Kodak returns to original vintage logo identity
Creative Pathways PDP Entry 06
Reverting to its original symbol logo design, Kodak is the latest company to undergo a retro branding. 34 years of the original symbol, the Kodak “K” is back, originally designed by Peter J. Oestreich in 1971. In 2006, Kodak removed the symbol and simply display the company’s name in the logo design. However, Work-Order has designed the logo to be stacked capitalised type for the word Kodak inside the letterform.
“Capitalising the type is “the clearest departure from the past” says Work-Order, as Kodak has always used lower case. “The symmetry of the capital letterforms creates a molecular flexibility that allows the wordmark to be stacked,” says the design studio. “It is reminiscent of film perforations and street signage. It acts as a manufacturer’s stamp: the logo is the first read and the name is the supporting mark. When small, the name is removed leaving just the icon.”“
The same colour palette is used, identifying and acknowledging the company’s trademark colours. Also, the trademarked yellow and red is consistently and effectively utilised throughout all materials and media for the company, such as the packaging and identity design.
What I can take from this as inspiration for my own work is the strong use of colour and symbolic logo design. A strong symbol logo, with strong colours can turn a logo design into a legacy design, that in turn, could stay strong for a number of years, creating a trademark. Also, I could take the simplicity of the logo design in consideration, as it’s strong in shape, not overcomplicated.