SOCIAL GRID TODAY Here’ s to new SEASONS PANDORA BRAND BOOK 03 VISUAL IDENTITY—COLOR & TYPOGRAPHY IN USE
e’s to newEASONS PANDORA BRAND BOOK 52 03 VISUAL IDENTITY—COLOR & TYPOGRAPHY IN USE
03 VISUAL IDENTITY Our photography is captured in a bold, authentic and iconic style, celebrating the details of our jewellery and the women who wear it. PHOTOGRAPHY PANDORA BRAND BOOK 53
OUR PHOTO- GRAPHY IS Our photography is expressive, warm, dynamic and rich in texture and detail. We’re not afraid to crop in tight to see our women and our jewellery larger-thanlife and to keep their personalities and their jewellery as the center of attention. We show moments, quick vignettes and action—without needing to showcase an entire, stated scene in a single image. Our jewellery is captured in a bold, authentic and iconic style, celebrating the details of our jewellery and the women who wear it. PANDORA BRAND BOOK 54 03 VISUAL IDENTITY
OUR PHOTO- GRAPHY IS NOT Our photography should never feel inauthentic or feel overly rendered in. It should not include fake backdrops or cold scenarios. It shouldn’t feel unnaturally posed or like a stock image. PANDORA BRAND BOOK 55 03 VISUAL IDENTITY
OUR WOMEN ARE Our women are expressive, multifaceted & brimming with personality. Comfortable, candid body language is captured dynamically. Their unique personality (and the jewellery) are all shown large and up close. PANDORA BRAND BOOK 56 03 VISUAL IDENTITY
OUR WOMEN ARE NOT 03 VISUAL IDENTITY She is not angry, model-like or moody. She is not distant, posed or overly retouched. She lives in the real world and doesn’t come across as being overly perfect and deosn’t set impossible standards or expectations. PANDORA BRAND BOOK 57
03 VISUAL IDENTITY PANDORA BRAND BOOK 58 OUR WOMEN REFLEC TED THROUGH UGC As a democratic brand, it’s important that we represent our community in our communications, independent from a master brand campaign. Sharing UGC aligns with our personal brand character and the spontaneous imperfect attitude. When the brand selects UGC for use, it is important that the content is aligned with the overall values and brand character. The filters still apply.
PANDORA BRAND BOOK 59 SHE WEARS IT HER WAY Our on-figure imagery captures natural, candid moments of everyday women effortlessly incorporating their Pandora jewellery into their natural and unique styling. She offers a quick glimpse at how she personalises Pandora into her look in a way that is specific to her yet democratic. She demonstrates how she gives meaning to the product on her terms. 03 VISUAL IDENTITY
PANDORA BRAND BOOK 60 Our world is true-to-life. Our models are not overly manicured; there’s no need to be perfect. Shot in a minimal setting/studio, the focus is placed entirely on the women—both their individual eccentricities and the eclectic range/variety of our entire cast of characters. PRODUCT IMAGERY ON FIGURE 03 VISUAL IDENTITY
PANDORA BRAND BOOK 61 PRODUCT IMAGERY STILL LIFE Playful, dynamic compositions parallel the varied vibrancy of the Pandora woman and we don’t shy away from going macro—zeroing in on a small, single detail and putting the spotlight to the design and craft that went into each piece. 03 VISUAL IDENTITY
PANDORA BRAND BOOK 62 MOTION IN OUR IMAGERY It’s important to show our product move. It brings life and joy to the product and creates dynamism. 03 VISUAL IDENTITY
Logo Icon Ownable Color Typography Own-able Photography Style PANDORA BRAND BOOK 63 ICONIC BRAND CODES 03 VISUAL IDENTITY
PANDORA BRAND BOOK 64 KEY CONTACTS In the Design Manual you can find more information. Library: Brand Visual Identity -> BVI Guidelines Global Brand Identity and Communications Manlio Sanna VP, BRACO [email protected] Frederikke Kjær Richter Brand Director, BRACO [email protected]