In 1976 management wanted new product identity for sunglasses. They said that my original blue and green mark (click on 10. Polaroid Sunglasses) had been copied so much that it had become almost generic for all sunglasses sold internationally. They wanted to keep the Polaroid color stripes. This is the mark I came up with.
This is how I proposed it would look on consumer displays at point of purchase.
This is the hang tag I had in mind. All of this was shot down and the work done in-house.
Calderwood came by one day and asked if I could come up with an idea or two for magazine ads that show how polarizing works in sunglasses. This is a page from Elle, the French magazine for women, that probably goes back to 1958 or 1959. I think the ad was produced by DD&B because that is one good looking young woman. But I digress . . . .
We have to fast-forward a few years to 1962 to illustrate the development of the ubiquitous Polaroid color stripes that were introduced with the debut of Polaroid color film. These are the color stripes you see in the header, above left, and below in the Polaroid Iconongraphy graphic. But let me not get ahead of myself. I would like to concentrate on this particular assignment because I have always thought it one of my best solutions for a product identity flag, so to speak. It's also one of the simplest and as any designer will tell you, they are the most difficult to do.
This is the prototype for a counter card. The type was eventually changed to News Gothic from the bold version seen here. The same is true for the dealer decal and product hang tag, below.
This design was so strong as product identity that it eventually became almost generic as a flag or symbol for sunglasses throughout Europe and elsewhere in the world, except for the USA and Canada where Polaroid had licensing deals with RayBan, Foster Grant, and other manufacturers of sunglasses.