Bitter Grounds - espresso fueled ramblings

Wednesday, October 18, 2017

Did you know Kodak was still around? I ran across an article the other day that mentioned  their logo redesign and was actually pleased to find they didn’t fold. There was a time when Kodak was synonymous with photography – think of the slogan “Kodak moment”. You didn’t need to say anything more because your audience instantly picked up on the meaning. Last time I heard about Kodak, they were filing for bankruptcy. They sold off over $500 million worth of patents and intellectual property, sold off their film and photographic units and successfully emerged from Chapter 11.

In 2006, they ditched their yellow and red logo for a simplified word only image:

kodak logo 2006

Gone was the instantly identifiable red K on yellow that could be spotted a mile away. There was never any doubt what this represented:

Kodak's logo from the 1970s

You didn't even have to read the word Kodak to know what company it was. I have to admit, I’m not fond of the bland, nondescript ’06 logo. I like the yellow/red version. It has history attached to it, generations of instant recognition. Plus it translates well into a small logo on a web page. Not all logos can do this. The new logo rolls back the design to an earlier era – one that was successful for the company and when Kodak and photography were one and the same. They’ve resurrected their classic 1970s logo that is oddly well suited to 2016.

The new/old logo is a bit different. Can you spot it?

 Kodak's redesigned logo for 2016

The Kodak slides down along the right edge using a thinner font. It feels sleeker, cleaner. What’s interesting is how such a small change altered the entire feel of the logo. The words really stand now. Not sure about you, but my eyes immediately fall onto the word and move towards the stylized K. Nice balancing act. A nice nod to their history with a clean, modern font. This is a keeper.

 

 

Text Size

"To make my meal in a box taste better, I decided to tweak the logo, rather than the ingredients."

- Jarod Kintz, This Book is Not for Sale


 

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