PANDORA fronts subtle new logo change while ramping up marketing initiatives

Jewellery brand PANDORA has unveiled a new logo in line with its brand relaunch in strengthening consumer relevance. The new purpose, “We give a voice to people’s loves – Passions, People & Places”, will be focused on the brand’s core proposition of co-creation, self-expression and collecting.

According to PANDORA, the letters in the former logo (pictured left) were of a different font. The new logo’s letter “o” (pictured right) boasts a rounder circle with a new font, and a subtle change in crown. PANDORA will also be adopting pink as its new main marker across all consumer touchpoints.

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With a boost in marketing initiatives, the brand relaunch includes a global roll out of new store design, celebrity endorsements, new products as well as new partnerships.

PANDORA also aims to launch new online stores and refresh its presence on marketplaces such as Tmall.
Among its global collaboration includes PANDORA’s partnership with Warner Bros. Consumer Products to introduce a collection of Harry Potter-themed jewellery. Launching later this year, the jewellery collection aims to bring to life the personal stories of friendship, love and bravery told in Harry Potter to resonate with PANDORA’s user base.

According to PANDORA’s Q2 2019 financials, it saw a 10% decline in same-store-sales, along with an additional 2% decline in sales to distributors and other points of sale outside physical stores. The brand faced a decrease in traffic to its physical stores due to its earlier decision in reducing promotional activity.

Gross margin however, stood at 76.1% excluding restructuring costs. The earnings before interest and taxes also improved despite lower revenue and additional marketing spend in Q1. The brand has been doubling its marketing spend in Italy and the UK and recorded a positive impact on traffic and growth in sales.

Meanwhile in Singapore, PANDORA retained KRDS Singapore as its social media partner for the third year running. The agency first took on duties to manage the brand’s presence in 2017. KRDS Singapore will now be collectively responsible for consultation, conceptualising and executing social media campaigns for PANDORA’s range of jewellery.

On top of creating content, KRDS Singapore will also be involved in response management. According to Pandora, the renewal of contract amplifies the brand’s reach with its’ target audience, strengthening the relationship by sharing the full narrative of each of the brand’s collections.