Pandora: Brand Guidelines

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Claesine Lindberg Elin Lindeberg Jiavona Marques Karolina Lang

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THEN

NOW

_ Timeline

_ Market Analysis

_ History of Pandora

_ Competitive Analysis

_ Yesterday’s Identity

_ SWOT Analys _ Pandora Fans

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LET’S CHANGE

A NEW ERA

NEXT UP

_ Logo Sketches

_ Type

_ Future Timeline

_ Logo

_ Colors

_ Phaces

_ Color Logo

_ Photos

_ Advertising

_ 3D Logo

_Identity

_ Brand Extension

_ Wordmark

_ Voice

_ Pandora Social

_ Logo & Wordmark

_Words

_ Pandora Love

_ Logo Usage

_Mission

_Pandora Honesty

_ Logo Usage Dont’s _ Similar Logos

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Hey, my name’s Pandora! I’ve been through some ups and downs over the years, but in order to understand who I am today, you have to understand where I came from.

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Then

_ Timeline

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_ History of Pandora

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_ Yesterday’s Identity

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2000 2004

Founded by Will Glaser, Jon Kraft and Tim Westergren.

Went back to creating customized radio stations.

Changed their name to Pandora Media that same year.

Created a personalized radio station and playlists for users based on their music preferences.

Paid service at first but changed to an advertising service later on.

Was initially introduced as Savage Beast Technologies.

2001 2011 Had a rough start and run out of its $2 million dollar in funding.

Founders managed to convince employees of Pandora to continue working for an additional 2 years without salary.

Pursued a strategy of licensing technology to third parties, such as Barnes & Noble and AOL.

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Launched its own stock market.

2013

Passed 200 million users.

Accounted for 70% of all Internet radio listening that same year.

Removed the 40-hour-per-month limitation for free mobile listening.

2017 Discontinued its service in Australia and New Zealand.

Roger Lynch is Pandora’s new CEO as of September.

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HISTORY OF PANDORA Pandora was brought to life in Oakland, CA, in 2000 as “Savage Beast Technologies” by Tim Westergren, Will Glaser and Jon Kraft. The idea was to create a separate, individualized radio station for each user, with music that the users prefers. The company quickly ran through its initial $2 million in funding, but ran out out of it by 2001. At that time, Tim Westergren actually managed to convince the company’s 50 employees of the company to work for 2 additional years without pay.

In the beginning of Pandora’s timeline, the company pursued a transitional strategy of technology that licensed to third parties including AOL, Best Buy, Barnes & Noble and Tower Records. However, in 2004, Pandora went back to their initial vision; producing customized radio stations. Here, Pandora changed name to Pandora Media. The website started as a paid service but Pandora quickly changed to a form of advertising service, making Pandora free for users.

As time passed, Pandora was launched on the stock market in 2011 and after 13 years in the business the service passed 200 million users (wow!). By this time, Pandora was noted for accounting for 70% of all internet radio listening in the U.S, and iTunes was described as their “biggest existential threat”.

Eventually, Pandora discontinued their service in other countries and instead focused on the U.S market solely. What’s new for 2018 is that Sirius XM Holdings announced its intent to acquire Pandora for $3.5 billion.

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YESTERDAY’S IDENTITY Pandora’s previous identity felt like an anonymous, stiff, corporate-looking service which lacked warmth and inclusiveness. Their identity had no connection to music, instead it could be perceived as a bank service and most of all, impersonal. The service has been around for a long time, and as the years passed Pandora has become obsolete and old-fashioned.

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To develop Pandora we’ve got to dig deep into the current market and the business aspect… yada yada yada.

Boring right? I know, but it’s a must.

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Now

_ Market Analysis

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_ Competitive Analysis

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_ SWOT Analys

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_ Pandora Fans

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MARKET ANALYSIS Pandora wasn’t able to keep up with the competitors that sprung up, like Spotify and Apple music. They had more to offer, such as additional features and a bigger music library and Pandora didn’t. While Pandora has a music catalog of roughly 1-2 million songs, competitors has had a massive lead in this category with tens of millions of songs. iHeartRadio, last.fm and Tuneln borrowed the strategy of a radio station with varying degrees of success.

Primarily, the access to a bigger music library made customers turn to other forms of streaming services instead of Pandora. Customers found more “free” ways to stream music and noticed it was worth paying a bit more to be exposed to a bigger music catalog. In addition to this, the competitors offers every single song available for offline demand, a significant and important feature which Pandora was not able to keep up with.

There’s no denying the incredible power that music has and its ability to connect people. Both Pandora and competitor Spotify takes advantage of this to connect our users with their friends, share songs and recommend artists and playlists.

Pandora will provide their users with a fun, personalized and quirky music streaming platform that hasn’t been experienced before. Spotify is too generic, Tidal is too exclusive and Apple Music too mainstream. Through personalized messages, warm design and inclusive product features Pandora will be a positive breeze and make the customers feel special.

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COMPETITIVE ANALYSIS Pandora’s current competitors consist of Spotify, Apple Music, Tidal, Amazon and iHeartRadio. The aspirational competitors of Pandora are the same as the ones above, however Pandora is primarily focusing on competing with the big and acclaimed brands such as Spotify and Apple Music. The new Pandora is striving towards becoming a social platform and community with aspirational competitors like Facebook and Instagram.

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SWOT ANALYSIS

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STRENGTHS Is the cheapest service with an element of surprise in terms of offering music based on what you liked previously. Unlimited skips, unlimited replays, ad-free listening with Pandora Premium.

Accessible lyrics, player controls, song and artist information. Showcases tour dates. Has a family plan. Large album covers.

WEAKNESS Has a small music library. No live content. Some tracks aren’t available for on demand streaming.

Not able to browse by category. Missing essential features that competitors include, such as creating own playlists, music videos, interviews, podcasts, behind the lyrics etc.

OPPORTUNITIES Opportunity to change and update the product and move away from the digital. Become more personal than competitors and go international. There’s an opportunity to personify and strengthen the brand by changing the existing copy and design.

THREATHS The digitalization of other competitors will result in users moving away completely and instead using other platforms ultimately leading towards bankruptcy for Pandora.

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PANDORA FANS

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STUDENT SARAH GOLD DIGGER BY KANYE WEST

SOCCER MOM MANDY FAST CAR BY TRACY CHAPMAN

Sarah is the impressionable student who’s trying to find herself in the world. She is 24 years old and is a graduate at college. Being the typical student she is, Sarah has little income and is addicted to social media. She’s very busy with her constant studying on weekdays, however finds time and enjoys partying with her close friends on weekends. She enjoys music and likes to go to concerts as often as she can. Her favorite brands are Hinge, Everlane and Instagram.

Mandy is the busy stay-at-home mom that’s always on the go. She’s 40 years old and she and her husband has 3 children. She has a high school and some college degree, and has an income of $50k.

She is very active on social media, sharing images and status updates of her weekends with her family. When not driving her children to violin and soccer practices she is very engaged in bake sales and other school activities. Her favorite brands are Target, Martha Stewart and Starbucks.

ANDY THE ANALYST WONDERWALL BY OASIS

MIDDLE YEAR MAYA HEY YA! BY OUTKAST

Andy is the guy who’s very particular about his music. He’s 29 years old, single, and lives with his dog, Summer. He has a salary of $70.k, and enjoys social media and likes to stay updated with innovative technology and trends. On his spare time he goes on many Hinge and Tinder dates, as well as doing sports with his friends. His favorite brands are Patagonia, Lagunitas Brewery and Apple.

Maya is the typical teenager that just can’t wait to get older. She is 15 years old, and with her phone constantly in her hand, she always stays updated with her friends and celebrities through social media. She listens to her music through Youtube as it is the cheapest option, but would enjoy a more personal and colorful listening experience.

Her favorite brands are Forever 21, Starbucks and various vintage stores. She updates her page on Musically, Instagram and Snapchat daily.

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All this research lead me here and one thing’s for sure, I was in need for a major transformation. Some adjustments there, some fixing here and voilà!

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Let’s Change

_ Logo Sketches

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_ Logo

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_ Color Logo

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_ 3D Logo

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_ Wordmark

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_ Logo & Word mark

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_ Logo Usage

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_ Logo Usage Dont’s

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_ Similar Logos

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LOGO SKETCHES

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LOGO Pandora’s new logo symbolizes energy and spirit.

Organic lines enhance a friendly and welcoming look.

Let’s keep that in mind. By using rounded figures in shapes of music beats Pandora’s logo feels lively.

Music is a universal language, let’s communicate.

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COLOR USAGE

PRIMARY PANTONE 2085 C

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SECONDARY PANTONE 2091 C

USE OF GRADIENT

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LOGO IN 3D

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WORDMARK

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LOGO & WORDMARK

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LOGO USAGE

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LOGO USAGE DON’TS Don’t change the logo’s orientation.

Don’t place the logo on a busy photograph or pattern.

Don’t use any other colors than accepted.

Don’t crop the logo.

Don’t reconfigure or change the size or placement of any logo elements.

Don’t stretch or squeeze the logo.

Don’t recreate elements or replace with something else.

Don’t change the order of the elements.

Don’t add “glow” effects to the logo.

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SIMILAR LOGOS

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It’s all starting to come together. I present to you, the new me.

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A New Era

_ Type

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_ Colors

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_ Photos

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_Identity

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_ Voice

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_Words

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_Mission

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TYPE 56

SOFIA PRO FOR HEADING A B C D E F G H I J K L M N O P Q R S T U V X Y Z a b c d e f g h i j k l m n o p q r s t u v x y z 0 1 2 3 4 5 6 7 8 9

BASED ON A 12 PT BASELINE

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HANKEN GROTESK FOR BODY A B C D E F G H I J K L M N O P Q R S T U V X Y Z a b c d e f g h i j k l m n o p q r s t u v x y z 0 1 2 3 4 5 6 7 8 9

BASED ON A 12 PT BASELINE

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SOURCE SERIF PRO FOR SECONDARY BODY A B C D E F G H I J K L M N O P Q R S T U V X Y Z a b c d e f g h i j k l m n o p q r s t u v x y z 0 1 2 3 4 5 6 7 8 9

BASED ON A 12 PT BASELINE

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COLO 62

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PANTONE 9324 C HEX F3C9E4 R 243 G 201 B 228 C 4% M 29% Y 0% K 0%

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PANTONE 2038 C HEX EF60A3 R 239 G 96 B 163 C 0% M 75% Y 0% K 0%

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PANTONE 2085 C HEX FA008A R 250 G0 B 138 C 0% M 93% Y 0% K 0%

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PANTONE 2085 C HEX DECDE7 R 222 G 205 B 231 C 14% M 23% Y 0% K 0%

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PANTONE 2091 C HEX 4C12A1 R 76 G 18 B 161 C 89% M 93% Y 0% K 0%

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PHOT 74

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The goal for Pandora’s new identity is to illustrate what feelings music can evoke within you.

Using vivid colours, mysterious images and smooth shapes and patterns Pandora tries to give life to these feelings. They want to enable you to create your own representation of the music you love and how you interpret it visually. Every user is unique as well as their taste. Pandora wants to acknowledge this and therefore, every user profile will be different.

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TITY 77

“Hey there Sarah. Based on yo

listened to “Nothing Compare

47 times yesterday. I hope you

VOIC

there’s plenty more fish in the

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our profile I noticed that you

res 2 U” by Sinead O’Connor

u feel better and remember,

CE

e sea!

”

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QUIRKY

YOUTHFUL

A lot of current streaming services provides their listeners with the same features more or less.

Pandora wants to be unique by offering users personalized features, more interaction with each other, discounts on concerts, activities etc.

Through dynamic design and copy that has yet to be experienced on a music streaming platform, Pandora will be a modern alternative compared to already similar existing services.

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DIFFERENT Pandora should be an innovative and interactive app and service. Finding out personal things about you as a user gives them the ability to be a friend you can turn to in whatever situation. The goal is to build a connection with you.

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MISS 82

Pandora celebrates and applauds originality and don’t judge your music preference.

They like whatever you like. Music is a way to express yourself. It’s a way to be personal and get in-depth with who you really are and what inspires you. It’s a way to escape a mundane reality and go into a world of colors. Pandora believes that beautiful things happen when the love for music is shared with others. They want to build a warm and inclusive community for people who love music, for real.

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So what Coresto doesdolupta the future poribuste hold for illaborpore me? I don’tnienda know dolla for sure consentoyet, tate acearchit but I doelectus know we reictiorest, can aim for samgreatness! il il in pos inihil magnatur aut omnimi, coritio eaque natus, odipis il ipsunt volluptat perum volendit rendis aut fuga.

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Next Up

_ Future Timeline

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_ Phaces

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_ Advertising

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_ Brand Extension

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_ Pandora Social

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_ Pandora Love

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_Pandora Honesty

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2019 2021

Make all music available for offline demand and the freedom of creating your own playlists. Work as a social network business as well as connect people with each other through their music interest.

Get personal with the users by offering them a playlist based on their current activities or hobbies.

2020 Become the biggest music streaming service in the U.S. Claim 100 million more subscribers.

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Go international. Aim for countries within the EU.

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PHASE 1 Move closer to the physical. Get Vinyl records sent home to you.

Offer discounts for live concerts nearby and only if you’ve actually listened to them a certain amount.

Social feed. For ex, “Elin sent Julia the song Follow by Amelie Lens”, Julia gave a thumbs up.

Include own Pandora avatar (like snapmap), on your Pandora page.

Let pandora make a persona out of your music taste.

Notifications for birthdays - send discount or music playlists to friends for their birthdays.

Make Pandora more interactive & social. Create a music community where people can chat and share music. People will be matched with each other based on their music taste.

Change icons to something even more personal than thumbs up or thumbs down.

Pandora’s artists creates their own personalised playlists, available for the fans.

Pandora provides artists music merch through our website or app.

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PHASE 2 Offer customised playlists based on current activities. For example, we saw that you googled “Meatball Marinara Recipe”, here is a playlist suited for Italian cooking.

Offer discounts on activities based on current listening. For example, we saw that you listened to “Nothing compares 2 u by Sinead O’Connor” 15 times yesterday. Here is 75% off on horseback riding on the beach in Big Sur” Pandora honesty feature. “James, we know that you put that The Smiths is your favorite artist on Tinder, but give us a break. You streamed Justin Bieber 12 times yesterday”.

Pandora Memories - “On this day you listened to Justin Bieber’s “Baby”, 32 times. We hope you’ve updated your music catalogue since then.

Pandora seasons. Playlists suitable for every season.

Festival sponsored by Pandora; Pandora Festival.

Pandora collaborates with Shazam Pandora collaborates with Sofar Sounds.

Pandora goes neighborhood. Facts about artists if you go on their street for example. Get notifications when passing a historical music place.

Music facts and news. For example, “In Sweden Hip Hop is now the biggest genre.

Pop has been outsourced.”

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PHASE 3 Create a feature which is a humming version of Shazam.

Pandora collaborates with underdog Tidal Pandora collaborates with Tinder/Hinge. Send a song or playlist to connect or flirt with people.

Pandora makes their own alcohol. Make a Pandora branded beer or wine for example.

Music production courses sponsored by Pandora Pandora collaborates with Amazon.

Pandora collaborates with Nike/Adidas/Sports brand. Provides playlists based on your workout or running pace Pandora Music awards Pandora creates an actual radio channel.

Pandora includes music videos.

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Close your eyes.

What colours do you see?

Deep red, like a heavy heart Fiery yellow, like a burning sensation White, like beaming light Let the lyrics take you over The melody move you The beat go through you Heavy, burning and beaming

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BRAND EXTENSION One of Pandora’s brand extensions is a big logo, placed on busy places, such as train stations, squares and malls where people can sit down, listen to music or interact with people.

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PANDORA SOCIAL This extension has one main objective, to make Pandora a social community, which lets listeners connect with each other through the power of music.

Pandora will become more interactive and social, even more than it’s been in the past and foremost, more than Pandora’s competitors.

This music community will first be based on the customer creating their own profile, consisting of information and their own avatar. Within this music community people find each other through their listening history, and not what they’ve stated that liked in their profile. This way, all interactions will be based on musical authenticity. People will be matched with each other based on their music taste, chat with each other and share music as well other relevant information.

The community will also consist of a social music feed allowing people to see what people listen to, and share with their new friends.

“Mandy sent Sarah the song Cirrus by Bonobo.

Sarah gave the song a thumb down.”

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PANDORA LOVE Music and friendship goes hand in hand. Music and love holds hands. Within this feature, there is also a possibility to collaborate with the dating app Hinge.

Within this feature, when a person has been matched with a person with same music taste, they will have the possibility to find their Hinge profile as well as send a song or playlist to flirt with this person.

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PANDORA HONESTY Within this extension Pandora will provide an honesty feature. The reason for why this feature is brought forward is because a lot of people believe that our music taste defines us, and many others see it an indicator of status. Because of this some people have a tendency to lie about their music taste just to impress others. Pandora wants people to come clean about their music habits and be proud of their music taste, even if it for some could be percieved as “shallow”. Therefore they came up with the Pandora Honesty feature. This feature will interact more with the customers.

“Andy, I know that you put The Smiths as your favorite artist on your Pandora profile, but dude, give me a break. You and I are both are both aware of the fact that you streamed Justin Bieber 16 times yesterday. That’s good for you I guess, because he just released his new album today. Listen to it here!”

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© 2018 Claesine Lindberg, Elin Lindeberg , and Karolina Lang All content for the Pandora: Brand Guidelines was conceived, designed, and produced by Claesine Lindberg, Elin Lindeberg , and Karolina Lang.

Photography provided by Jiavona Marques. The only exception is the name of the Corporation which was used from the company website.

Design Consultation Roger Muller, ADV 370 Brand and Branding Academy of Art University The photographs created by Jiavona Marques for these Guidelines are used in accordance with a Rights Managed License, with Limited One-Time Use. The book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the United States of America.

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