POLESTAR

TitlePOLESTAR
BrandPOLESTAR
Product/ServicePOLESTAR
Category A01. Creation of a new Brand Identity
Entrant STOCKHOLM DESIGN LAB Stockholm, SWEDEN
Idea Creation STOCKHOLM DESIGN LAB Stockholm, SWEDEN
Idea Creation 2 POLESTAR HQ Gothenburg, SWEDEN
Production STOCKHOLM DESIGN LAB Stockholm, SWEDEN
Production 2 POLESTAR HQ Gothenburg, SWEDEN
Credits
Name Company Position
Björn Kusoffsky Stockholm Design Lab Executive Creative Director
Ted Carlström Stockholm Design Lab Senior Account Director
Oscar Gardö Stockholm Design Lab Designer
Magnus Engström Stockholm Design Lab Designer
Gustav Nordebrink Stockholm Design Lab Senior Designer
Cristian Paredes Stockholm Design Lab Designer
Sakari Paananen Stockholm Design Lab Senior Art Director
Nina Granath Stockholm Design Lab Creative Director
Per Carlsson Stockholm Design Lab Senior Designer
Camilla Nilsson Stockholm Design Lab Project Manager
Chung-hong Hui Stockholm Design Lab Junior Designer
Karin Blomberg Stockholm Design Lab Strategist
Anneli Myrin-Holloway Stockholm Design Lab Client Director
Pär Heyden Polestar Head of Brand
Tim Heldmann Polestar Chief Marketing Officer
Dan Persson Polestar Brand
Susanne Blomster Polestar Brand
Magnus Brodd Polestar Brand Strategy
Rong Guan Polestar Brand
Charlie Cronborg Polestar Brand
Susanne Lidman Polestar Brand
Emma Dahlquist Polestar Brand
Pontus Rosenqvist Polestar Designer
Gabriel Fager Ferrari Stockholm Design Lab Music/Sound

Background

The assignment was to develop and elevate the brand to become a credible competitor in the rapidly expanding global market for electrified high performance drives, that offer cars to the world’s most demanding, progressive drivers of all market segments. The scope of assignment comprised the development of a holistic visual identity toolbox that is optimized for all brand touch points as well as design for all relevant applications – ranging from digital presence, retail spaces, architecture, exhibitions/fairs, car branding, 360 communication and more. The project of developing the brand is an ongoing act of refinements that has been ongoing since 2016 when the assignment was first announced.

Describe the creative idea (40% of vote)

Electric performance car brand Polestar was created to break the conventions of the car industry. The brand seeks to explore new ideas and technology, to push boundaries and act as the spearhead for Volvo Car Group, not only in technological innovation, but also in digitised customer experiences and communication. When others use chrome and flashes to mark their presence, Polestar elevate performance features and let their products stand proud as pieces of art. The product focus could not be celebrated more than through an identity that eliminates abundance. Instead, the obsession with subtle detailing extends beyond the products. The identity components were developed even for the very smallest parts to be able to deliver against an unparalleled, holistic brand experience and the brand promise of pure, progressive performance.

Describe the execution (40% of vote)

The car is at the center of of everything Polestar does, but the obsession with detail extends beyond the products themselves. The brand's identity is evident in every part of the Polestar universe. The symbol is an interpretation of the name (the guiding northern star), developed seamlessly with the cars sharing their colours, and is intended for iconic application throughout the brand ecosphere. The typographic marking system serves as the backbone of the identity, highlighting performance features and information throughout the brand and products. The monochrome approach to colour creates a calm air of sophistication with a variety of colour accents used to both draw focus and add energy. The combination of clean, luminous white and elegant, stylish black with greyscale for all stages in between creates an enduring, solid foundation for the visual expression of the brand, while acknowledging its cosmic theme. Sophistication and purity for the electric age.

List the results (20% of vote)

The result is a brand built from scratch that has impressed car enthusiasts, critics and design experts from all over the world – both for the product performance and the brand experience itself. Distinctions in 2020: – Red Dot: Brand of the Year – Red Dot: Best of the Best in the Brand Identity category – Robb Report's “Best of the Best” – German Car of the Year (GCOTY) Luxury Car of the Year Reviews in 2020: https://www.nytimes.com/2020/10/22/business/polestar-2-electric-cars.html?searchResultPosition=1 https://www.red-dot.org/about-red-dot/magazine/award-winning-design-red-dot-jury-selects-best-brands-and-creative-works-of-the-year https://www.wired.co.uk/article/polestar-2-review https://www.topgear.com/car-reviews/polestar/2 https://www.businessinsider.com/polestar-2-review-price-ev-volvo-tesla-specs-horsepower-electric-2020-8?r=US&IR=T