Kodak_Visual Standards Guide

Ko dak V isual St andards G uide

Visual Standards Guide

Visual Standards Guide

4

KODAK

V I S UA L S TA N D A R D S G U I D E

TA B L E O F C O N T E N T S

03

TABLE OF CON T E N TS

01 02 03 04

Chapter 1

OUR NEW LOGO

10-14

1.1 Identity Evolution

10

1.2 Our New Logo

12

1.3 Logo Components

13

1.4 Mark Symbolism

14

Chapter 2

VISUAL SYSTEM

20-42

2.1 Logo Anatomy

22

2.2 White Space and Signature

24

2.3 Size and Alternatives

26

2.4 Reversed Logo

28

2.5 Color Variations

30

2.6 Logo Don'ts

32

2.7 Color

34

2.8 Typography

36

2.9 Kodak Pattern

38

Chapter 3

FUTURE PROSPECTS

42-49

3.1 Our New Universe

42

3.2 Extensions List

44

Chapter 4

SOURCES 4.1 Photography credit s

54 54

01

KODAK

V I S UA L S TA N D A R D S G U I D E

TA B L E O F C O N T E N T S

03

INTRODUCTION

This is a brand reinvention project for Kodak. The goal is to continue the brand with the same brand soul but expand to different business areas, turning Kodak into a brand new company.

This project will explore various methods of research to discover the brand vision, audience, mood and eventually reinvent of their brand through industry-standard techniques and practices — and they will bring this brand to life through the creation of a collection of integrated collateral.

Upon completion of this project, Kodak will be presented in a new look through the fundamentals of branding, including the creation of an integrated aesthetic based on analysis, research and intuition.

In this Visual Strategy Guide we will present the evolution of Kodak since its beginning and how it will be in the future.

Unidentified photographer. George Eastman and Thomas Edison demonstrating camera at Kodacolor Party, 1928. George Eastman Museum.

88

OD DA A KK KK O

V II SS U UA A LL SS TTA AN ND DA A RR D D SS G GU U II D D EE V

01 OUR NEW LOGO 1.1 Identity Evolution 1.2 Our New Logo 1.3 Logo Components 1.4 Mark Symbolism

VISUAL SYSTEM

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10

KODAK

IDENTITY EVOLUTION

V I S UA L S TA N D A R D S G U I D E

1.1

Kodak is the first company to integrate it s 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

Focus moved to the Kodak name and the red and yellow “trade dress” color.

Kodak is the first company to integrate its name and look

1935

The corner curl was introduced.

into a symbol.

1960 1907

VISUAL SYSTEM

The box is gone, simplif ying the logo. The rounded type font and distinctive “a” give the name a more contempo-

The mark retained the red

2006

A new symbol of a golden

and yellow colors and the

ratio elephant shape and

Kodak name, but a box and

customized modern logotype

graphic “K” element were

is introduced to offer a brand

added.

new look of the company, and to distance the company from its film and processing past.

1971 2017

11

12

KODAK

V I S UA L S TA N D A R D S G U I D E

BRAND HISTORY 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.

∞ Kodak's worldwide employment passed the 5,000 mark. ∞ Kodak produced the world's first commercially practical safety film using cellulose acetate base instead of the highly flammable cellulose nitrate base. ∞ A manufacturing plant was opened in Australia.

1878

1891

∞ George Eastman was one of the

∞ The company marketed its first day-

first to demonstrate the great

light-loading camera, which meant

convenience of gelatin dr y plates

that the photographer could now

over the cumbersome and messy

reload the camera without using a

wet plate photography prevalent in

darkroom.

his day.

∞ The manufacture of photographic

∞ Dr y plates could be exposed and

film and paper was transferred to

developed at the photographer's

four newly-constructed buildings at

convenience; wet plates had to be coated, exposed at once, and developed while still wet.

Kodak Park, in Rochester. ∞ Also, the company's first manufacturing plant outside the U.S. was opened in Harrow, England.

1907

1928 ∞ Motion pictures in color became a reality for amateur cinematographers with the introduction of 16 mm KODACOLOR Film. ∞ The first microfilm system, designed to simplify the management of bank records, was introduced by Recordak Corporation, a newly-formed subsidiary of Kodak. ∞ Retirement annuity, life insurance, and disability benefit programs were established for Kodak men and women.

VISUAL SYSTEM

∞ Antonio M. Perez became Chairman of Kodak, in addition to his role as CEO. ∞ New cameras included: the world's first dual-lens digital still camera, the KODAK EASYSHARE V570 Zoom Digital Camera ∞ Kodak updated its brand logo, providing a fresh, contemporar y look for today's digital world.

2006

2020

∞ Kodak is in collaboration with universities, science laboratories and study

1960

1981

∞ KODAK ESTAR Film Base (a polyes-

∞ Kodak celebrated its 100th anniversar y.

enhance memory functions.

The company announced its entr y into

∞ Kodak expands its role in the entertain-

ter film base) was introduced to give

centers to discovering solutions to help

improved dimensional stability to

the clinical diagnostic market with the

ment industry through building its own

KODALITH Graphic Arts Film.

KODAK EK TACHEM 400 Analyzer, utiliz-

game center and VR content store.

ing dr y-chemistr y blood serum analysis.

∞ The Kodak AI Technology Solutions unit

∞ The RECORDAK RELIANT 500 Microfilmer was introduced and was capable of photographing up to 500 checks or 185 letters in one minute. ∞ Dr. Albert K. Chapman became

∞ Company sales surpassed the $10 billion mark. ∞ Kodak acquired Atex, Inc., a manufacturer of computer-based publishing

vice-chairman of the board of direc-

systems.

tors and William S. Vaughn became

∞ The introduction of KODAK EK TAFLEX

president and chief executive officer.

PCT Color Printmaking Products made it easy for home darkroom enthusiasts to make color enlargements.

was formed as an incubator to accelerate development of new artificial intelligent technologies coming out of the Kodak Research Labs.

13

14

KODAK

V I S UA L S TA N D A R D S G U I D E

VISUAL SYSTEM

15

16

KODAK

OUR NEW LOGO

V I S UA L S TA N D A R D S G U I D E

1.2

Kodak has been a brand dedicated to enable people to capture and preser ve memories of life. During the visual development process, symbol s of memor y and longevit y were conceptually and visually explored. Through this process the visual s have evolved fur ther into abstraction, taking the shapes of the elephant to evoke the idea of memor y and longevit y. These ideas were al so explored and translated into t ypography, and expressed in the custom logot ype

=

+

Elephant are strong, they have notoriously

The symbol is a combination of a shape of

good memories , and long life spans. They

elephant and a golden ratio grid. The serif of the

stand for strength, luck and loyalty, and

logotype is customized according to the cur ves

to Buddhists they symbolize patience and

in the symbol.

wisdom. They

VISUAL SYSTEM

17

18

KODAK

V I S UA L S TA N D A R D S G U I D E

VISUAL SYSTEM

19

22 00

OD DA A KK KK O

V II SS U UA A LL SS TTA AN ND DA A RR D D SS G GU U II D D EE V

02 VISUAL SYSTEM 2.1 Logo Anatomy 2.2 White Space and Signature 2.3 Size and Alternatives 2.4 Reversed Logo 2.5 Color Variations 2.6 Logo Don'ts 2.7 Color 2.8 Typography 2.9 Pattern

VISUAL SYSTEM

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KODAK

V I S UA L S TA N D A R D S G U I D E

LOGO IN BL ACK &WHITE

The new mark is versatile, is designed to work on both a white background and black background. The symbol is simple and memorable mark , which designed to work with and without the logot ype in various situations. The serifs of the logot ype takes the cur ves from the symbol to visually correspond the shape of the symbol in a cohesive way.

=x

=x

x=width of the vertical stroke of the 'k ' letter

VISUAL SYSTEM

23

24

KODAK

V I S UA L S TA N D A R D S G U I D E

L O G O A N AT O M Y

The length and height os x is the basic unit for the logo grid. The x equal s the width of the ver tical stroke of the 'k ' letter. The symbol is respectively 1 3x and 14x in width and height, while the logot ype is a modified version of museo, a slab serif.

=40 x =x

=14x

=1/3 x

=1/3 x

=13 x

x=width of the vertical stroke of the 'k ' letter

=x

VISUAL SYSTEM

25

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KODAK

V I S UA L S TA N D A R D S G U I D E

W H I T E S PA C E A N D S I G N AT U R E

White space White space is to help the logo breathe. No element s should come in the given white space indicated in the diagrams. It plays an essential role in ensuring our logo is easy to recognize across all of communications. The white of clear space must be maintained around the logo. The amount of clear space required must be equal to t wice the width of ' X '.

Signature A s shown in the logo, the width propor tion of the symbol and logot ype is 40:14. The distance in bet ween is 1 /3 x.

The white space surrounding the logo is 3x in width.

27

VISUAL SYSTEM

=2x

=2x

=2x

=2x

=2x

=2x

=2x

=2x

28

KODAK

V I S UA L S TA N D A R D S G U I D E

S I Z E A N D A LT E R N A T I V E S Our new logo is composed of a symbol and a logot ype, therefore we of fer three dif ferent kinds of format s: signature, symbol only and logot ype only to better display our brand logo in dif ferent media and material s.

S I G N AT U R E

L O G O T Y P E O N LY

VISUAL SYSTEM

29

When use symbol only, please use the full color version as much as possible. If only one color of the palette is available, use the 'purple' one when the usage related to Kodak Healthcare; use the 'green' one when the usage related to Kodak Environmental products; use the 'blue' one when the usage related to Kodak Tech & Science products.

S Y M B O L O N LY

30

KODAK

V I S UA L S TA N D A R D S G U I D E

DIMENSION RESTRICTIONS In order to ensure the logo is recognizable, the logo must always be displayed at a size large enough to read both the logo t ype and the registered trademark.

HEIGHT

10M

1M

5CM

1CM

H O R I Z O N TA L S I G N AT U R E

VISUAL SYSTEM

LOGOTYPE

SYMBOL

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32

KODAK

V I S UA L S TA N D A R D S G U I D E

REVERSE LOGO The logo versions shown below demonstrate proper usage on the dark background. The reversed logo can be applied in gray, white, or light blue.

33

VISUAL SYSTEM

GRAPHIC ELEMENTS Inspired by the logo, we apple graphic element s as with dif ferent picture st yles and layout s. The curl is derived from the pattern of the quar ter circle of the logo.

Graphic in Kodak Purple

Graphic in Kodak Purple

Graphic in Kodak Purple

34

KODAK

V I S UA L S TA N D A R D S G U I D E

COL OR PALE T T E The new Kodak logo should appear in full color palette when possible, that include Kodak purple, Kodak G reen, Kodak Blue and Kodak logot ype nav y. Do not use any other colors in presenting the logo or alter these color selection in any way.

KODAK PURPLE

KODAK GREEN

C=69

M=95

Y=0

C=7 7

M=7

Y=21

R=92

G=55

B=149

R=0

G=175

B=197

HE X #5c3694

K=0

HE X #00aec5

K=0

35

VISUAL SYSTEM

KODAK BLUE

C=55

M=0

R=92

G=202

HE X #5bcaf4

Y=0 B=25 4

K O DA K N AV Y

K=0

C=99 R=0

M=75 G=43

HE X #002a3f

Y=49 B=63

K=52

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KODAK

V I S UA L S TA N D A R D S G U I D E

TYPOGRAPHY

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 _+) (* & ^% $ # @ ! ~? > <:" } {|< .

VISUAL SYSTEM

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 _+) (* &^% $ #@! ~? > <:" } { |< .

37

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KODAK

V I S UA L S TA N D A R D S G U I D E

INCORRECT USAGE

An impor tant factor in creating and maintaining a visual identit y is the consistent presentation of the identit y element s. The integrit y of the logo should always be maintained in order to keep the value and authenticit y of the brand.

01 DO NOT ADD EFFECTS 02 DO NOT CHANGE THE LOGOTYPE 03 DO NOT STRETH OR SQUISH 04 DO NOT ALTER COLORS 05 DO NOT ADD PAT TERN 06 DO NOT OUTLINE 07 DO NOT CHANGE SETUP 08 DO NOT ADD TRANSPARENCY 09 DO NOT BLUR

VISUAL SYSTEM

01

02

03

04

05

06

07

08

09

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KODAK

V I S UA L S TA N D A R D S G U I D E

K O D A K PAT T E R N

Inspired by the design of the logo, we allow users to create their own patterns for creative usage across dif ferent media.

The following rules must be followed when creating a pattern: • The pattern must include three t ypes of circles - full circle, half circle, and quar ter circle • The pattern must include only on full circle • When using half circle or quar ter circle, do not align the straight side of the circle side-by-side

E xample 01

E xample 02

VISUAL SYSTEM

E xample 03

DO NOT

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44 22

KO KO DD AA KK

ST U EI D E V I SVUI S AU L ASLT A NADN AD RA D RS DGSUGI D

03 FUTURE

PROSPECTS

3.1 Our New Universe 3.2 Extensions List

FUTURE PROSPECTS

43

KODAK

44

V I S UA L S TA N D A R D S G U I D E

OUR NEW UNIVERSE

Having suppor ting people to "create, capture and preser ve memories" as the ambition of the brand, Kodak can be extended to all the listed oppor tunities below:

Kodak Community Center

Kodak Con sumer P roducts

KCC01 Kodak Storyhiding Station

KCP17 Kodak AI Robot

KCC02 Kodak Sharing Diary

KCP18 Kodak Intelligent Organizing App

KCC03 Kodak Cooking Contest

KCP19 Kodak Eyelenses

KCC04 Kodak Outdoor Camps

KCP20 Kodak Pet Care

KCC05 Kodak Art Studio

KCP21 Kodak Smart Watch

Kodak Healthcare

Kodak Educational P rog ram s

KH06 Kodak Alzheimer's Association

KEP22 Kodak Story Writing Lab

KH07 Kodak Memory Rehabilitation Center

KEP23 Change the Way You See

KH08 Kodak Memory Research Lab

KEP24 Skill Exchange Workshop

KH09 Kodak Therapeutics

KEP25 Kodak Expo

KH10 VR Content Development

KEP26 Kodak Game Center

Kodak Media Network & Tech

Kodak Env ironmental P rog ram s

KMT12 Kodak Discovery Map App/Website

KENP28 Kodak Space Preserve

KMT13 KodakStory Podcast

KENP29 Collect Moments of life (Charitable Event)

KMT14 Kodak Live Show

KENP30 KodakExhibits

KMT15 Kodak Indie Film Channel

KENP31 Collaboration with Alzheimer's Association

KMT16 Kodak Indie Documentary Theater

KENP32 Kodak TED talk

45

FUTURE PROSPECTS

■■ Preserve ■■ Capture ■■ Create

KCC01

KENP31 KH1 1

KENP28 KCP20 KMT1 2 KMT14 KCP19

KH09

KCP21

KH10

Create

Capture

Preserve

KCC03 KCP17 KCP18

05

KMT1 3 KCC04

KH06 KMT16

KH07 KCC02

KEP23

KMT1 5 KH08 KENP32

KEP22

KODAK

46

V I S UA L S TA N D A R D S G U I D E

FUTURE EXTENSIONS

Having suppor ting people to "create, capture and preser ve memories" as the ambition of the brand, Kodak can be extended to all the listed oppor tunities below:

Kodak Community Center KCC01 Kodak Stor y hiding Station

This is a physical room open for ever yone in

KCC04 Kodak Outdoor Camp

This is going to be an outdoor camp

the local communit y to take a private moment

ser vice for families with kids so they can be

to write down a sad or unpleasant stor y of

encouraged to live their moment s together

their own that they might want to relieve

and meet new friends.

themselves of and get over..

KCC02 Kodak Shar ing Diar y

KCCP05 Kodak Ar t Studio

The ar t studio is a cooperative space, where

This is a Dair y in a physical or electronic

drawing/painting sessions, classes and meet-

format available for ever yone in the

ups will be organized regularly for ever yone

communit y to add their memories of the local

interested with drop-ins welcome.

area over the years to capture and preser ve local histor y.

KCC03 Kodak Cook ing Contest

Food is necessar y and ver y much joy ful way for ever yone to enjoy a moment of life. The contest is going to encourage people from dif ferent traditions, cultures, ethnic groups and places to share their love of food.

FUTURE PROSPECTS

47

Kodak Healthcare KH06 Kodak Alzheimer A ssociation

KH0 8 Kodak Memor y Research L ab

AIDING THOSE WITH MEMORY LOSS

IMPROVING KNOWLEDGE OF THE HUM AN

CONDITIONS

BR AIN AND MEMORY

A collaboration bet ween Kodak and

Our research laboratories are dedicated to

Al zheimerâ&#x20AC;&#x2122;s A ssociation, designed to develop

discovering ways to treat various t ypes

programs to aid families in coping with

of conditions which af fect the human memor y.

members who suf fer from Al zheimerâ&#x20AC;&#x2122;s as well

The scientist s here thoroughly studied the

as dementia. Programs developed bet ween

human brain and how it is af fected by these

these t wo companies will not only raise

specific conditions.

awareness about people who are prone to such conditions, but al so of fer event s and fund

KH09 Kodak T herapeutic s

raisers to help fund memor y research.

DE VELOPING TECHNOLOGY TO ENHANCE MEMORIZING ABILIT Y

KH07 Kodak Memor y Rehabilitation Center

This is the por tion of Kodak which specializes

DISCOVERING SOLUTIONS FOR MEMORY LOSS

in medical research. Here, doctors collaborate

CONDITIONS The Memor y Rehabilitation Center focuses on helping

with lab researchers to discover technology

individuals to restore normal memor y function.

that can be used to improve the human body.

This center is dedicated to aiding people who have

Kodak Prosthetics is a product of the research

degeneration disorders or who have suffered from some sort of traumatic injur y which impaired their memor y function.

that comes from here, and research leads to discoveries which can lead to improvement of memorizing abilit y.

48

KODAK

V I S UA L S TA N D A R D S G U I D E

Kodak Media Network & Tech

Kodak Consumer Products

K MT10 Kodak Game Center

KCP 14 Kodak AI Robot

Kodak will develop games for people, especially seniors to play to keep their mind active to

These will ser ve as ar tificial intelligence assistant s for people with a variet y of needs.

decrease the risk of having al zheimer's .

Kodak will produce androids which are

K MT11 VR Content Store

These androids will begin as household

Kodak will develop interactive content for

assistant s, eventually branching of f into

people to explore the world via VR technology,

enter tainment as well as educational purposes.

breaking the limit s of physical boundaries. Al so, a series of VR games will al so be developed for brain training.

humanistic in their appearance and mannerisms.

KCP 15 Kodak Intelligent Organizing App The Kodak organizing app will adapt the latest AI development to smar t organization help

K MT12 Kodak Discover y Map App/ Website

people better organize their digital files, such as

This app/website is open to users to upload/

photos, videos and audios for easy browsing and

stream real-time scenes they want to capture

recalling.

and share with others through an online map.

KCP16 Kodak MemorEyes K MT13 Kodak Stor y Podca st

Contact lenses designed specifically to record

This podcast aims to break boundaries, cross

audio and video input. By wearing MemorEyes,

borders, and encourage life cherishing through

users will be able to capture ever y moment

stor y telling. The podcast will be organized as

around them from a first-person view, no matter

public domain, where people can book a 5-min

where they are. Captured videos will be able to

spot online to tell their stories while all other

be downloaded for future reference.

people are free to pick up the stor y for any creative usage.

FUTURE PROSPECTS

Kodak Educational Programs

Kodak Environmental Programs

KEP17 Kodak Stor y Wr iting L ab

KENP21 Kodak Space P reser ve

This L ab will train people in creative writing to

The space will focusing on collecting and

record life-long memories. The memories can be

preser ving endangered species, encouraging

stored and retrieved by future generations.

people to care about the diversit y of our

49

environment.

KEP18 Change the Way You See Provide flexible classes and resources for people

KENP22 Collect Moments in life (Char itable

to learn the diversit y of cultures and nature in

Event)

the world, focusing on the disapprearing cultures

This event let s people keep their mind and

and natural phenomena.

eye open for discovering the beaut y in their 'common' ever yday life to raise money and

KEP 19 Sk ill E xchange Work shop

awareness.

exchange skill s with each other. We will

KENP23 KodakE xhibits

document and preser ve disappearing skill s and

These environment s will house historical exhibit s,

set up an exchange system for people to trade

just as a museum does. However, the dif ference

their own skill s.

is that people will be able to feel what it was like

This workshop allows people to share and

to live during cer tain historical event s or time

KEP 20 Kodak E x po

periods. Whether it be through vir tual realit y, or

An annual exposition held to display the

through simulation using a trained cast and crew,

companyâ&#x20AC;&#x2122;s current development s and project s.

Kodak E xhibit s aims to help others experience

Here, people will be able to see what result s the

memories from a first-person perspective.

companyâ&#x20AC;&#x2122;s research will yield. Seminars will be held to discuss various t ypes of technological advances the company is making, and demonstrations will take place to preview future product s.

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KODAK

V I S UA L S TA N D A R D S G U I D E

FUTURE PROSPECTS

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KODAK

V I S UA L S TA N D A R D S G U I D E

FUTURE PROSPECTS

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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