The Eastman Kodak Company is an American public company that produces various products related to its historic basis in analogue photography. The company is headquartered in Rochester, New York, and is incorporated in New Jersey. Kodak provides packaging, functional printing, graphic communications, and professional services for businesses around the world. Its main business segments are Print Systems, Enterprise Inkjet Systems, Micro 3D Printing and Packaging, Software and Solutions, and Consumer and Film. It is best known for photographic film products.
In 2011, despite the turnaround progress, Kodak rapidly used up its cash reserves, stoking fears of bankruptcy; it had $957 million in cash in June 2011, down from $1.6 billion in January 2001. In 2011, Kodak reportedly explored selling off or licensing its vast portfolio of patents to stave off bankruptcy. By January 2012, analysts suggested that the company could enter bankruptcy followed by an auction of its patents, as it was reported to be in talks with Citigroup to provide debtor-inpossession financing.
1889 1907 1935 1960
Capturing good times, we preserve memories and make them accessible and shareable.
Our Mission is to build an environment for everyone that helps people create, capture, and preserve memorable moments and share them with others so they will have a passion for creating new stories.
* This keyword, Sharing, is for sketching developing only.
The brand extention keyword is Capture.
The following are three hundred random sketches of the new Kodak logo base on three keywords: Memory, Preserve, and Sharing.
The stunning moment, the good time we remembered.
Last forever.
Together, have the great stuff.
The following are extended and refined sketches of the new Kodak logo base on a brainstorm shown on the left.
(Preserve, Share) Tangram (Fun moment, smart, divergent)
The round 3 sketches are digitally tranced and refined from round 2.
Thanks to Fairtrade HK, Mexico official, BA, DFW, LG, and Canada official graphic design guidelines, we gain inspiration for Logo anatomy, color palette, typography, alternate logos, etc.
Fair Trade Hong Kong’s new logo demonstrates how the new logo was formed. Keywords’ meanings can easily be seen in the formula. We highly appreciate that the designer used the knit as an abstract vinyl fiber bag symbolizing traditional Hong Kong culture.
Mexico’s official logo uses a very simple gird for logo anatomy. Later, it used the “E” for spacing.
This is the British Airways Colour Palette. More than the color themselves and the percentage pie chart shows how would the color be used. Extended color palette is a available as well.
Electrolux has identified point size options for headlines. Helvetica is always a safe choice. Leading and kerning are specified for body texts. It is a great idea to use brand soul instead of the placeholder.
LG has a clear and complete example of logo don’ts. By comparing different visual guide examples, the logo don’ts section should also be based on its traits.
Dallas Fort Worth Airport Brand Guidelines provided an accurate way to check what users should use the alternate logos.
Dallas Fort Worth Airport Brand Guidelines also provided graphic element guidelines. Our Kodak also has a gradient Moment Line. We also need guidelines for our visual elements.
Canadian’s Federal Identity Program Manual is detailed guidelines. There are size charts and signatures using samples in English and French. It clarifies when to use logos, wordmarks, or signatures.
The following is the research of similar logos already existing in the industries. They include logotypes with "K," torn spheres, apertures, triangles, and thin-line wordmarks. Kodak uses these elements as discourse, translates the meaning of memory, preserves, and share.
