GRAPHIC S TA N D A R D S MANUAL
A LETTER FROM THE CHIEF EXCUTIVE OFFICER I was recently named the president and CEO of Pan American World Airways and would like to take a few moments of your time to introduce myself to you, our valued customer. I am excited about the incredible opportunity that the Pan Am team has to improve the travel experience essential to the vitality of global business and to the personal lives of millions of people. I want us to be your first choice for every trip you take, and we will put in the work needed to get there. This goal can be achieved by delivering on one thing that I believe are critical to any successful business. We must focus on our customers. Getting you to your destination, on schedule, can make or break your ability to succeed in a work endeavor or to hug a family member at an important moment. If our performance has not met your expectations, I want you to know I’m committed to learning how to better meet your needs and desires. Above all, our passion for the safety of our customers and our people will be at the core of everything we do. My co-workers and I will work each and every day to earn your loyalty by holding true to these principles. We can do better, and will keep listening to our customers to become the top-performing airline. Sincerely,
Takeshi Negishi
Chief Excutive Officer
PAN AMERICAN WORLD AIRWAYS
GRAPHIC STANDARDS MANUAL
TABLE OF CONTENT
1.0 INTRODUCTION
2.0 CONSTRUCTIONS
1.1
PREVIOUS EDITIONS
2.1
PROPER VARIATIONS
1.2
CURRENT POSITIONING
2.2
LOGO SPECIFICATIONS
1.3
COMPANY COMPETITORS
2.3
CLEAR SPACE
1.4
OUR NEW IDENTITY
2.4
COLOR PALETTE
2.5
COLOR USAGES
2.6
IMPROPER USAGES
3.0 STATIONERIES
4.0 APPLICATIONS
3.1
PRIMARY TYPOGRAPHY
4.1
OUR AIRCRAFT
3.2
SECONDARY TYPOGRAPHY
4.2
CREW UNIFORMS
3.3
BUSINESS CARD
4.3
SHIRT AND TIE
3.4
LETTERHEAD
4.4
FLIGHT INTERIORS
3.5
STATIONERY SET
4.5
DISPOSABLE CUP
4.6
DRINGKING WATER
4.7
INFLIGHT MAGAZINE
4.8
BUS STOP BANNER
1.0
INTRODUCTION
1.1
PREVIOUS EDITIONS
1.2
CURRENT POSITIONING
1.3
COMPANY COMPETITORS
1.4
OUR NEW IDENTITY
PAN AMERICAN WORLD AIRWAYS
GRAPHIC STANDARDS MANUAL
1.1
PREVIOUS EDITIONS Pan American World Airways first logo was an arrow piercing a bracketed shield with the letters ‘PAA’ enclosed. From the top of the shield, lines flowed towards the tail giving the impression of an arrow in express flight. In the year of 1944, several changes were made by placing the letters “PAA” on the wing, incorporating grid lines,
1927
1944
1928
1973
SECTION 1.0 INTRODUCTION
1.2
CURRENT POSITONING Our goal is to make every flight To be a positive experience for our customers. Through our Diversity and Inclusion strategy, we find innovative and effective solutions to engage customers from diverse backgrounds and cultures in taking our easy and flyer-friendly service around the globe.
PAN AMERICAN WORLD AIRWAYS
GRAPHIC STANDARDS MANUAL
1.3
COMPANY COMPETITORS There are other competitors who are also in the airline business, but Pan American World Airways stands out amongst the rest of the competitors. The company are striving to give people unique travel experiences are easy, speedy, and comfortable through the existing technologies.
SECTION 1.0 INTRODUCTION
1.4
OUR NEW IDENTITY The new look of Pan Am is one that is fresh and modern, and one that really incoporates our core ideas into one singular mark. It tells our audience that the travel can be that easy and comfortable. As we aim to enhance experiences of air travel, we hope that our new logo and identity also enhance the way that people perceive our company.
Workmark
Symbol
2.0
CONSTRUCTIONS 2.1
PROPER VARIATIONS
2.2
LOGO SPECIFICATIONS
2.3
CLEAR SPACE
2.4
COLOR PALETTE
2.5
COLOR USAGES
2.6
IMPROPER USAGES
PAN AMERICAN WORLD AIRWAYS
GRAPHIC STANDARDS MANUAL
2.1
PROPER VARIATIONS Our logo is a very valuable asset. We must treat it nicely. Never abuse our logo, it doesn’t have arms so it can’t fight back, however our lawyers are another story. All these logos can be used for screen and print purpose.
Center Lock-up
Horizontal Lock-up
Wordmark Alone
SECTION 2.0 CONSTRUCTIONS
2.2
LOGO SPECIFICATIONS We have created the schematic below so that people can see exactly how our icon is drawn. Should there ever be a time we need to have our logo created from scratch, one can use this diagram to perfectly replicate it. The new logo conveys the sense of ease and simplicity by simplify the original Pan Am logo to look more modern.
26X 1X 1X
1X
26X
1X
22X 1X 1X 3.5X 60°
.5X
PAN AMERICAN WORLD AIRWAYS
GRAPHIC STANDARDS MANUAL
2.3
CLEAR SPACE (CENTER) It is necessary to designate clear space for all versions of our logo to ensure that there is a sufficient amount of space around the logo for it to be clearly seen, without interruption. Proper placement and use of clear space protect the integrity of our logo.
X
X
X
X
SECTION 2.0 CONSTRUCTIONS
2.4
CLEAR SPACE (HORIZONTAL) The exclusion zone ensures the legbility and impact of the logo by isolating it from competing for visual elements such as text and supporting graphics. This zone should be considered as the absolute minimum safe distance, in most cases, the logo should be give even more room to breathe.
X
X
X
X
X
X
X
X
PAN AMERICAN WORLD AIRWAYS
GRAPHIC STANDARDS MANUAL
2.5
COLOR PALETTE These are the approved system colors for our brand. For most scenarios, the primary colors will be utilized as much as possible, and they will always be used for the logo. If more variety in color in necessary, secondary colors are also acceptable, as well as shades or tints pf any or the colors within this system.
Primary Color Usages
PANTONE 280 C C 100 M 99 Y 25 K 11 R 38 G 41 B 112
Secondary Color Usages
PANTONE BLACK
PANTONE 174-1 C
PANTONE WHITE
C 100 M 100 Y 100 K 100
C 20 M 12 Y 11 K 00
C 00 M 00 Y 00 K 00
R 00
R 201 G 209 B 214
R 255 G 255 B 255
G 00
B 00
SECTION 2.0 CONSTRUCTIONS
2.6
COLOR USAGES To be used effectively, the Pan American World Airways should be used only in the below in all different variations for all applications of the system. These variations will set it off distinctly from all surrounding elements, including copy, illustrative material, photography, and other graphic elements.
The Primary Blue
The Blue With Grey
Color Usage
Color Background
The Black and White
The Blue With Grey
The Reverse Black
Color Usage
Color Background
And White Color Usage
PAN AMERICAN WORLD AIRWAYS
GRAPHIC STANDARDS MANUAL
2.7
IMPROPER USAGES We must treat our identity nicely. Never abuse our logo, it doesn’t have arms so it can’t fight back, however our lawyers are another story. Below are unacceptable ways to use our Logo. Many of these examples place the logo in a situation which does not maximize legibility.
Do Not Reverse Colors
Do Not shift The baseline
Do Not Outline Logo Strokes
Do Not Drop Shadows
Do Not Lock up Vertically
Do Not Scale the Wordmark
Do Not Use Symbol Only
Do Not Outline The Logo
Do Not Change Logo Colors
SECTION 2.0 CONSTRUCTIONS
Do Not Stretch The Logo
Do Not Bevel Or Emboss
Do Not Skew the Logo
Do Not Use Gradients
Do Not Use Dark Background
Do Not Feather the Logo
Do Not Rotate The Logo
Do Not Disassemble The Logo
Do Not Use Bounding Box
3.0
STATIONERIES
3.1
PRIMARY TYPOGRAPHY
3.2
SECONDARY TYPOGRAPHY
3.3
BUSSINESS CARD
3.4
LETTERHEAD
3.5
STATIONERY SETS
PAN AMERICAN WORLD AIRWAYS
GRAPHIC STANDARDS MANUAL
3.1
PRIMARY TYPOGRAPHY Sk-Modernist is a minimalist and clean typeface which intends to eschews complicated forms. The aim of the typeface was to create an amalgamation of a modern Grotesk, like Helvetica, with a simpler geometric style, like Avant Garde. The DIN font was released in 1936 and became a standard for traffic signs.
Gg
Sk-Mondernist
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*/?[(;”)]
Aa
DIN Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ a bcdef g hi j k l m no pqrst uv w x y z 1234567890!@#$%^&*/?[(;”)]
SECTION 3.0 STATIONERIES
3.2
SECONDARY TYPOGRAPHY Avenir Typeface was originally released in 1988 with three weights, each with a roman and oblique version, all using Frutiger’s two-digit weight and width convention for names. The typeface family was later expanded to six weights, each with a roman and oblique version.
Rr Ee
Avenir Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*/?[(;”)]
Avenir Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*/?[(;”)]
PAN AMERICAN WORLD AIRWAYS
GRAPHIC STANDARDS MANUAL
3.3
BUSINESS CARD The business card has been designed to convey a clean and professional look. This design can be adapted for use with personal information. The overall size of the business card is 3.25 inches wide x 2 inches high. The front panel of the business card consists of the brand identity.
The Front
3.25”
0.46”
Takeshi Negishi Chief Excutive Officer
panam@gmail.com
Pan American World Airways 5000 Northwest 36th Street Miami FL, 33166
1.00”
T: 305 874 6000 W: panam.com
0.25”
2.00”
SECTION 3.0 STATIONERIES
3.4
LETTERHEAD The Letterhead has been designed to convey a clean and professional look. This design can be adapted for use with personal information. The overall size of the business card is 8.5 inches wide x 11 inches high.
0.50”
0.36”
1.71”
0.39”
Pan American World Airways
5000 Northwest 36th Street Miami FL, 33166, United States
Tel: 305 874 6000 Int:+1 305-874-6000 Web: panam.com
August 21, 2018
Mr. Albert Mason 29 Bains Street Los Angeles, CA 91342
Dear Mr. Mason, I was recently named the president and CEO of Pan American World Airways and would like to take a few moments of your time to introduce myself to you, our valued customer. I am excit ed about the incredible opportunity that the Pan Am team has to improve the travel experience essential to the vitality of global business and to the personal lives of millions of people. I want us to be your first choice for every trip you take, and we will put in the work needed to get there. This goal can be achieved by delivering on one thing that I believe are critical to any successful business. We must focus on our customers. Getting you to your destination, on schedule, can make or break your ability to succeed in a work endeavor or to hug a family member at an important moment. If our performance has not met your expectations, I want you to know I’m committed to learning how to better meet your needs and desires. Above all, our passion for the safety of our customers and our people will be at the core of everything we do. My co-workers and I will work each and every day to earn your loyalty by holding true to these principles. We can do better, and will keep listening to our customers to become the top-performing airline. Sincerely,
PAN AMERICAN WORLD AIRWAYS
GRAPHIC STANDARDS MANUAL
3.5
STATIONERY SETS It is what separates the more detail orientated business from the ones who overlook the minor aspects of successful marketing. As a leader in the fields, Pan American World Airways definitely want to customize our stationery system, which represents who we are and what we do.
Pan American World Airways
5000 Northwest 36th Street Miami FL, 33166, United States
Tel: 305 874 6000 Int:+1 305-874-6000 Web: panam.com
August 21, 2018
Mr. Albert Mason 29 Bains Street Los Angeles, CA 91342
Dear Mr. Mason, I was recently named the president and CEO of Pan American World Airways and would like to take a few moments of your time to introduce myself to you, our valued customer. I am excit ed about the incredible opportunity that the Pan Am team has to improve the travel experience essential to the vitality of global business and to the personal lives of millions of people. I want us to be your first choice for every trip you take, and we will put in the work needed to get there. This goal can be achieved by delivering on one thing that I believe are critical to any successful business. We must focus on our customers. Getting you to your destination, on schedule, can make or break your ability to succeed in a work endeavor or to hug a family member at an important moment. If our performance has not met your expectations, I want you to know I’m committed to learning how to better meet your needs and desires. Above all, our passion for the safety of our customers and our people will be at the core of everything we do. My co-workers and I will work each and every day to earn your loyalty by holding true to these principles. We can do better, and will keep listening to our customers to become the top-performing airline. Sincerely,
Takeshi Negishi Chief Excutive Officer
Takeshi Negishi Chief Excutive Officer
panam@gmail.com
Pan American World Airways 5000 Northwest 36th Street Miami FL, 33166 T: 305 874 6000 W: panam.com
SECTION 3.0 STATIONERIES
Pan American World Airways
5000 Northwest 36th Street Miami FL, 33166, United States
Albert Mason 29 Bains Street Los Angeles, CA 91342
1.2
1.2
4.0
APPLICATIONS
4.1
OUR AIRCRAFT
4.2
CREW UNIFORMS
4.3
SHIRT AND TIE
4.4
FLIGHT INTERIORS
4.5
HEADPHONE
4.6
WATER BOTTLE
4.7
BILLBOARD
4.8
BUS STOP BANNER
PAN AMERICAN WORLD AIRWAYS
GRAPHIC STANDARDS MANUAL
4.1
OUR AIRCRAFT This is an example of the Pan American Airways aircraft. The Pan Am airplane represents the brand loud and clear, and stands out from other airplanes. It consists of the brand identifier’s colors; blue. Pan Am wordmark is displayed in large type on the side of aircraft. The symbole is on the tail of the airplane.
SECTION 4.0 APPLICATIONS
PAN AMERICAN WORLD AIRWAYS
GRAPHIC STANDARDS MANUAL
4.2
CREW UNIFORMS This is an example of the Pan American Airways uniform. The principles should be applied across implementations.
SECTION 4.0 APPLICATIONS
4.3
SHIRT AND TIE Crew and flight attendant uniforms are designed to be clean, simple and recognizable to customers. It should follow the brand’s color palette.
PAN AMERICAN WORLD AIRWAYS
GRAPHIC STANDARDS MANUAL
4.4
FLIGHT INTERIORS This is an example of the Pan American Airways flight Interior. The internal windows have been designed to appear larger, creating a greater feeling of space. While the lack of legs between the seats make it easier for passengers to stow smaller personal bags under the seat in front of them.
SECTION 4.0 APPLICATIONS
PAN AMERICAN WORLD AIRWAYS
GRAPHIC STANDARDS MANUAL
4.5
HEADPHONE This is the example of the Pan American Airways inflight headphonee. They are specially made for noise cancellation function, so that you can enjoy more of your personal space while we are flying.
SECTION 4.0 APPLICATIONS
4.6
WATER BOTTLE The purified water bottles are made by Pan American Airways. Every drop in every bottle of our purified water goes through a rigorous quality process. That’s how we can make sure it meets our high safety standards, and tastes great too.
PAN AMERICAN WORLD AIRWAYS
GRAPHIC STANDARDS MANUAL
4.7
INFLIGHT MAGAZINE
SECTION 4.0 APPLICATIONS
4.8
BUS STOP BANNER
PAN AMERICAN WORLD AIRWAYS
5000 Northwest 36th Street Miami FL, 33166 United States panam.com