POLAROID ORIGINALS BRANDING
Briefed to reconnect one of the most iconic brands in the world – Polaroid – with a new brand dedicated to analogue instant photography, the Polaroid Originals design team focused on striking a balance between retro and contemporary.
“Our main goal was to pay tribute to the legacy of Polaroid while creating something new and fresh in its own right,” explains Danny Pemberton, creative director at Polaroid Originals.
After digging through the Polaroid archives in search of old ads for inspiration, the team crafted a broad graphic system with the flexibility to cover a wide range of products. The two-tone camera illustration style gives a nod to 1960s art director Paul Giambarba, who introduced the colour stripes to Polaroid’s visual identity, while Erik Spiekermann’s FF Real typeface brings a dash of old-school charm. “The debossed frame on the front of the film packs is my favourite detail,” adds Pemberton.