Polestar

Pure Progressive Performance

The Polestar brand was born from the desire to explore how racing technology could be applied to the performance of Volvo street cars. For all roads and conditions of everyday life. The successful initiative, along with the owners (Volvo and Geely) plans to meet new market demands, rendered in the establishment of Polestar as an independent brand that design, develop and build world-leading electrical high performance drives. SDL was approached by Polestar to develop the new brand to become a credible competitor in the rapidly expanding global market, that offer cars to the world’s most demanding, progressive drivers of all market segments. SDL’s role is to act as a strategic partner defining the brand long-term as well as hands-on design and production. The scope of assignment comprise the development and evolution of the holistic visual identity, concept development, digital, communication, events, retail and motion design. Imagery by Polestar and Edithouse.

The symbol is an interpretation of the name Polestar, the guiding Northern Star, which was developed seamlessly with the first car models and is intended for iconic application.

The typographic marking system serves as the backbone of the identity, highlighting performance features and information that can be experienced throughout the Polestar brand universe.

Sustainability and digitalisation are forcing change to society. Polestar is a leader in the industry by the development of new solutions and by setting ambitious targets.

Spaces designed to inspire, inform and delight, with a singular purity of purpose. Monochrome interiors elevate the deliberately chosen materials, while promoting a calm and thoughtful atmosphere. Clearing distractions, so you can focus on what matters: the cars.

The new Polestar brand experience was successfully introduced to the market at a launch event in Shanghai on October 17, 2017. The initial reactions witness of a warm reception. Since then, Polestar has introduced four car models to the market.

Over the years, we have supported Polestar with numerous concepts and brand activations. The 2019 Milan Design Week exhibition was a collaboration between SDL, Polestar, Teenage Engineering and Uniplan, that resulted in an interactive sound and light experience.

In 2025, this collaboration continued as Stockholm Design Lab partnered with Polestar to shape the identity and creative direction of their participation at 2025 F.A.T. Ice Race, bringing a refined visual language and cohesive experience to the event.

In 2025, Polestar competed in Mille Miglia Green with its full-electric lineup, where the Polestar 4 took first place.

Polestar has teamed up with Gran Turismo 7 to bring the Polestar 5 into the game, letting players experience the car on iconic tracks before it reaches the road.

Polestar’s aim is to improve the society we live in by accelerating the change to a future of sustainable mobility, yet providing a joyful driving experience. The focus is more on science than fiction, which is represented in to-the-point product focused communication.

A series of books about the journey of the brand and its first models – Polestar 1, Polestar 2 and Polestar 3. How a collective vision, coupled with huge determination and an extraordinary attention to detail, enabled the transition from theory to reality.

As a design driven company, the line of Additionals expresses the creativity, energy and passion for the brand. Whether it’s a boat, a t-shirt, a notebook, or a bicycle, this collection of unique Polestar products contribute to the widespread love for the brand.

In 2020 Polestar brand was awarded with three distinctions in the international Red Dot Award for its design excellence. The prestigious “Brand of the Year”, “Best of the Best” for the brand identity as well as an honorary ”Red Dot” for the book about Polestar 2.