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polaroid

STYLE GUIDE PROJECT BOOK


REimagine IN

REIMAGINE INSTANT


Edwin Land Founder of Polaroid

Polaroid is known for being innovative with instant film photography and has been manufacturing instant cameras for the last 75 years. With the change of the industry from analog to digital photography in the past 20 years, Polaroid finds themselves in a new position to captivate a new generation of photographers. With a target audience between the ages of 16 to 25 in mind, their new digital cameras are the only cameras that can print a photo within seconds, and instantly upload to social websites to be shared. Polaroid wants their customers to re-imagine Instant.

Introduction

Welcome


Table of co

Table of Content 1.0 Research 1.1 Research paper 1.2 Competitive Survey 1.3 Demographics 1.4 References

2.0Creative Development 2.1 Design Research 2.2 Moodboards 2.3 Design Toolbox 2.4 Logo Development

4.0 Solution 3.0 Design Standards

4.1 Social Media

3.1 Introduction

4.2 Print ads & Billboads

3.2 Color

4.3 Live Events

3.3 Photography

4.4 Apps

3.4 Logo Standards

4.5 Website

3.5 Print Standards

4.6 Music Videos

3.6 New Media Standards

4.7 Conclusion


REsearch 1.1 Research paper 1.2 Competitive Survey 1.3 Demographics 1.4 References

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1.0


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1.1 Research paper Abstract Polaroid has been manufacturing and selling cameras for over 75 years (Polaroid75 2013). It was Edwin Land who created Polaroid Corporation and developed the Polaroid’s instant film (Polaroid 2013). With the vision of one man, he was able to shape the camera industry and catapult Polaroid as an iconic camera manufacturer. The company once well known for being innovation and had once cornered the market in instant film photography, their sales fell with the age of digital cameras and the company suffered hardships. With the events that lead to the downfall of a camera manufacturing giant, Polaroid has had to reestablish itself as a digital camera manufacturer to reckoned with. Brand recognition for Polaroid is good but to rely on a brand that had been attached to a product that was innovative for its time but is now obsolete may not be healthy. In rebranding Polaroid one of the first things that need to be addressed is brand identity with the licsensing of its brand to multiple electronic products the identity of Polaroid has become diluted. Once these issues are addressed rebranding and build and advertising campaign for Polaroid’s camera products can go forward. Polaroid had differentiated itself from the competitors with its reputation as an innovator in the instant film photography. Across several generations, people regard Polaroid as one of the most trusted, well-respected and recognized brands when it comes to instant photography (MIT Museum 2010). Since then Polaroid introduced new digital cameras that print on Zink paper, and cameras with the capabilities to upload pictures to social network websites. With the new Polaroid digital camera products, a photo can not only be printed within seconds, but can instantly be uploaded to social websites to be shared with friends and family effortlessly. The rebranding is not just to give Polaroid a new look but build confidence in the consumers. It is to make the consumers “Re-imagine Instant.”


Positioning and Value Proposition Polaroid prides itself as being an innovative manufacturer of instant photography.They are driven to make their products as simple and easy as possible for their customers.

REsearch 1.2 Competitive Survey

Sustainable Competitive Advantage Polaroid pioneered and is innovative with instant photography and polarized lenses. Is the first to have a camera that incorporates an Android operating system into their camera which renders it as a multimedia device, has wifi, a touchscreen and interchangeable lenses. (Polaroid 2013) Strategy for Promoting the Brand in the Campaign Project (Big Idea) I recommend building on the iconic pop culture of the old Polaroid instant camera. Show a quick history of the old Polaroid camera versus their new line up and to have the consumers “Re-imagine Instant.”. The idea is to show innovative that even “grandpa” can use and for the youth, “This isn’t grandpa’s old Polaroid”, The campaign ads would show off features such as taking pictures and print, but it can share the images instantly to social sites.

* An established brand image * Resilient- the have survived an ever changing market * Customer loyalty- They have an established following

Strengths

*Has an outdated brand im age and the product line has been diluted by relicensing to other manufacturers * Has filed for bankruptcy twice *Limited product line- other products are over shadowed by their instant cameras. WEAKNESS

Opportunities provide a new camera line that incorporates social media Reconnect with Loyal customers and build new ones Add to the pop culture of instant photography with new medias

Threats copycat cameras from competitors changes in social media- having to keep up with what is in. changes in technology, having to keep up with what new technology is available.

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1.3 Demographics

The target audience considered for the advertising campaign is the ages 16-25 years old. The audience should be engaged in social web sites and enjoy sharing photos online. They are geeks when it comes to technology and enjoy all of the latest gadgets but are serious when it comes to photography. They want gadgets that are easy to use but look sophisticated and clean. Being different and edgy is what they embrace; yet these differences cause them to define their culture. It is not the same culture as of the Polaroid’s old instant film photography but of a new generation that cares about creating, saving the memories of life time events and enjoys sharing them.


REsearch 1.4 References

References: Carlstadt, N.J. (2007), Retrieved 5 May2013 from website: http://www.pantone.com/pages/pantone/pantone.aspx?pg=20540&ca=10 Impossible (2008), Retrieved 5 May 2013 from website http://www.the-impossible-project.com/about/ Goff, Adam (2012), Birth of digital snaps, New Scientist, 02624079, Mar. 10, 2012, Vol. 213, Issue 2855 Jeffries, Adrianne (2013) Polaroid: milking the brand, retrieved 5 May 2013 from website: http://www.theverge.com/2013/1/18/3890608/as-polaroid-fades-away-technicolor-tries-to-innovate Kilbourne, Jean(2006), Jesus is a brand of jeans. New Internationalist. Sept. 2006, Issue 393, p10-12. 3p. 11 Color Photographs. Larson, Erik and Bathon, Michael (2008), Polaroid in Bankruptcy Again, Cites Petters Charges (Update3), Retrieved 5 May 2013 from website: http:// www.bloomberg.com/apps/news?pid=newsarchive&sid=afOdWSvgMXtM Lenses (2013) Retrieved 24 Mar 2013 from http://www.usa.canon.com/app/html/EFLenses101/applications.html MIT Museum (2010), Retrieved 5 May 2013 from website: http://web.mit.edu/museum/about/pr/2010/polaroid.html New Internationalist. Sept. 2006, Issue 393, p10-12. 3p. 11 Color Photographs. Fontana, David PhD (1993), The secret language of symbols, Chronicle Books LLC 2003. Pg. 200 Polaroid (2013), Retrieved 5 May 2013 from website: http://polaroid.com Polaroid Gaga (2011), Retrieved 5 May 2013 from website: http://www.polaroid.com/news/2011/polaroid-and-lady-gaga-announce-grey-label Polaroid75 (2013), Retrieved 5 May 2013 from website: http://polaroid.com/75-years Purple (2013), retrieved 5 May 2013 from website: http://desktoppub.about.com/cs/colorselection/p/purple.htm New York Times (2012), Kodak Says It Will Stop Making Digital Cameras. New York Times. 2/10/2012, p8. 0p. Silver (2013), retrieved 5 May 2013 from website: http://www.gemstonegifts.com/Colors/silver.htm Smith, Graham (2011), Original Polaroid Branding by Paul Giambarba, Retrieved 5 May 2013 from website: http://imjustcreative.com/original-polaroid-branding-by-paul-giambarba/2011/12/19/ Starlight (2010), Retrieved 21 Apr. 2013 from website: http://www.polaroid.com/news/2010/starlight-expand-digital-entertainment-product-cat YouTube (2013), Retrieved 5 May 2013 from website: http://www.youtube.com/yt/advertise/en/your-objectives.html

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Design Stan

3.0

Design Standards

3.1 Introduction 3.2 Color 3.3 Photography 3.4 Logo Standards 3.5 Print Standards 3.6 New Media Standards


Design Standards 3.1 Introduction

Design Stand

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Design Stan

3.0 3.2 Color

Design Standards


Design Standards 3.3 Photography

Design Stand

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Design Stan

3.0

Design Standards

3.4 Logo Standards

Current Logo New Color

Based off their current logo, the iconic structured logo mark diamond now bursts into its new shape. The pattern suggest excitement, movement, and energy. Keeping some of the original colors, the square diamonds are transformed into rectangular diamond, which represents the shape of the paper Polaroid uses in its cameras. The pattern represents a diverse social gathering, how people will group together to take a picture It may be necessary to drop the tag line from logo due to it becoming to small to read. The logotype nor the tagline should not be reduces to below 9 pt due to legibility.

Polaroid REIMAGINE INSTANT

Color on Black

Polaroid REIMAGINE INSTANT

Transparency

Black on White

Polaroid REIMAGINE INSTANT

White on Black

Polaroid REIMAGINE INSTANT

Polaroid REIMAGINE INSTANT


Design Standards

Spacing

P

unacceptable usage

P

R

P

Polaroid R

do  not  use    solid  colors

use  of  drop  shadow  or   other  effects

P

R REIMAGINE INSTANT

use  only  approved  palette   colors

P

logo  mark  should  use  the   recommended  7  diamond  pattern

P

R

P

Polaroid

Polaroid REIMAGINE INSTANT

logo  text    and  tagline   should  not  be  altered

P P

logo  mark  reversed  or  colors   transposed

P

P

R REIMAGINE INSTANT

Polaroid REIMAGINE INSTANT left  or  right  justification  not   recommended logo  mark  is  not  to  scale

P

P

logo  mark  should  not   have  a  light  stroke  weight  

P

Polaroid R

Polaroid REIMAGINE INSTANT

P

P

P

R REIMAGINE INSTANT

P

P

Polaroid

tagline  is  not  to  scale

Design Stand

3.0


Design Stan

3.0

Design Standards

3.5 Print Standards


Design Standards

Design Stand

3.0


Design Stan

3.0

Design Standards


polaroid Raul Gomez Full Sail University


Gomez 10 1 1