking tours to

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OUR REVOLUTION

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CROSSING BORDERS

Crossing Borders Travel Agency provides insider access, learn

As the one of the best agents, we know our beats. Whether

and understand your desires and personality.

itâ&#x20AC;&#x2122;s South America or culinary travel, weâ&#x20AC;&#x2122;re already out there,

We always try to stay competitive by offering what no online service can replicate: personalization. We not only offer options (coveted dinner reservations; last-minute romantic surprises) but also handle potential mishaps (a missed flight; a dank hotel room; a hurricane; a medical emergency).

scouting that emerging destination, testing the beds in a new hotel, or vetting a local outfitter for you.

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WE ARE THERE FOR YOU 24/7, BEFORE, DURING AND AFTER YOUR TRIP.

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OUR REVOLUTION PA N A M

WALKING TEN THOUSAND MILES OF THE WORLD IS BETTER THAN READING TEN THOUSAND SCROLLS. —Chinese Proverb

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Language Tandem Exchange

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TANDEM EXCHANGE

Join us to learn new language with our selected Tandem

taking turns correcting each other’s grammar, vocabulary, and

Exchange partner for you or practice your second language

pronunciation. The focus is often on conversation, but with

with a native speaker who is learning your language.

the right tandem partner you can work on anything you want.

A tandem partnership is two people who meet for mutual language practice. For example, a French person learning German could form a partnership with a German learning French. They might meet at a coffee shop once a week and spend half the time conversing in French and half in German,

And you don’t have to meet in person. You can also work with tandem partners by phone, Skype, email, or chat. And while it’s usually an ongoing relationship, it can also be a short term arrangement to prepare for an exam or foreign work transfer.

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Adventure Bold Ventures Venture Gears

IT IS ONLY IN ADVENTURE THAT SOME PEOPLE SUCCEED IN FINDING THEMSELVES. —Andre Gide

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BOLD VENTURES

We help you to go beyond. Our outdoor adventure club Bold Ventures run by Pan Amâ&#x20AC;&#x2122;s professional guides, where you can choose from a variety of fun things to do every weekend or holiday. Our professional guides organize and leading great adventures all over the world. With us, you can experience the great outdoors and meet other adventurers in a fun club environment. We organize dozens of different outdoor adventure events. One week you may be rock climbing, the next you could be skiing or skydiving. We have trips for all skill levels, from introductory trips for first-timers, to challenging trips if youâ&#x20AC;&#x2122;re more experienced We make it easy for you to try:

Rock climbing Kayaking Hiking Mt biking Water ski Snowboarding

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VENTURE GEARS

We gear you up for the thrill.

From headlamps and harnesses, to free ride ski boots and trekking poles, Venture Gears designs and manufactures an exceptionally wide range of high quality products for various outdoor adventures such as climbing, skiing and hiking. This diverse collection of products is united by excellence in quality, true innovation, and inspired details and features.

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OUR SNOWBOARDS HELP YOU BREAK OUT OF YOUR EVERYDAY LIFE AND EXPERIENCE SNOWBOARDING FOR WHAT IT IS—GOOD TIMES.

Culture Cultural Exploration Center Minding Manners Material World Cultural Events

CULTURE, THE ACQUAINTING OURSELVES WITH THE BEST THAT HAS BEEN KNOWN AND SAID IN THE WORLD, AND THUS WITH THE HISTORY OF THE HUMAN SPIRIT. —Matthew Arnold

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CULTURAL EXPLORATION CENTER

We know sometimes you want to try everything new in your life. In our Cultural Exploring Center you can gain real experience doing things related to the culture that you are interested in. The center is a gathering place for creative and imaginative people who are passionate about discovering the diversity of culture.

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MINDING MANNERS

How polished are your manners? “Good manners” are always

Today’s business world requires a better understanding of the

culturally bound...as what is deemed right in one country may

multitude of acceptable ways of doing business. Successful

be very wrong in another.

business persons will replace ‘right and wrong’ with ‘different’

Minding Manners is an educational program which will bring you first-hand etiquette training and expertise to help you become more poised and polished here, and around the world. Say goodbye to the world that had borders, a world that had obstacles leading to misunderstandings.

by understanding the impact of culture as a powerful factor in shaping how people think, communicate and behave.

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Our International Business Etiquette Courses are designed

EUROPEAN

to enhance your understanding of the values and beliefs

AMERICAN

that shape social and business etiquette norms in various

MIDDLE EASTERN

regions and cultures. Upon completion, you will be prepared to welcome a world without borders by taking the time to learn about other cultures and relationships. Choose one of the six regions listed on the right and start your exploration with us.

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MATERIAL WORLD

Take the culture home.

Our Material World shop carry apparel, gifts, and many other unique and high quality products which are national, linguistic, and cultural unique from all over the world. We offer you the most authentic and charming cultural souvenirs that represent unique cultures. Our products designed and handmade by master artisans and traditional craftsmen. Each inspired piece is carefully chosen for both the quality of its workmanship and for the materials used. We extends your discovery of the world and provide you an opportunity to experience the foreign culture without going abroad. Come and take the culture home.

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CULTURAL EVENTS

Inspire and get inspired.

Every country has their unique festivals, we will host different various kinds of international cultural events, such as an international food and music festival, Chinese New Year and Brazilian Carnival. We have the best event planning team which give customers unforgettable parties and create unique moments that inspire people. Our authentic events will provide you opportunities to experience foreign culture and make new international friends without going abroad.

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History Pocket Museum iWonder

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POCKET MUSEUM

Take a handhold trip into the past. The history of one area is tightly bounded with local culture. Cultures and histories of areas with rich tourism potential, or areas with diminished tourism sectors throughout the world are at risk of being lost. Our goal is to promote historical learning in an interactive and fun way . Forget hefty textbooks, here’s a virtual history lesson that fits in the palm of your hand. We will take you down an augmented reality time warp. Pocket Museum is an app that lets you see what a place looked like in the past and digitally streamlines the preservation of culture & history. With our videos and audio explanation, you will feel like you are having a realistic history learning tour that guided by your friend. You can even share your experience and make new friends when you click ‘share my tour’ or ‘search for friend nearby’ to join you.

HOW DOES THIS APP WORK? Simply ‘pan’ your smart device to either access a virtual tour or see what a place near you looked like in the past via historic pictures, videos and audio. Swipe across to see the difference between historic photos from the same vantage point layered over time. Share your experience with your friends and Invite them to join you for a fun historic exploration.

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HISTORIC PHOTOS OF THE SAME PLACES

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IWONDER

We bring history to life.

History helps us understand the society. Going along with understanding society, studying history allows us a look into what causes change. The events leading up to both World Wars help us understand how a small event can set off a large series of changes. History gives us the opportunity to see how daily life has changed over the years, and what goes into the fostering that change. Hearing the stories of those before us can inspire us to take action in our own lives. iWonder is a website that teach you all the questions that you wonder about the history of different countries. Our goal is to provide a fun and interactive way to learn history for everyone of us. From students to teacher, form children to parents. Take an online tour with us to explore world history, trace your family history and find out about history programs and features across the Pan Am History. Besides, we bring history to life online with games, movies, picture galleries, virtual 3D tours and program clips including interactive battle maps and timelines on the history of humankind.

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Food Extotic Eats Eat with Locals

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EXTOTIC EATS

Take an immersive culinary adventure. Ever wanted to learn to cook authentic Korean, Lebanese, Greek, Bangladeshi, Indian or Argentine food? We have everything that meets your needs. Exotic Eats is an immersive culinary adventure where you go into the homes of immigrants, who are amazing home cooks and professional chefs. We provide you a top quality, authentic, intimate cooking experience, with lots of laughter and friendship and memories to last a lifetime. You will enjoy an incredible cultural and culinary experience and gain your foreign cuisine cooking skills at the same time. Our cooking classes will offer you an opportunity to prepare and sample different dishes from around the world including those here in America. It will involve hands-on participation from preparing, cooking, serving, clean-up, and sharing the meal. We bring a study abroad approach to cooking classes, but instead of having to go to another country, you will travel to the local kitchens of your instructors where you learn not just regional recipes but also about the culture and history of the cuisine.

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EAT WITH LOCALS

Have a real taste of local culture. There is no better way to discover a place and its people than via food. Itâ&#x20AC;&#x2122;s as much a social experiment as a culinary one, and it seems to be catching on. Besides enjoying authentic food, an invitation into the home of a local can lead to insider travel tips, additional connections around the country, and friendship. Meeting not only the hosts but also the other visitors hooks you up with like-minded people who share a love of food and traveling. Eat with Locals 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 an unique chance to experience the local culture and to get to know the people by sharing a meal in a family home.

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JOIN US FOR A RICHER LIFE.