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n e x t g e n e r atio n o f ko da k rebranding programer c h e n g h ao Z H u, Da n n y


next generation of kodak rebranding programer chenghao ZHu, Danny


Table of Contents history p10 Background p12 Timeline

Looking forward p16 Next Generation p20 Transforming p24 Target Audience p32 Brand Comparison

identity standard p36 Concept of Logo p38 Clear Space and Symbol p42 Incorrect Use p44 Signatures p46 Color p48 Background Control p50 Typography p52 Stationery

NEW EXTENSION p56 Upgrade p60 Kodak Media Center p64 Website p66 Smartphone p68 Personal Hotspot p70 Battery Charging Station p72 Lounge Bar and Cafe


next generation of kodak

1.1 History / Name and Background company name

The letter “K” had been a favorite of Eastman’s, he is quoted as saying, “it seems a strong, incisive sort of letter.” He and his mother devised the name Kodak with an anagram set. He said that there were three principal concepts he used in creating the name: it should be short, one cannot mispronounce it, and it could not resemble anything or be associated with anything but Kodak. background

Kodak’s origins rest with Eastman Dry Plate Company, and the General Aristo Company, founded by inventor George Eastman in Rochester and Jamestown, New York. The General Aristo Company was formed in 1899 in Jamestown New York, with George Eastman as treasurer, and this company purchased the stock of American Aristotype Company. George Eastman registered the trademark Kodak on September 4, 1888. The Eastman Kodak Company was founded by Eastman in 1892. He also coined the advertising slogan, “You press the button, we do the rest.”

kodak was the biggest technology company, and has the widest business of the world.

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next generation of kodak

1.2 History / Timeline 1880 1883 1988

1907 1910

1935

1960

1971 1976

1986 1987 1990 1999

2006

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2011

1991


next generation of kodak

1885

George Eastman invented roll film, the basis for the invention of motion picture film, as used by early filmmakers and Thomas Edison.

1920

Tennessee Eastman is founded as a wholly owned subsidiary. The company’s primary purpose is the manufacture of chemicals, such as acetyls, needed for Kodak’s film photography products. Brownie is introduced, leading to a new mass market.

1936

Eastman Kodak introduces Kodachrome, the first 35mm color film.

2007

Increase in sensitivity to light compared to current sensor designs.

2011

In December 2010, Standard & Poor’s removed Kodak from its S&P 500 index. Kodak posted a $137 million fourth-quarter loss and plans to cut up to 4,500 jobs. Kodak announced that it will retire Kodachrome color film, ending its 74 years run after a dramatic decline in sales. 13


next generation of kodak

New kodak: Expanding the boundaries of community 2.1 Looking Forward / Next Generation Community and our social networks provide the human contact and context that gives meaning and purpose to our lives. At the center of our lives are our primary relationships-family, friends, colleagues and we find solidity and unity with church members, club members and sports fans. Look at the success of social media such as Facebook and Twitter. Today, many of the tradition institutions that provided community are gone or diminished like church, civic and fraternal organizations. Therefore, now more than ever we need new sources of community, new centers of interest or concern to gather round. My project is about creating new ways, places, events and products to bring people together.

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Connecting friends and family and providing them with the tools for capturing moments of spontaneity and joy are the essence of Kodak’s brand mission. Retaining its core values, Kodak utilizes the latest in technology and designs to create a new generation of products and services and preserve its legacy of connection and spontaneity.


next generation of kodak

What is next generation of kodak? 2.2 Looking Forward / Transforming

Kodak

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next generation of kodak

The Kodak community continues to grow and evolve from its historic beginnings into a vibrant and diverse network of individuals in tune with modern technology and in touch with each other. These two photographic collages visualize our transformation.

Kodak

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Connection and Spontaneity Kodak gives its customers the ability to share unique stories and preserve of cherished memories connecting them and strengthening their ties of community. Kodak enhances the instant excitement of sharing and connecting through the medium of social media making “Expanding the Boundaries of Community� Kodak’s aspirational theme.


next generation of kodak

2.3 Looking Forward / Target Audience By knowing our target audience can help us find the channel to promote our services, by studying their needs we are able to deliver our services more precisely and more effectively. We are always striving for inspire our users.

our audiences are pople who are like to sharing their experience and like to has socially life.


Graphic Designer ∙ digital print fans ∙ look for great digital print store ∙ feels fedex kinko’s not good ∙ spend money on digital print

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Photobook Collector ∙ both like film and digital camera ∙ always like print out photos ∙ collection many photobook ∙ enjoy in printed matter ∙ do not like see photo on screen


Digital Camera Fan ∙ canon or nikon fans ∙ have many digital cameras ∙ believe film camera is dead ∙ always go out with a digital camera


Tech Geek ∙ computer, commu-nication and consumer electronic fans ∙ spent a lot of money on electronic ∙ middle class people ∙ hard to live without digital products


Newlywed ∙ prepare to getting married ∙ want to have wedding photos ∙ need a photographer for wedding ∙ both middle and high class people ∙ profession wedding photobook


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2.4 Looking Forward / Brand Comparison There are two charts show how the brand is evolving and help people understand the positioning of our brand and how different itis from its competitors. In this chart, the new Kodak’s techology and how easy it can be used.

high loyalty

• •

canon

nikon

kodak

• •

after

polaroid

• •

• •

limited availability

abc imaging

ubiquitous

b&v photography

• •

• •

copy center

olympus

panasonic

lilia photography

ilford

fedex kinko’s

symahony photography

/

sony

kodak

fujifilm

konica

lomography

low loyalty

/

before


next generation of kodak

The chart describes Kodak’s revitalizing process and displays our goals as we use technology and innovation to evaluate our products and services to new levels of performance and application.

telecommunications company

computer company

sprin

lenvov

• •

• •

apple

t-mobile

virzone

vodafone

sharp

att

asus

acer

sony

alcatel

kodak

dell

panasonic

rebranding target

motorola

haier

leica

ricoh

• •

sony

• •

nikon

apple

canon

nokia

htc

• •

olympus

samsung

acer

• •

olympus

blackberry

smartphone company

camera company

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3.1 Identity Standard / Concept of Logo Kodak new logo design represents our revolutionary use of technology by featuring an explosive rectangle that is breaking from the past but still preserves the spirit of Kodak symbolized by central “K”. The energy of creativity is expanding rapidly and in all directions, but it coalesces around the Kodak nucleus. Simply put, Kodak stand for new ways of sharing and connecting. Kodak’s logotype is based on a modified version of Bauhaus Std. this typeface has excellent legibility and projects strongly when set in large display format.

Visual standard is an necessary system like a dictionary sets guidelines for use.

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3.2 Identity Standard / Clear Space Clear space is the area surrounding the signature that must be kept free of other graphic elements. The minimum required clear spaces defined by the measurement “X”, as shown, are the size of the grey dot in the logo.

x= height of letter ‘O’

1/2” Minimum size of reproduction

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3.3 Identity Standard / Symbol The logo anatomy shows how the logo is constructed and the relationships of its component parts.

3/8� Minimum size of reproduction

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3.4 Identity Standard / Symbol

1. Kodak_Symbol_Blk.eps

2. Kodak_Symbol_PIxel.eps

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3. Kodak_Symbol_Outline.eps

4. Kodak_Symbol_Grid.eps

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3.5 Identity Standard / Incorrect Use An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown below are examples of incorrect or unacceptable uses of the Kodak, logotype and signature.

1. Do not distort, stretch or vary the proportions of the symbol

4. Do not change the orientation of the logo symbol

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2. Do not add any other phrases to the logo signature

5. Do not use two-color combinations other than specified in this manual


next generation of kodak

3. Do not apply a texture or pattern to the logo symbol

7. Do not use a shape to tightly surround or enclose the symbol

6. Do not wrap the type closely around the logo symbol

8. Do not wrap type closely around the logo symbol

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3.6 Identity Standard / Signatures The Kodak signature and logo can be created with or without its tagline. When using the Kodak logo or signature, this style guide should be consulted to ensure brand consistency.

Preferred

Small View

This is the preferred format for most

This is the small view format.

applications

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Alternative This format may be used in long horizontal spaces such as signage, banners and web sites.


next generation of kodak

3.7 Identity Standard / Color Primary The primary color palette is made up of MC USA green (PANTONE速 347) and black. Both are used in the signature. Both colors reproduce consistently in a wide variety of applications, including the web.

KODAK ORANGE

PANTONE速 172M c:0 m:65 y:100 k:0 r:238 g:114 b:3

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KODAK GREY

PANTONE速 410M c:0 m:15 y:15 k:60 r:133 g:121.3 b:115


next generation of kodak

Secondary The secondary color palette may be used to highlight information in brochures, charts and graphs, as well as Web applications. These colors have been selected based on their compatibility with the primary MC USA color palette.

PANTONE速 1235M c:0 m:30 y:100 k:0 r:249 g:169 b:0

PANTONE速 412M c:0 m:25 y:15 k:75 r:78 g:60.3 b:60

PANTONE速 187M c:0 m:100 y:100 k:30 r:155 g:0 b:17

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next generation of kodak

3.8 Identity Standard / Background Control The color specifications were developed to add flexibility and protect the appearance of the signature. Follow the rules below in handling the Kodak logo or a signature. The preferred form of the Kodak signatures is two-color (Kodak Orange symbol and Kodak Grey type) on a white background.

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Signatures must always appear clearly and legibly on their background. Always observe clear space specifications and use preferred vendors and reproduction methods. The examples below show various background treatments for the MC USA signature and the preferred color application of the signature.

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3.8 Identity Standard / Typography

Frutiger LT Std 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 []{}()<>,./’;:”\~`! @#$%^&*_+-= 67 Bold Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 []{}()<>,./’;:”\~`! @#$%^&*_+-=

Frutiger Condensed is an elegant sans serif font family with good legibility. It was designed by Adrian Frutiger. The Frutiger Condensed font family is perfectly suited to newsletters, brochures and directories as well as display because of its clean robust design and large x-height. All Frutiger faces are numbered.

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next generation of kodak

Meridien LT Std Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 []{}()<>,./â&#x20AC;&#x2122;;:â&#x20AC;?\~`! @#$%^&*_+-= Meridien is a digital interpretation of the roman types of Claude Garamond and the italic types of Robert Granjon. Since its release in 1989, Adobe Garamond has become a typographic staple throughout the world of desktop typography and design. Adobe type designer Robert Slimbach has captured the beauty and balance of the original Garamond typefaces while creating a typeface family that offers all the advantages of a contemporary digital type family.

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3.9 Identity Standard / Stationery

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4.1 New Extension / Upgrade

Originally, Kodak products were film based and relied on industrial manufacture and chemical ingredients.

Photographic equipment

old Kodak

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next generation of kodak

Today, Kodak is an industry leader in utilizing digital technology and eco-conscious processing to keep products and services appealing, modern and safe.

Photographic equipment

Entertainment

Business community

home New Kodak

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next generation of kodak

4.1 New Extension / Kodak Media Center Kodak Media Center offers all the dimensions of the Kodak experience in a hands-on environment where customers can personally engage products and applications guided by our friendly and knowledgeable hosts. Consult our online site for a schedule of special events; demonstrations and refreshment free Kodak Parties.

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4.1 New Extension / Diversity, Innovation, Service

Kodak imaginative product inventory includes smartphone, personal hotspot, battery charging station, and a wide selection of creative accessories. Visit us online or on site store to learn more the Kodak experience.

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4.2 New Extension / Website Our official website is functioning as display window of our best service and products, people can check latest products on this site and seek support as well, in additional to that, people can also find business trend and news on our blog.

You can find anything you want it

| News | Store | product | entertainment | Download | support |

| SMARTPHONE | | camera | | giftcard | | router | | Accessories | | software | | Ko - center | | Clearance |

home

phone

+

Community and our social networks provide the human contact and context that gives meaning and purpose to our lives. At the center of our lives are our primary relationships-family, friends, colleagues and we find solidity and unity with church members, club members and sports fans. Look at the success of social media such as Facebook and Twitter. Today, many of the tradition institutions that provided community are gone or diminished like church, civic and fraternal organizations. Therefore, now more than ever we need new sources of community, new centers of interest or concern to gather round. My project is about creating new ways, places, Shop the Kodak Online Store (1-800-MY-Kodak), visit an Kodak Retail Store, or find a reseller.

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| Site Map | Media Info | Environment | Job Opportunities | Contact Us |


next generation of kodak

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next generation of kodak

4.3 New Extension / Smartphone

home

phone

+

Kodak Ka1 has all the features that people have been dreaming for decades; itâ&#x20AC;&#x2122;s a phone with 1000-mega pixels and 1380p HD video, itâ&#x20AC;&#x2122;s a music player with 250-gigabyte storage device.

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Kodak smartphone Ka1 is geared with the most advanced technology and software.

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next generation of kodak

4.4 New Extension / Personal Hotspot Kodak provide a unique personal hotspot system, people can have and own hotspot with Kodak Togo Wi-Fi router. Offers Internet connection use on account and unlimited device connect at any place without 3G systems. Mobile Internet fast and reliable and provides universal and instant social network at any time.

personal

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hotspot


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New Generation of Internet connection

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next generation of kodak

4.5 New Extension / Battery Charging Station Kodak build battery charging station for any brand device, but free recharge for Kodak users. The Charging Stations are conveniently located and easy to find via Kodak.com. Kodak Keeps You Connected.

we make Your devices never turn off.

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4.6 New Extension / Lounge Bar and Cafe Kodak will be establishing a flagship store to let our customers experience our products and services in an exclusive way. Talk to our trained staff; ask questions and request demonstration on any product. Kodak offers classes on a variety of levels for those who want to learn how to get the most out of their Kodak products and services. Kodak Lounge offers a casual and informal atmosphere for social events, parties and business meetings. Arrangements can be made and confirmed online. Get together with old friends or meet new ones. A full selection of food and beverages available.

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Colophon Chenghao Zhu, Danny SID: 02509508 GR.604 The Nature of Identity, 2011FA Printer: Epson Pro 3800 Typeface: Frutiger LT Std, 55 Roman Paper: Epson Heavyweight 5 Stars


kodakcommunity.businesscatalyst.com


KODAK Branding Program