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polaroid

PROJECT BOOK


Introduction

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 Content


1.0 Research

3.0 Design Standards

1.1 Research paper Abstract

3.1 Introduction

1.2 Competitive Survey

3.2 Color and Texture

1.3 Competitive Analysis

3.3 Photography

1.4 Demographics

3.4 Logo Standards

2.0Creative Development

4.0 Solution

2.1 Design Research

4.1 Social Media

2.2 Moodboards

4.2 Print ads & Billboads

2.3 Design Toolbox

4.3 Live Events

2.4 Logo Development

4.4 Apps 4.5 Website 4.6 Music Videos 4.7 Conclusion

Table of Content

Table of Content


REsearch

1.1 Research paper Abstract 1.2 Competitive Survey 1.3 Competitive Analysis 1.0

1.4 Demographics


Abstract

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.”

1.1


Number of Photos Tak en each Year

380B

(Hasker 2013)

Competitive survey

86B

1.2

All Photos 57B

Analog Photos

25B

10B 3B 4B 1B 0

1926

1930

1960

1970

State of the Industry and Relevant Issues:

1980

The Camera industry is extremely competitive. The introduction of digital camera there was sharp decrease in analog photography. To add insult to injury, smart phone cameras began to create a niche in the camera industry.

1990

2000

2011


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.

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.

1.2


Competitive Analysis

Industry Ranking:

Industry Ranking:

Similarities to Competitors:

Reasonably priced cameras for consumers reaches markets across the world Customer loyalty

Differences from Competitors:

Provides professional grade camera Has a strong market in office equipment and printers Makes more lenses dedicate to special purposes (Lenses 2013)

Onliness Statement (USP):

Canon can claim that they are considered # 1 by consumers when it comes to DSLR cameras. With reasonable pricing and a quality product is sets them above it competition.

2

Industry Ranking:

3

Similarities to Competitors:

Similarities to Competitors:

Differences from Competitors:

Differences from Competitors:

Reasonably priced cameras for consumers reaches markets across the world Customer loyalty

A late comer to the camera industry, they only made digital cameras Uses German made Carl Zeiss lenses for their cameras Has a strong presence other markets such as music industry, movie industry and diverse consumer electronics (computers, televisions, phones, games)

Onliness Statement (USP):

Sony can claim that they are the only camera Manufacturer that has every media covered. From music to movies, Laptop to networking, Sony provides a vast array of media services that allow consumers to be creative.

Reasonably priced cameras for consumers reaches markets across the world Customer loyalty

A strong presence in profession photography and journalism. Diverse market in scientific products, Education services for photographers

Onliness Statement (USP):

Nikon provides one of the larges collections of articles to reference in their library. With over 300 articles they provide class and workshops for their customers.

Similarities to Competitors:

Polaroid REIMAGINE INSTANT

Industry Ranking:

1.3

1

4

Reasonably priced cameras for consumers reaches markets across the world Customer loyalty

Differences from Competitors:

instant camera photography at this time only sells fix lens cameras only camera manufacturer left that originated in the United States

Onliness Statement (USP):

Polaroid can always claim when it comes to photography innovation the led the industry with their instant camera. Their once popular instant camera became a icon of pop culture; easy to use, consumers can take a picture and have it develop right before their eyes.


* An established brand image

* Provide a new camera line that incorporates social media

* Resilient- the have survived an ever changing market

* Reconnect with Loyal cus tomers and build new ones

* 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

*Add to the pop culture of instant photography with new medias

Opportunities

* 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.

Threats


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.

1.4


Creative Development

2.0

2.1 Design Research 2.2 Moodboards 2.3 Design Toolbox 2.4 Logo Development


Design Research 2.1


Mood Boards

Mood Board

1

Rationale for This Mood Board:

2.2

In this mood board it show a new direction and a new energy in which Polaroid is taking. With strong vibrant colors and imagery echoes Polaroids new Zink paper color reproduction (Zink 2011). The colors red and orange represent energy and creativity, the blues and purple represent understanding, integrity and ambition (Color 2002). Not only does Polaroid continue to make cameras that print they also make apps that take pictures with the look and feel of a Polaroid (Instanttheapp 2012). Polaroid had reimagined instant photography from its old instant film to its new camera lines that not only takes pictures and prints them without ink, they also upload to social web sites directly (Polaroid 2012).


Rationale for This Mood Board:

This mood board shows has bright colors and shows the innovation of Polaroids camera that not only takes picture it prints and post to a social media site (Polaroid 2013). The soft red and yellow colors energy and activity while to blue and purple represent confidence and creativity (Color 2002)The images are of Polaroid latest innovative features. Not only does the camera take a picture it prints and uploads to social media websites wirelessly (Polaroid 2012).

Mood Board

2

Mood Board Rationale for This Mood Board:

3

In this mood board the colors are balanced with two warm colors and two cool colors followed by black. The yellow and the orange represent cheerfulness and happiness,were as the blue and the green harmony and loyalty (Color 2002). The colors are utilized with black to to accentuate and make them stand out. The use of circles give the mood board a bubbly happy feeling but represents a limitless boundary (Whitty 2010). The images are of people having fun and taking picture of themselves. Being able to print from the camera shows the innovative features that Polaroids cameras are capable of (Polaroid 2010).


Design Toolbox 2.3


Logo Development

2.2

Current Logo


Polaroid REIMAGINE INSTANT

Polaroid REIMAGINE INSTANT

Proposed Logos


Design Standards

3.0

3.1 Introduction 3.2 Color and Texture 3.3 Photography 3.4 Logo Standards


Introduction 3.1


Primary color palette

Color & Texture

Color

3.2

The color chosen are partially derived from Polaroid’s current logo and additional colors are inspired from some of the textured imagery displayed. The colors are vibrant and inspire creativity. Texture Texture that are utilized represent urban grafitti collages of images, a blue stylized leather, and crystalization of printer paper. Each texture represent a distinguished look for Polaroid and cover a variety of uses.

C 75 M 68 Y 67 K 90 R0G0B0 000000 PANTONE black 6 c

Secondary color palette C 44 M 6 Y 15 K 0 R 139 G 200 B 211 8bc8d3 PANTONE 629 C

C 52 M 92 Y 16 K 1.4 R 139 G 58 B 131 8b3383 PANTONE 513C

Current Polaroid Logo Icon

C 89 M 71 Y 32 K16 R 47 G 78 B 116 2f4e74 PANTONE 7694 E

C 6 M 43 Y 74 K 0 R 233 G 157 B 87 e99d57 PANTONE 7411C

C 81 M 10 Y 91 K 1 R 34 G 163 B 85 22a355 PANTONE 7739 C

C 1 M 23 Y 99 K 0 R 253 G 197 B 18 fdc512 PANTONE 7408 C

C 17 M 87 Y 82 K 6 R 193 G 67 B 59 544d53 PANTONE 180 C


Photography

Use of Images

Images should represent the target audiences, the product and the results of the product with a positive influence. The people in the images should be at a social gathering enjoying their activity stopping to snap a photo to share with their friends. Images of the product should be in use demonstrating its feature. Images of the results from the product should be collections of photos and ease of use from the product.

3.3


Logo Standards

3.4

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.

Transparency

New Color

Polaroid REIMAGINE INSTANT

Polaroid REIMAGINE INSTANT

Color on Black Black on White

Current Logo

Polaroid

Polaroid REIMAGINE INSTANT

REIMAGINE INSTANT

White on Black

Polaroid REIMAGINE INSTANT


Spacing

unacceptable usage

P do  not  use    solid  colors

P

R

use  of  drop  shadow  or   other  effects

P

Polaroid R 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

logo  mark  reversed  or  colors   transposed

P

Polaroid REIMAGINE INSTANT

P

P

R 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

P

R REIMAGINE INSTANT

REIMAGINE INSTANT

P

P

Polaroid

P

P

Polaroid

tagline  is  not  to  scale


4.1 Print ads & Billboads

SOLUTIONS

4.2 Live Events 4.3 Apps 4.4 Website & Social Media 4.5 Music Videos

4.0


PRINT ADS & BILLBOARDS 4.1


Polaroid

RE-IMAGINE INSTANT


LIVE EVENTS 4.2


APPS 4.3


WEBSITES SOCIAL MEDIA & 4.4


MUSIC VIDEOS 4.3


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

1.5


polaroid Raul Gomez Full Sail University


Gomez 10 2 1 project