"Apple is, being the darling of the spotlight that it is, the most obviously well-branded company that I can think of. But let us never forget the brilliant branding of 1950s, 60s, and 70s Polaroid. . . ."
Click on image to enlarge. Beginning at the top is the Polaroid mark I did in 1958, its application to package design and corporate identity, which is the bottom panel just above the date, 1958. Somewhere in the lower right of the photo is the corporate sign POLAROID, identical to the mark above. I haven't been able as yet to find a better photo.
On the left are package designs for Polaroid Sunglasses, 1962, Polaroid Colorpack and black-and-white filmpacks, package design for a Polaroid Colorpack camera, and to the far left, package design and product identity for Polavision, 1977. At the bottom of the row is a package design and product identity for a Polaroid Square Shooter camera.
In the row on the right are package designs and product identity for Polaroid SX-70 cameras and accessories, dating from 1972, and just below is a photo of package design for Polaroid Pronto! cameras, 1976.
I'll get to each of these families of products as this blog proceeds with as many posts as I can manage during each week. So please stay tuned.
Stan Calderwood and I spent a lot of time considering the pros and cons of logos. We came to the conclusion that Polaroid would be better off if we didn't paint ourselves into a corner with a logo that might be appropriate for a few years, then less so as time went on. The first order of business was to create a brand name image that people could remember and correctly pronounce: Pola-roid, not Poy-la-rode. Next, we should have signage at every retail outlet that was clean and classy. This was easier said than done. Every supplier of extruded plastic and aluminum signage wanted to sell us a version of their all-purpose tavern sign with phony waterfalls and stars. After a struggle, we prevailed and these signs appeared at most stores.