This project shows conceptual exploration with Kodak Design Strategy and Branding looking at the recreation of the classic ‘K’ Brand trademark. This would be used specifically on new product and service concepts in development at Kodak aimed at reinvigorating this classic American brand. While thoroughly modern, the concepts and logo would leverage the brand’s 130 year old heritage.

Companies spend millions trying to establish a brand. Whenever a brand has as much heritage, brand equity and goodwill associated with it such as Kodak, it only makes sense to look backwards in order to move forwards. Instead of a rebrand it’s important to become a refresh. To instill, remind and celebrate all of the brand qualities that George Eastman lovingly brought to his company.

His vision was about bringing photography to the masses, making it as simple as possible to take a photo, capture that ‘moment’ in the best quality possible and preserve it forever.

This mark represents that whole idea of being as simple as possible, reduced to minimal geometric forms. It celebrates the simplicity of the product design of the Kodak Instamatic over the years, refers to the classic ‘K’ brand trademark that everyone remembers so fondly and works to strengthen and simplify the letter ‘K’ in the negative space.