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
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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
oda x
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