Polaroid rebrand is an instant pick-me-up

(Image credit: Polaroid)

Polaroid has reclaimed its original name and drawn on its previous visual identity in a rebrand that sees the instant film pioneer come full circle. Though you may not have noticed the existence of Polaroid Originals in the first place, this arm of the brand is officially no more. The entire company has now unified, in an explosion of colour, under the flagship brand name: Polaroid. To mark the occasion there's also a new camera, the Polaroid Now. 

The Polaroid Originals brand was created in 2017 when Netherlands-based group The Impossible Dream merged with Polaroid. This branch of the business continued to manufacture instant cameras, while Polaroid itself pursued non-camera related products. The rebrand aims to "give clarity to people" by unifying the brand under a singular identity that has analogue cameras at its heart. And the whole thing is a rainbow-filled explosion of cheerfulness we can't stop looking at.

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Georgia Coggan

Georgia is lucky enough to be Creative Bloq's Editor. She has been working for Creative Bloq since 2018, starting out as a freelancer writing about all things branding, design, art, tech and creativity – as well as sniffing out genuinely good deals on creative technology. Since becoming Editor, she has been managing the site on a day-to-day basis, helping to shape the diverse content streams CB is known for and leading the team in their own creativity.