Kodak Brand Standards

oda Brand Standards Kodak’s Graphics Standards Manual and Logo Usage Guidelines

Contents 1. Introduction 2. Main Logo

3. Clear Space

4. Logo Anatomy

5. Minimum Sizes

6. Logo Alternatives

7. Incorrect Usage 8. Logo Colors

9. Typography

10. Business System 11. Applications

Kodak — Create the moments.

— Kodak Brand Soul

INTRODUCTION BRAND STANDARDS

Kodak The past and the new looks.

The Past

creative applications and tools. We are

Kodak was an technology company that

always here to empower the creative

produced imaging products with its

community, help creative professionals

historic basis on photography. During

to share and push their ideas forward.

most of the 20th century, Kodak held a dominant position in photographic film.

Brand Identity

The old Kodak logo is recognized for its It had developed and released countless

strategic color scheme. The color scheme

innovative products and technologies that

involves the use of only red and yellow.

helped elevate the photography industry, and affect other industries.

For the new logo, we follow the classic color combination of the old Kodak logo,

The Future

continue to use the iconic red and yellow.

Kodak used to make cameras and films,

However, we have completely redesigned

but we are now broadening our mission

the whole brand system. We have created

to provide creative professionals with

a letterform mark “K“ as a new iconic iden

many new ways to store, process and share

-tity for Kodak and a combination wordmark.

images and videos as memories, information, portfolio and entertainment anywhere

The followings are a series of standards

anytime. Kodak will offer an engaging

and guidelines for the usages of the brand

social networking platform, large-capacity

identity of Kodak. Please take some time

storage system and a set of professional

to review all of them.

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Main Logo Letterform mark “K” and combination wordmark “Kodak”.

MAIN LOGO BRAND STANDARDS

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Clear Space Clear space for the letterform mark “K“ and the wordmark “Kodak“.

To ensure the new brand identity of Kodak has consistent, optimal legibility and prominence, an area of clear space should be maintained around the logos.

For the letterform mark “K“, the distance should, ideally, be equal to or greater than the width of the triangle foot of the “K”. The distance is indicated by “X” on the right page.

For the wordmark “Kodak“, the distance should, ideally, be equal to or greater than the width of the inner circle of the “d”. The distance is indicated by “X” on the right page.

CLEAR SPACE

x

BRAND STANDARDS

x

x

x

x

x

x

oda x

x

x

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Logo Anatomy Geometry of the letterform mark “K“ and the wordmark “Kodak“.

The letterform mark and the combination wordmark for Kodak were designed based on a grid structure.

The Kodak’s letterform mark and wordmark are never distorted or proportionally altered when used as a logo treatment. The logo can be used in the configurations shown only in this guidelines depending on space availability or restrictions.

LOGO ANATOMY BRAND STANDARDS

45

o

45

135

45

o

o

o

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45

135

o

o

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Minimum Sizes For the letterform mark “K” and the combination wordmark “Kodak”.

To make sure the logos are always clear and legible, there is a minimum size requirement. The minimum size requirement is based on the width of the letterform mark “K”.

When reproducing the Kodak logo in print, the minimum size of the “K” is 0.25”. For online use, the minimum size is 26 pixels at 72 dpi.

In certain applications, such as small giveaway items or favicon, the minimum size may be smaller. The smaller usage must be approved by Kodak Marketing.

A favicon is a small icon that features the corporate logo that identifies the business or website.

MINIMUM SIZE BRAND STANDARDS

Print scale

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X = 6.35mm /0.25 inch

x

Web scale

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X = 26 px /0.27 inch

x

Office signage

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X = 17.78mm /0.7 inch

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Logo Alternatives Letterform mark, combo, avatar, combination; with and without shadow.

with shadow version

da Ko k

letterform mark

compact combo

oda combination mark, signage

avatar

LOGO ALTERNATIVES BRAND STANDARDS

without shadow version

da Ko k

letterform mark

compact combo

oda combination mark, signage

avatar

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Logo Alternatives Black and white, grey scale, with and without shadow.

with shadow version

da Ko k

letterform mark

compact combo

oda combination mark, signage

avatar

LOGO ALTERNATIVES BRAND STANDARDS

without shadow version

da Ko k

letterform mark

compact combo

oda combination mark, signage

avatar

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Logo Alternatives Reversed out, black and red backgrounds.

Notice: do not use the “with shadow“ version on black or red background, use the “without shadow“ version only.

da Ko k

letterform mark

compact combo

oda combination mark, signage

avatar

LOGO ALTERNATIVES BRAND STANDARDS

da Ko k

letterform mark

compact combo

oda combination mark, signage

avatar

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Incorrect Usage The examples on this page demonstrate incorrect uses of the Kodak logo. To maintain the integrity of the logo, and to promote the consistency of the brand, the Kodak’s logo should not be altered, recreated, or modified in any way. Under no circumstances should any of these examples be used.

1. Do not stretch the logo.

2. Do not use nonapproved colors.

3. Do not put the logo into shapes without sufficient clear space.

4. Do not add a shadow.

5. Do not create a logo lockup with text.

6. Do not alter the placement of the elements.

7. Do not put the logo on busy photographs.

8. Do not resize the elements.

9. Do not change the font.

INCORRECT USAGE BRAND STANDARDS

(1)

(2)

(3)

Kodak

Creatives Community

(4)

(5)

(6)

odak

oda (7)

(8)

(9)

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Logo Colors CMYK, PMS, RGB, and HEX Keyword: bright.

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LOGO COLORS BRAND STANDARDS

Primary Colors

Secondary Colors

CMYK: 0, 100, 81, 0

CMYK: 0, 0, 0, 0

RGB: 235, 29, 57

RGB: 255, 255, 255

PMS: 1788C

HEX: eb1d39

PMS: 663 C HEX: ffffff

CMYK: 0, 35, 100, 0

CMYK: 100, 100, 100, 100

RGB: 255, 176, 0

RGB: ,0,0,0

PMS: 2010C

HEX: ffb000

PMS: Black 6C HEX: 000000

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Typography Avenir Next is the primary brand typeface and can be used across all formats from print to digital. Its round and geometric letterforms are approachable and modern.

Adrian Frutiger has completely reworked the Avenir type family in close cooperation with Akira Kobayashi, Type Director at Linotype. The result is the Avenir Next with harmoniously incremented weights and matching condensed versions.

Avenir Next offers an optimal balance of harmony and contrast. With the addition of the condensed variants, Avenir Next represents a full-fledged contemporary grotesque, providing professional graphic designers with the greatest degree of typographical flexibility and optimal legibility.

TYPOGRAPHY BRAND STANDARDS

Avenir Next Demi ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Avenir Next Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Avenir Next Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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Typographic Hierarchy A clear typographic hierarchy is critical to the effective communication of our brand. This system uses weight, scale, and capitalization to convey the relative importance of each heading within a document. Readability and accessibility allow all users to efficiently read and absorb textual information.

TYPOGRAPHY BRAND STANDARDS

Example of Typographic Hierarchy

This is an example of heading.

This is an example of subheading.

Body text should provide an efficient and pleasant experience on every viewport size. Readable text makes good use of alignment, spacing, line length and height, and contrast. Hierarchy refers to the difference in type size and weight between text elements. A successful hierarchy establishes the order of importance of elements on a page, allowing readers to easily scan content and find what they’re looking for.

This is an example of a text link >>

Heading

Body copy

Alignment

Avenir Next Demi

Avenir Next Regular

Typography should be set

24pt, tracking +10

12pt/17pt, tracking +20

flush left. This provides the eye a constant starting point

Subheading

Text link

for each line, making text

Avenir Next Medium

Avenir Next Light Italic

easier to read.

16pt, tracking +20

10pt, tracking +20

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Business System A unified and cohesive business system clearly communicates to external audiences that they are interacting with Kodak.

The right page shows templates and guidelines associated with Kodak’s business identity (stationery) system, including examples of labels, letterheads, notebooks, badges, social media avatar, pen, business cards, envelopes and CD. All stationery should be ordered online from Kodak’s stationery department. Please refer to the instructions on ordering stationery.

BUSINESS SYSTEM BRAND STANDARDS

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Applications 1. Kodak staff uniforms 2. Store signage 3. Office signage

APPLICATIONS BRAND STANDARDS

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Kodak rebranding 2018

Designed by Terry Wu MA Graphic Design

Instructed by Jeremy Stout GR 604 Nature of Identity Fall 2018 Academy of Art University

Photo Credit Terry Wu