Brand Manual
CONTE NTS About this book
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Mission Statement
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Origins
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The Brand DNA
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Logo
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Slogan
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Colours
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Font
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Product Timeline
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The Business Model
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Material
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Packaging
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This book is...
a reinstatement of Pandora’s values and identity as a high quality jewellery brand. a guide that encompasses Pandora’s origin and what the company has to offer.
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Mission Statement
The mission is to offer women across the world a universe of high quality, hand-finished, modern and genuine jewellery at affordable prices. To celebrate women by offering them the opportunity for personal expression through a universe of high-quality and contemporary jewellery at affordable prices. Pandora continually develop jewellery in keeping with the core values of affordable luxury, contemporary design and personal story telling with the vision to become the worlds most recognised jewellery brand.
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O ri gin s Back in 1982 a modest jeweller’s shop in Copenhagen, Denmark, which would eventually become Pandora, is established by Danish goldsmith Per Enevoldsen and his wife Winnie. In the very beginning they often travelled to Thailand in quest for jewellery to import. As time passed the company was handed over and thus began the making of the most popular jewellery franchise in the world. In 1989, Pandora began to manufacture their jewellery in Thailand.
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Brand DNA Pandora design, manufacture and market hand finished and modern jewellery made from genuine materials at affordable prices. The Pandora brand DNA is expressed through individuality, self-esteem, customisability, minimalism and Scandinavian design.
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The Logo Pandora’s logo must only be used in black or white
U N F O R G E T TA B L E M O M E N T S
U N F O R G E T TA B L E M O M E N T S
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Pandora’s logo can be used with or without a slogan.
Pandora’s logo in negative. Please contact the marketing department at www.pandora.net for permission to use this version.
The Slogan U N F O R G E T TA B L E M O M E N T S The logo is a subtle statement that suggests every woman has her own story about the precious moments and special events in her life. Pandora’s jewellery is a testament to their moments and act like a time capsule for those special moments that they can treasure forever.
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14 Pantone 434 C
Pantone 7472 C
Pantone 5625 C
Pantone 518 C
Pantone 5487 C
Pantone 5005 C
Pantone 162 C
Pantone 4685 C
Pantone 426 C
White
Colours
Fonts
Optima Normal Optima Bold
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Pandora Timeline 2000 - Pandora charm bracelet concept launched to Danish consumers. 2003 - Pandora is introduced to the US market 2004 - Reached new heights in Germany and Australia. 2005 - To increase production capability, Pandora opens a large scale, six storey
manufacturing facility in Thailand
2005 onwards - Pandora rapidly advances into an internationally recognised brand
from their humble Danish origins. The products are sold in more than
70 countries on 6 continents, over 10,300 points of sale, including 900
concept stores.
2017 - The launch of the Pandora Pebble™. Pandora’s first venture into the wearable technology market.
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The Business Model Pandora operates via a vertically integrated business model. From in-house design, manufacturing to global marketing and direct distribution to most markets.
Raw materials
Intermediate goods
Manufacturing
Marketing Sales
After-sales services
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Materials Gemstones: diamonds, quartz, topaz Organic gems: cultured pearls, amber Manmade stones: cubic zirconia, crystal Metals: sterling silver 14ct and 18ct gold Other: Murano Glass, wood, leather and textile
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Packaging
Pandora utilises a minimal approach to their packaging. As seen overleaf, it is clean and crisp with coloured paper/ribbon as contrast accents.
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Zainab Shah-Jehan Student ID: 26012833 Fashion Marketing & Management