The evolution of an American icon, from its analog past into its digital future.
Tasked with evolving the Kodak brand to reflect its shift from film to digital, from nostalgia to future, and in large part from consumer to business, the logo was updated and streamlined to signal the commitment to that shift. Though the logo cycled through redesign every few years, the idiosyncratic ‘a’ was always a consistent, if anomalous presence, so a version of that distinctive piece of visual vocabulary was preserved in this iteration.
Brand architecture was also streamlined while a more visually and conceptually rich symbol to complement the logo was also developed, intended to be used for consumer-facing products and applications. 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 wordmark, to better reflect the realities of a soon-to-be restructured and downsized 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