VOL.03
VISUAL STANDARDS GUIDE
VOL.03
VISUAL STANDARDS GUIDE
KO DA K
V I S UA L DE V E L OPME NT GU IDE
_CONTENTS
_CONTENTS
001
002
BACKGROUND
LOGO GUIDE
_ 011 History _ 012 The New Kodak _ 014 Key Phrases
_ 018 Our New Logo _ 025 Logo Anatomy _ 019 Logo Ues
003
004
VISUAL GUIDELINES FUTURE EXPANSION _ 011 Color Standards _ 012 Typography Standards
_ 011 Future Expansions
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001
_Background 1.1 History 1.2 The New Kodak 1.3 Key Phrases
KO DA K
V I S UA L STANDARDS GU IDE
WHAT I LIKE ABOUT PHOTOGRAPHS IS THAT THEY CAPTURE A MOMENT THAT’S GONE FOREVER, IMPOSSIBLE TO REPRODUCE.
KO DA K
V I S UA L STANDARDS GU IDE
_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.
_BACKGROUND
1.1 Hi s tor y
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_THE NEW KODAK
OUR MISSION IS TO HELP YOU SAVE MEMORIES AND SHARE YOUR LIFE. At Kodak, we aim to provide creative professionals with many new ways to capture, store, preserve and share their moments and memories.
_BACKGROUND
1.2 The New Kodak
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_KEY PHRASES
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.
_BACKGROUND
1.3 Key Phr as es
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 Guidelines 2.1 Our New Logo 2.2 Logo Anatomy 2.3 Logo Use
KO DA K
V I S UA L STANDARDS GU IDE
_OUR NEW LOGO
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.
Preserve
K
Letter K
_LOGO GUIDELINES
2.1 O ur New Log o
Symbol
Signature Wordmark 016 / 017
KO DA K
V I S UA L STANDARDS 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.
_LOGO GUIDELINES
2.2 Logo Anatom y
X
4.5X
X
X X
X
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_LOGO CLEAR SPACE
For uitimate visibility and impact, it's important to retain a designated clear space around the signature. The minimum clear area is shown on the next page. This area is designated as being equal to the X weight. It should never be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in a shape. Maintain this clear space in all uses to give the signature the proper breathing room to visually stand out.
_LOGO GUIDELINES
2.2 Logo Anatom y
X X
X
X X
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_LOGO VERSIONS
VERSION A
VERSION D
Vertical Lockup Graphic Mark +Logotype
Graphic Mark
VERSION B Horizontal Lockup Graphic Mark +Logotype
VERSION C Logotype
_LOGO GUIDELINES
2.3 Logo Us e
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_LOGO SIZE
To ensure high quality, We have established various sizes for our signature to help it stand out as much as possible. While the sizes shown here should accommodate most applications and reprodution techniques. [MINIMUM SIZE] We limit the minimum size of the logo to ensure it's both legible and recog- nizable. The symbol should never be used smaller than 0.5 inches in height.
_LOGO GUIDELINES
2.3 Logo Us e
VERSION A
VERSION B
VERSION C
VERSION D
10M+
1M+
5CM+
1CM+ 024 / 025
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_IMPROPER LOGO USAGE
An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the logo is displayed must be given careful attention. This spread illustrates the examples of incorrect or unacceptable uses of the Kodak logo.
Do not change the place of
Do not stretch the logo.
the symbol.
Do not switch the color.
No angles.
_LOGO GUIDELINES
Do not place the full color logo on a
2.3 Logo Us e
No non-strandard colors.
color background.
Do not use drop shadows.
Do not change the proportions. 026 / 027
003
_Visual Guidelines 2.1 Color Standards 2.2 Typography Standards
KO DA K
V I S UA L STANDARDS GU IDE
_COLOR STANDARDS
Color is a crucial element in creating a strong brand. It can conjure a stronger emotional response and cultivate a connection with our customers. Moreover, Using this color palette will ensure consistency in Kodak communications
PRIMARY COLORS
BUMBLEBEE
BLACK
RGB
RGB
244/194/47
0/0/0
CMYK
CMYK
4/23/92/0
0/0/0/100
HEX
HEX
F4C22F
000000
_VISUAL GUIDELINES
3 .1 C olor Standa rd s
SECONDARY COLORS
CORAL RED
APRICOT
RGB
RGB
229/78/56
247/148/51
CMYK
CMYK
5/85/85/0
0/50/90/0
HEX
HEX
E54E38
F79433
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_TYPOGRAPHY STANDARDS
A well-thought typography system helps to center Kodak brand and should be used consistently across the business. To ensure that all of our visual communication is coherent, we pick two typefaces with different weight to use for various situation.
PRIMARY TYPEFACE GOTHAM Gotham is a family of widely used geometric sans-serif digital typefaces designed by American type designer Tobias Frere-Jones in 2000. Gotham's letterforms are inspired by a form of architectural signage that achieved popularity in the mid-twentieth century. Developed for professional use, Gotham is an extremely large family, featuring four widths, eight weights, and separate designs for screen display.
SECONDARY TYPEFACE FF DIN FF DIN is a realist sans-serif typeface. It was designed in 1995 by Albert-Jan Pool, based on DIN-Mittelschrift and DIN-Engschrift, as defined in the German standard DIN 1451. DIN is an acronym for Deutsches Institut fĂźr Normung (German Institute of Standardisation).It was published by FontShop in its FontFont library of typefaces. FF DIN has an unadorned appearance with high x-height and a large series of weights.
_VISUAL GUIDELINES
3.2 Typography Standards
GOTHAM
Sub-title & Body copy Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
FF DIN Title
Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 034 / 035
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_VISUAL GUIDELINES
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_Future Expansion 4.1 Future Expansions
KO DA K
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_FUTURE EXPANSIONS
The mission of Kodak is to help people preserve memories and share their life. In order that, capture, share and store memories is the aim of new Kodak.
PRODUCT
EVENT
P-1 P-2 P-3
Ev-1 Kodak Exhibition Ev-2 Kodak Lounge
Kodak Glass Kodak Camera Game Kodak Momery Robot
EXPERIENCE EX-1 Kodak Journey EX-2 Kodak Memory Lab EX-3 Kodak Microfilm Studio
ED-1 Kodak Emotional Management Lab ED-2 Kodak Animal Conservation ED-3 Kodak Culture Preservation
Share
EN-1 Kodak Interactive Space EN-2 Kodak Center EN-3 Kodak Memory Loss Assistance
SERVICE
EDUCATIONAL
Capture
ENVIRONMENT
Store
S-1 S-2 S-3 S-4
Kodak Vlog Kodak Moment Track Kodak Community Kodak Publishing Company
_FUTURE EXPANSION
4.1 Futur e Expansio n s
CAPTURE P-1 EN-1
P-2
EN-2 EX-1
S-1
ED-2 P-3
S-2 S-3
ED-3
EV-1
SHARE EV-2
ED-1
STORE
EX-2 EN-3
EX-3
S-4
EXPERIENCE
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V I S UA L STANDARDS GU IDE
_FUTURE EXTENSIONS
PRODUCT
P-1
KODAK GLASS
P-2
KODAK CAMERA GAME
Kodak glass can help you record the moments in your life
Kodak camera game is an app provide different mode to take pictures.
Kodak glass is a product that can record what you see when you wear it. When you wear Kodak glasses, no matter where you go or what you are looking at, it can record everything that happens around you from your perspective. When you want to recall the moment it can recreate the scene.
Kodak vintage camera is a game app people can download on their smartphone. Within this app, people can take pictures as same as the traditional camera or Tilt-shift photography after took a photo, there are many different filters to
> Similar to Google glass
> Similar to VSCO Camera 360
> Difference We provide a clearer video recording function and can reproduce scenes by wearing glasses. > Mission-specific The Kodak glass reinforces our mission of save memories by record the moments in your life. > Link to Kodak Vlog, Kodak Microfilm Studio
edit the picture.
> Difference We provide a different mode of camera experience when people taking pictures. > Mission-specific The Kodak camera game reinforces our mission of save memories by record and save moment, and increase the pleasure of the experience. > Link to Kodak Moment Track, Kodak Center, Kodak Exhibition
_FUTURE EXPANSION
4.1 Futur e Expansio n s
EXPERIENCE
P-3
KODAK MEMORY ROBOT
EX-1 KODAK JOURNEY
Kodak memory robot is an AI robot that help people remember and process memories.
Kodak journey will help people to make memories and share the memory.
When people come home every day, they can tell Kodak Robot about the people and things they met today. Kodak Robot can analyze and organize the contents to help the owner record his daily life. Kodak robots can also set up reminder services to help people remember important things.
Kodak journey is an app that people can share their travel experiences with their friends and family. The app can help you record your trip by words, images, and map.
> Similar to AlphaGo Pepper Robot > Difference Kodak robot is focused on analyzing and storing the memories. > Mission-specific The Kodak memory robot reinforces our mission of saving and storing memories by helping people remember and process memories.
> Similar to TripAdvisor > Difference We are focusing on the trip record and share the trip experience. > Mission-specific The Kodak journey reinforces our mission to save memories and share life by recording their journey experiences with Kodak journey App. > Link to Kodak Moment Track, Kodak Vlog
> Link to Kodak Publishing Company 042 / 043
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_FUTURE EXTENSIONS
EX-2 KODAK MEMORY LAB
EX-3 KODAK MICROFILM STUDIO
Kodak memory lab help the people who have bad memories.
Kodak microfilm studio helps people who want to make microfilms of their interesting lives.
Kodak memory lab is a memory improvement service for people affected by bad memories. Some people have great influence and pressure on their life and work because of bad memories. The lab is to help them solve the psychological problems caused by these memories.
Do you want to make about microfilms to record those interesting or moving moments around you? Still worried about how to make them? Kodak Microfilm Studio helps and teaches you how to make your own microfilm.
> Similar to APA Psychology Laboratory > Difference We provide online counseling and help people in need to improve their impression of bad memories through the presentation of some scenes. > Mission-specific The Kodak memory lab reinforces our mission to save memories by helping people improve their impression of bad memories. > Link to Kodak Memory Loss Assistance
> Similar to Crowley Enlight Media > Difference We provide all the equipment and scenes needed to make microfilms, and people can complete their own microfilms by providing their stories only. > Mission-specific The Kodak microfilm studio reinforces our mission to save memories by helping people make microfilms of their interesting lives. > Link to Kodak Glass
_FUTURE EXPANSION
4.1 Futur e Expansio n s
EVENT
EV-1 KODAK EXHIBITION
EV-2 KODAK LOUNGE
Kodak exhibition is a picture exhibition to help people to feel the change around us.
Kodak lounge is a event that allow people to share their memory stories.
Kodak exhibition is an exhibition about culture and times, just like a museum but the difference is that Kodak Exhibition's material comes from everyone around us, it can be your grandparents, your parents or even you. Kodak is characterized by recording changes around oneself from a subjective perspective
Kodak lounge is a event about memory stories, just like a communication corner. The theme of the each event will be different, and people can share their experiences and memories related to the theme according to each theme. Here you can make friends who share the same experience and hobbies with yourself.
> Similar to Robert Koch Gallery Pier 24 Photography
> Similar to 399 Fremont monthly event Fillmore monthly event
> Difference We focus on the culture and times and all the photos are from normal people around us.
> Difference We have the theme for every event, and we focus on the experiences and memories.
> Mission-specific The Kodak exhibition reinforces our mission to share their life by organizing the exhibition to help people share the change happened around them.
> Mission-specific The Kodak lounge reinforces our mission to share their life by organizing the event to help people share the experience the other people.
> Link to Kodak Camera Game
> Link to Kodak Community, Kodak Moment Track 044 / 045
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_FUTURE EXTENSIONS
SERVICE
S-1
KODAK VLOG
S-2
KODAK MOMENT TRACK
Kodak vlog can help people share moments about their lives.
Kodak moment track is an app in which people can post about their daily lives.
Kodak vlog is a platform where people can share their stories. People record and publish the memorable stories they want to share in Kodak Vlog. People can watch, discuss and share them. > Similar to Instagram Veimo
Kodak moment track is a photo-sharing social networking service. People can post their memorable photos here to record. People have to choose one of the photos every day and post here, otherwise, the system will pick one randomly. Every month, a photo album will be generated to show the real life of this month's users. People can also see their memorable moments here.
> Difference We have no time limit and precise categorization of content, which helps to raise people's interest and concern.
> Similar to Instagram Weibo tumbler
> Mission-specific The Kodak vlog reinforces our mission to share life by creating a platform to help people share their moments in lives.
> Difference We help people record their real-life moments.
> Link to Kodak Glass, Kodak Journey
> Mission-specific The Kodak moment track reinforces our mission to save moments and share life by creating a real-life track and share with other people. > Link to Kodak Glass, Kodak Journey, Kodak Space
_FUTURE EXPANSION
S-3
KODAK COMMUNITY
4.1 Futur e Expansio n s
S-4
KODAK PUBLISHING COMPANY
Kodak community is an online platform that people can talk with others.
Kodak publishing company is a service that helps people record and preserve their memories.
Kodak community is a global online community that people can find someone they don't know each other and communicate with them. They can share their stories, experience or mood.
Kodak publisher is a service to help people publish their life memories, biographies or memoirs. This service can help people store and share stories and experiences with future generations.
> Similar to Soul Snapchat
> Similar to John F. Blair Publisher Just Us Books
> Difference We find people randomly on around the world and match people randomly based on the same interests.
> Difference We help people who want to have a biography or memoir about their lives.
> Mission-specific The Kodak community reinforces our mission to share life by creating an online community that people can share their stories with others and it can also create the memories for them. > Link to Kodak Lounge
> Mission-specific The Kodak publisher reinforces our mission to save moments and share lives by providing a service to help people publish books about their stories. > Link to Kodak Memory Robot
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_FUTURE EXTENSIONS
EDUCATIONAL
ED-1 KODAK EMOTIONAL MANAGEMENT LAB
ED-2 KODAK ANIMAL CONSERVATION
Kodak emotional management lab is to teach people how to manage their emotion.
Kodak animal conservation is a welfare project focus on wild animals.
Kodak emotional management lab is a place where people can talk about their own depressive emotions and help them resolve their bad emotions and teach them to improve and manage their emotions.
Because of the destruction of the ecological environment, more and more wildlife is disappearing and extinct from the world. Kodak animal conservation shows people the harm of environmental pollution to wildlife and the living condition of animals in a polluted environment, in order to remind people to protect the environment and wildlife.
> Similar to CARE Lab > Difference We can use Kodak's other institutions and services to help people manage their emotions in a comprehensive way. > Mission-specific The Kodak emotional management lab reinforces our mission to save memories by helping people manage their emotion.
> Similar to WWF > Difference The reproduction of visual images enables people to truly feel the harm of environmental pollution. > Mission-specific Kodak animal conservation reinforces our mission to save memories by reminding people to save wild animals and give our later generations chance to have more memories about wild animals. > Link to Kodak Moment Track, Kodak Commnity
_FUTURE EXPANSION
4.1 Futur e Expansio n s
ENVIRONMENT
ED-3 KODAK CULTURE PRESERVATION Kodak culture preservation has lessons about disappearing cultures and handicrafts. We provide flexible and diverse courses and resources for people to learn about cultures and crafts, focusing on disappearing cultures and handicrafts. > Similar to TED Talk Netease Online Open Courses > Difference Focusing on culture and handicrafts. Helping people impart and inherit these disappearing cultures. > Mission-specific The Kodak culture preservation reinforces our mission to save memories by providing a class about disappearing cultures and handicrafts. > Link to Kodak Moment Track, Kodak Volg, Kodak Camera Game
EN-1 KODAK INTERACTIVE SPACE Kodak interactive space is a place people can play games with their friends/family and meet new friends. Kodak interactive space is an environment that people can go to with their friends, family or even alone. In this space, Kodak provides facilities where people can play, celebrate with each other. > Similar to SPIN San Francisco > Difference We provide many different kinds of theme for people and periodical activities are organized so that people can communicate and share with each other. > Mission-specific The Kodak interactive space reinforces our mission to save memories by providing an environment that people can play games with their friends/ family and meet new friends. > Link to Kodak Moment Track, Kodak Glass 048 / 049
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_FUTURE EXTENSIONS
EN-2 KODAK CENTER
EN-3 KODAK MEMORY LOSS ASSISTANCE
Kodak center is a place can help people reappeared the moment.
Kodak memory loss assistance provides environment to help people recall things.
Kodak Center can use holographic projection technology to help people reproduce the scene they want to reproduce through the image data provided by people. Let people go back to the scene that they are unforgettable or touched, and feel and recall the moment again.
Kodak memory loss assistance is based on the situation of the amnesiac to create an environment conducive to his recovery of memory or may help him to wake up memory, patients living in this environment to try to restore their memories.
> Similar to — > Mission-specific The Kodak center reinforces our mission to save memories by helpingpeople reappeared the moment in their memory. > Link to Kodak Memory Loss Assistance, Kodak Moment Track
> Similar to Alzheimer's Association > Difference Not only focuses on Alzheimer's disease for medications way. > Mission-specific Kodak memory loss assistance reinforces our mission to save and store memories by helping people with memory loss improve their memories. > Link to Kodak Center
_FUTURE EXPANSION
4.1 Futur e Expansio n s
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_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