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. 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! Kudos As announced in the brilliant UK publication Grafik for August 2005, The Branding of Polaroid, 1957-1977 was published in book form. For an Adobe Acrobat .pdf file of the article, click on this link: Download G131_Polaroid.pdf Quotes from the article by John Weich, Grafik, August 2005 -- "Like Apple today, Polaroid supplemented its superior product with superior branding. . . ." "In 1958 the company decided to hire freelance designer Paul Giambarba with a view to revitalizing the brand. This was the start of a relationship that was to last an amazing twenty-five years—Giambarba changed the face of Polaroid. He was responsible for creating packaging for Polaroid's Colorpacks, its SX-70, Square Shooter and Square Shooter 2 and the OneSteps. Giambarba's first initiative was to transform the logo into an uppercase News Gothic, and his second was to give the company's B&W film shelf distinction by way of black end panels, which were easily discernible in its TV spots (which, of course, were black and white). "The first round of rebranding lent Polaroid some design credibility, but its second, more significant evolution elevated the brand to design icon. . . ." Thank you, John and thank you, Grafik Editor Caroline Roberts. Grafik is the UK's only magazine dedicated entirely to showcasing the most exciting new graphic design work every month. It's also an essential tool for a designer in search of information and inspiration.
To quote from The Independent's article by Emily Dugan:
"If all goes to plan, the Polaroid factory in Enschede, Amsterdam, will soon be making film again thanks to its new owner, an eccentric Austrian artist and businessman named Florian Kaps. Mr [sic] Kaps, 39, has dedicated the past five years to instant photography. He set up Polanoid.net, the biggest Polaroid gallery on the web, and the first ever Polaroid-only art gallery in Vienna, called Polanoir.
Now he plans to save the film. "The project is more than a business plan; it's a fight against the idea that everything has to die when it doesn't create turnover," said [Dr] Kaps."
[Little did I know when I posted this that I would be meeting with Doc Kaps in five months and designing his first line of packaging for products he called the Paul Giambarba Edition.]