Throughout it all, the typography remains the same. Using FF Real by Erik Spiekermann, which Pemberton previously described to us as “a wonderful grotesk… full of charming little details, like the old-school double-storey ‘g’, the round points and a slightly odd ‘7’.”
“In the 70s, Polaroid changed the rules of branding with the introduction of a bold, full panel rainbow spectrum across our product lines, inspiring a host of legendary brands to this day,” says Polaroid CEO Oskar Smolokowski in a statement. “As this new decade marks a new chapter in the Polaroid story, it’s a moment for us to celebrate that heritage, while keeping our sights set on the future. The new identity for 2020 reflects this, boldly reclaiming the colour spectrum as uniquely Polaroid.”
The new Now camera is an accessible point-and-shoot with a newly developed autofocus lens, longer battery life, and a stronger flash. The design is more curved than previous Polaroids, marking a move away from the angular cases of the past, favouring a shape that’s easier to hold. And it comes in each of the brand’s five colours: red, orange, yellow, green and blue, as well as black and white models. The brand has also launched a range of colour instant film titled Colour Wave.
On the timing of the launch, Polaroid says it has considered the current context and feels right now is appropriate to bring creativity and escapism to people in isolation. It is also building an online programme of creative content and a platform for fans to share work and ideas.