CO NTENTS
The Visual Standards Manual 1
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The Visual Standards Manual
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The Polaroid brand is a visual system that communicates the heart of our work and our identity. This guidebook outlines all written, visual, and graphic elements that comprise our brand.
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Brand Overview Our Vision
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Our Mission
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Visual Standard The New Logo
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Logo Anatomy
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Clear Space
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Application on a background
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Logo versions
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Incorrect Uses
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CO NTENTS
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Typography and Color Font Explanation
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The Color System
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Stantionery
The Future of Polaroid Our Future
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Polaroid Mood Watch
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VR Instant
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Taste and Smell Sharing
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Share Loneliness
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The Moment Exhibition
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International Business Network
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Polaroid Kids
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Polaroid Travel-Door
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Language Barrier-Free
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Brand Overview
OUR VISION
OUR MISSION
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OUR VISION Polaroid is willing to introduced our new instant concept. The strategic background evolved from a physical product focus to a more innovative and customer approach. The objective of new Polaroid is to be a product that people want to carry everyday. To provide possiblities for people to use their power and creativites to enrich their life experience.
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B R AN D OV ERVI E W
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OUR MISSION
To encourage and delight people by the instant experience sharing.
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Visual Standards
THE NEW LOGO
APPLICATION ON A BACKGROUND
LOGO ANATOMY
LOGO VERSIONS
CLEAR SPACE
INCORRECT USES
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THE NEW LOGO The Polaroid Brand logo comprises two elements, the logo symbol and logo type. The type balanced perfectly with the logo symbol. The new logo is presented through the use of colour as well as shape and form. The new colors are Red and Grey. It is a fresh blend of colors chosen for their strong combination - instant- sharing - experience.
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Letter P
Sharing
Experience
Instant
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LOGO ANATOMY It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicatees the closest any other graphic element or message can be positioned in relation to the mark of the symbol itself and our company name – they have a fixed relationship taht should never be changed in any way.
1/3 X 1/4 X
X
45°
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1/4 X
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4X
3X
45°
X
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CLEAR SPACE To work out the clearspace take the height of the logo and divide it in half. ( Space = Height /2) Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.
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APPLICATION ON A BACKGROUND When it will need to appear light, color, and dark backgrounds. Those are the limited ways to use new Polaroid logo on dark, light, or color background.
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On white background, please use the full color logo, on dark or complex background, please use white logo.
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LOGO VERSIONS We think ahead for the different uses of the mark. We follow that diagram to determin which mark to use in different mediums or different size of work depending on its wideth and length requirements.
Larger than 1 inch
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0.5 inch
0.25 inch
0.15 inch
Minimum
On-screen: 50px Print: 0.6 inch
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INCORRECT USES To maintain the equity and value of our brand, the Polaroid logo must never be altered or redrawn. Some, but not all, common misuses are shown on the right page.
• Do not outline the logo. • Do not crop the logo. • Do not distort the logo. • Do not use drop shadow. • Do not rotate the logo. • Do not change the font of logo.
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VI S UAL S TAN DA R DS
polaroid
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T Y P O G R APH Y AN D CO LO R
Typography and Color
FONT EXPLANATION
THE PRIMARY COLOR SYSTEM
STATIONERY
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FONT EXPLANATION Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all Polaroid communications. We have selected Gotham and Gotham Rounded, which helps inject energy and enthusiasm into the entire Polaroid communications, as the primary and secondary corporate typefaces.
Gotham Rounded Gotham
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GOTHAM ROUNDED
Light
A B C D E F G H I J K L M n o p q r s t u v w x y z Medium
A B C D E F G H I J K L M n o p q r s t u v w x y z Bold
A B C D E F G H I J K L M n o p q r s t u v w x y z
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GOTHAM
Regular
A B C D E F G H I J K L M n o p q r s t u v w x y z Bold
A B C D E F G H I J K L M n o p q r s t u v w x y z Numbers and Glyphs
0 1 2 3 4 5 6 7 9 8 9 0 ! " # $ % & ' ( ) * + , . / : ; < = > ? @
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THE PRIMARY COLOR SYSTEM Consistent color usage ensures maximum brand recognition. The four colors are the foundation of the brand and should always be used properly to reinforce brand equity. The new Polaroid identity is using red as its primary color and add blue on that basis.
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Primary Colors
# f37046
# 50576d
# 50576d
RGB (243,112,70)
RGB (80,87,109)
RGB (80,87,109)
CMYK (0,70,78,0)
CMYK (73,62,40,20)
CMYK (73,62,40,20)
# bcbec0
# f1f2f2
RGB (188,190,192)
RGB (241,242,242)
CMYK (0,0,0,30)
CMYK (0,0,0,5)
Secondary Colors
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STATIONERY This show the approved layouts with the primary elements of the Polaroid stationery system for the front and backside of the letterheads, envelope and business card.
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The Future of Polaroid
OUR FUTURE
THE MOMENT EXHIBITION
POLAROID MOOD WATCH
INTERNATIONAL BUSINESS NETWORK
VR INSTANT
POLAROID KIDS
TASTE AND SMELL SHARING
POLAROID TRAVEL-DOOR
SHARE LONELINESS
LANGUAGE BARRIER-FREE
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OUR FUTURE Polaroid encourages and delights people for instant sharing with their life, knowledge and emotions. We provide good experience and innovative solutions with most advanced technology systems, products and servieces.
Media & Culture
Retail & Product
Career & Networking
M1_Everywhere Library
R1_Polaroid Mood Watch
B1_Polaroid Tech Center
M2_Make Music
R2_Tools for Making Things
B2_Top Meeting
M3_Little Film Maker
R3_Taste and Smell Sharing
B3_International Business Network
M4_Remote Movie House
R4_Intelligent Operating System
B4_Creative Ideas Website
M5_Polaroid Vlog
R5_VR Instant R6_Polaroid Share Alone
Education & Training
Travel & Adventure
E1_The Moment Exhibition
T1_Trip Sharing App
E2_Polaroid Kids
T2_Language Barrier-Free
E3_Learning Network
T3_Polaroid World doors
E4_Polaroid Parents
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Ed uc io at na l
E1
E4
E2 E3 R2
R1
T2 B1
R3 B2 R4 R6
B3
M1
R5
c Te hn
M3
ol og ic
M2
M4
al B4
M5
T3
T1
c So
ia
l
Experience
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Technological
E
Educational
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Social
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M1_Everywhere Library
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Polaroid Everywhere Library gives a platform for people to share their books both physical and e-books. Physicaly, Connecting the community and neighborhood for people to read shared book. Virtualy, there is an app and a website. Difference: Sharing books in community.
M2_Make Music
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Everyone love music and share music. Do you want have your own song? Polaroid Make Music is the app for you. When you sing rhythem, the app will create a song based on your rythem, and you can share it instantly with your friends. Difference: Creating a music with rhythem.
M3_Little Film Maker
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Do you ever want to make a video to record your journey or life, but feeling so frustrated to deal with the complex video editor. Polaroid Little Film Maker is easy and quick. Difference: Simply drop your files and create a video instantly.
M4_Remote Movie House
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When you want to see a new movie but your partner is in the distant city. Polaroid Remote Movie House provides great environment, making you feel you and your partner are watch movie together. Difference:Movie theatre for long-distance couples and friends.
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M5_Polaroid Vlog
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Polaroid Vlog discusses topics about Instant technique now and in the future, as well as compelling stories gathered in the world. Difference: Sharing instant stories and technique everyday.
R1_Polaroid Mood Watch
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Polaroid Mood Watch would track your emotion and record memorable moment in your day. It is also a way to manage your emotion. To share your anger less and to share your happiness more. Difference: Track and record your mood.
R2_Tools for Making Things
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E
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Polaroid Instant 3D Printer can be carry on everywhere. It prints stuff in a small size. Use it to capture your life moments, it instantly print the feature out, and you can share it with your firends. Difference: Small enough to carry on.
R3_Taste and Smell Sharing
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Have you ever tried a tasty food and want to share with your firend who is on the other side of world? Do you want to share memorable aromas with your friends. Polaroid Sense is a high-tech machine that shares tastes and smells.
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R4_Intelligent Operating System
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More people that ever before are stressed and depressed. People have things that don't want to share with other people but they want to share with someone. Polaroid Intelligent Operating System is your secret friend who can learn you and understand you, you can share your worried with it and make you feel better instantly. Difference: Learn you and heal your heart.
R5_VR Instant
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Through Polaroid VR Instant, you can share your extreme sports experiences with your friends and family in the moment. This way they can join your experience from long-distances. Difference: Experience instantly.
R6_Polaroid Share Alone
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Loneliness is most acutely felt with other people, for with others, even with a lover sometimes, we suffer from our differences of taste, temperament, mood. Sometimes you need some timeâ&#x20AC;Śall alone. Polaroid Share Loneliness's artificial emotional intelligence helps you experience loneliness inside of you. When you swith off and come back, you will feel so much better.
B1_Polaroid Tech Center
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Polaroid Tech Center gather innovators and amateurs in the field of science and techonology. Provide technical supports for introduction of Instant technique. Difference: Learn and explore Instant techniques.
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B2_Top Meeting
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For international companies, video conferences is very important. Massively meeting people in the meeting always facing the problem of low speed and line drops. That is no a problem for Polaroid Top Meeting. Difference: High Speed and stable international video conference.
B3_International Business Network
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Polaroid International Business is a platform which provides companies with experience and know-how through a global network of representatives specialised in international trade advice and support and international sourcing. This network and our services are aimed at companies keen to position themselves on overseas markets on a long-term basis. Difference: Find international business partner easily.
B4_Creative Ideas Website
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Many international marketing agencies are looking for a creative ideas to develop and creative talents to support them. Many talents have ideas but lack of money. Polaroid Creative Ideas Website is great for them to find what they need across the world.
E1_The Moment Exhibition
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A new way to experience our life instant moment. From photos, music and living goods across the globe. Polaroid offters a range of compelling exhibtions. Each exhibit features the things that had changed people's life in an instant. Difference: Past and future of instant.
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E2_Polaroid Kids
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Polaroid Kids is an educational program that helps kids to share their emotions by teaching skills and tools and holding special events. The program guides youth to build their Emotional and Social Intelligences and the intrinsic motivation to make healthy choices in behavior, friends and their education.
E3_Learning Network
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Knowledge is worth for sharing. When you need help with your academic work. Do you want to get the adivse or support instantly instead of waiting for your teacher to reply your email. Polaroid Learning Network is a platform for students and professionals to communicate.
E4_Polaroid Parents
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Polaroid Parents program helps parents understand their kids and youth culture better by making it easy for them, for instance with a monthly parents newsletter with short chunks of relevant info. You could also give a training or a workshop on youth culture or any other relevant topic so you would better understand your kids and more like to share things with each other.
T1_Trip Sharing App
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People like to share their travel experience with friends and family. Polaroid Trip Sharing is an app. It can record your travel itinerary in the map and can be customized to share instantly. Difference:Movie theatre for long-distance couples and friends.
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T2_Language Barrier-Free
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Being able to speak the language in a foreign country is a great way to connect with local culture while traveling. Polaroid Language Barrier-Free has partnered with the experts at living language to provide you with language for travelers quickly. We also have great interpreters and translation tools for you.
T3_Polaroid Travel-Door
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Polaroid Travel-Door is a global platform that connects people who love to travel with those who are passionate about where they live and have a great story to tell. Knock at the door, and a local friend will answer you, sharing local tips, contents and information.
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POLAROID MOOD WATCH Polaroid Mood Watch tracks your emotions and records memorable moments in your day. It is also a way to manage your emotions and learn to share your anger less and your happiness more.
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VR INSTANT This is a fantastic way to experience VR technique. Through Polaroid VR Instant, you can share your extreme sports experiences with your friends and family in the moment. This way they can join your experience from long-distance.
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TASTE AND SMELL SHARING Have you ever tried a tasty food and wanted to share with your friend who is on the other side of world? Do you want to share memorable aromas with your friends? Polaroid Taste and Smell Sharing is a high-tech machine that shares tastes and smells.
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SHARE LONELINESS Loneliness is most acutely felt with other people, for with others, even with a lover sometimes, we suffer from our differences of taste, temperament, mood. Sometimes you need some timeâ&#x20AC;Śall alone. Polaroid Share Loneliness's artificial emotional intelligence helps you experience loneliness inside of you. When you switch off and come back, you will feel so much better.
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THE MOMENT EXHIBITION
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A new way to experience our life instant moment. From photos, music and new technique across the world. Polaroid offers a range of compelling exhibitions. Each exhibi features the things that had changed and will change people's life in an instant.
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INTERNATIONAL BUSINESS NETWORK Polaroid International Business is a platform which provides companies with experience and know-how through a global network of representatives specialised in international trade advice and support and international sourcing. This network and our services are aimed at companies keen to position themselves on overseas markets on a long-term basis.
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POLAROID KIDS Polaroid Kids is an educational program that helps kids to share their emotions by teaching skills and tools and holding special events. The program guides youth to build their Emotional and Social Intelligences and the intrinsic motivation to make healthy choices in behavior, friends and their education.
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POLAROID TRAVEL-DOOR Polaroid Travel-Door is a global platform that connects people who love to travel with those who are passionate about where they live and have a great story to tell. Knock at the door, and a local friend will answer you, sharing local tips, contents and information.
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LANGUAGE BARRIER-FREE Being able to speak the language in a foreign country is a great way to connect with local culture while traveling. Polaroid Language Barrier-Free has partnered with the experts at living language to provide you with language for travelers quickly. We also have great interpreters and translation tools for you.
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Happy hearts know no language barriers.
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Copyright Š 2017 Binbin Chen All rights reserved Printed and bound in United States of America Designed & concept / Binbin Chen Copy & Editing / Binbin Chen Typeface: Gotham, Gotham Rounded This book was created as part of a project for Academy of Art University 79 New Montgomery Street, San Francisco, CA School of Graphic Design Nature of Identity / Spring 2017 Instructor / Hunter Wimmer 68
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