VOL.02
VISUAL DEVELOPMENT GUIDE
VOL.02
VISUAL DEVELOPMENT GUIDE
KO DA K
V I S UA L DE V E L OPME NT GU IDE
GR604 NATURE OF IDENTITY
_CONTENTS
_CONTENTS
001 BACKGROUND _ 009 History _ 012 Logo History _ 014 New Logo Concepts
002
003
LOGO DEVELOMENT THE NEW LOGO _ 018 _ 034 _ 043 _ 044
Round One Sketches Refined Sketches Digital Sketches Similar Logos
_ 048 Final Version _ 054 Logo Anatomy
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001
_Background 1.1 History 1.2 Logo History 1.3 New Logo Concepts
KO DA K
V I S UA L DE V E L OPME NT GU IDE
EASTMAN KODAK SOLD MORE THAN A PRODUCT. IT SOLD A WAY OF LIFE. LIFE WAS A SERIES OF KODAK MOMENTS.
KO DA K
V I S UA L DE V E L OPME NT GU IDE
_BACKGRAOUND
1.1 Hi s tor y
_HISTORY
The Eastman Kodak Company, known around the world as Kodak, is an American imaging company that began in the 19th century as an innovator of photography. Incorporated in New Jersey, the corporation was founded in 1888 by George Eastman in Rochester, New York, where its headquarters are located today. The company is known for creating a consumer market for amateur photography and pioneering the technology that allowed Hollywood movies to be filmed. It is also responsible for easy-to-shoot home movies and the introduction of digital photography. Here is a brief look at the history of Kodak and how the company plans to find its footing in the 21st century.
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KO DA K
V I S UA L DE V E L OPME NT GU IDE
GR604 NATURE OF IDENTITY
KO DA K
V I S UA L DE V E L OPME NT GU IDE
_LOGO HISTORY
The Kodak logo is recognized for its strategic color scheme. The color scheme involves the use of only red and yellow. Red dominates due to its overwhelming use in the design. Yellow is sparinfly used but it catches the eye.
Circal 1907
Circal 1935
1960
1971
1987
2006
_BACKGROUND
1.2 Logo Hi s tor y
2016
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KO DA K
V I S UA L DE V E L OPME NT GU IDE
_NEW LOGO CONCEPTS
I develop three concepts for the new Kodak's logo. Each one expresses one of the brand key words
PRESERVE THE MOMENTS Key Words: Preserve (Moments) The first logo concept is the idea of Preserve(moments). For preserve means to keep something safe. The direction explores this idea I use square and the arrow at the corner.
_BACKGROAUND
1.3 New Logo C o n c e pt s
COMMUNICATE AND RECOLLECT Key Words: Connection The second logo concept is the idea of connection. For this direction, I want to convey that communication allows us to think about the past in our minds. So I look for inspiration from cameras, clouds, rings.
SHARE HAPPINESS Key Words: Share The third logo concept is the idea of share. For preserve means to share your life with other people. I want to convey the power and importance of sharing.
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002
_Logo Development 2.1 2.2 2.3 2.4
Round One Sketchs Refinement Digital Sketches Similar Logos
KO DA K
V I S UA L DE V E L OPME NT GU IDE
_ROUND ONE SKETCHES
PRESERVE THE MOMENTS
_LOGO DEVELOPMENT
2.1 Round O ne S k e t c h e s
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KO DA K
V I S UA L DE V E L OPME NT GU IDE
_ROUND ONE SKETCHES
PRESERVE THE MOMENTS
GR604 NATURE OF IDENTITY
_LOGO DEVELOPMENT
2.1 Round O ne S k e t c h e s
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KO DA K
V I S UA L DE V E L OPME NT GU IDE
_ROUND ONE SKETCHES
PRESERVE THE MOMENTS
_LOGO DEVELOPMENT
2.1 Round O ne S k e t c h e s
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KO DA K
V I S UA L DE V E L OPME NT GU IDE
_ROUND ONE SKETCHES
COMMUNICATE AND RECOLLECT
_LOGO DEVELOPMENT
2.1 Round O ne S k e t c h e s
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KO DA K
V I S UA L DE V E L OPME NT GU IDE
_ROUND ONE SKETCHES
COMMUNICATE AND RECOLLECT
_LOGO DEVELOPMENT
2.1 Round O ne S k e t c h e s
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KO DA K
V I S UA L DE V E L OPME NT GU IDE
_ROUND ONE SKETCHES
COMMUNICATE AND RECOLLECT
GR604 NATURE OF IDENTITY
_LOGO DEVELOPMENT
2.1 Round O ne S k e t c h e s
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KO DA K
V I S UA L DE V E L OPME NT GU IDE
_ROUND ONE SKETCHES
SHARE HAPPINESS
_LOGO DEVELOPMENT
2.1 Round O ne S k e t c h e s
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KO DA K
V I S UA L DE V E L OPME NT GU IDE
_ROUND ONE SKETCHES
SHARE HAPPINESS
_LOGO DEVELOPMENT
2.1 Round O ne S k e t c h e s
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KO DA K
V I S UA L DE V E L OPME NT GU IDE
_ROUND TWO SKETCHES
GR604 NATURE OF IDENTITY
_LOGO DEVELOPMENT
2.2 Refi nem ent
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KO DA K
V I S UA L DE V E L OPME NT GU IDE
_ROUND TWO SKETCHES
_LOGO DEVELOPMENT
2.2 Refi nem ent
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V I S UA L DE V E L OPME NT GU IDE
_ROUND TWO SKETCHES
GR604 NATURE OF IDENTITY
_LOGO DEVELOPMENT
2.2 Refi nem ent
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V I S UA L DE V E L OPME NT GU IDE
_ROUND TWO SKETCHES
_LOGO DEVELOPMENT
2.2 Refi nem ent
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KO DA K
V I S UA L DE V E L OPME NT GU IDE
_ROUND THREE SKETCHES
_LOGO DEVELOPMENT
2.3 D i gi tal Sketch e s
_DIGITAL SKETCHES
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KO DA K
V I S UA L DE V E L OPME NT GU IDE
_SIMILAR LOGOS
Before finalizing our new logo, we researched similar logos to ensure that the Kodak's logo stands out from the rest. I found that while are some formal similarities, most logos featuring the letter K have a different look.
_LOGO DEVELOPMENT
2.4 Si m i lar logos
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003
_The New Logo 3.1 Final Version 3.2 Logo Anatomy
KO DA K
V I S UA L DE V E L OPME NT GU IDE
_FINAL VERSION
The main logo consists of two components: the symbol and the wordmark. Firstly, the symbol represents preserve, which is one of the keyword direction. Moreover, the letter K which represents Kodak is still clear to recognize from the symbol. Secondly, we customized the wordmark to make it looks visually consistent with the symbol. The wordmark was developed from the letter K in the symbol. Using the same width to create five characters. Color uses black tone to bring out the power and positive energy. As a result, the overall design of the new brand logo represents the brand's mission and keywords: preserve share.
_THE NEW LOGO
3 ,1 Fi nal Ver s i on
Symbol
Signature Wordmark 048 / 049
KO DA K
V I S UA L DE V E L OPME NT GU IDE
_THE NEW LOGO
3 ,1 Fi nal Ver s i on
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KO DA K
V I S UA L DE V E L OPME NT GU IDE
_HORIZONTAL LOGO
_THE NEW LOGO
3 ,1 Fi nal Ver s i on
_LOGOTYPE ONLY
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KO DA K
V I S UA L DE V E L OPME NT GU IDE
_LOGO ANATOMY
The new brand logo is built with the x value as a unit of measurement. The X" equals the stroke width of the letter “K�, it looks well balanced. The symbol can use alone or with the wordmark. The alignment and proportions of this signature should not be changed in any way.
_THE NEW LOGO
3 ,2 Logo Anatom y
X
X
X
4.5X
X
X
X X
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KO DA K
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_MOVING FORWARD
Base on the new logo direction, next we will develop a full visual systemto express the new incarnation of the brand.
_THE NEW LOGO
3 ,2 Logo Anatom y
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KO DA K
V I S UA L DE V E L OPME NT GU IDE
_SOURCES
INFORMATION Kodak.com Photrio.com Businessinsider.com Wikipedia.org
PHOTOGRAPHY Unsplash.com Pexels.com Pinterest.com
_SOURCES
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SCHOOL Academy of Art University School of Graphic Design and Digital Media San Francsico, CA94105
CLASS Nature of Identity
INSTRUCTOR Hunter Wimmer
TYPEFACES Gotham FF Din
BINDING & PRINTING Blurb blurb.com This is a student project and is in no way supported by Kodak. Student work by Haoxuan Wu