Brand Standards
Designer: Jordan Mayers Website: https://jmayers.wixsite.com/portfolio Number: 443-955-9983 Email: j.mayers@setonhill.edu Address: 163z 1 Seton Hill Drive, Greensburg PA, 15601
A Message from the CEO
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am proud to introduce the new look for the Eastman Kodak Company. This new design brings our timeless company into the age of changing technology and gives us a professional yet nostalgic feel. Having not updated our logo since 2006 we thought that something new would provide beneficial to our brand. By differentiating our different industries we are able to show the full range of products and services Kodak offers. We want to provide reliable, sustainable products to our customers. Back in 1880 when George Eastman founded Kodak, he established six principles: a focus on the customer, mass production at low cost, worldwide distribution, extensive advertising, fostering growth and development through continued research, and treatment of employees in a fair, self-respecting manner. Our new branding conveys these principles while showing how the company has adapted over the past 140 years and developed in this age of technological advancements. I hope you take the time to study this brand as the consistency and placement strengthens our image. Together we can market Kodak successfully around the globe to be the trusted, innovative, and professional company it has been since day one. Sincerely,
JimContinenza Jim Continenza Executive Chairman, CEO
Using these guidelines These rules are provided to give you a basic guideline on how to correctly and successfully use the Kodak logo. It is important to remember the distinction between Kodak Consumer Products and Kodak Business Industry, separated by different color palettes. Following these guides will allow you to advertise and share the Kodak brand accurately.
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Table of Contents 1. Previous Logo . . . . . . . . . . 6 2. New Logo . . . . . . . . . . . . 8 3. Do’s and Don’ts . . . . . . . . . 12 4. Isolation . . . . . . . . . . . . . 14 5. Typographic Standards . . . . . 16 6. Color Palettes . . . . . . . . . . 18 7. Application . . . . . . . . . . . 20
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Previous Logos 1907
1935
1960
1987
2006
2016 6
Kodak has used several logos throughout the years. They started in 1880 with the Eastman Kodak Company, using the initial letters. They adopted their signature colors of red and yellow in 1935 introducing the square logo. In 1960 they experimented with a triangular logo but went back to the square in 1971. This introduced the cutout that resembles the ascender and descender in the letter K. This becomes their signature look. In 2006 they created a new logo, dropping the design and going with a wordmark. But that brand did not do well so in 2016, they brought back the logo from 1987, changing only the orientation of the text, to promote nostalgia and better brand recognition. Throughout the years the Kodak logo has symbolized the company’s commitment to innovative, sustainable technology and a focus on the customer. 7
Main Logo
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Consumer Products
For Consumer Products the main logo is the yellow. The red is the alternate logo. These logos are to be used only for Consumer, Print, and Motion products Kodak offers. This is to promote nostalgia with the old branding and encourage consumer recognition. 10
Business Industry
For the Business Industry, the main logo is blue, with green being the alternate logo. These logos are only to be used for the Business Services and Industrial Solutions services Kodak offers. The color pallet gives these logos a professional feel. 11
Dos and Don’ts
DO use the yellow logo for Consumer Products leaving appropriate spacing
DO use the red logo for Consumer Products when the yellow does not fit
DO place the logo on a solid color background in the color pallet.
DO use the logo on photography with plain backgrounds 12
DO NOT stretch or distort the logo in any way
DO NOT add a drop shadow
DO NOT place the logo on busy photography
DO NOT use the Business Industry logo for Consumer Products
Dos and Don’ts
DO use the blue logo for the Business Industry with the proper spacing
DO NOT stretch or distort the logo in any way
DO use the green logo for the Business Industry when the blue does not fit
DO NOT add a drop shadow
DO place the logo on solid color background, remaining in the color pallet
DO NOT separate the elements of the logo
DO use a white bar to place the logo on busy images
DO NOT use the Consumer Products logo for the Business Industry services
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Isolation
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To ensure brand consistency, an area of space must be left around the logo. For the Kodak logo, the space must be equal or greater than the height of the lowercase letter a. This ensures that the logo remains impactful in every form.
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Typographic Standards
Source Sans Variable is the primary typeface for the Kodak brand. It is used for the logo itself along with headers and titles. The logo uses the bold typeface and should not be used for anything else. Headings are regular, size 32 and normally Kodak red. When used for the Business Industry the headers are blue. This font is impactful and strong giving the brand a professional, reliable appearance. Calluna Sans is the font used for body text. This font is modern and legible creating a hierarchy with the Source Sans font. Body text is regular, size 12 and either black or white depending on the background. Body text should be either black or white and on plain color backgrounds in the color pallet.
Source Sans Variable Source Sans Variable Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*
Calluna Sans ABCEDFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&* 16
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Color Palette
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RGB: 253, 182, 20 CMYK: 0, 31, 100, 0 Hex: #fdb614
RGB: 237, 28, 36 CMYK: 0, 100, 100, 0 Hex: #ed1c24
RGB: 30, 80, 160 CMYK: 96, 78, 2, 0 Hex: #1e50a0
RGB: 97, 184, 81 CMYK: 65, 2, 92, 0 Hex: #61b851
The color pallet for Consumer Products is Kodak red and yellow. Yellow is to be used primarily, with the red as an alternate color. Headers should always be red. These colors should only be used for consumer, print, and motion products of the Kodak brand. The color pallet for Kodak’s Business Industry are the blue and green. The primary color is blue with green as the alternate. Headers are blue. These colors are used for the business industry services only. The only other plain colors to be used if necessary are black, white, and 50% grey. 19
Applications
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These examples show the proper way the new Kodak logo and branding should be used. Proper spacing, colors, and fonts should be taken into account to ensure brand consistency. 23
