Drawing on the heritage of Kodak’s trade dress Yellow was our first and most crucial step. Looking back at archival packaging, it is the most cohesive and memorable piece of the brand.
Next was to bring back the “K” icon, one of the most recognized logos in the world.
Abandoned by the company only a decade earlier, the logo was still present in the consumer’s mind’s eye, thanks to millions of signs in shop windows around the world. Over the next 6 to 8 months, the Kodak icon would begin to appear in brand materials as a hint of things to come.
Finally, we retooled the Kodak wordmark with the icon. Our goal was to make it feel both modern and timeless, and to create a more natural integration with the symbol.
From the brand architecture to positioning principles for licensees to packaging guidelines, Work-Order unified all materials to produce a comprehensive visual system inspired by Kodak’s rich history and poised for the future.
— DANY ATKINS, KODAK, CHIEF BRAND OFFICER