Branding Polaroid without a thought given to clarity and comprehension

Polaroid package design looked like this when I got the go-ahead to redesign the line. White crossed filters denoting polarizing filters looked like soap bubbles against the drab gray background. Polaroid is reversed, or dropped-out, from a red patch in a mangled version of a typeface called Memphis. The true Memphis lower case "a" has an upper serif to distinguish it from an "o," but close inspection will reveal that the upper serif has been removed from the Polaroid "a." Thus the brand name could be easily misread at quick glance as Poloroid. Of all the counterproductive things one can do in commerce, this was outrageously stupid, especially when spending considerably to launch a new line of products.