My Product Identity and Design For Polaroid 1957-1977 - Paul Giambarba

Paul Giambarba initiated Polaroid's corporate image development and product identity in 1958. His innovative black packaging successfully subdued the dominance of Kodak yellow at point-of-purchase and spawned a vogue of black packaging within the industry. He is currently sparking a revival in Polaroid and his new project the Impossible Project can be found here. In the meantime, here is a fascinating case study on how the power of a good idea, beautifully executed with passion, can overcome the might of a dominant player.

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