VISUAL STANDARDS GUIDE
VISUAL STANDARDS GUIDE
VISUAL
A rebranding
STANDARDS
project of Kodak
GUIDE
Published by Hong(Jessie) Jiang.2020 For the Academy of Art University MA Graphic Design Course GR 604 Nature of Idenity. Spring 2020
Table of Contents
01
BRAND OVERVIEW
Our History Brand Mission
02
LOGO STANDARDS
8 12
Our New Logo
16
Clear Space
20
Signatures
22
Color Variations
24
Size Chart
26
Incorrect Usages
28
03 04
VISUAL SYSTEM
OUR FUTURE
Color Standards
32
Typeface Standards
34
Business system
36
Applications
40
Kodak App
44
Hotel
58
Car Rental
64
01 BRAND OVERVIEW
Our History Brand Mission
GR 604
KODAK TRBRANDING PROJECT
Our History
From the company's founding by George Eastman in 1888. Kodak developed and patented the first handheld digital camera in 1975. Kodak declined an opportunity to become the official film of the 1984 Los Angeles Olympics. Although Kodak developed the first handheld digital camera in 1975, the product was dropped for fear it would threaten Kodak's main income. In 2011, despite the turnaround progress, Kodak rapidly used up its cash reserves, stoking fears of bankruptcy. On January 1, 2015, Kodak announced a new five business division structure; Print Systems, Enterprise Inkjet Systems, Micro 3D Printing and Packaging, Software and Solutions, and Consumer and Film.
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GR 604
KODAK TRBRANDING PROJECT
Brand Mission
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Help people observe nature, experience different cultures, broaden horizons, and make friends in the exploration of the world.
02 LOGO STANDARDS
Our New Logo Clear Space Signatures Color Variations Size Chart Incorrect Usages
GR 604
KODAK TRBRANDING PROJECT
Our New Logo
This is a logo developed by KODAK's initial letter "K". The crossed lines represent the bifurcations encountered during travel, and also imply that there are many ways to explore the world.
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VISUAL STANDARDS GUIDE
Symbol
Logo
KO DA K
Logotype
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GR 604
KODAK TRBRANDING PROJECT
Clear Space
The clear space is defined by the value "X" as we show in this spread. "X" equals to the width of the 1/5 main logo. Wordmark equals 0.85 "X" and the distance from wordmark to symbol equals 0.5 "X".
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VISUAL STANDARDS GUIDE
X
X X
X
0.5X 0.85X
K ODAK K
0.85X
K
K
K
0.5X
KO DA K K
0.5X
K
K
0.85X
KO DA K K 21
GR 604
KODAK TRBRANDING PROJECT
Signatures
Our logo can be used in different ways as per the given format. The following are the signatures of our logo that are accepted. Our logo system includes vertial signature, horizontal signature, symbol only and wordmark only.
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VISUAL STANDARDS GUIDE
Vertical Signature
Herizontal Signature
Vertical Signature is the preferred format. It should be used whatever possible.
Horzontal signature should be used only when space dictates that the vertical usage is not possible.
Symbol Only
Wordmark Only
The symbol can be used separately from the signature when KODAK can be shown in context, such as APP icon.
The wordmark can be used when the KODAK symbol is not absolutely necessary to be shown or it cannot be legibly reproduced, such as the packaging sides and bussiness system.
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KODAK TRBRANDING PROJECT
Color Variations
These are the correct color variations for the logo usage. Adhering to these guidliness is necessary for clarity and legibility.
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VISUAL STANDARDS GUIDE
Full Color
Black and White
This is the color version of our logo. It should be used whenever brand communication is produced in full color.
This is the black and white version of our logo. This should be used when we need to show our logo in signle color.
Reversed This is the reversed version of our logo. It's crucial to follow this version whenever our logo need to be produced on dark background,
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Size Chart Minimum size In order to maintain the most legibility and design impact on all print and digital media, we organze the minimum size chart. Please refer to this chat before scaling down our logo to extremely small sizes.
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VISUAL STANDARDS GUIDE
0.487inch in height
0.314inch in height （digital only）
0.128inch in height （digital only）
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Incorrect Usages
It is important to maintain the integrity of the logo. Do not alter, discolor or skew the logo in any way. Shown to the right are some (but not all) examples of logo misuse.
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VISUAL STANDARDS GUIDE
Do not stretch or distrort the logo.
Do not change wordmark of logo by an unapproved font.
Do not add colors by no meaning.
Do not rotate the logo.
Do not use gradient effects.
Do not delete parts of logo.
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03 VISUAL SYSTEM
Color Standards Typeface Standards Business system Applications
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KODAK TRBRANDING PROJECT
Color Standards
I use yellow and orange to indicate that people can be happy during their travels. Yellow and orange represent vitality and happiness.
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VISUAL STANDARDS GUIDE
#ffeb5a
#f7ad00
#ffffff
#ffffff
C:0 M:6 Y : 72 K:0
C:0 M : 39 Y : 100 K:0
C:0 M:0 Y:0 K:0
C : 100 M : 100 Y : 100 K : 100
R : 255 G : 235 B : 90
R : 247 G : 173 B:0
R : 255 G : 255 B : 255
R:0 G:0 B:0
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Typeface Standards
I use the Gotham font because the "K" in Gotham is similar to the Kodak logo. Gotham is a geometric sans-serif body whose geometry implies the influence of the basic shape on its design. It has an x ​​height that is higher than the usual font, which means that lowercase letters like x and e are quite large, and its font family contains different weights, such as bold, thin, medium and many more. This design makes it easy to read billboards or signboards in Gotham font.
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VISUAL STANDARDS GUIDE
Gotham
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Fonts
BLACK BOOK LIGHT
Gotham Black 22pt
HEADLINE
Gotham Book 14pt
Subhead
Gotham Book 10pt/14
Bodycopy
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Business System
This is Kodak's new business system. Contains business cards, letters, envelopes, and a notebook. Elements and colors come from the logo.
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Applications
I designed several applications for Kodak. There are work clothes, sun hats, notebooks, etc.
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04 OUR FUTURE
Kodak App Hotel Car Rental
GR 604
KODAK TRBRANDING PROJECT
Our New World
KODAK APP Kodak app is a good helper in travel. From before the trip, we will provide you with travel inspiration, make travel plans for you, and browse the travel diaries of other travelers. During the trip, we provide services for booking air tickets, booking hotels, renting cars, and finding travellers traveling together.
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GR 604
KODAK TRBRANDING PROJECT
Our New World
KODAK APP On the homepage, you can find information about travel, there are find travel inspirations, book a flight, book a gotel, rent a car, travel notes, excellent photography and find travel companions. At the bottom of the homepage, we will recommend some popular tourist locations. When you click "Find Travel Inspirations", we will recommend several ideas, there are travel around, island, shopping, food, hotel, Parent-child, Lovers, nature.
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KODAK TRBRANDING PROJECT
Our New World
KODAK APP When you click "Book A Flight", you can book a ticket based on the departure, arrival and travel time, and the cheap flights we recommend for you will appear at the bottom of the page. After you book your flight, we will recommend hotels and restaurants to you based on your travel location, and will also provide you with local travel tips.
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GR 604
KODAK TRBRANDING PROJECT
Our New World
KODAK APP When you click on "Book A Hotel", we will recommend a high-rated hotel for you. Of course, we will recommend staying at the Kodak Hotel, because this is a tourist gathering place that can help you experience the local life more deeply. Car rental is also an indispensable step. We have the most complete car here, there are bicycles, motorcycles, cars, business vehicles, etc., we will recommend the most suitable car for you. Recommend motorcycles, this is the most convenient means of transportation in Phuket.
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GR 604
KODAK TRBRANDING PROJECT
Our New World
KODAK APP When you click "Travel Notes", a lot of travel diaries uploaded by tourists will appear on the page, which is very helpful to you. These travel experts will give you many tips. These tips will give you a lot of help for your itinerary.
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Our New World
KODAK APP The app has many excellent photography works. If you want the same brand, you can go to the local area according to the positioning under the photo. This is also a travel inspiration. In fact, traveling is also a good way to make friends, get out of the heavy work, and gain friendship in travel. It is also a fate to find friends traveling together in the Kodak app.
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Our New World
KODAK Car Rental There are many options here, you can rent a variety of transportation, such as bicycles, motorcycles, cars, vans, etc.
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Our New World
KODAK Car Rental There are many options here, you can rent a variety of transportation, such as bicycles, motorcycles, cars, vans, etc.
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KODAK TRBRANDING PROJECT
Our New World
KODAK Car Rental Car rental is also an indispensable step. We have the most complete car here, there are bicycles, motorcycles, cars, business vehicles, etc., we will recommend the most suitable car for you. Recommend motorcycles, this is the most convenient means of transportation in Phuket.
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Car: For five person
Motorcycles: For two person
Bicycle: For one person
Business car: For seven person 63
GR 604
KODAK TRBRANDING PROJECT
Our New World
KODAK Hotel Kodak will join many hotels to create a travel-themed hotel. The hotel is a concentration of travelers, where you can make friends. In the hotel, there will be a social space where the staff will provide people with local travel. Help, travelers can also exchange experiences here.
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GR 604
KODAK TRBRANDING PROJECT
Our New World
KODAK Hotel Kodak will join many hotels to create a travel-themed hotel. The hotel is a concentration of travelers, where you can make friends. In the hotel, there will be a social space where the staff will provide people with local travel. Help, travelers can also exchange experiences here.
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