While searching for my new Yashica rangefinder on ebay a few weekends ago, I ran across a vintage Polaroid OneStep and impulsively bought it. What made this particular listing more appealing than the ones I normally come across was that it included the original packaging. Polaroid’s branding during this time (1957-1977) was mainly done by a man named Paul Giambarba, he was a freelancer that they hired with sole purpose to out-do Kodak (who were already using their iconic yellow boxes). His first move was to redo the logotype and introduce simple color coding. Eventually this lead to the introduction of a series of rainbow like stripes that appeared on both the packaging, and the cameras. His work at Polaroid concluded with a radiating, striped, square that changed location with each new series of packaging. The evolution of this packaging is truly a stunning example of how to grow a brand and is definitely worth reading about.
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