BRAND BOOK LAST UPDATED December 8, 2021 11:31 AM
PANDORA BRAND BOOK 2 FROM THE CEO Dear Friend, If you are reviewing this document, it is likely that you are either working for or with Pandora, and I take this opportunity to warmly welcome you to our team. We are pleased to have you join us and hope that you will consider this book your guide and reference for everything and anything related to the Pandora brand. It’s been almost 40 years since we opened our first shop in Copenhagen, and we at Pandora are extremely proud of our business, our brand, our team and all that we have achieved together. In fact, today we sell our jewellery in more than 100 countries, on six continents and in nearly 8,000 points of sale – including 2,400 of our own stores. Despite our tremendous growth, we proudly operate Pandora today as we did when we were just one store. In fact, we still handcraft our jewellery using only the finest and most sustainable materials available so that we can ensure the quality, beauty and sound footprint of each individual piece. Ensuring the consistency and quality of our distinctive brand experience is as important to our business as the products we sell. We believe that we are very unique in our positioning, our values and our visual ID and that they are part of the value equation for our consumers. As such, we uphold vigorous adherence to the standards set forth in this book and also keep it updated regularly with any changes or additions. As part of the Pandora team, you will certainly be informed of any such updates. In the meantime, it is my personal request to you that you review this material, use it as a guide for any and all consumer-facing work, and of course, that you PLEASE KEEP THIS CONFIDENTIAL. If you have any questions or needs, please refer to the contact list in the back of the document which includes Pandora team members who are there to help you in your work. Best wishes, Alexander Lacik Chief Executive Officer
PANDORA BRAND BOOK 3 CONTENTS BRAND ESSENTIALS VISUAL IDENTITY 01 02 Our Story 5 Target 6 Brand Purpose 9 Manifesto 10 Equity & Promise 11 Brand Values 12 Brand Character 13 Tone of Voice 14 Brand Framework 15 Selling line 17 Creative Manifesto 18 Logo 19 Icon 27 Color 37 Typography 41 Photography 53
PANDORA BRAND BOOK 4 01 BRAND ESSENTIALS
In 1982 Per Enevoldsen and his wife, Winnie, opened Pandora in the suburbs of Copenhagen. Inspired by the remarkable, handcrafted jewellery from their travels in Thailand, the couple wanted to share this artistry with the rest of the world. They began importing the Thai pieces, while Per, a second generation jewellery designer, commissioned Thai factories to fabricate his own designs. Original design, combined with ancient and innovative hand-crafting techniques, at an attainable price was the winning formula that propelled Pandora forward. PANDORA BRAND BOOK 5 The first Pandora store, 1982 OUR STORY 01 BRAND ESSENTIALS
She has a strong sense of self, and an innate sense of “enough”. She is principled and grounded. Purpose driven. She expresses her personality in nuanced, individual ways—she is more than “what you see is what you get” and beautiful— in a quirky way. She doesn’t take herself too seriously. You want to have a coffee with her. Never a dull moment. Her style is effortless and always on point. She exudes confidence and optimism. “The connector” is our broad consumer target. Red associate 2018 BRAND TARGET: PANDORA BRAND BOOK 6 01 BRAND ESSENTIALS — OUR TARGET THE CONNECTOR
Our muse has a strong point of view on the world, the brand she associates herself with and even how she wants to be spoken to and on what platforms. She is not interested in being sold to, more interested in creating with. Authentic stories resonate for her and she wants products with true meaning—products that provoke her interest and will allow her to share more stories and be more interesting. Post Covid, she will look to brands that will bring meaning into her life and will be a reflection of her values— products that will be lasting in their design, unique in their creativity, made to keep/collect and will reflect "her loves". “The muse” is attractive to our broad consumer target. THE ACTIVE OPTIMIST PANDORA BRAND BOOK 7 01 BRAND ESSENTIALS — OUR TARGET
OUR WOMAN THROUGH CULTURAL FILTERS The women we choose to represent our master brand campaign must be aspirational, diverse and reflect the values of our Connector. To find these women, we can look through relevant cultural filters like Netflix and HBO. Together, with our regional marketing partners, agencies and leaders we help identify and validate casting that is relevant and on-brand locally. Sofia Bryant – I’m Not Okay With This, Netflix Tracy Ross – Black-ish Lana Condor – To All the Boys I’ve Loved Before, Netflix Barbie Ferreira – Euphoria, HBO PANDORA BRAND BOOK 8 01 BRAND ESSENTIALS — OUR TARGET
WE GIVE A VOICE TO PEOPLES’ LOVES. BRAND PURPOSE Our purpose is strong and allows us to deliver on our promise for everyday jewelry for all. Its democratic nature is relevant and can be actioned to create meaning and connections with future generations across, all touch-points. PANDORA BRAND BOOK 9 01 BRAND ESSENTIALS
PANDORA BRAND BOOK 10 MANIFESTO WE GIVE VOICE TO PEOPLES’ LOVES Our loves are fleeting, precious, unique, fun and come in many forms. Yet, when we find them, they become a part of who we are and pave the way towards who we will become. We at Pandora exist to give a bold voice to your LOVES. We believe in sharing the magic behind love - the joy, the boldness, the courage, the sacrifice and the humanity behind love. We believe in love’s power to shape our future. Without gender, age, race or orientation, our loves unite us. LOVES inspire great stories – fun stories, wild stories, old stories, new stories, and stories yet to come. Stories that can be hard-to-share and some that you simply cannot contain. Shout, speak or even whisper these stories – all are worth being shared. They express who you are and connect us with one another. Pandora gives all your loves a beautiful voice, as all of your loves deserve to be heard. Because to live is to love, and we belong when we love. Because love inspires dreams of what can be. And story by story, we will become closer together. 01 BRAND ESSENTIALS
PANDORA BRAND BOOK 11 PANDORA EXISTS TO CREATE AFFORDABLE, HIGH-QUALITY, DESIRABLE JEWELLERY, EMPOWERING SELF-EXPRESSION AND COLLECTABILITY. BRAND PROMISE 01 BRAND ESSENTIALS Pandora’s brand promise gives our consumers an idea of what they can always expect each time they engage with us. It is the tangible and distinctive benefit(s) that our products deliver universally, and it is thus a our true north which guides our work. Usage: Shared with Pandora employees and partners as part of on-boarding and in management and team presentations and in back-of-house/headquarter break rooms. Pandora teams should live and breathe our Promise. Shared with consumers in ABOUT section of pandora.net. May be used as part of press and investor materials when relevant to their objectives.
PANDORA BRAND BOOK 12 ENDURING CRAFTSMANSHIP Pandora creates products lasting in their design and unique in their creativity, with enduring and responsible craftsmanship. Pandora products are made to be kept and collected. To craft in a truly responsible way, by 2025 all of Pandora's silver and gold will come from recycled sources and our crafting facilities will run on 100% renewable energy. INCLUSIVE Pandora is a reflection of the everyone. Democratic in nature and approach. Without gender, age, race or orientation—our loves unite us. At Pandora, inclusivity is as essential to the way we communicate and behave as a brand as it is to how we operate as a business. EMPOWERING Pandora empowers collecting, self-expression, creativity, and connection. Pandora empowers you to express your uniqueness. BRAND VALUES 01 BRAND ESSENTIALS Pandora’s brand values are the beliefs that we stand for and that guide us as a company in our work and decision making. Our beliefs include sustainability and responsible business practices. Our consumers’ personal values and/or interests are aligned with ours, and thus Pandora’s values play a key role in their relationship with our brand. Usage: Shared with Pandora employees and partners as part of on-boarding and in management and team presentations and in back-of-house/headquarter break rooms. Pandora teams should live and breathe our Promise. Shared with consumers in ABOUT section of pandora.net. May be used as part of press and investor materials when relevant to their objectives.
PLAYFUL She exudes a playful, optimistic energy. Her tongue-incheek attitude is never silly or childish. She doesn't take herself too seriously and her optimistic attitude comes through naturally—never superficial. ENGAGING She is warm, approachable, friendly. Never distant or intimidating and easy to connect with. She is not overly posed - has an effortless style. Never dull or cheap. AUTHENTIC Her authentic self is what makes her interesting. She is candid in her approach. She doesn’t try too hard. You always know where she stands. Pandora’s brand character is the set of human characteristics that give us our distinctive personality with consumers. This character should be brought to life consistently in all of our communication with consumers—whether it’s in institutional campaigns or regionally-created programs which drive deeper engagement at a local level. Usage: Pandora Brand Character should be consistently used and palpable in all INSTITUTIONAL consumer-facing content and communication (ex: Campaigns, Social Posts, CRM emails, etc.). Brand Character should NOT be used whenever there is a one-to-one discussion with a consumer that is signed or is directly with an individual Pandora employee or representative (ex: Clientele Email from Sales person, Community Manager answer to a question on a social channel). BRAND CHARACTER PANDORA BRAND BOOK 13 01 BRAND ESSENTIALS
PANDORA BRAND BOOK 14 TONE OF VOICE A brand’s tone of voice is an important part of how the brand shows up in the world, across touchppoints. Tone of voice reflects your brand personality, helps you connect with your audience, and makes you different from the rest. The Pandora Tone of Voice is Personal and intimatenever intimidating. We are genuinely engaged with our fans and that is evidenced from the captions we write to the way we greet people in the store. Every word matters and our tone reflects the personal aspect of the brand. Usage: Pandora Tone of Voice should be consistently used in all INSTITUTIONAL consumer-facing content and communication (ex: Campaigns, Social Posts, CRM emails, etc.). Pandora Tone of Voice should NOT be used whenever there is a one-to-one discussion with a consumer that is signed or is directly with an individual Pandora employee (ex: Clientele Email from Sales person, Community Manager answer to a question on a social channel). 01 BRAND ESSENTIALS
DESIGN TARGET The Connector BRAND PURPOSE We give a voice to people’s loves TONE OF VOICE Our tone of voice is personal and intimate. BRAND VALUES Enduring Craftsmanship Inclusive Empowering BRAND CHARACTER Playful Engaging Authentic OVERALL PROMISE Pandora exists to create affordable, high quality, desirable jewellery, empowering self-expression and collectability. PANDORA BRAND BOOK 15 BRAND FRAMEWORK 01 BRAND ESSENTIALS
PANDORA BRAND BOOK 16 02 VISUAL IDENTITY
Selling line A summation of our brand promise and the role we play in people’s lives. It’s a key component of our communications and anchors all our messaging. PANDORA BRAND BOOK 17 02 CREATIVE PLATFORM
For every story There is no greater tale than real life. No story more epic than the one you are living. Whoever you are, whatever the world brings – you are the star of your own story. Through every chapter, you collect precious moments. Ones that define you. Ones you’ll never forget. Friends, sweethearts, passions. Your story is shaped by your experiences and driven by your dreams. You are the author and Pandora jewellery your words. So let the world know who you are and what you stand for. Feel empowered to express your style and individuality. Because it’s your story and no one can tell it better than you. PANDORA BRAND BOOK 18 02 CREATIVE PLATFORM CREATIVE MANIFESTO
We use our logo big, unapologetically bold and iconic–never shying away from the strength and ownability of our custom typeface. PANDORA BRAND BOOK 19 LOGO 03 VISUAL IDENTITY
The Pandora logo should always be black or white. PANDORA BRAND BOOK LOGO COLOR 03 VISUAL IDENTITY 20
LOGO DO’S LOGO DON'TS We only use our logo in black or white. We do not use our logo in the Pandora pink or any other color. PANDORA BRAND BOOK 21 03 VISUAL IDENTITY
LOGO DO’S We use our logo rotated 900 clockwise. We do not use our logo rotated in any other direction. LOGO DON'TS PANDORA BRAND BOOK 22 03 VISUAL IDENTITY
PANDORA BRAND BOOK LOGO COLLABORATION In collaborations, when the Pandora logo is locked up with another brand logo, both should be black or white, and should always be divided consistently by an X. 03 VISUAL IDENTITY 23
LOGO DO’S In collaborations, when our logo is locked up with another brand logo, both should be black or white, and should always be separated by an X. We do not lock up our with another with anything other than an X. LOGO DON'TS PANDORA BRAND WORLD 24 for 03 VISUAL IDENTITY
In the digital space, use the logo dynamically, as fits the medium. PANDORA BRAND BOOK 25 LOGO IN A DIGITAL SPACE 03 VISUAL IDENTITY 25
LOGO IN A DIGITAL SPACE 03 VISUAL IDENTITY PANDORA BRAND BOOK 26
Pandora’s crowned O icon is powerful and ownable. Use it as an arresting graphic pattern in brand colors. Apply it over brand imagery. Use it as a container for brand imagery. Whatever the application, always use the O icon at an iconic scale. Loud and proud, like a brand exclamation mark—never, small and insignificant! We are fully released from the obligation to use the Monogram in close proximity to the name Pandora only. We are free to use the Monogram on a standalone basis in whole or cropped in and on such materials and content. PANDORA BRAND BOOK 27 ICON 03 VISUAL IDENTITY
Set the O’s in motion in the digital space to add energy to the brand’s impression. PANDORA BRAND BOOK 28 03 VISUAL IDENTITY
PANDORA BRAND BOOK 29 03 VISUAL IDENTITY
ICON DO’S ICON DON'TS We crop our icon in a dynamic and bold way across the side of imagery. We do not use more than 2 icons in a strip. We do not use our icon in a small, insignificant way. PANDORA BRAND BOOK 30 03 VISUAL IDENTITY
ICON DO’S We close-crop imagery of our Pandora women in our icon to imitate wearing a crown. We do not upscale our icon into an awkward framing device. ICON DON'TS PANDORA BRAND BOOK 31 03 VISUAL IDENTITY
I CON DO’S We use our icon as a bold, playful and dynamic pattern. We do not use our icon in a predictable, step-andrepeat pattern. I CON DON'TS PANDORA BRAND BOOK 32 03 VISUAL IDENTITY
PANDORA BRAND BOOK 33 03 VISUAL IDENTITY—ICON IN USE
PANDORA BRAND BOOK 34 03 VISUAL IDENTITY—ICON IN USE
THE ROLE OF PINK IN OUR CULTURE PINK: A COLOR WITH NEW MEANING “Pink is going through a generational shift, society is increasingly moving away from the idea of it as a childish, over-sexualised hue. There’s a shared recognition that pink can be pretty and powerful, feminine and feminist. Men are turning to it, too—as (they did) in the 18th century. We’re reframing pink.” Source: Valerie Steele, editor of the recently published book “Pink: The History of a Punk, Pretty, Powerful Color,“ 03 VISUAL IDENTITY PANDORA BRAND BOOK 35
THE ROLE OF PINK IN OUR CULTURE 03 VISUAL IDENTITY PANDORA BRAND BOOK 36 Pink has a very emotional role. It is a color of action and can add a hint of optimism when used strategically. it is critical to not overuse our pink and be very strategic with its application.
Pink #ffcad4 CM YK 0 22 7 0 RGB 255 202 212 Pantone 706 U White #ffffff CM YK 0 0 0 0 RGB 255 255 255 Black #000000 CM YK 0 0 0 100 RGB 0 0 0 Pantone Black C To elevate our color impression, we ground our visuals in white and leverage more black for contrast. We hero one pink, Light Pink while eliminating Rich Pink altogether. 03 VISUAL IDENTITY Grey #b7b8b9 CMYK 7 4 6 19 RGB 183 184 185 Pantone Cool Gray 4U PANDORA BRAND BOOK 37 COLOR
03 VISUAL IDENTITY Light Pink Rich Pink Light Grey Dark Grey Black YESTERDAY TODAY White Pink Black Grey COLOR YESTERDAY & TODAY PANDORA BRAND BOOK 38
COLOR DON'TS 03 VISUAL IDENTITY PANDORA BRAND BOOK 39 We do not recommend this over use of different pinks across applications. This prevents the brand from feeling elevated.
5% color impression through pink handwriting COLOR DO’S 10% color impression through a pink border 20% color impression through pink as a statement in typography 30% color impression through large animated pink icon PANDORA BRAND BOOK 40 03 VISUAL IDENTITY
We use our custom typeface with pride. Headlines are written in big, bold capital letters while body copy is left in sentence case. Occasionally we incorporate script fonts to give an authentic, handwritten feel. AaBbCcDdEeFfGgHhIiJjKkLlMmNnOopQqRr SsTtUuVvWwXxYyZz1234567890!@#$%^&*() AaBbCcDdEeFfGgHhIiJjKkLlMmNnOopQqRr AaBbCcDdEeFfGgHhIiJjKkLMmNnOoPpQqRr SsTtUuVvWwXxYyZz1234567890!@#$%^&*() AaBbCcDdEeFfGgHhIiJjKkLMmNnOoPpQqRr AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRr SsTtUuVvWwXxYyZz1234567890!@#$%^&*() AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRr PAN TYPEFACE 03 VISUAL IDENTITY PANDORA BRAND BOOK 41 TYPOGRAPHY
03 VISUAL IDENTITY As a secondary typeface we use the handwritten font, Brightwall. Handwritten type adds a warmer, more personal tone to the brand however it is important to use it in a considered manner. BRIGHTWALL TYPEFACE A B CD E F G H I J K L M N O P Q R ST U V W X Y Z abcdefghijklmn opqrstuvwxyz 0 1 2 3 4 5 6 78 9$¢ £ ¤¥ ₤ €™?@ § #%& PANDORA BRAND BOOK 42
TYPOGRAPHY DO’S TYPOGRAPHY DON'TS A bold, capitalized typographic treatment is a great way to use our Pan Typeface to create an iconic statement. We do not use Pan Light in our title treatments as it does not hold the weight of the iconic look and feel we want. For Every Story PANDORA BRAND BOOK 43 03 VISUAL IDENTITY
Celebrate love. We use Pan Bold uppercase as a title treatment. We use the crown as a cheeky wink above “O’s” where appropriate. We do not use Pan Regular as a title treatment. TYPOGRAPHY DO’S TYPOGRAPHY DON'TS PANDORA BRAND BOOK 44 03 VISUAL IDENTITY
TYPOGRAPHY DO’S Everyday Occasionally we incorporate script fonts to give an authentic, handwritten feel. We pair these script fonts with Pan uppercase Bold for contrast. We do not combine Pan Regular and script in all pink as it lacks contrast and legibility. TYPOGRAPHY DON'TS Optimist Optimist PANDORA BRAND BOOK 45 03 VISUAL IDENTITY
03 VISUAL IDENTITY—COLOR & TYPOGRAPHY IN USE We use it is to call out words or to call out our campaign headline or selling line but we do not use it for sentences Create the ultimate charm bracelet with pieces that bring your personalit y into your look. Brightwall should only be used as a device to call out important words, the campaign headline or selling line. Never for sentences or paragraphs. Charms For every story PANDORA BRAND BOOK 46
The selling line can be used in 2 ways. The selling line works dynamically alongside the image size and can either be applied graphically on top of the image, or as a subtle 'signature' on the white background. PANDORA BRAND BOOK 47 Shop anytime on Pandora.net 03 VISUAL IDENTITY—COLOR & TYPOGRAPHY IN USE
If the Pandora logo is in vicinity, it is OK to have the selling line independent of the logo. PANDORA BRAND BOOK 48 03 VISUAL IDENTITY
Shop anytime on Pandora.net 49 PANDORA BRAND BOOK 03 VISUAL IDENTITY—COLOR & TYPOGRAPHY IN USE
SOCIAL GRID YESTERDAY PANDORA BRAND BOOK 50 03 VISUAL IDENTITY—COLOR & TYPOGRAPHY IN USE