Coming in shades of red, orange, yellow, green and blue, new Polaroid i-Type cameras dubbed “Now” have been launched, adding a new twist to iconic Polaroid cameras that ruled the photography world.

CEO Polaroid CEO Oskar Smolokowski says: “In the 70’s, Polaroid changed the rules of branding with the introduction of bold, full panel rainbow spectrums across our product lines, inspiring a host of legendary brands to this day. As this new decade marks a new chapter in the Polaroid story, it’s a moment for us to celebrate that heritage while keeping our sights set on the future. The new identity for 2020 reflects this, boldly reclaiming the color spectrum as uniquely Polaroid.”

The new colorful cameras feature a self-timer, flash, and double exposure options, in addition to a new autofocus lens system that can automatically switch between portrait and landscape formats. They use i-Type film that retails for approximately $17 USD each. The “Now” cameras are available on Polaroid’s website for $100.