evolve an icon from the analog past into the digital present

Identity . Brand Strategy

A new, streamlined identity to signal Kodak’s commitment to a digital future. Kodak’s distinctive red and gold, and an indiosyncratic ‘a’ have always been a part of the company’s identity and were preserved in this redesign.kodak_02

Visual language and brand architecture was broadly simplified, and a symbol to complement the wordmark, intended to be used for consumer-facing applications, was also developed. The multiple versions of the symbol shown below were each the leading choice at different points in the process, though ultimately the symbol was abandoned entirely for the singular, more efficient brand expression to better reflect the realities of a soon-to-be restructured, smaller company focused primarily on imaging technology for businesses.


  • Agency Partner: Ogilvy & Mather, Brand Integration Group (BIG), New York
  • Executive Creative Director: Brian Collins
  • Creative Director: Weston Bingham
  • Designers: Weston Bingham, Stella Bugbee, Christian Cervantes, Barry Deck, David Harlan, Allen Hori, Satian Pengsathapon
  • Strategist: Judd Harner
  • Clothing designed by Opening Ceremony