RETRO CHARM

PO­LAROID ORIG­I­NALS BRAND­ING

Computer Arts - - Showcase - by Po­laroid Orig­i­nals https://uk.po­laroido­rig­i­nals.com

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.

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