| Title | POLESTAR |
| Brand | POLESTAR |
| Product/Service | POLESTAR |
| 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
| 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