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03 VISUAL STANDARDS GUIDE
LIVING IN THE MOMENT
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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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The letter ‘K’ had bee It seems a strong, inc became a question o number of combinat made words starting The word ‘Kodak’ is th —George Eastman
en a favorite with me. cisive sort of letter. It of trying out a great tions of letters that g and ending with ‘K.’ he result.”
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TABLE OF CONTENTS Introduction
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Logo Redesign Logo Evolution New Logo Logo Anatomy Variations Logo Don’ts
14 16 18 20 22 26
Typography Type Hierarchy
30 32 38
Color Palette Kodak Colors
40 42
Photo Style Kodak Photos Visual System
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Kodak World Kodak Extension Chart Kodak Extension List
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Sources
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See the world around you differently
INTRODUCTION
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INTRODUCTION Kodak’s challenge is to let the world know that and to make sure that we communicate with one strong voice celebrating all the facets of who we are. If there is one thing that always accompany our brand is the visual system. Since where we release our company revival, the design of our visual standards will mark the first impression in the minds of your prospective clients and will be instrumental in the transmission of all types of messages. Trends in the design of these change over the years. Logos can not and should not be a static entity that one day was set and must remain untouchable in a
folder, but neither should we change it to every new trend. A good logo is one that remains “fashionable” as fashions change. With the new Kodak revival, it is right and necessary a new twist on our visual system that fits with what project will create unforgettable moments. Among the changes to be seen in this book they are in the logo, typography, color, grid and others.
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A good reputation
how much you ca lives of others. — George Eastman
n is measured by
an improve the
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LOGO REDESIGN
OUR NEW VISUAL SYSTEM
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LOGO EVOLUTION
1907
1935
1960
1971
LOGO EVOLUTION
1987
2006
2016
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2020
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.
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KODAK NEW LOGO The evolution of Kodak’s logo through the years, you’ll notice that same trend that many other companies share. Kodak decided to simplify their logo in 1996 by removing the boxes. And the current logo has been made even trendier with the sleek new font. I think their logo was always quite trendy, even back in 1971. Now it has an even more contemporary look to keep up with our contemporary times.
Kodak’s logo is the unique trademark that identifies our company and its products and services.
This new logo simbolizes freedom to explore new horizons and live the moment thru Kodak. Is very important to us have the connection with our audience and their moments, that’s why this letter “K” emulates a person silhouette going out to the world for new unforgettable experiences and capture them for life with Kodak.
LOGO
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1X
.85 X
1.6 X
1X
.85 X
40ยบ 1.6 X
LOGO ANATOMY
1x
-72
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-133
Kerning
LOGO ANATOMY The X value will be the top left triangle of the logo, This will give a sense of the placement of the logo
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VARIATIONS More than 3 inches
LOGO VARIATIONS
More than 2 inches
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Less than 1 inch
When using the logo, allowing it to “breathe� gives it maximum impact. Wherever possible, allow even more space around the logo than required by Clear space. The Clear space is proportional and is based on the width of the logo.
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VARIATIONS BLACK AND WHITE
LOGO BLACK AND WHITE
This are black and white variations of the logo. This will be use for photocopies.
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LOGO DON’TS
In order to create consistency, the logo must never be altered in any way. When you are developing new product logos, always use the electronic artwork templates that have been provided. Any inappropriate use dilutes its power and weakens our impact in the marketplace. We all need to protect
this important asset and use it correctly at all times. It is important that the logo be reproduced exactly as shown. Do not change the relative size, proportions, or other elements of the logo .
LOGO DONT’S
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TYPOGRAPHY
OUR DISTINCTIVE AESTHETIC
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PRIMARY FONTS Our primary typeface is Montserrat, used for headlines and subheads. SECONDARY FONTS Our secondary typeface is Source Sans Pro sans and should be reserved for call body copy.
TYPOGRAPHY
TYPOGRAPHY Typography is an important aspect of our brand identity. Our typographic style contributes to our distinctive aesthetic. The typography usage examples on the following pages should be followed to ensure all of our communications appear consistent. Typography is an important aspect of our brand identity.For Kodak, the selected typography represents
a life full of opportunities, exploring and sharing with loved ones, friendly and welcoming. The following page will show the Montserrat and Source Sans Pro fonts as the main typography.
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MONTSERRAT Typography helps us establish cohesiveness across all of our communications. The typeface Kodak has selected is Montserrat . When used consistently, it can make our communications identifiable as Kodak even before they’re read.
urban space. Each selected example produces its own variants in length, width and height proportions, each adding to the Montserrat family. The old typographies and canopies are irretrievable when they are replaced.
Designed by Julieta, she is a graphic designer and owner of ZkySky, a design studio which she cofounded in 1989 after earning a degree in Typeface Design. She lives and works in Montserrat, the first and oldest neighborhood in Buenos Aires.
There are other revivals, but those do not stay close to the originals. The letters that inspired this project have work, dedication, care, color, contrast, light and life, day and night! These are the types that make the city look so beautiful.
As urban development changes this place, it will never return to its original form and loses forever the designs that are so special and unique. To draw the letters, I rely on examples of lettering in the
TYPOGRAPHY
Sticking with Montserrat exclusively lends the same look and feel across all Kodak Visual System. Only use the five approved weights of Montserrat shown here (Light, Book, Medium, Semibold and Bold).
Aa REGULAR
A B C D E F G H I J K L M N O P Q R S T U V W X a b c d e f g h i j k l mn o p q r s t u v w BOLD
A B C D E F G H I J K L M N O P Q R S T U V W X a b c d e f g h i j k l mn o p q r s t u v w NUMBERS
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 SYMBOL AND CHARACTERS
! “ # $ % &
‘ ( ) *
+ , - . / < = > ? @ [ \ ] ^
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SOURCE SANS PRO The bodycopy typography helps us establish cohesiveness across all of our communications in the narrative of Kodak. The typeface Kodak has selected for this purpuses is Source Sans Pro . When used consistently, it can make our communications identifiable as Kodak even before theyâ&#x20AC;&#x2122;re read. Source Sans Pro is a sans serif typeface created by Paul D. Hunt for Adobe Systems. It is the first open-source font family from Adobe, distributed under the SIL Open Font License.
Source Sans Pro typeface is inspired by the forms of the American Type Foundersâ&#x20AC;&#x2122; gothics by Morris Fuller Benton, such as News Gothic, Lightline Gothic and Franklin Gothic, modified with both a larger x-height and character width and more humanist-influenced italic forms. It is available in six weights (Regular, ExtraLight, Light, Semibold, Bold, Black) in upright and italic styles. The typeface has wide language support for Latin script, including Western and Eastern European languages, Vietnamese, pinyin Romanization of Chinese, and Navajo.
TYPOGRAPHY
Using Source Sans Pro exclusively for bodycopy will have the same look and feel across all Kodak Visual System.
Aa REGULAR
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l mn o p q r s t u v w x y z BOLD
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l mn o p q r s t u v w x y NUMBERS
1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 14 1 5 16 17 1 8 1 9 2 0 SYMBOL AND CHARACTERS
! “ # $ % &
‘ ( A) *
+ , - . / < = > ? @ [ \ ] ^ { |
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HIERARCHY Typographic hierarchy is another form of visual hierarchy, a sub-hierarchy in an overall design project. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan text for key information. Typographic hierarchy creates
contrast between elements. There are a variety of ways you can create a sense of hierarchy. Is very important for Kodak have a sense of harmony in our hierarchy, making a pleasant experience for our audience.
TYPOGRAPHY
Headlines text
Big Headline and Title
IS YOUR MOMENT Montserrat Regular - Capital Letters 16pt Type / 20pt Leading
IS YOUR MOMENT Montserrat Bold - Capital Letters 26pt Type / 31 pt Leading
Big Headline and Title
IS YOUR MOMENT
Montserrat Bold - Capital Letters 40 pt Type /47 pt Leading
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COLOR PALETTE
LOVE, PASSION, LIFE, HAPPINESS, ENJOY
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LOGO COLOR These are the colors that can be used in the Kodak logo Kodakâ&#x20AC;&#x2122;s logo is the unique trademark that identifies our company and its products and services. The red will always be used as the main color, the black when it is photocopies without color and the white when there is a red background (it is of
limited use and will be used on some special occasion) The Kodak logo uses Kodak Trade Dress Red. Yellow is not used in the logo, and is instead applied in a more strategic way.
Our preference is to only use primary color palette across most communications.
COLOR PALETTE
Travel Lover Red
Connections Grey
Pure White
COLOR CODE
COLOR CODE
COLOR CODE
RGB : R201 G57 B86 CMYK : 2 93 58 0
RGB : R51 G55 B60 CMYK : 14 0 0 92
RGB : R235 G181 B49 CMYK : 0 31 100 0
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SYSTEM COLORS: The refreshed look maintains a more focused use of color which helps increase memorability and create distinctiveness for Kodak. The use of red color in the Kodak logo symbolizes love, passion, expression and life, whereas the yellow color stands for happiness, joy and optimism. Pink/Red Should be reserved for the Kodak logo. White White plays an important role in our identity system. It makes communication materials more inviting, easier to read and understand. It signals clarity and straightforwardness.
Grey The use of this neutral gray complements the visual system. It should only be used for text. Black can also be used for text. Yellow Yellow is an important part of the brand palette; weâ&#x20AC;&#x2122;re now going to apply it in a more strategic way to refresh and reinvigorate the identity.
COLOR PALETTE
Travel Lover Red
Sunshine Yellow
Connections Grey
COLOR CODE
COLOR CODE
COLOR CODE
RGB : R201 G57 B86 CMYK : 2 93 58 0
RGB : R235 G181 B49 CMYK : 0 31 100 0
RGB : R51 G55 B60 CMYK : 14 0 0 92
When using the colors in print, it is important to always seek to use Solid Pant-one inks. This way, all of our materials will be consistent, and our colors look vibrant.
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PHOTO STYLE
CAPTURE THE PERFECT MOMENT
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PHOTO STYLE
PHOTO STYLE
Kodak Brand represent the happiness to enjoy life anywhere. Mostly warm colors with people looking for their perfect moment.
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STATIONARY SYSTEM It will be used for all ofďŹ cial communication that is going out of Kodak.Inc company.
Is very minimal and straight forward. The perfect moments are simples but very special. It would be an even combination of yellow, white and red/ pink.
STATIONARY SYSTEM
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KODAK WORLD
BRAND EXTENSIONS
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KODAK VENN DIAGRAM This is a diagram where all the extensions of Kodak can exist in society. Is divided in individual, community, and family.
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INDIVIDUAL
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16 13
06 04 07
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02 01 17
21
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15 14
05
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FAMILY 30
COMMUNITY
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03
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SOCIETY
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BRAND EXTENSIONS
KODAK WORLD KODAK TRAVEL CENTER
KODAK MEDIA CENTER
01_KODAK TRAVEL (Service)
15_THE KODAK STORE (Experience)
02_KODAK ORGANIZER (Product)
16_KODAK PLAYLIST (Product)
03_THE KODAK RESORT (Experience)
17_THE MOMENT PHOTO CONTEST (Experience)
04_KODAK MOVE (Co-Branding American Airlines)
18_KODAK TUTORIALS (Educational)
05_KODAK OVERSEAS (Co-branding)
19_KODAK CLOUD (Product)
06_BACKPACKING KIT (Product)
20_THE KODAK FILM FEST (Experience)
07_THE KODAK GIFT BOX (Product)
21_THE MOMENT APP (Product) 22_THE KODAK MUSEUM (Educational)
KODAK COMMUNITY CENTER 08_KODAK EVENTS (Service) 09_KODAK MOTIV (Educational)
23_THE KODAK RESEARCH (Educational) 24_THE MOMENT CAM (Product) 25_MULTIMEDIA COURSES (Educational) 26_KODAK AFTER CLASS (Educational)
10_KO FRIENDS (Product) 11_KODAK LOCAL (Experience) 12_KODAK GO (Experience)
KODAK CARE CENTER
13_KODAK SPOT (Co-Branding with Airbnb)
27_KODAK PETS (Co-Branding with Rover)
14_KO CAMPS (Experience)
28_KODAK KIDS (Co-Branding) 29_KODAK PROTECTION PLAN (Service) 30_KODAK INSURANCE PLAN (Service) 31_KONNECT (Co-Branding with ATT 32_KODAK CARES (Service)
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KODAK WORLD LIST KODAK TRAVEL CENTER
01_KODAK TRAVEL (Service)
05_KODAK OVERSEAS (Co-branding)
This will be a Kodak Travel Agency that will help with their customers need to get the best experiences according their needs.
Kodak will provide special moments overseas with Carnival Cruise, moments without borders. Offering a wide array of quality cruises, and pride ourselves on delivering memorable vacations to our guests.
02_KODAK ORGANIZER (Product) Handy app that would help you organize the moments of your day in a productive way. Also can work if your are planning your best experience by your own. 03_THE KODAK RESORT (Experience) Accommodation facility that offers assorted amenities and recreational activities to highlight a leisure experience and a great moment. 04_KODAK MOVE (Co-Branding American Airlines) This will be a collaboration with transportation services including airlines, buses, to make it easy going traveling.
06_BACKPACKING KIT (Product) Once you get to your destination you would need information and guides from that place. This travel kits will be divided by country so it could be more specific to have a wonderful moment. 07_THE KODAK GIFT BOX (Product) This will be experience gift boxes. This box will provide getaways for any occasion. Will be divided by Romantic, Extreme, Weekends, Family, City, Rural, Out of the country.
BRAND EXTENSIONS
KODAK COMMUNITY CENTER
08_KODAK EVENTS (Service)
12_KODAK GO (Experience)
Easy way to help you develop an event so that you can have an unforgettable moment, could be birthdays, meetings, weddings, ect.
A platform that can allow people to advertise places and destinations with Kodak according to their favourite moments. It would be print and web base.
09_KODAK MOTIV (Educational) Will be motivational workshops of how escape of the routine and explore new horizons. 10_KO FRIENDS (Product) If you are new in an area you access to the KoFriends website and search for the same kind of activities you enjoy. A good platform to know people and have a great time. 11_KODAK LOCAL (Experience) In specific cities will be happening local events, promoting local tourism for those who want to stay in the area.
13_KODAK SPOT (Co-Branding with Airbnb) Will be a co-branding with Airbnb that allows our audience have rooms or apartments to make easy the experience in their stay in selected destinations. 14_KODAK CAMPS (Experience) This will be a summer camp for those who want adrenaline and great moment in outdoors. This will be for kids so they can be encourage to live their moments and meet new friends. Will have two paths, discover the city or the forest.
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KODAK MEDIA CENTER
15_THE KODAK STORE (Experience)
18_KODAK TUTORIALS (Educational)
Will be a retail store and will have everything that you need to have a great time and enjoy of the world with your love ones.
Tutorials to help people how to manage their own media in the software’s. Will be course so they can learn how to use Koedit divided in an easy way curriculum with Kodak experts.
16_KODAK PLAYLIST (Product) Kodak Music- Audio is very important create special moments, if you heard a song you can link a moment in your life with that song. That’s why you can have access to a platform when you can have your song and play it when you are having your special moment. 17_THE MOMENT PHOTO CONTEST (Experience) This will be a photo contest in collaboration with The travel Channel. This will help expose their Kodak moment
19_KODAK CLOUD (Product) This will be a cloud platform without limits of space, that will allow you to save all your favorites Kodak Moments. 20_THE KODAK FILM FEST (Experience) This will be amateur festival with traveler videos who wants to share their experience in certain locations. This Festival gives travelers a chance to tell their own stories while building their creativity and filmmaking skills.
BRAND EXTENSIONS
21_THE MOMENT APP (Product)
24_THE MOMENT CAM (Product)
This app will let you share with other people your Kodak Moment.
This sunglasses will have an integrated camera, you can access the files via Wi-Fi connection. Will help you be in the moment and captured at the same time. You donâ&#x20AC;&#x2122;t need to be worried about to care a big camera anymore.
22_THE KODAK MUSEUM (Educational) Will be a piece of history, covered with special moments in our world and how we can learn from them to have a better future. Will be mostly photographs that represent history. Will have a gallery in which each month people can submit and have their moment in the monthly exhibition.
25_MULTIMEDIA COURSES (Educational) Is going to be a series of workshops that my audience can learn about photography a and video production to get the best moments.
23_THE KODAK RESEARCH (Educational)
26_KODAK AFTER CLASS (Educational)
This Center will be working and defining what is a special moment for society and how they affect our way of living.
Children can have a great time after class learning about film and photo and apply it to their main lessons
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KODAK CARE CENTER
27_KODAK PETS (Co-Branding with Rover)
30_KODAK INSURANCE PLAN (Service)
Some places is impossible to be with your pets when you are out for a couple of days. If you have animals, this service can take care of your pets once you are traveling.
This will be a Co- Branding with World Nomads Travel Insurance for independent travelers and their families. You’d rather not think about all of the things that might go wrong on your trip, but these things can and do happen.
28_KODAK KIDS (Co-Branding) You want a moment by your self of your parter and you have kids, this service can take care of your kids once you are having a getaway helping you having a babysitter.
31_KONNECT (Co-Branding with ATT) This will be a co-branding with Att with their plan “AT&T Passport”for use internationally in over 200 countries for a 30 day period, and if you travel often you can have them auto-renew every month.
29_KODAK PROTECTION PLAN (Service) People sometimes are worried about their house or property when they are in vacations. This security plan will help you to have a pleasant moment and don’t be worry about your home.
32_KODAK CARES (Service) Is an organization that help people who can afford travel expenses. Also is a voluntary service that provides great moment to people.
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FOR ME THOSE MOMENTS HAVE BEEN WHEN I’VE FELT LIKE I’M IN THE MIDDLE OF A TRUE ADVENTURE, WHEN HOME IS FURTHEST AWAY.
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SOURCES
“Google Fonts.” Google Fonts. Fonts, n.d. Web. 19 Oct. 2016. Hjort, LCSW By Jim. “Beyond Basic Social Needs: What You Need From People to Thrive.” Right Life Project. N.p., 04 Aug. 2015. Web. 20 Oct. 2016. Hunt, Paul D. (2 August 2012). “Source Sans Pro: Adobe’s first open source type family”. Adobe Typekit Blog. Adobe Systems Incorporated. Retrieved 28 June 2014. “Logo and Trademark Guidelines for Channel Associates.” (n.d.): n. pag. Document Imaging. Web. 24 Oct. 2016. “Noun Phrase Licensing.” (1998): n. pag. Kodak. 11 June 2011. Web. 16 Oct. 2016.
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Design // Frankie Negron Consultation // Hunter Wimmer Academy of Art University 2016
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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