STYLE GUIDE
P O L A R O I D
TABLE OF CONTENTS ABOUT THE BRAND 4 BRAND IDENTITY 6 LOGO 8 Inspiration 10 Typography 12 Logo Variations 14 Color Palettes 16 Clear Space 18 Logo Before 20 Logo After 21
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ABOUT THE BRAND
For seventy five years, Polaroid has established itself as a predominant force in successfully blending intuitive technology with a practical application. This is especially apparent with their revitalized collection of Instant Cameras and Digital Instant Cameras. Learning from the success of previous models, Polaroid has continued to evolve and develop as a world-renowned brand. Polaroid's extensive collection of products and mission to provide exceptional customer service solidifies Polaroid's position as a trusted global brand for over 75 years!
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BRAND IDENTITY
Brand identity is the visual means by which Polaroid distinguishes it’s products and services, and therefore is an essential link to their reputation. As a member of the Polaroid family of brands, the Polaroid brand provides assurance to customers that they are purchasing exciting, family centric products and services that will live up to the high quality standards of Polaroid. Their identity, in a sense, is their corporate signature. This style guide provides the tools needed to maintain the integrity of that very identity and should be followed correctly and consistently every time. Color, logo placement, typography, and other visual elements are extremely important in defining the Polaroid brand.
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LOGO
Logos are the touchstone of a brand and one of the most valuable assets. Proper usage must be ensured. The preferred way to use the Polaroid logo is over a white/light background. Every attempt must be made to do this. If the logo must be placed on a dark background or color options are limited then the Polaroid logo can be used in one color. Please observe the clear space around the logo to maximize visual effectivenes. Nothing should intrude into this specified clear space. .
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Inspiration
Inspiration for this new logo has come from various sources. LED rotating lights and minimalist geometric tattoo designs were the main inspiration.The Polaroid brand has minimalist hipster feel to it therefore inspiration from tattoos was the perfect inspiration. The Polaroid brand has gone through a big change and those changes has given Polaroid a new look. So making a geometric and simple logo only felt right.
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Typography
Typography is a key element to communicate a unified personality for the Polaroid brand. I have selected KELSON SANS as the font. KELSON SANS is strong, yet it is not overbearing and is very minimalist, which is perfect for the Polaroid brand. KELSON SANS is a nice, simple font good for anything from headlines to text. If in doubt, use KELSON SANS.
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KELSON SANS geometric sans serif typeface
AaBbCc123
LIGHT
AaBbCc123
REGULAR
AaBbCc123
BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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Logo Variations
The Polaroid logo should work well across all media. The style you choose will depend on the environment in which the logo appears. To ensure the expression of the logo is right for its context , I have created some logo variations.
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P O L A R O I D
P O L A R O I D
P O L A R O I D
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Color Palettes
CMYK 49 0 14 0 RGB 119 206 218 HEX 77CEDA
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CMYK 85 35 31 3 RGB 0 130 154 HEX 00829A
CMYK 71 7 22 0 RGB 40 177 195 HEX 28B1C3
CMYK 0 0 0 100 RGB 0 0 0 HEX 231F20
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Clear Space
The clear space requirement is designed to maintain the integrity of the logo. This ensures visibility and legibility. This illustration shows the clear space around the approved logo. The clear space around the logo is equal to the ‘X’. No graphic elements, including patterns, photos or colors (other than approved colors) can be used in the clear space.
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Logo Before
This Polaroid logo was designed by Paul Giambarba (born 1928) who is an American graphic designer, cartoonist, writer and illustrator in the year 1958.
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Logo After
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Norbu Gyamtso Fashion Communication IV National Institute of Fashion Technology