Overview
Pana-Pacific is a Fresno, California company working with manufacturers to deliver quality audio, video and appliance products to commercial vehicles in North America. Their previous logotype used italic Arial Black, with the characters segmented horizontally for distinctiveness.
Impressed with the visual refresh I gave to the US Digital logo, in which the basics of the mark were retained for familiarity but tightened as a whole, we agreed that a similar treatment would be well-suited to an industry built on mutual trust among manufacturers, distributors and resellers.
Arial Black was replaced with a similarly-treated but more dynamic Helvetica Neue. The hyphen was integrated into the adjacent character to streamline the horizontal flow of the company name. Only one horizontal line was retained and moved to flow throughout the type’s natural forms, maintaining the feeling of motion while eliminating a lack of cohesion.
A mark was introduced to optionally accompany the logotype, an abstraction of a highway in perspective.