polestar Logo - History, Design, and Meaning
Company Overview
Polestar is the official performance company and brand of Volvo Cars, based in Gothenburg, Sweden. Polestar develops electric performance cars, high-performance cars based on Volvos, and offers technical and cosmetic upgrades to enhance Volvo models. Until 2015, Polestar Performance was a division of Polestar, which included the Polestar racing team and prototypes. In July 2015, Volvo announced it had purchased Polestar Performance. The racing team continues under the direction of Christian Dahl, rebranded from Polestar Racing to Cyan Racing, while maintaining a close cooperation with Polestar as its official motorsport partner.
Key Information
- Founded: 1996
- Founder(s): Volvo Cars and Geely Holding Group
- Headquarters: Gothenburg, Sweden
polestar Logo Meaning and History
The visual identity of this luxury Swedish automotive brand underwent a significant redesign in 2017, after using its previous emblem for over twenty years. This change celebrated a new era for the company and showcased Polestar's focus on innovation and progressiveness. The new minimalist badge is sleek and trendy, evoking a sense of style and precision.
The very first logo for Polestar featured a solid bright blue square outlined in a thin light gray line. A white lowercase inscription was placed along the bottom side of the square, accompanied by a small white four-pointed star positioned slightly above and to the right. The thin lines of the letters and the star conveyed freshness and a cool aesthetic, particularly against the ice-blue background. The white star resembled a snowflake, with small solid dots at the ends of its lines.
The 2017 redesign transformed the Polestar visual identity into something edgy, modern, and sharp. The new emblem was depicted without any background or lettering, featuring a stylized polar star made of two black arrowheads placed diagonally, pointing toward the center. The bottom arrowhead pointed upright, while the upper one angled toward the bottom left corner. This design also resembled two birds, evoking a sense of freedom and comfort.
In 2020, the Polestar logo was refreshed again. While the structure and style remained unchanged, the color palette shifted to two shades of gray. Each element was colored with one half in light gray and the other in a darker shade, giving the logo a more dynamic and light appearance that brilliantly represents the essence and purpose of the brand.
Although the official version of the Polestar visual identity does not include any lettering, the logotype is still used by the brand as needed. It consists of a lowercase inscription in a thin sans-serif typeface, closely resembling the original logo's font. The Polestar wordmark is written in a lightweight font similar to Eurostile MN Extended and Microgramma Std Medium Extended.
The silver-gray color palette of the Polestar visual identity conveys a fresh and cold feeling, reminiscent of polar nights and their crispness. When placed on the car, the badge is executed in glossy metal, enhancing the geometric logo's sharpness and modernity compared to its paper version.
