The 1970s "New Look"
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The Virtual Pan Am Museum
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Ads & Posters
In-flight & Cutomer "give-a-ways"
As the 1960s drew to a close marketing focus groups revealed that the public perceived Pan Am as a bit stodgy and lacking in hipness. In order to try and appeal to a younger traveling demographic Pan Am hired the design firm, Chermayeff & Geismar, to ‘modernize’ the Pan Am image. This company initiated several changes including a campaign to appeal to young and single travelers as well as introducing a new ‘print’ image. The new print campaign included a change from the traditional ‘wind swept’ ‘Pan Am’ lettering to the more modern Helvetica font. To see informtaion on this logo on two other web sites click here or here.
Pan Am also repainted both a Boeing 707 & 727 with the Helvetica style lettering on the side of the fuselage as a “market test.” In the Spring of 1973 the Helvetica style logo was abandoned with a return to a slightly modified ‘wind swept’ logo that the company would use until It ceased operations in December of 1991. The last Pan Am logo was purchased from the estate of the original airline and was used by both subsequent owners. Below are examples of the ‘pre’ and ‘post’ Helvetica logos.
The pre-Helvetica logo was used by Pan Am from 1957 through 1970. On this logo the "Pan Am" letters do not touch and have 'triangular' points (see the base of the 'P').
The post-Helvetica logo was used by Pan Am from 1973 through 1991. On this logo the "Pan Am" letters touch and have more rounded edges and sharper points (see the base of the 'P').
Below, are some other examples of Pan Am 1970s "mod" look, including, a youth-oriented brochure on New York City in several languages, a 747 poster designed by famed artist Peter Max, award-winning displays for ticket offices and travel agents, and multiple items with the Helvetica logo, brochures, letterheads, ads, posters, and timetables.