Polaroid SX-70 OneStep
The **Polaroid SX-70 OneStep**, commonly known as the **OneStep Rainbow Stripe**, and its later variant **The Button**, are instant film cameras manufactured by the Polaroid Corporation between 1977 and 1983. Both cameras use integral SX-70 instant film and were designed to make instant photography simple and affordable to the general public. The OneStep series marked a pivotal shift in Polaroid’s approach to consumer markets, combining automatic exposure, fixed-focus operation, and bright, playful industrial design.
Background[edit]
Following the launch of the folding **Polaroid SX-70 Land Camera** in 1972, which was innovative yet expensive, Polaroid sought to produce a simplified model that retained the same self-developing film system but was cheaper to manufacture and easier to use. The result was a non-folding, box-style camera made from lightweight plastic and featuring straightforward controls. The OneStep was introduced in 1977 at a retail price of around US$40, substantially less than the original SX-70 which had sold for $180 in 1972. It became one of the most popular cameras of the late 1970s, outselling previous Land Cameras during the 1977 Christmas season.
Design and Features[edit]
The Polaroid SX-70 OneStep featured a white plastic body accented by a distinctive **rainbow stripe** running diagonally across the front panel. It included a **fixed-focus 103 mm f/14.6 plastic lens**, a **Light Management System** for exposure control, and a bright red shutter release button. The camera was powered by a battery contained within each film pack, eliminating the need for external power sources.
A key functional element of the camera’s design was its **flash bar socket**, positioned above the viewfinder. This socket accepted the Polaroid **Flash Bar**, a ten-bulb disposable lighting unit designed specifically for the SX-70 series. Each bar housed five magnesium "Blue Dot" bulbs on each side. After five exposures, the user would flip the bar to access the second set of bulbs. The flash system connected electronically through small metal terminals within the socket, automatically synchronizing the flash discharge with the shutter mechanism.
The Button[edit]
In 1981, Polaroid introduced **The Button**, a rebranded version of the OneStep, with the same technical specifications but a redesigned exterior. The camera was molded in **light gray plastic** with a large white shutter button, replacing the rainbow stripe motif with the wordmark “The Button” in bold sans-serif lettering on the front. Like the OneStep, it used SX-70 film and relied on the same flash bar socket for illumination.
The Button targeted younger consumers and gift buyers, emphasizing style and casual fun. It was often sold in pastel-colored packaging that featured slogans such as “Press the Button – Get a Picture!” The simplicity of operation made it a common household camera well into the early 1980s.
Flash Accessories[edit]
The OneStep and The Button both supported Polaroid’s proprietary **ten-shot flash bars**, most commonly produced by GE and Sylvania. Variants such as the **Flash Bar II** included built-in ready sensors and improved bulb coatings to optimize color temperature. Additionally, Polaroid marketed the **Q-Light**, a detachable auxiliary flash that drew power from AA batteries rather than the camera’s film pack. The flash bar socket was universal across most SX-70 models, including the folding SLR, Pronto!, and Sonar OneStep series, ensuring accessory compatibility throughout the product line.
Marketing and Popular Culture[edit]
Polaroid’s aggressive marketing made the OneStep series emblematic of instant photography. Television commercials starring actor **James Garner** and **Mariette Hartley** portrayed the camera as “the world’s simplest camera.” Print and catalog advertising highlighted its clean design and instant results, appealing to families and casual users. The rainbow stripe became a lasting symbol of 1970s Polaroid branding, still referenced in contemporary Polaroid products.
Legacy[edit]
Though discontinued by the mid-1980s, both the SX-70 OneStep and The Button remain among the most recognizable cameras in photographic history. Their design has inspired numerous modern reproductions and stylistic tributes by companies such as **Polaroid Originals** (later renamed Polaroid B.V.) and **MiNT Camera**, which continues to support the original flash bar socket with updated electronic flash units. Today, vintage examples of the OneStep and The Button are prized collectibles and serve as cultural icons representing the democratization of instant photography.
