When it comes to logos, there is a world of difference between a good one and a bad one. A good one is distinctive enough to be easily recognized, simple enough not to be confusing, practical enough to be presented in a variety of formats and on a variety of materials, appropriate enough to represent a brand identity. It must have a great concept and it must be executed with precision. A bad logo is neither of those things. A bad logo can damage a brand’s reputation as much as a bad CEO can damage your business. So how about the Pandora logo? Is it good, bad or indifferent? A piece of graphic design mastery or a piece of something else entirely?
If you want to understand how well a logo represents a brand, you must first understand the brand. And Pandora is the whole brand… Its story begins in 1982 in a small Danish jewelry store owned by the husband and wife team of Per and Winnie Enevoldsen. Attracted by the high-quality jewelry coming out of Thailand at the time, the Enevoldsens decided to travel to the Land of Smiles as often as they could. While there, they spent their time searching for the distinctive pieces that will soon become a trademark of their store. Within a few years, the demand had grown to such an extent that they began to make the gradual transition to wholesaling. The change was successful, albeit short-lived: In 1987, the couple changed course again, exiting retail entirely to begin designing and creating their own product line. 2 years later, they moved the manufacturing of their products to Thailand…. And that’s when things started to get interesting.
If Pandora was doing well before moving its operations to Thailand, its subsequent success has been extraordinary. During the first decade after the move, the Enevoldsens immersed themselves in the process of fine transformation of the Pandora collection. With each new addition to the line, growing interest emerged. And then in 2000, it hit the ground. Or rather, their charm bracelets did. When the charm bracelet concept was first launched in Denmark, teenage girls, their mothers, their aunts, their grandmothers, their sisters and some of their male relatives fell in love with themselves to get in on the action. Encouraged by the reception, Pandora decided that the time had come to start testing the waters abroad. The US first came in 2003, followed quickly by Germany and Australia in 2004. More markets soon followed, and within a few years, Pandora had grown from a small Scandinavian company to a multinational giant. Today, Pandora has a presence in more than 100 countries on 6 continents. With 2,600 concept stores and more than 7,700 outlets, it is one of the largest jewelry retailers in the world. It is fair to say, then, that your logo has a lot to accomplish….
To be successful, a logo must be instantly recognizable. In that sense, at least, the Pandora emblem has you covered. It consists of the name of the company written in capital letters and with a medium interior space, it does not take a genius to determine which brand it represents. It also doesn’t take a lot of brainpower to figure out what the brand sells, not when you look at how much the “O” looks like a charm. And as for the brand’s claim that it sells jewelry worthy of royalty, well, that becomes obvious when you look at the miniature crown straddling the stylized ‘O’. Pandora is clearly glued to their logo. As logos-world.net points out, in its 30-year history, it only underwent one revamp, and even then, the changes were so subtle that many people were blissfully unaware of the redesign.
Some brands take a while to implement their marketing. Some go years without even sniffing a logo. Not so Pandora. When he opened his first store, the logo had already been thought of, designed, created and stamped on the sign above the door. However, it took a while for the logo to go down from the sign to the boxes. When Pandora began to gain popularity, it began to include the logo on its labels. Soon enough, it was as intrinsic to the brand’s identity as the charm bracelet would be a few years later. Legible, structured and highly individual, it was a winning design. A design that did everything it was meant to do and more. So it’s no wonder it remains unchanged for so long. But eventually, marketing teams must have something to do; In 2019, Pandora made …