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The visual identity of the Polaris brand is established through the consistent use of the five following elements: the North Star, grid, typography, and colors and shapes. If you follow the fundamental guidelines for each of these components, you should have no problem properly expressing the Polaris brand.
The North Star is an integral part of our brand – it is a beacon and a constant, keeping us true to our heritage and our vision for the future. The North Star may be used as a secondary design element if — and only if — the full Polaris logo is also represented within the piece. The North Star may only be used in its outlined and flat representation as the intent of usage is only meant to enhance the brand identity, not to identify as the brand itself.
The Polaris Grid is a simple design construct that ensures a consolidated look and feel across our brand. Built with 45° angles at its core, the grid derived directly from our North Star, and serves to keep even the most intrepid of designers on course.
The grid creates a structure for the alignment and justification of type.
Images can be purposefully cropped and clipped to the grid to give layouts more impact and make them more noticeable.
Colors & Shapes
Bands of color and shapes can also work within the grid to create a strong, consistent look for our brand.