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TABLE OF CONTENTS

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PANDORA BRAND BOOK 2012

BRAND DNA VISION AND MISSION LOGO SLOGAN TRADEMARK COLORS FONTS PRODUCTS BRAND

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BRAND DNA

We design, manufacture and market hand-finished and modern jewelry made from genuine materials at affordable prices. PANDORA's Brand DNA is expressed through individuality, self-esteem, customization, minimalism and Scandinavian design.

PANDORA BRAND BOOK 2012

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VISION AND MISSION

Our mission is to offer women across the world a universe of high quality, hand-finished, modern and genuine jewelry products at affordable prices. We continually develop our jewelry portfolio in keeping with our core values of affordable luxury, contemporary design and personal storytelling. And our vision is to become the world's most recognized jewelry brand.

PANDORA BRAND BOOK 2012

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LOGO

PANDORA's logo can only be used in black and white colors.

PANDORA's logo can be used with or without the slogan.

Logo in negative and lacquer Please contact our marketing department at www. pandora.net for permission to use the negative and lacquer versions.

PANDORA BRAND BOOK 2012

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SLOGAN

PANDORA's slogan - UNFORGETTABLE MOMENTS PANDORA's slogan states that every woman has her own story to tell about the precious moments and special events in her life. The slogan can be used only under the PANDORA's logo.

PANDORA BRAND BOOK 2012

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TRADEMARK

PANDORA has made it a top priority to stop trademark infringement and patent infringement. The word “PANDORA” is a registered trademark and can therefore not be used for selling jewelry or accessories to jewelry which are not made by PANDORA. When using the word “PANDORA” in the listing titles on eBay, customers can easily be mislead to believing that this is indeed a genuine piece of PANDORA jewelry. This is therefore considered trademark infringement. This means that no catch phrases, promotional or marketing phrases using the PANDORA trademark can be used, either stand-alone or in combined phrases like “Pandora Style”, “Fits PANDORA”, “for”, “suit” or “like”. This goes for any headlines, product names or titles. The use of the trademark PANDORA stand-alone and in combined phrases is only accepted in general customer information describing in long text the products offered, “e.g. our products fits the PANDORA bracelets”. Notwithstanding this, no PANDORA figure marks or logos can be used in any way. PANDORA takes trademark infringement very seriously.

PANDORA BRAND BOOK 2012

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COLORS

White Pantone 426 C Pantone 4685 C Pantone 162 C Pantone 5005 C Pantone 5487 C Pantone 518 C Pantone 5625 C Pantone 7472 C Pantone 434 C

PANDORA BRAND BOOK 2012

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FONTS

Main font for literature - Optima Regular in combination of minuscule and majuscule letters Font for literature for the titles - Optima Regular majuscule letters Font for literature for the sub-titles - Optima Bold in combination of minuscule and majuscule letters Font for Internet - Trebuched MS Regular and Bold in combination of minuscule and majuscule letters

PANDORA BRAND BOOK 2012

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PRODUCTS

PANDORA's charms and bracelet concept includes more than 600 different charms and clips, which you can combine with our specially designed bracelets in sterling silver, 14 k gold, leather or textile. PANDORA's earrings collection allows you to combine your favorite hoop with your favorite pendant creating your own, distinctive look. The collection also includes a range of unique studs and hanging earrings to match any occasion. PANDORA offers a large selection of rings, including stackable rings with gemstones, stones and cultured pearls, giving you endless possibilities to mix and match the pieces to fit any occasion. Premium quality, stylish swiss-made watches adorned with a heat enhanced black diamond in the crown. The collection includes interchangeable watches, enables you to combine bezels and straps to create your own unique and personal timepiece. Our range of necklaces and pendants covers a great variety of materials and design, mix sterling silver, 14 k gold and two-tone necklaces and ad pendants and clips to express your personal style.

PANDORA BRAND BOOK 2012

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BRAND

Everyone thinks that a brand is a logo or a strategy, but a brand is an emotional connection. We already have a powerful emotional connection with women. Now it is a group effort to build on it, to do justice to this emotion. Together with PANDORA's marketing and merchandising teams, we are creating new ways for women to explore PANDORA.

PANDORA BRAND BOOK 2012

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Pandora Brand Book created by Anna Kozlovits and Aneta Chabibulina for Pandora Project for TEKO VIA UC

PANDORA BRAND BOOK 2012


Pandora Brand Book