Ko dak V isual D evelopment G uide
Visual Development Guide
Visual Development Guide
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KODAK
VISUAL DEVELOPMENT GUIDE
TA B L E O F C O N T E N T S
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TABLE OF CON T E N TS
01 02
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Chapter 1
RESEARCH
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1.1 Former Identity
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1.2 Brand Milestones
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1.3 Conceptual Research
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1.4 Three Directions
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Chapter 2
LOGO DEVELOPMENT
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2.1 Mark Development
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2.2 Chosen Direction
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2.3 Digital Refinement
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2.4 Similar Marks
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2.5 Kodak 's Logomark
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2.5 Logotype
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2.6 Typeface Exploration
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Chapter 3
SOURCES 3.1 Acknowledgment
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OD DA A KK KK O
V II SS U UA A LL D ST D ES NGTU G I DUEI D E V EA VN E LDOA PRM
01 RESEARCH 1.1 Former Identity 1.2 Brand Milestones 1.3 Conceptual Research 1.4 Three Directions
RESEARCH
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KODAK
VISUAL DEVELOPMENT GUIDE
FORMER IDENTITY Kodak is the first company to integrate its name and look into a symbol. Focus moved to the Kodak name and the red and yellow “trade dress” color. The mark retained the red and yellow colors and the Kodak name, but a box and graphic “K” element were added.
Focus moved to the Kodak name and the red and yellow “trade dress” color.
Kodak is the first company to
1935
The corner curl was introduced.
integrate its name and look into a symbol.
1960 1907
RESEARCH
The box is gone, simplif ying the logo. The rounded type font and distinctive “a” give the name a more contemporar y look.
The mark retained the red and yellow colors and the Kodak name, but a box and graphic “K” element were added.
2006
A new symbol of a golden ratio elephant shape and customized modern logotype is introduced to offer a brand new look of the company, and to distance the company from its film and processing past.
1971 2017
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KODAK
VISUAL DEVELOPMENT GUIDE
BRAND MILESTONES
Kodak was founded by George Eastman and Henry A. Strong on September 4, 1888. During most of the 20th century, Kodak held a dominant position in photographic film.
1878
1907
∞ George Eastman was one of the first to demonstrate
∞ Kodak's worldwide employment passed the 5,000 mark.
the great convenience of gelatin dr y plates over the
∞ Kodak produced the world's first commercially practical
cumbersome and messy wet plate photography preva-
safety film using cellulose acetate base instead of the highly
lent in his day.
flammable cellulose nitrate base.
∞ Dr y plates could be exposed and developed at the pho-
∞ A manufacturing plant was opened in Australia.
tographer's convenience; wet plates had to be coated, exposed at once, and developed while still wet.
1891
1928
∞ The company marketed its first daylight-loading camera,
∞ Motion pictures in color became a reality for amateur
which meant that the photographer could now reload the
cinematographers with the introduction of 16 mm KODA-
camera without using a darkroom.
COLOR Film.
∞ The manufacture of photographic film and paper was
∞ The first microfilm system, designed to simplify the
transferred to four newly-constructed buildings at Kodak
management of bank records, was introduced by Recordak
Park, in Rochester.
Corporation, a newly-formed subsidiary of Kodak.
∞ Also, the company's first manufacturing plant outside the
∞ Retirement annuity, life insurance, and disability benefit
U.S. was opened in Harrow, England.
programs were established for Kodak men and women.
RESEARCH
1960
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2006
∞ KODAK ESTAR Film Base (a polyester film base) was
∞ Antonio M. Perez became Chairman of Kodak, in
introduced to give improved dimensional stability to
addition to his role as CEO.
KODALITH Graphic Arts Film.
∞ New cameras included: the world's first dual-lens
∞ The RECORDAK RELIANT 500 Microfilmer was intro-
digital still camera, the KODAK EASYSHARE V570 Zoom
duced and was capable of photographing up to 500
Digital Camera
checks or 185 letters in one minute.
∞ Kodak updated its brand logo, providing a fresh,
∞ Dr. Albert K. Chapman became vice-chairman of the
contemporar y look for today's digital world.
board of directors and William S. Vaughn became president and chief executive officer.
1981
2020
∞ Kodak celebrated its 100th anniversar y. The company
∞ Kodak is in collaboration with universities, science labo-
announced its entr y into the clinical diagnostic mar-
ratories and study centers to discovering solutions to help
ket with the KODAK EK TACHEM 400 Analyzer, utilizing
enhance memory functions.
dr y-chemistr y blood serum analysis.
∞ Kodak expands its role in the entertainment industry
∞ Company sales surpassed the $10 billion mark.
through building its own game center and VR content store.
∞ Kodak acquired Atex, Inc., a manufacturer of comput-
∞ The Kodak AI Technology Solutions unit was formed as an
er-based publishing systems.
incubator to accelerate development of new artificial intelli-
∞ The introduction of KODAK EK TAFLEX PCT Color
gent technologies coming out of the Kodak Research Labs.
Printmaking Products made it easy for home darkroom enthusiasts to make color enlargements.
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KODAK
VISUAL DEVELOPMENT GUIDE
CONCEPTUAL RESEARCH
Kodak in the future will not be a camera company anymore. Therefore, the new logo should not stay too close to what it used to be. However, the logo should still reflect it s brand soul— 'create,capture and preser ve the essence of life'. Fur thermore, the new brand should reflect a modern, simple and creative look as it endeavors to enable people capture, create and preser ve the essence of life through creative technology and science innovations.
"The letter “K” had been a favorite of Eastman’s, he is quoted as saying, “it seems a strong, incisive sort of letter.” He and his mother devised the name Kodak with an anagram set. He said that there were three principal concepts he used in creating the name: it should be short, one cannot mispronounce it, and it could not resemble anything or be associated with anything but Kodak." —George Eastman
RESEARCH
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KODAK
VISUAL DEVELOPMENT GUIDE
THREE DIRECTIONS
Once the concept s of ' create, capture and preser ve the essence of life' were identified, the next step was to define three dif ferent directions to continue the logo exploration. Despite having a common foundation, this directions were going to provide dif ferent angles of approach. To develop ideas a series of random sketches were made to find potential concept to continue for more refined sketches
CREATE & CAPTURE To create and capture refers to take sth into one's possession or control by force. Similar meaning words include 'catch', 'collect' and 'seize'. This direction would mainly explore how the 'k ' letter can be composed of pieces of shapes.
PRESERVE To preser ve means to keep something safe and keep it for a long term. This direction explores the idea of infinite cycle , Mobius Strip and the elephant symbol.
ESSENCE The word 'essence' means the intrinsic nature or indispensable quality of something, especially something abstract, that determines its character. This direction would focus on a modern abstract mark with a friendly feeling.
RESEARCH
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KKOODDAAKK
I SAULA D L ESVTEALNODPAMREDNS TGGUUI D V IV SU I DE E
02 LOGO DEVELOPMENT
& REVISING
2.1 Mark Development 2.2 Chosen Direction 2.3 Digital Refinement 2.4 Similar Marks 2.5 Kodak's Logomark 2.5 Logotype 2.6 Typeface Exploration
LOGO DEVELOPMENT
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KODAK
VISUAL DEVELOPMENT GUIDE
MARK DEVELOPMENT
THE THREE KE Y WORDS WILL SERVE A S THREE DIVERGENT DIREC TIONS TO E XPLORE POSSIBLE LOGO SOLUTIONS FOR THE REINVENTION OF THE BR AND.
CREATE & CAPTURE
LOGO DEVELOPMENT
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Each key word will be explored separately in three sub categories including: Symbolic Marks (/Symbols): Meaningful shapes or allusions to connect to a deeper-meaning within the brand soul. Graphic Marks (/Graphics): Abstract (or generic )shapes or letterforms to connect to the brand’s name (more than the soul). Wordmarks (+ logotypes): Customized, style appropriate type solutions featuring the brand’s name.
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PRESERVE
KODAK
VISUAL DEVELOPMENT GUIDE
LOGO DEVELOPMENT
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This group of competitors are Kodak 's future competitors when Kodak expand its business to other than cameras or imaging, but still aiming to enable people to capture and preser ve memories.
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ESSENCE
KODAK
VISUAL DEVELOPMENT GUIDE
LOGO DEVELOPMENT
The word 'essence' means the intrinsic nature or indispensable quality of something, especially something abstract, that determines its character. This direction would focus on a modern abstract mark with a friendly feeling.
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KODAK
VISUAL DEVELOPMENT GUIDE
CHOSEN DIRECTION AF TER E XPLORING DIFFERENT IDE A S , THE S TRONGES T AND MOS T APPROPRIATE DIREC TION WA S ' PRESERVE'. AND A NEW CONCEP TE OF 'COLLEC T ' APPE ARS TO BE POTENTIAL . FROM THERE, ANOTHER ROUND OF SKE TCHES WA S M ADE BA SED ON THE T WO CONCEP TS .
PRESERVE (REFINED)
LOGO DEVELOPMENT
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COLLECT (NEW)
KODAK
VISUAL DEVELOPMENT GUIDE
LOGO DEVELOPMENT
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KODAK
VISUAL DEVELOPMENT GUIDE
1 S T R O U N D O F D I G I TA L I Z AT I O N
AT THIS S TAGE, FEWER IDE A S BEC A ME THE POINT OF FOCUS TO NARROW OP TIONS DOWN AND BEGIN SERIES OF DIGITAL VERSIONS . AL SO, COLORS ARE INTRODUCED FOR E XPLOR ATION.
COLLECT (DIGITALIZATION)
RESEARCH
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KODAK
VISUAL DEVELOPMENT GUIDE
ESSENCE (DIGITALIZATION)
kodak
RESEARCH
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kodak kodak
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KODAK
VISUAL DEVELOPMENT GUIDE
COLLECT (DIGITALIZATION)
kodak
kodak
kodak kodak
LOGO DEVELOPMENT
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This was the strongest concept for a final logo at this stage. The 'k ' letter is revealed through a collection of geometric shapes, which delivers a sharp, powerful and safe feeling. Here I made several versions of this concept with some in a more rectangle shape, and the others in a more square shape.
kodak
kodak
kodak kodak
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KODAK
VISUAL DEVELOPMENT GUIDE
PRESERVE (DIGITALIZATION)
kodak
LOGO DEVELOPMENT
This was new at the stage but gained great interest from both the instructor and classmates. The symbol is a combination of an elephant shape and a golden ratio grid. The elephant is famous for its long term memor y and the golden ratio grid stands for stability and perfection.
kodak
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KODAK
VISUAL DEVELOPMENT GUIDE
2 N D R O U N D O F D I G I TA L I Z AT I O N
AT THIS S TAGE, FEWER DIGITALIZ ATION VERSIONS OF THE LOGO ARE SELEC TED AND REFINED.
OPTION 01
Black &white version
LOGO DEVELOPMENT
Logo in color Kodak Orange
Kodak Blue
C=0 M=78 Y=95 K=10
C=90 M=72 Y=30 K=15
R=245 G=56 B=14
R=30 G=56 B=34
HEX=f15e28
HEX=0b4c75
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KODAK
OPTION 02
Black &white version
VISUAL DEVELOPMENT GUIDE
LOGO DEVELOPMENT
Logo in color Kodak Orange C=0 M=78 Y=95 K=10 R=245 G=56 B=14 HEX=f15e28
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KODAK
VISUAL DEVELOPMENT GUIDE
T Y P O G R A P H Y E X P L O R AT I O N
Type plays an impor tant role in Kodak 's visual identit y system. It must be used consistently along with other visual element s such as the symbol, logo, color, signature shape and publication format s to create and maintain the 'capture and preser ve memories' brand image.
Museo Using Museo exclusively for headings/titles/quotes as it corresponde the logotype in a visual consistent way.
ABCDEFG HIGHLMN OPQRST UVWXYZ abcdefghighklmnoparst uvwxyz 1 2 3 4 5 6 7 8 9 0 _+)(* & ^% $ # @ ! ~? ><:" } {|< .
ABCDEFG HIGHLMN OPQRST UVWXYZ abcdefghighklmnoparst uvwxyz 1 2 3 4 5 6 7 8 9 0 _+)(* & ^% $ # @ ! ~? > <:" } {|< .
ABCDEFG HIGHLMN OPQRST UVWXYZ abcdefghighklmnoparst uvwxyz 1 2 3 4 5 6 7 8 9 0 _+) (* & ^% $ # @ ! ~? > <:" } {|< .
LOGO DEVELOPMENT
Museo Sans Using Museo Sans exclusively for text body and website as it corresponde the logotype in a visual consistent way.
ABCDEFG HIGHLMN OPQRST UVWXYZ abcdefghighklmnoparst uvwxyz 1 2 3 45678 9 0 _+)(*&^% $ #@!~?> <:" } {|< .
01
ABCDEFG HIGHLMN OPQRST UVWXYZ abcdefghighklmnoparst uvwxyz 1 2 3 45 6 78 9 0 _+)(* &^% $ #@! ~?> <:" } {|<.
ABCDEFG HIGHLMN OPQRST UVWXYZ abcdefghighklmnoparst uvwxyz 1 2 3 4 5 6 78 9 0 _+) (* &^% $ #@! ~? > <:" } { |< .
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KODAK
VISUAL DEVELOPMENT GUIDE
SIMILAR LOGOS
This compilation is a research of logos that are already in the market, and how we will dif ferentiate as a company. It is impor tant for us to excel and be recognized with our new identit y and logo. Many of them have the shape of 'elephant' as the symbol mark , and others have similar colors or shapes.
LOGO DEVELOPMENT
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KODAK
VISUAL DEVELOPMENT GUIDE
''Our mind is like a clou essence clear and pure by clouds of delusions. thickest clouds can disp even the heaviest delus removed from our min
Kelsang Gyatso, the founder of the New Kadampa Budd
udy sky: in e, but overcast . Just as the perse, so, too, sions can be nd.
dhist Union
FUTURE PROSPECTS
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KODAK
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VISUAL DEVELOPMENT GUIDE
All rights reser ved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means electronic, mechanical, photography, recording or otherwise, without the written permission of Kodak organization.
DESIGNER
Dongyi Zhang
SOURCES
Kodak Moment s @petapixel . "Origin and Evolution of Kodak 's Name and Logo", Np.,03 Aug. 201 1 .Web. 2016 @DESIGNHILL . "Origin and Evolution of Kodak 's Name and Logo", Np.,03 Aug. 201 1 .Web. 2016
PHOTOGR APHY
Patrick Milan Ruben Redondo
This website is a student project created for academic purposes. Emmanuelle The project is a derivative work of art and doesnot reflect the views of Kodak. By entering this site, you agree to the above statement.
Eddy White
SOURCES
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