Visual standards guide

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KODAK VISUAL STANDARDS GUIDE

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TABLE OF CONTENTS

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WHERE WE WERE

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identity evolution logo sketches our new logo mark symbolism logo anatomy white space and signature size and alternatives dimension restrictions reversed logo color variations incorrect use graphic elements color palette typography standards

FUTURE EXTENSIONS 50 52

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01 OUR NEW LIFE 14 18 20 22 24 26 28 30 31 32 36 38 42 44

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identity evolution logo sketches our new logo mark symbolism logo anatomy white space and signature size and alternatives dimension restrictions reversed logo color variations incorrect use graphic elements color palette typography standards

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“I devised the name myself. The letter ‘K’ had been a favorite with me — it seems a strong, incisive sort of letter. It became a question of trying out a great number of combinations of letters that made words starting and ending with ‘K.’ The word ‘Kodak’ is the result.”

— George Eastman

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IDENTITY EVOLUTION kodak's identities throughout history

1907

1935

1960

The Kodak Logo started its journey in 1907 with a simple looking design. In those days, the logo designers inserted the letters EKC depicting the company name in a circle. But it was not a great logotype design as the letters were assembled without much thought going into the designing. Purpose of the logo seemed to show the brand name rather than making any impression on the viewers.

In 1935, the logo underwent first major designing changes. The new logo had colors introduced for the first time.

The logo designers opted for a yellow background, while the letters Kodak were in red. Landscape shape of the logo gave it an impressive modern look as against a somewhat outdated classy look of the old design.

The Kodak company logo was transformed to a triangular shape from earlier landscape shape. Purpose of the new shape was to give a new and unique look to the emblem. The log retained red for the letters and yellow for the background.

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1971

1987

2006

To keep pace with the new generation of the 70s, the logo designers redesigned the logo once again. This time, Kodak logo was in a square shape also called Box Shape. The logo was designed in the shape of a small red square with broad yellow boundaries.

Inside the red square, the designers carved out a yellow arrow to make the logo stylish. The letters Kodak were in serif fonts.

While earlier Kodak logo continued in the 80s in its Box shape and red and yellow colors, the company made some changes in the fonts. Instead of earlier serif font, the new logo had letters Kodak designed in sans serif fonts to express the company well established business worldwide.

The current Kodak logo got its look in 2006, when the company redesigned the Box logo. The new logo had no rectangular or square box. The existing logo features the company name in custom-made typeface. The letters Kodak are in red to express possession, love and life. The logo designers positioned the letters in yellow bars to give the logo a fresh simple look.

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The mark is a critical first step in establishing the identity of the brand and reflecting its values and ideologies. It is also the very first impression of the brand and needs to carry a clear message.

Our core of enabling people to create and protect memories establishes the foundation of our new symbol.

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LOGO SKETCHES how we got to the final logo

To begin with there were a total of three logo design schemes which used memory as its core. Elephant and dolphin are two animals that represent strong memory and a memory bubble is a direct representation of memory. After considering all the facts we chose a memory bubble to represent our logo. these are some of the development process.

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OUR NEW LOGO where the idea came from

The logo design inspiration comes from memories. Thought bubble represents memory, therefore we chose thought bubble as the logo’s theme to represent the main idea of our brand that is capturing life’s moments and making it a part of our precious memory. In this logo design along with a memory cloud we chose the brand’s initial ‘K’. by capturing the K in the bubble we designed this logo.

In the logo design, we make extensive use of smooth and soft arcs to make the entire logo look more natural and human and approachable. We use a navy blue and a gray as the logo’s color.

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MARK SYMBOLISM Our new KODAK logo is a combination of two main concepts which are— Thought bubble represents memory and the initial of Kodak company.

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LOGO ANATOMY symbol grid and logotype grid

The overall framework of the symbol is made up of the intersection and segments of circles of different sizes and the initial ‘K’ is based on the serif typeface Scotch Roman. The length and height of x is the basic unit for the logo grid. The minimum length of a circle is 3x and the maximum length of the circle is 7x. The Symbol is respectively 13x and 16x in width and length, while the logotype is a modified version of slab serif Memphis typeface. The kerning has been adjusted and the letter ‘o’ has been reduced in size to better integrate with the symbol style.

5x

12x

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=X

16x

13x

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WHITE SPACE & SIGNATURE white space White space is to help the logo breathe. No elements should come in the given white space indicated in these diagrams. It plays an essential role in ensuring our logo is easy to recognize across all of communications. The white or clear space must be maintained around the logo. The amount of clear space required must be equal to twice the width of ‘X’.

signature As shown in the logo, the width proportion of the symbol and logotype logo is 13:10, the height ratio is 13:2 the distance in between is 1/3 X. The white space surrounding the logo is 2x in width

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X

13x

2x

2x

3x

1/3x

13x

2x

2x

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SIZE AND ALTERNATIVES alternatives Our new logo is composed of a symbol and a logotype, therefore we offer three different kinds of formates; signature, symbol only and logotype only to better display our brand logo in different media and materials. While it is a simple logo we must treat it strategically. Make sure to pick the right one to use for your media.

minimum size We have regulations for logo size. Depending on the size of the environment, we need to use a different size of logo to fit the area best. When the logo is shown as an icon only, its size cannot be smaller than 1inch and when the symbol and logotype are shown together, the width cannot be smaller than 1.25inch 1"

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1.25"

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signature Our signature is a lockup of a symbol and a logotype. Signature should be used the most often and it is preferred and appropriate for most of the applications.

symbol only Symbol should be used by itself only when the design space is limited or on the website and applications.

logotype only Logotype only should be used when design space is limited and should mostly live on mobile medium.

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DIMENSION RESTRICTIONS In order to ensure the logo is recognizable, the logo must always be displayed at a size large enough to read both the logo type and the registered trademark.

height

10m

1m

5cm

1cm

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vertical signature

wordmark

symbol

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REVERSED LOGO The logo versions shown below demonstrate proper usage on a dark background. The reversed logo can be applied in navy blue, gray, green, or only orange. This standard is to be applied to the vertical logo as well.

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COLOR VARIATIONS logo on different backgrounds The logo color should change with different background colors. To exhibit this signature on different background color in a better and more clear way, we offer several different solutions as displayed.

User can choose the logo color more suitable to the background color according to standard.

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light background If the logo must appear on a light colored background, the logo should be used in navy blue.

dark background If the logo must appear on a dark colored background, the logo should be used in gray.

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INCORRECT USE logo on different backgrounds

An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. The integrity of the logo should always be maintained in order to keep the value and authenticity of the brand. This section is a guide for users to never misuse our mark and to use it in its correct format to maintain a consistent and recognizable identity.

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do not add effects

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do not outline

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do not change the logotype

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do not blur

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do not stretch or squish

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do not change setup

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do not alter perspective

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do not add transparency

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do not add patterns

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GRAPHIC ELEMENTS inspirations from the logo

According to the logo shape, we apply graphic elements with different picture styles and layouts. The spiral pattern is derived from the pattern outside the symbol. The cloud and arc shapes are derived from bubble of the logo. As is shown, these are examples that use these elements in the layout.

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COLOR PALETTE inspirations from the logo

The new KODAK may appear in only three color choices navy blue, gray, selected orange the selected green. Do not use any other colors in presenting the logo or alter these color selection in any way.

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cmyk: 100/75/40/40 rgb: 31/56/82 hex: 1f3852 pantone coated: 2767

authentic navy

cmyk: 10/10/10/0 rgb: 224/220/218 hex: dfdcda pantone coated: 802

trustable gray

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cmyk: 25/0/100/0 rgb: 206/218/66 hex: ceda42 pantone coated: 381

active green

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cmyk: 0/95/65/0 rgb: 205/51/78 hex: cd324e pantone coated: 703

protective orange

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TYPOGRAPHY STANDARDS whitney and sentinel

Typography helps to create Kodak brands identity and should be used consistently across the campus. To ensure all of our visual communication are consistent, KODAK uses a selected group of preferred typefaces for digital materials and one default typeface, Whitney.

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WHITNEY light

ABCDEFGHIJKLMNOPQRSTU VWXYZabcdefghijklmnopqrs tuvwxyz0123456789

medium

ABCDEFGHIJKLMNOPQRSTU VWXYZabcdefghijklmnopqrs tuvwxyz0123456789

bold

ABCDEFGHIJKLMNOPQRSTU VWXYZabcdefghijklmnopqrs tuvwxyz0123456789

condensed

ABCDEFGHIJKLMNOPQRSTUVWX YZabcdefghijklmnopqrstuvw xyz0123456789

SENTINEL light

ABCDEFGHIJKLMNOPQRSTU VWXYZabcdefghijklmnopqrstu vwxyz0123456789

book

ABCDEFGHIJKLMNOPQRSTU VWXYZabcdefghijklmnopqrst uvwxyz0123456789

book italic

ABCDEFGHIJKLMNOPQRSTU VWXYZabcdefghijklmnopqrstu vwxyz0123456789

semibold

ABCDEFGHIJKLMNOPQRSTU VWXYZabcdefghijklmnopqrstu vwxyz0123456789

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02 FUTURE EXTENSION 16 22

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FUTURE EXTENSION CHART making memories

protecting memories

HEALTH

making & protecting memories

EVENTS

TRAVEL

01

KODAK MEDI HOME

08

KODAK TRAVEL

14

KODAK TREASURE HUNTS

02

KODAK PERSONAL ASSISTANCE

09

KODAK DAY TRIPS

15

KODAK BIKES

03

KODAK CARE GUIDE

10

KODAK CAMPING AND HIKING

16

KODAK’S EXPECT THE UNEXPECTED

04

KODAK CARE APP

11

KODAK PRIVATE DESTINATIONS

17

SCRAPBOOKING WORKSHOP

05

KODAK+BRAIN SUPPLEMENTS

12

KODAK YOUNG TRAVELER

18

CARD MAKING WORKSHOP

06

KODAK LOGIC

13

KODAK SUMMER EXCHANGE

19

COOKING WORKSHOP

07

KODAK + TWINLAB

20

PHOTO CONTEST

21

KODAK FAMILY

SERVICES

ENVIRONMENT

PRODUCT

KODAK AIRPORTS

36

KODAK SHADOW BOX

KODAK WEDDING PHOTOGRAPHY 29

KODAK+DAVE AND BUSTER

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KODAK PEN

24

KODAK KEEPS IT FOREVER

30

KODAK + 6FLAGS

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KODAK PROMISING RING

25

KODAK CHANGER

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KODAK NIGHT CAFE KARAOKE

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KODAK VOICE RECORDER

26

KODAK CONNECTS

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KODAK PHOTO BOOTH

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KODAK TIME CAPSULE

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KODAK PLAN AHEAD

33

KODAK CAFE

41

KODAK ALERT BAND

34

KODAK MUSEUM

42

KODAK + STORY-CORPS

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KODAK MEMORY CARE CAFE

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KODAK’S TRAVEL MAGAZINE

22

KODAK WEDDING PLANNER

23

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09

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16 21

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33

19

11

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15

12

20

06

41

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18

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24 17

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HEALTH 01 KODAK MEDI HOME Kodak medi home provides residents for people suffering from Alzheimer.

While many families prefer to keep their loved one home for as long as possible, a person who suffers from dementia and Alzheimer’s will eventually require 24-hour supervised care in catered settings.

02 KODAK PERSONAL ASSISTANCE A personal assistance for individuals suffering with Alzheimer, in their own home will be provided by Kodak, This way the family will not be separated and the treatment can be done from home. Our skilled team of caregivers provides personalized care that meets each individual’s needs and builds strong, trusted friendships.

03 KODAK CARE GUIDE This guide will educate people on how to take care of a person who is suffering from Alzheimer in their initial stage.

04 KODAK CARE APP The app will remind the patient where things are in their own home, which things around the house are dangerous and therefore helping people with AD manage things around the house.

05 KODAK+BRAIN SUPPLEMENTS Kodak collaborates with medical lab to provide a supplement that will help people to improve alertness and memory in the long run.

06 KODAK LOGIC Kodak will create game based education to let people improve on their memory skills.

07 KODAK + TWINLAB Kodak will co-brand with Twinlab as the company expertise in manufacturing supplements and vitamins which will help Kodak in the medical field.

TRAVEL

EVENTS

08 KODAK TRAVEL Kodak will offer a service that will help people plan their trip and help them make memories.

14 KODAK TREASURE HUNTS Active games for the city. This is an event in the city where families can play as a team.

09 KODAK DAY TRIPS Kodak will organize short day trips like nature walks, hike, biking ect. To help people who cant take a leave, make short and quick memories.

15 KODAK BIKES An event that takes place once in a month. People can come in with their friends and spend some time together and be active at the same time.

10 KODAK CAMPING AND HIKING Kodak will take you to places you’ve never been before, try things you’ve never done. These adventurous campaigns and hiking are for family and friends.

16 KODAK’S EXPECT THE UNEXPECTED Kodak expect the unexpected is a game. It maroons a group of strangers in an isolated location, where one has to be spontaneous and impulsive. This event will make people do unusual and least expected things which will eventually create memory that will last forever.

11 KODAK PRIVATE DESTINATIONS Kodak will provides exclusive travel destinations for instance private islands, which only a member of Kodak can access.

12 KODAK YOUNG TRAVELER This service will be specially for high school students. Kodak will ensure proper safety guidelines and plan enjoyable and fun trips for youngsters.

13 KODAK SUMMER EXCHANGE Kodak’s members will be able to switch homes and families for a short amount of time to experience different cultures and expand their horizons.

17 SCRAPBOOKING WORKSHOP This workshop will teach people to make beautiful and unique book with things they want to save forever, for example movie tickets of first date.

This workshop will help people to create a unique album with old photos.

18 CARD MAKING WORKSHOP This workshop is for individuals.

Here they can learn to make greeting cards and surprise their loved ones and therefore giving them a priceless memory.

19 COOKING WORKSHOP This event is for mother and daughter so they can share some special moments between them and cherish it lifelong.

20 PHOTO CONTEST In this event people will bring back their old memories and thereby bringing families and friends closer. This contest is about recreating childhood photos.

21 KODAK FAMILY An event that gathers family members together to build good memories.

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SERVICES

ENVIRONMENT

22 KODAK WEDDING PLANNER Kodak wedding planners will be reliable outlet for all of the wedding needs. They have a tie up with the best vendors and decorators.

28 KODAK AIRPORTS LOUNGE Kodak will co brand with airports, there can be special Kodak corners, that provides free wifi, resting rooms, massaging chairs etc. to make the journey more comfortable and memorable.

23 KODAK WEDDING PHOTOGRAPHY Kodak will offer an experienced and professional photographer who can be trusted to capture those once in a lifetime memories.

24 KODAK KEEPS IT FOREVER A tool for huge storage. People can use it for preserving their personal information in a safe place. It is an Online storing service that will keep all important data safely.

25 KODAK CHANGER Kodak will provide a service that transfers printed photos to digitized version or old records into a more modern format.

26 KODAK CONNECTS A social media site that connects you with old friends, relive some old memories and make new ones.

27 KODAK PLAN AHEAD When someone is diagnosed with Alzheimer’s they need to start getting his or her health, legal, and financial affairs in order. Kodak plan ahead will provide professional guidance to plan for the future, with help from the person while he or she can still make decisions.

29 KODAK+DAVE AND BUSTER An easy and quick way to make memories in the city.

30 KODAK + 6FLAGS Adventure parks can have a special Kodak area where people can rest together. Kodak cafe can also exist in here.

31 KODAK NIGHT CAFE KARAOKE This night cafe is for young adults, who enjoy partying all night.

32 KODAK PHOTO BOOTH Kodak photo booth allows people to take giant-sized photos of themselves and the customizable touch screen interface will allow them to draw on their pictures.

33 KODAK CAFE People can spend quality time together here and make beautiful memories.

The environment can be warm and cozy, This cafe will also have Kodak games that people can play and share/ create memories. The cafe is popular among young people.

34 KODAK MUSEUM Kodak will provide a place where people from different countries and culture can learn together and get new experience.

35 KODAK MEMORY CARE CAFE Memory Care Cafe organizes informal meetings and social outings for people with ‘forgetfulness’ (Early-stage Alzheimer’s) and their care partners.

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PRODUCT 36 KODAK SHADOW BOX The Kodak shadow box provides an area in which your wedding memories can be stored forever eg, the flowers, wedding invitation card, wine glasses and anything one wants to store forever.

37 KODAK PEN The signature with which you seal your wedding vows may therefore rightly be described as “the most important signature of your life.” The Wedding Pen will forever keep this special memory for you.

38 KODAK PROMISING RING Kodak has a wide range of wedding rings to choose from. This product is a visible symbol of the promises that have been made and often reminds you of the wedding day itself.

39 KODAK VOICE RECORDER Older generation in the family can record stories or whatever they want to share with the younger generation this will help in passing the memory to next generation.

40 KODAK TIME CAPSULE A time capsule tool that allows people to backup lifetime’s worth of memories. This product can convey messages to future generation.

41 KODAK ALERT BAND Kodak alert band is a bracelet that can help track the location of an individual with Alzheimer’s or a related dementia wanders and becomes lost.

42 KODAK + STORY-CORPS Kodak will team up with story corp and create a new app that will provide mobile recording services for recording different stories from different people which can be shared and saved online.

43 KODAK’S TRAVEL MAGAZINE A magazine that shares pictures and articles on top travel destinations. The magazine will encourage people to travel more and therefore make new memories. » 53

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START UNKNOWN FINISH UNFORGETTABLE KODAK ACTIVE MOMENTS

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SPEND QUALITY TIME WITH YOUR LOVED ONES KODAK MEMORY CORNER

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WE PROVIDE THE CARE YOU NEED KODAK MEDI HOME

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» DESIGNER

» Bani Rangar

» PHOTOGRAPHY

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Henry Peach Robinson Adolphus H. Stoiber Andrew Pringle George Davison Alfred Horsley Hinton Tom Perkins Rule Maxphil Simone Tramonte

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