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02 VISUAL DEVELOPMENT GUIDE
LIVING IN THE MOMENT
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KODAK
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All rights reserved. No part of this publication may be reproduce or transmitted in any form or by any means mechanical, electronic, photocopying or otherwise without the prior consent of the publisher. This is a student project only. No part of this book or any other part of the project was produce for non commercial use.
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TABLE OF CONTENTS Introduction
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Logo History The Letter “K” Initial Visual System Logo Evolution
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Logo Redesign Keyphrases Special and Memorable Connecting Experiences Together Encourage, and Enjoy Life
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Phase Two Second Round of Logos
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Phase Three Third Phase of Logos Final Logo
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Similar Logos
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Sources
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Design is consistent with our company values.
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INTRODUCTION Many times we blind ourselves thinking that our logo has to be shocking at first sight, resulting in extravagant designs and too far-fetched, either by formatting or colors that compose it. Quite possibly call their attention to all the people who see it for the first time and to arouse some curiosity in them, the problem is that hardly remember it because of its complexity and if there is something they have in common all successful logos it is that they are easily recognizable and memorable.
Having hundreds of thousands of companies worldwide, and therefore hundreds of thousands of logos, it is very probable that some of the ideas, images or phrases that already exist or have been used previously, that’s why this book will show the entire process of this logo design and how was developed. This book will present the journey and process of Kodak logo evolution and how will be re branded with a new logo.
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LOGO HISTORY
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Ever wonder ho
Eastman chose “Kodak” for the founded?
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ow George
e the name company he
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THE LETTER “K” This letter 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. In 1907, Kodak became the first company to integrate its name and look into a symbol, and starting in the 1930’s, Kodak adopted yellow and red as its “trade dress” colors.
LETTER “K”
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INITIAL VISUAL SYSTEM 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. In 1907, Kodak became the first company to integrate its name and look into a symbol, and starting in the 1930’s, Kodak adopted yellow and red as its “trade dress” colors. The Kodak logo is one of the most popular and instantly recognizable logos in the photography industry. It was first introduced in 1907, featuring a
circular design that contained the brand name. The logo underwent a major overhaul in 1935, as the company’s name was inscribed in red and yellow “trade dress” colors, kept inside a rectangular shape. The Kodak logo was modified once again in 1960, when a corner curl design was introduced that remained in use for almost a decade. In 1971, the company unveiled a redesign that contained a box and a graphic element “K”. In 1981, the typeface was significantly simplified and the “box logo” was given a more contemporary and modernistic feel.
INITIAL VISUAL SYSTEM
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LOGO EVOLUTION
1907 Simple design The Kodak Logo started its journey in 1907 with a simple looking design. In those days, the logo designers inserted the letters EKC depicting the company name in a circle. But it was not a great logotype design as the letters were assembled without much thought going into the designing. Purpose of the logo seemed to show the brand name rather than making any impression on the viewers. 1935 Landscape shape with colors In 1935, the logo underwent first major designing changes. The new logo had colors introduced for the first time. The logo designers opted for a yellow background, while the letters Kodak were in red. Landscape shape of the logo gave it an impressive modern look as against a somewhat outdated classy look of the old design. 1960 Triangular shape The logo was transformed to a triangular shape from earlier landscape shape. Purpose of the new shape was to give a new and unique look to the emblem. The logo retained red for the letters and yellow for the background.
LOGO EVOLUTION
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Despite frequent changes in the Kodak logo design, the viewers always recognized the logo instantly and it continued to be one of the most popular one in the photography industry.
1971 – Stylish changes To keep pace with the new generation of the 70s, the logo designers redesigned the logo once again. This time, Kodak logo was in a square shape also called Box Shape. The logo was designed in the shape of a small red square with broad yellow boundaries. Inside the red square, the designers carved out a yellow arrow to make the logo stylish. The letters Kodak were in serif fonts. 1987 Fonts changed While earlier Kodak logo continued in the 80s in its Box shape and red and yellow colors, the company made some changes in the fonts. Instead of earlier serif font, the new logo had letters Kodak designed in sans serif fonts to express the company well established business worldwide. 2006 Modern elegant look The new logo had no rectangular or square box. The existing logo features the company name in custom made typeface. The letters Kodak are in red to express possession, love and life. The logo designers positioned the letters in yellow bars to give the logo a fresh simple look.
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LOGO REDESIGN
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KEY PHRASES In order to redesign the Kodak visual system, a series of phrases have been developed that allude to what we are, a company that worked with emotions, unforgettable memories, exploring and always being connected with our loved ones. The following phrases will help the development of the Kodak logo. Special (and memorable) Connected (experiences together) Encourage (get out there and enjoy life)
KEY PHRASES
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Is entirely up to you. You can do what feels right for you at this moment. You can choose to love, celebrate, honor, create, share, give, laugh, cry, walk, run, sleep, sit, meditate, write or anything else.
SPECIAL AND MEMORABLE
SPECIAL AND MEMORABLE Many people have memorable experiences throughout their lives is important to share it with others. Our memories are a large part of our lives. Without them, life would be meaningless. What is a memorable event you may ask, is an occurrence that is unforgettable. What comes to mind when you hear memorable event? That is something to ask. In the first camp some sketches were developed mostly iconographic themed gifts as a moment in the life of human beings, also were worked the theme smile is contagious and as in that special moment.
In the second camp typography as a logo were developed with the cursive as an element that unites this special moments. In the third camp icon and symbols and typography were worked with the letter “K� and basically forms alluding to a special moment.
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SPECIAL AND MEMORABLE
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This following sketches represent something special for example, smiles and gift boxes.
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SPECIAL AND MEMORABLE
This sketches represent geometric shapes that represent smiles.
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SPECIAL AND MEMORABLE
This logotype represent fun and happy logotype to represent the soul of Kodak.
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SPECIAL AND MEMORABLE
This sketches represent geometric origamis with the letter “K” and human shape.
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There are four types of relationships: couple, family, a relationship in the work environment, and friendship.
CONNECTING EXPERIENCES
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CONNECTING EXPERIENCES TOGETHER The word “relationship” is one of many words that people use, but have a hard time defining. In the iconographic camp were A state of affairs existing between developed with figures that allude those having relations or dealings. mostly the human figure as connecAn interpersonal relationship is “an tion of unforgettable experiences. association in which the parties meet each other’s social needs to some The typographical camp the sketches degree” Everyone has relationships are mostly letters together to make with many people in their lives and that connection sense and experiall of these relationships are different. ence among them. Whether it is with significant others, In the third camp, iconographic with family, acquaintances, or friends, it typography I worked with the letter is important to know how to have “K” and how it can be connected healthy relationship. together by itself.
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CONNECTING EXPERIENCES
This sketches represent and human shape having fun.
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CONNECTING EXPERIENCES
The following logotypes are inviting and connected to each other.
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CONNECTING EXPERIENCES
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The following sketches are trying the concept of connection.
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“A journey is best measured in friends, rather than miles.” – Tim Cahill (Traveler)
ENJOY LIFE
ENCOURAGE, GET OUT THERE AND ENJOY LIFE Travel can impact our lives in wonderful ways. Some do it to lose themselves or find themselves. Travel serves as a perfect gift in that it allows the receiver to use it at a time that works for everyone. Travel open up new horizons and provide memories that can last a lifetime. Travel can exposure to new cultures makes you a better person. There is nothing more inspiring and eye opening than leaving your hotel and going for a walk in a strange city. The noises you hear, food you smell and conversations you catch snippets of. Each of these add strings to the fabric of your soul.
In this camp, I worked with the idea of going out exploring and seeing the world, which is why work in the iconographic camp theme is the migratory bird animal as the key of see the world and experience it. In typography worked mostly theme routes in the walk tetras and as interconnected, others relate to the flow of letting go in life. In the iconographic field trips and typography theme works such as tickets, calendars clouds location maps and more.
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ENJOY LIFE
Enjoy life and explore. This are migratory birds that want to explore and at the same time are the letter “K�
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ENJOY LIFE
This sketches represent movement and motion of typefaces.
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ENJOY LIFE
This sketches represent more travel iconography for the new Kodak
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PHASE TWO
REFINEMENTS SKETCHES
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“Never fall in love with an idea. They’re whores. If the one you’re with isn’t doing the job, there’s always, always, always another.” — Chip Kidd (American Graphic Designer)
PHASE TWO SKETCHES
SECOND ROUND
Is necessary to identify Kodak’s values and principles will be incorporated into a new system After the critique of the first phase, the logo development were concentrated in terms of design mostly in the first key phrase “Special and Memorable” as the main source for my logo. Among the most prominent in this first phase were the topics of
gifts. Therefore some concepts were explored for example balloons, birds and gifts, pandora boxes, clouds connection between silhouettes and happy faces for a wide range in order to narrow down the final logo.
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PHASE TWO SKETCHES
After the first round some ideas were developed for example the migratory birds and gift boxes
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PHASE TWO SKETCHES
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Other concepts developed for this round were the clouds.
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PHASE TWO SKETCHES
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Staying connected is very important, that’s why they were developed as series of infinity between shapes.
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DIGITAL COMPS
PHASE TWO SKETCHES
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This are a series of digital compositions of the second round, mostly the most notable for our concept.
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PHASE THREE
REFINEMENTS SKETCHES
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“I strive for two things in design: simplicity and clarity. Great design is born of those two things.” — Lindon Leader (Corporate design consultancy providing strategic branding)
PHASE THREE SKETCHES
THIRD PHASE
Making sure that the logo is distinguished and recognizable, and its design is consistent with Kodak values. And after having passed the second phase, the best direction were to continue to refine increasingly possible logos for Kodak. Some iconography logos were worked at this stage the issue of balloons, people and geometric shapes that allude to capture a moment and connection
between people. I also worked the letter “K� as the main part of the logo. The typography were developed in smooth and geometric that inspires confidence and same time is familiar.
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PHASE THREE SKETCHES
This sketches were a mix of connection and fusion of the human body.
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PHASE THREE SKETCHES
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Balloons were still an option at this moment. Also Some shapes with the letter “k” were developed.
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PHASE THREE SKETCHES
The letter “K” is very important for my brand, that’s why they were developed in a connection form.
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PHASE THREE SKETCHES
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This are digital comps developed for the third phase.
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Ko d a k
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KO DA K
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K O DA K
Ko d a k
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KO DA K
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K O DA K
Ko d a k
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KO DA K
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PHASE THREE SKETCHES
From the digital comps, this were the most successful, some colours were added. Also The logotype were explore.
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AFTER FEEDBACK OF PHASE THREE The logo is going on, and is taking its final form. By working balloons and boxes, we realized was not working anymore. Is the process of learning about what works and what doesn’t in a logo design. Three potential logos to further refine were identified. I tackled them and presented in web base platform for feedback.
PHASE THREE SKETCHES
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FINAL LOGO This is the final form logo for the new Kodak. Have the essence of what is Kodak with a new point of view, living the moment.
FINAL LOGO
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SIMILAR LOGOS
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SIMILAR LOGOS
The Big “K” of K Mart is have a prominence in the market.
The YMCA logo have a similar shape backwards but have a isometric triangle.
The “K” of Kelloggs is iconic in the market, but this is letter form is more cursive and have more flow
The Circle K logo is dominant with the square and circular shape at the same time.
The rounded square with the “S” have a friendly feeling for the audience.
The diagonals of the “S” of Suzuki could have similar feeling to our logo.
SIMILAR LOGOS
The Jack in the Box log present two sides of a box, close to one of the logo presented for Kodak.
The Adobe logo play the letter A in a box trying to emulate interesting and creative shape in a single one.
This Uniqlo logo present typeface in a square.
The Airwalk play also with the letter A and a circular shape to create a simple and catchy logo.
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Vodaphone logo play in a very simple way in a circular shape and the other shape in a harmonious way.
The Kayak logo is a rounded san serif in a orange box. This can have some similarities because the anatomy of the letter form
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The diagonals have a strong esthetics to this logotype.
The triangular shapes have a strong impact in their past Reebok logo.
The cut between letters in the ESPN have a similar feeling of the new Kodak logo.
Same as Exxon logo, the FXX plays with diagonals in their new logo in both Xs
The red and the triangular shape in a vertical side could have some similarities.
Same as ESPN, the UFC logo have a cut in the letter “F�
SIMILAR LOGOS
This compilation is a research of logos that is already in the market, and how we will differentiate as a company. It is important for us to excel and be recognized with our new identity and logo. Many of them have the “K� as the main piece, formed between diagonals can be similar, colors, shapes, among others.
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SOURCES
“A Memorable Experience” N.p., n.d. Web. 1 Nov. 2016. “Kodak Moments Kodak Moments. N.p., n.d. Web. 3 Nov. 2016. @petapixel. “Origin and Evolution of Kodak’s Name and Logo.” PetaPixel. N.p., 03 Aug. 2011. Web. 5 Nov. 2016. @designhilldh. “History Of Evolution of the Kodak Logo - Designhill.” Designhill Blog. N.p., 07 July 2016. Web. 3 Nov. 2016. @cambridge_uni. “The Rise and Fall of Kodak’s Moment.” University of Cambridge. N.p., n.d. Web. 7 Nov. 2016. heplanetd. “Travel Inspires You to Be a Better Person.” The Planet D: Adventure Travel Blog. N.p., 23 May 2016. Web. 7 Nov. 2016.
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LIVING IN THE MOMENT VISUAL DEVELOPMENT GUIDE