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VOL.02

VISUAL DEVELOPMENT GUIDE


VOL.02

VISUAL DEVELOPMENT GUIDE


KO DA K

V I S UA L DE V E L OPME NT GU IDE

GR604 NATURE OF IDENTITY


_CONTENTS

_CONTENTS

001 BACKGROUND _ 009 History _ 012 Logo History _ 014 New Logo Concepts

002

003

LOGO DEVELOMENT THE NEW LOGO _ 018 _ 034 _ 043 _ 044

Round One Sketches Refined Sketches Digital Sketches Similar Logos

_ 048 Final Version _ 054 Logo Anatomy

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001

_Background 1.1 History 1.2 Logo History 1.3 New Logo Concepts


KO DA K

V I S UA L DE V E L OPME NT GU IDE

EASTMAN KODAK SOLD MORE THAN A PRODUCT. IT SOLD A WAY OF LIFE. LIFE WAS A SERIES OF KODAK MOMENTS.


KO DA K

V I S UA L DE V E L OPME NT GU IDE


_BACKGRAOUND

1.1 Hi s tor y

_HISTORY

The Eastman Kodak Company, known around the world as Kodak, is an American imaging company that began in the 19th century as an innovator of photography. Incorporated in New Jersey, the corporation was founded in 1888 by George Eastman in Rochester, New York, where its headquarters are located today. The company is known for creating a consumer market for amateur photography and pioneering the technology that allowed Hollywood movies to be filmed. It is also responsible for easy-to-shoot home movies and the introduction of digital photography. Here is a brief look at the history of Kodak and how the company plans to find its footing in the 21st century.

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KO DA K

V I S UA L DE V E L OPME NT GU IDE

GR604 NATURE OF IDENTITY


KO DA K

V I S UA L DE V E L OPME NT GU IDE

_LOGO HISTORY

The Kodak logo is recognized for its strategic color scheme. The color scheme involves the use of only red and yellow. Red dominates due to its overwhelming use in the design. Yellow is sparinfly used but it catches the eye.

Circal 1907

Circal 1935

1960

1971

1987

2006


_BACKGROUND

1.2 Logo Hi s tor y

2016

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KO DA K

V I S UA L DE V E L OPME NT GU IDE

_NEW LOGO CONCEPTS

I develop three concepts for the new Kodak's logo. Each one expresses one of the brand key words

PRESERVE THE MOMENTS Key Words: Preserve (Moments) The first logo concept is the idea of Preserve(moments). For preserve means to keep something safe. The direction explores this idea I use square and the arrow at the corner.


_BACKGROAUND

1.3 New Logo C o n c e pt s

COMMUNICATE AND RECOLLECT Key Words: Connection The second logo concept is the idea of connection. For this direction, I want to convey that communication allows us to think about the past in our minds. So I look for inspiration from cameras, clouds, rings.

SHARE HAPPINESS Key Words: Share The third logo concept is the idea of share. For preserve means to share your life with other people. I want to convey the power and importance of sharing.

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002

_Logo Development 2.1 2.2 2.3 2.4

Round One Sketchs Refinement Digital Sketches Similar Logos


KO DA K

V I S UA L DE V E L OPME NT GU IDE

_ROUND ONE SKETCHES

PRESERVE THE MOMENTS


_LOGO DEVELOPMENT

2.1 Round O ne S k e t c h e s

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KO DA K

V I S UA L DE V E L OPME NT GU IDE

_ROUND ONE SKETCHES

PRESERVE THE MOMENTS

GR604 NATURE OF IDENTITY


_LOGO DEVELOPMENT

2.1 Round O ne S k e t c h e s

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KO DA K

V I S UA L DE V E L OPME NT GU IDE

_ROUND ONE SKETCHES

PRESERVE THE MOMENTS


_LOGO DEVELOPMENT

2.1 Round O ne S k e t c h e s

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KO DA K

V I S UA L DE V E L OPME NT GU IDE

_ROUND ONE SKETCHES

COMMUNICATE AND RECOLLECT


_LOGO DEVELOPMENT

2.1 Round O ne S k e t c h e s

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KO DA K

V I S UA L DE V E L OPME NT GU IDE

_ROUND ONE SKETCHES

COMMUNICATE AND RECOLLECT


_LOGO DEVELOPMENT

2.1 Round O ne S k e t c h e s

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KO DA K

V I S UA L DE V E L OPME NT GU IDE

_ROUND ONE SKETCHES

COMMUNICATE AND RECOLLECT

GR604 NATURE OF IDENTITY


_LOGO DEVELOPMENT

2.1 Round O ne S k e t c h e s

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KO DA K

V I S UA L DE V E L OPME NT GU IDE

_ROUND ONE SKETCHES

SHARE HAPPINESS


_LOGO DEVELOPMENT

2.1 Round O ne S k e t c h e s

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KO DA K

V I S UA L DE V E L OPME NT GU IDE

_ROUND ONE SKETCHES

SHARE HAPPINESS


_LOGO DEVELOPMENT

2.1 Round O ne S k e t c h e s

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KO DA K

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_ROUND TWO SKETCHES

GR604 NATURE OF IDENTITY


_LOGO DEVELOPMENT

2.2 Refi nem ent

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KO DA K

V I S UA L DE V E L OPME NT GU IDE

_ROUND TWO SKETCHES


_LOGO DEVELOPMENT

2.2 Refi nem ent

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KO DA K

V I S UA L DE V E L OPME NT GU IDE

_ROUND TWO SKETCHES

GR604 NATURE OF IDENTITY


_LOGO DEVELOPMENT

2.2 Refi nem ent

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KO DA K

V I S UA L DE V E L OPME NT GU IDE

_ROUND TWO SKETCHES


_LOGO DEVELOPMENT

2.2 Refi nem ent

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KO DA K

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_ROUND THREE SKETCHES


_LOGO DEVELOPMENT

2.3 D i gi tal Sketch e s

_DIGITAL SKETCHES

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_SIMILAR LOGOS

Before finalizing our new logo, we researched similar logos to ensure that the Kodak's logo stands out from the rest. I found that while are some formal similarities, most logos featuring the letter K have a different look.


_LOGO DEVELOPMENT

2.4 Si m i lar logos

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003

_The New Logo 3.1 Final Version 3.2 Logo Anatomy


KO DA K

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_FINAL VERSION

The main logo consists of two components: the symbol and the wordmark. Firstly, the symbol represents preserve, which is one of the keyword direction. Moreover, the letter K which represents Kodak is still clear to recognize from the symbol. Secondly, we customized the wordmark to make it looks visually consistent with the symbol. The wordmark was developed from the letter K in the symbol. Using the same width to create five characters. Color uses black tone to bring out the power and positive energy. As a result, the overall design of the new brand logo represents the brand's mission and keywords: preserve share.


_THE NEW LOGO

3 ,1 Fi nal Ver s i on

Symbol

Signature Wordmark 048 / 049


KO DA K

V I S UA L DE V E L OPME NT GU IDE


_THE NEW LOGO

3 ,1 Fi nal Ver s i on

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KO DA K

V I S UA L DE V E L OPME NT GU IDE

_HORIZONTAL LOGO


_THE NEW LOGO

3 ,1 Fi nal Ver s i on

_LOGOTYPE ONLY

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KO DA K

V I S UA L DE V E L OPME NT GU IDE

_LOGO ANATOMY

The new brand logo is built with the x value as a unit of measurement. The X" equals the stroke width of the letter “K�, it looks well balanced. The symbol can use alone or with the wordmark. The alignment and proportions of this signature should not be changed in any way.


_THE NEW LOGO

3 ,2 Logo Anatom y

X

X

X

4.5X

X

X

X X

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KO DA K

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_MOVING FORWARD

Base on the new logo direction, next we will develop a full visual systemto express the new incarnation of the brand.


_THE NEW LOGO

3 ,2 Logo Anatom y

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KO DA K

V I S UA L DE V E L OPME NT GU IDE

_SOURCES

INFORMATION Kodak.com Photrio.com Businessinsider.com Wikipedia.org

PHOTOGRAPHY Unsplash.com Pexels.com Pinterest.com


_SOURCES

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SCHOOL Academy of Art University School of Graphic Design and Digital Media San Francsico, CA94105

CLASS Nature of Identity

INSTRUCTOR Hunter Wimmer

TYPEFACES Gotham FF Din

BINDING & PRINTING Blurb blurb.com This is a student project and is in no way supported by Kodak. Student work by Haoxuan Wu


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