Music is a personal experience for everyone, from the artists creating it, all the way to the fans listening to it.

Our new look embraces the dynamic range of sound and color, visualizing the energy and emotion that artists pour into the creation of music, and that we feel as listeners. Similar to a song being composed harmony, melody, and rhythm, our brand interweaves three elements – form, color and pattern. The new P icon serves as your portal into the unique and diverse range of music you love. Ultimately showcasing what music LOOKS like.

In-house designers collaborated on a new, scalable brand identity. Developing the logo and look/feel simultaneously allowed for a strong, cohesive system with the flexibility to represent a vibrant and diverse range of artists and music.

Logo/App Icon: We reduced the blue P to basic elements – bowl and stem – reinforcing simplicity and creating an icon that serves as a portal into the music our listeners love. The radius on the stem compliments the wordmark and creates energy. Outside of product, it becomes part of a flexible system, where color and pattern vary to represent a wide variety of content.

Wordmark: Geometry reinforces simplicity and the effortless flow of music to listener. Lowercase letters strikes a friendly, personal, human feel, while stems of the “p” and “d” creates rhythm.

Look/Feel: Personal, dynamic, non-judgemental, form + color + pattern create rhythm and represent a wide variety of content.

Based off of our most recent brand equity tracker study, about half of online music listeners were aware of the rebrand as of Nov 2016, and this was without a new advertising campaign and primarily via the branding being in the App product. Of those that were aware, about over half had a more favorable impression of Pandora after seeing its new logo. The app icon update drove close to 1M active listeners on the day of the re-brand launch. Based off of these learnings, and with a new campaign launching in late April, we anticipate greater awareness and driving an enhanced Pandora brand perception.