The New Journy New Looking
The New Journy New Looking
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VISUAL STANDARDS Identity Description / 08 New Logo / 10 Anatomy of the Logo / 14 The Logo with Grid / 15 The Logo Version by Different Sizes / 16 Alternative Versions of the Logo / 18 Logo Don'ts / 20 Typographic Standards / 22 Color / 24
02
BRAND PROJECTION New Fundamental / 28 Fundamental Describing / 30
INTRODUCTION In this book, it focuses on showing the visual guide to audiences, and guide them how to use the visual system. There are two chapters, they are Visual Standards and Brand Projection.
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01 VISUAL STANDARDS This chapter is to show the guidelines when we use the logo and helps people understand how to use the visual system.
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Visual Standards Chapter 01
IDENTITY DESCRIPTION In 1955, New York architect Edward Larrabee Barnes was hired as Pan Am’s consultant designer. He and his associate Charles Forberg, in preparation for the introduction of America’s first commercial jets, the Boeing 707 and Douglas DC 8, revamped the image of the company. The traditional half-wing symbol replaced with a clear blue globe overlaid with curved parabolic lines to give an impression of an airline without geographic demarcations. Royal blue became the official color. On all aircraft, a Royal blue line ran along the fuselage below the windows. On November 1, 1972, the corporate name was changed for the final time to “Pan Am,” the company’s famous nickname.
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NEW LOGO This logo made by the three arrows that are goes two opposite ways; they also combine the five letters together, and audiences can see three roads from this logo, it means people can discover the new culture from multiple ways.
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Visual Standards
Chapter 01
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ANATOMY OF THE LOGO This logo has two main parts, one is the brand mark, it shows the symbol of our brand, and another part is the word mark, that shows the brand's name to the audience.
Brand Mark
Logo Type
Word Mark
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Visual Standards Chapter 01
THE LOGO WITH GRID In this graphic, it helps people how to make this logo by the lines and circles. It also can help designers understand the structure.
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THE LOGO VERSION BY DIFFERENT SIZES This part is showing how to present this logo in different sizes, and customers can also see the effects of various sizes.
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Visual Standards
Chapter 01
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ALTERNATIVE VERSIONS OF THE LOGO This part shows the two alternative versions that are one color (B&W) and full color. To using this color because the new Panam can be giving people the passion of exploring the culture.
Black
White
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Visual Standards
Chapter 01
Full Color
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LOGO DON'TS This part helps the clients which composition is not working, and we need to avoid using these wrong ways when designers need to use them.
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Visual Standards
Chapter 01
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TYPOGRAPHIC STANDARDS This part shows the two fonts and the details for the different sizes, although we can see how they work in various weight.
Akzidenz Grotesk Akzidenz Grotesk Akzidenz Grotesk Akzidenz Grotesk Akzidenz Grotesk Akzidenz Grotesk Akzidenz Grotesk Akzidenz-Grotesk
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Akzidenz Grotesk Akzidenz-Grotesk
Visual Standards Chapter 01
Tiempos Text Tiempos Text Tiempos Text Tiempos Text Tiempos Text
Tiempos Text
Tiempos Text
Tiempos Text Tiempos Text Tiempos Text
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COLORS This information shows how the different color works together.
C: 10
R: 223
M: 80
G: 84
Y: 90
B: 39
#de5427
K: 0
C: 0
R: 0
M: 0
G: 0
Y: 0
B: 0
K: 100
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#000000
Visual Standards
Chapter 01
80%
60%
40%
80%
60%
40%
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02
BRAND PROJECTION In this final phase, I bring the brand to life on the web by competing for the narrative which will help to instill "loyalty beyond reason" in the hearts and minds of the audience.
THE NEW FUNDAMENTAL The new culture is same as the new color for people because they are all easy to catch people’s attention. Panam focuses on the culture exchange, and support links people with the new culture is Panam’s mental goal. Therefore, Panam needs a physical business system to sustain and realize the goal, and the system has built by “Explore” and “Exchange.”
Explore
Connect
E3 E7 M1 M2 R7 R8 R10
S2 S3 S4 S5 S7 E1 E2 E4
E5 R1 R2 R3 R4 R5 R6 R9
Cultural Understanding 28
Exchange S1 S6 S8 E6 M3 M4 M5
Brand Projection Chapter 02
M1: Culture Magazine ( pr + ed )
S2: Travel Event ( ev + ex )
M2: International Citizens’ Life Channel ( ed ) Media
S1: Trip Plan App ( se )
S4: Share Culture Event ( ev )
M4: International Music Channel ( cb )
S5: Social App ( pr + ex )
M5: AMC International Film Theater ( cb + ex + en )
S6: Singing Game Reality Show ( cb + ex )
R1: Travel Gear Store ( pr + en )
S7: International Culture Exhibition ( cb + ex )
R2: Foreign Kitchenware Store ( pr + en )
S8: Traditional Fashion Show ( ev + ex )
R3: International Traditional Cloth Store ( pr + en )
E1: International Culture Museum ( en + ed )
R4: Foreign Food Market ( pr + en )
E2: International Culture School ( ed )
R5: International Literature Libraty ( pr + en + ed )
E3: International Architecture Museum ( en + ed ) Education
M3: International Art News Channel ( ed )
Retail
Social
S3: Photography Contest ( ev + ex )
R6: International Fabric Store ( pr + en )
E4: Online Language School ( ed )
R7: International Hospital ( se + en )
E5: School Exchange Program ( ed )
R8: Accompanying Traveller App ( se + pr )
E6: International Medical School ( ed )
R9: Antique Store ( en + ex )
E7: International Online School ( pr )
R10: Foreign Style Restaurant ( pr + se )
pr
Product
ex
Experiences
se
Service
ed
Education
en
Enviroments
ev
Events
cb
Co-Brand 29
FUNDAMENTAL DESCRIBING This is a balance list of the potential ideas that represent the brand extensions. And there are more detail and information to tell people what are these on the list.
S1: Trip Plan App ( se ) This is a trip app; it helps people to have a trip plan.
S2: Travel Event ( ev + ex ) Seizer is a game that allows people to travel more places around the world, and we will see who is going to explore the maximum of countries.
S3: Photography Contest ( ev + ex ) The Corner is a photography contest that from different photographer’s photo around the world.
S4: Share Culture Event ( ex ) This event leads people to come together, and share their culture with
Social
new friends.
S5: Social App ( pr + ex ) It’s a social app for people, and users can use this app to find a new friend from every corner of the world.
S6: Singing Game Reality Show ( cb + ex ) It’s a co-branding singing game, and The Voice is the partner. Different countries legendary singer will come together and give the new voice to the audience.
S7: International Culture Exhibition ( cb + ex ) This is an Exhibition that creates it with Expo; the audience can see the different culture from this world.
S8: Traditional Fashion Show ( ev + ex ) This is a fashion show for each year, and the audience will see the traditional style fashion from everywhere. 30
Brand Projection Chapter 02
E1: International Culture Museum ( ev + ed ) This Museum focuses on the different culture from the countries.
E2: International Culture School ( ed ) It’s a public school focuses on who wants to know the new culture from various countries.
E3: International Architecture Museum ( ev + ed ) All of the worldwide architecture technics are in this museum, and the
Education
audience can also find the history of these technics.
E4: Online Language School ( ed ) It’s an online language school, and students can study different language from this school.
E5: School’s Exchange Program ( ed ) This is a set of school, and they are all around of the world. They give a chance to students and help them to study in a foreign school.
E6: International Medical School ( ed ) It’s a international medical school, people can study different medical skill from different countries.
E7: International Online School ( pr ) This is a worldwide online school, there are many online course you can chose and study.
Explore
Exchange
Connect 31
M1: Culture Magazine ( pr + ed ) This is a magazine that focuses on travel, and it also tells readers the most interesting culture in this world.
M2: International Citizens’ Life Channel ( ed ) It’s a television channel to show the citizens’ daily story from the every corner
Media
of the world.
M3: International Art News Channel ( ed ) This channel shows the international art news to the audience, like music, oil painting, etc.
M4: International Music Channel ( cb ) It’s a music channel co-branding with MTV; the audience can find lots of music from different countries.
M5: AMC International Film Theater ( cb + ex + en ) Cobranded with AMC and show the international movie to the audience.
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Brand Projection Chapter 02
R1: Travel Gear Store ( pr + en ) This is a travel gear sub-brand of Panam; it sells the professional travel products to customers.
R2: Foreign Kitchenware Store ( pr + en ) It’s a kitchenware store, and customers can buy different kitchenware from various countries.
R3: International Traditional Cloth Store ( pr + en ) Customers can find different countries traditional cloth from this store.
R4: Foreign Food Market ( pr + en ) These foods are all from different countries; customers can have the new taste from this store.
R5: International Literature Libraty ( pr + en + ed ) Retail
It’s a libraray; customers can find the international literature from here.
R6: International Fabric Store ( pr + en ) Customers can find any style Fabric from different countries.
R7: International Hospital ( se + en ) This is a hospital, and the patients can have the different choices of professional medical support and cure from the world.
R8: Accompanying Traveller App ( se + pr ) It’s an travel App that helps users find a local travel supporter to help travel together.
R9: Antique Store ( en + ex ) It’s a store of collecting, customers can find exotic art wares from this store.
R10: Foreign Style Restaurant ( pr + se ) It’s a foreign taste restaurant; customers can find different countries’ food in this restaurant.
Explore
Exchange
Connect 33
Credit bustler.net scottmarkewitz.com huffingtonpost.co.uk sethkhughes.com arcadedarwin.com revelationproductions.com.sg frederickbernas.com designaglow.com christophermartinphotography.com iso.500px.com flooringmagazine.org
Designer: Yanqiui Du Topic Concept: Yanqiu Du Editorial Work: Yanqiu Du Instructor: Hunter Wimmer Language Support: Jeremy Jones Binding: Blurb Printer: Epson 1900 Paper: Epson Premium Presentation Paper Matte 4 Stars Type Face: Akkurat Pro by Laurenz Brunner for Lineto Tiempos Text by Kris Sowersby for Klim Type Foundry