New Pandora logo includes some seriously subtle serifs

Pandora logo
(Image credit: Pandora)

Contemporary jewellery company Pandora has revealed a new logo (above) that pushes the definition of sans serif to the absolute limit. The logo sees the trusty Optima typeface ditched in favour of a new design that contains some of the subtlest serifs we've ever seen.

The rebrand, which first started rolling out back in August, also sees Pandora adopt a bubblegum pink as its brand colour. But it's the logo's lettering that has attracted the attention of the design community, thanks to is almost imperceptible serifs. Our guide to logo design highlights the importance of typography when creating a brand identity, so has Pandora got it right?

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Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.