Tuesday, 19 February 2013

Product, Range and Distribution//examples of...

5 examples of branding and logos associated with Polaroid:

1. With the introduction of the square format film (which would be sold cheaper than the rectangular format film) in 1973, the well-known rainbow stripes utilised within the Polaroid branding was manipulated into different sized squares to communicate the new film format. The colour edition and the black and white edition help the user to distinguish easily which type of film they are purchasing purely through 
the colour scheme.

2. Point-of-purchase packaging for Polaroid when it initially started out. This was at the point where they were competing against the Kodak yellow packaging which was the brand to compete with at the time. But the muted grey of the original Polaroid packaging was swallowed up by the Kodak yellow which was storming the shelves at the time. The typeface that is used here as well proved to not be effective as the 'a' and the 'o' were too similar looking, and people were pronouncing the brand name incorrectly. 

3. The typeface changed to News Gothic (designed by Morris Fuller Benton) to enable clearer readability for the user and give the Polaroid brand more distinction against other competitors. These images are examples of point-of-purchase wayfinding/signage design that utilises the simplicity of the new found typeface and developing brand identity of Polaroid, focussing on simplicity and clarity in terms of style.

4. The coloured, geometric stripes and squares that are used as a distinguishing feature of the Polaroid branding have been taken from the component design of the original, older Polaroid cameras and manipulated into a more contemporary design style. The idea was for the branding and packaging to remain simple, using small pt size for any text and lots of blank space to create further emphasis on the design features (this contrasted massively to design at the time where sales managers were keen to cover all packaging with as much content as possible). The design also created a repeated pattern when the boxes were stacked on the shelves, another aesthetic additional aspect to the branding. 

5. 1968 Polaroid Colorpack Film packaging. 
Due to lack of budget at the time, the quality of the print reproduction was poor so to amend this, the use of the silhouette image to display which model was inside the packaging, was a silhouette illustration. This same image was also featured in newspapers, where the print quality was also significantly poorer back then.

5 examples of print that contain aspects of own interests and things I want to pursue with on this brief:

1.  3D Typography

2. Foiled Product Packaging

3.  Spot Varnish

The layout of the publication itself utilised the fibonacci sequence and white space, allowing the photographic content to stand out and speak for itself, which results in a clean and well designed overall aesthetic.

4. Mixed Media
combining photography with illustration as a medium

5.  Experimental Photographic Techniques and Processes

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