Rebranding

Kodaks New Logo

Kodak is looking to its past to rejuvenate its future. Following the footsteps of other giants such as NatWest and Co-op, the brand has reverted to branding inspired by its 70’s original look to re-represent the brands values. In the 70’s Kodak was responsible for 90% of all film sales and 85% of camera sales in the US. Yet last year filed for bankruptcy due to their dive in sales mainly because of their lack to latch onto the digital age and stick to their core values.

Kodaks New Packaging

They have taken this opportunity to show their support for their values in their new, yet old, identity. The new design unifies existing vector logo trends but also incorporates the fact the brand wants to be known for their original identity as the market leader who innovated the world of photography. I feel this will work well especially considering the photography boom in film cameras at current. This new design integrates all the values of representing heritage in a modern context.

Kodaks Logo History

Kodak’s branding from 1935 has stayed consistent in terms of colouring and type placement. The logo has always withheld its tight kern, consistent red and yellow base colours. The typeface has been slightly changed to in keep with current typography trends of that decade. The backing yellow was taken away in 2006 yet has made a return for this rebrand, this combination is what consumers relate to the business; therefore, by bringing it back the consumer instantly relates the visual language to the brands identity. In the new rebrand the type has also been set vertically, this is something new to the brand; contrasting against the traditional visuals it gives the brand something fresh and shows that they are still moving forward. The type has also been set in uppercase, this gives a sense of strength and reliance… values in which a customer looks for in photography equipment, these subliminal visual messages thus will be to also boost sales.

Information and images sourced at https://www.creativereview.co.uk/kodak-looked-past-new-logo-smartphone/

From the ‘K’ to the Super 8: why Kodak is looking back to move forward - Creative Review Article by Rachael Steven 21st October 2016