One Travel Brand Fix
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One Travel Brand Fix
Every Thursday
straight To Your Inbox
Click To Join
One Travel Brand Fix
Every Thursday
straight To Your Inbox
Click To Join
Formerly Latitude, Panoco is a global community bringing responsible tourism changemakers together to connect, collaborate and create industry change. We reimagined the brand identity around its new name, creating a distinctive logo and flexible logo suite while retaining the positioning and ethos behind the original brand.
Latitude Tourism was evolving into Panoco, with a new name and identity needed to reflect that change without losing the positioning and ethos already established.
The challenge was to create a distinctive new identity that captured Panoco as a human-centred community for responsible tourism, built around connection, collaboration and collective action.
We explored a series of logo concepts around the central idea of people coming together, translating themes of connection, gathering, momentum and positive impact into simple, ownable forms.
The chosen direction uses geometric forms to create a meeting point, representing individuals coming together, exchanging ideas and creating wider collective impact. From this, we developed a flexible logo suite designed to work consistently across different formats and applications.
A new identity that marks the transition from Latitude Tourism to Panoco while retaining the purpose at the heart of the organisation.
The final logo gives Panoco a distinctive and flexible visual presence, with a system that reflects the community, connection and collective action the brand exists to enable.
Hang is up there with the travel industry's most talented and progressive creative minds.
I've known Hang and admired her work for a good while, which is why she was the first person I reached out to for the tricky task of rebranding Latitude to Panoco. She deeply understood the brief, the turnaround time was exceptionally speedy, and the end result was beyond my expectations.
A true expert in graphic design, she has helped both me and my clients take a smattering of business ideas and translate them into a cohesive visual identities that stand out. She goes the extra mile to build confidence and trust through a highly collaborative, step-by-step process.
For anyone in travel looking for the best-in-class visuals and brand identity work, make Hang and First Mile Creative your first port of call.
