The Impossible Project rescued the worlds last Polaroid film factory from being dismantled so that instant film could be manufactured again. The young IMPOSSIBLE brand wants to convey the magic of analogue instant photography in a modern and high-quality way. The corporate design follows the basic idea of designing as little as possible. The twist in the name IMPOSSIBLE is emphasized in the typography by a mirrored p: p as in possible and p as in Polaroid. Extensive processing details underline the special quality of analogue instant picture photography: each picture is an original.