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Pan Am

Pan American World Airlines (Pan Am) rebrand livery

In 1927 the skies gave birth to an icon. An icon that some say ‘ushered in the Golden Age of airlines’. An icon that was the mother of the legendary Boeing 747. An icon so embedded in pop culture that books, songs, movies and Broadway musicals just had to be written and made about it. Then in 1991, that icon was lost.


Pan American World Airlines (colloquially known as Pan Am) made it possible for us to see the world, visit new places and feel optimistic about the future. Innovations in flight technology during the war allowed Pan Am to push us closer together as a global race of people after we had spent years tearing each other apart. As a result, the airline held a special place in everyone’s hearts whether they knew it or not. 


The last time Pan Am refreshed its brand was in 1973. The airline was already using this design for almost 20 years when it went bankrupt in 1991. A lot has happened since then, not only in the aviation industry but in the whole world. So it begs the question:

‘What would Pan Am look like today?’

Pan American World Airlines (Pan Am) rebrand Logo animation
Pan American World Airlines (Pan Am) rebrand logo comparison
Separating the logotype and the mark allows the mark to be used on its own and the logotype to be used on its own without changing the form of either. This creates more consistency when implementing the brand.

Separating the logotype and the mark allows the mark to be used on its own and the logotype to be used on its own without changing the form of either. This creates more consistency when implementing the brand.

Top: ‘73 livery. Bottom: 2019 livery  The new livery is a big change from the 1973 livery, but is still in the spirit of the Pan Am brand. We call these “The Blue Tails”. Similar to when people say “I just got off the redeye”, when talking about Pan Am they will say “I just got off a Blue Tail”  The inside of the winglet has #comeflywithus printed facing the window. Today people often take pictures out of the window of the wing and post them on social media. You could say it’s the most valuable piece of advertising real-estate in the sky!

Top: ‘73 livery. Bottom: 2019 livery

The new livery is a big change from the 1973 livery, but is still in the spirit of the Pan Am brand. We call these “The Blue Tails”. Similar to when people say “I just got off the redeye”, when talking about Pan Am they will say “I just got off a Blue Tail”

The inside of the winglet has #comeflywithus printed facing the window. Today people often take pictures out of the window of the wing and post them on social media. You could say it’s the most valuable piece of advertising real-estate in the sky!

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Check-in desks.  This is an opportune spot to incorporate some of the nostalgia of the airline. Behind the desks is a large mural of old photos of the crew, the plane, and the brand. On top of that there would be the new logo in the blue or white and backlit.

Check-in desks.

This is an opportune spot to incorporate some of the nostalgia of the airline. Behind the desks is a large mural of old photos of the crew, the plane, and the brand. On top of that there would be the new logo in the blue or white and backlit.

 
We want to keep people excited about discovering the brand. Patterns are based on the logo and type. Similar to the way chefs reproduce well-known dishes and make people experience it in a new way. Above, the circles are taken from the logo, the strips are also taken from the logo but are also reminiscent of the cheatline on the old livery, finally the triangles are taken from the serifs on the logotype. This could be taken much further and patterns could be made from parts and details of the planes or even the cities the airline flies to.

We want to keep people excited about discovering the brand. Patterns are based on the logo and type. Similar to the way chefs reproduce well-known dishes and make people experience it in a new way. Above, the circles are taken from the logo, the strips are also taken from the logo but are also reminiscent of the cheatline on the old livery, finally the triangles are taken from the serifs on the logotype. This could be taken much further and patterns could be made from parts and details of the planes or even the cities the airline flies to.

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Gone are the days where simply showing a plane would excite people. Showing a location could entice people to visit but there’s no guarantee that they will fly with the airline whose advertisement it is. Flying is not a natural ability humans have, it’s through technology that we are able to accomplish it. However, everyone knows what a plane looks like, there’s no need to show them yet another plane with a different logo on it. The excitement of flying is just that… you’re flying! What better way to see the beauty of the world than from above the clouds? Our world shares the same sky but it can look drastically different depending on where you are and what time of day it is. We all have access to these skies, and the key is Pan Am. Come fly with us.

Gone are the days where simply showing a plane would excite people. Showing a location could entice people to visit but there’s no guarantee that they will fly with the airline whose advertisement it is. Flying is not a natural ability humans have, it’s through technology that we are able to accomplish it. However, everyone knows what a plane looks like, there’s no need to show them yet another plane with a different logo on it. The excitement of flying is just that… you’re flying! What better way to see the beauty of the world than from above the clouds? Our world shares the same sky but it can look drastically different depending on where you are and what time of day it is. We all have access to these skies, and the key is Pan Am. Come fly with us.

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