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
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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.
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KODAK
V I S UA L S TA N D A R D S G U I D E
VISUAL SYSTEM
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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
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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
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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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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
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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 _+) (* &^% $ #@! ~? > <:" } { |< .
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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