Ralph Mayer
Founder, Creative Director
In their own words
We knew things were going to change a lot in the beginning, so we didn’t want to create something that felt finished too early. The identity needed to be flexible enough to adapt as we learned what P.A.C. was going to become.
Typography became one of the main anchors of the identity, more than the logo or the colour palette.
It feels closer to making a series of small publications than maintaining a fixed set of branded assets.
Given the importance of the subjectivity of music in this visual identity, it was essential for OSESP to be capable of expressing a wide range of emotions.
Articles & interviews2
- Polar creates evolving identity for São Paulo bakery P.A.C.
Brazilian design studio Polar, Ltda. created an intentionally evolving identity for P.A.C., an artisanal bakery in São Paulo in which two of the studio's founders are also partners. Fixed typographic anchors—Gronland and KTF Rublena—hold together a changing system of packaging, menus, uniforms, signage, ceramics and community-rooted illustrations by Beatriz Batisteli. Weekly receipt-printer menus make the bakery's changing offering feel like a series of ephemeral small publications.
- Polar Rebrands São Paulo Symphony Orchestra with Vibrant, Accessible Identity
Polar, Ltda. has rebranded the São Paulo Symphony Orchestra with a dynamic and emotive identity that captures the rhythm and emotion of music through motion and color. The system features a variable wordmark built on musical bar lines, a generative tool called 'Instrument' for creating abstract visuals, and a vibrant palette tied to emotional cues. The rebrand aims to make classical music more accessible and resonant with Latin American audiences.