During this morning’s keynote address at the International Consumer Electronics Show in Las Vegas, Nevada, Kodak Chief Creative Officer, Antonio M. Perez, revealed a new identity for the 125-plus-year-old company.
In its most contemporarily recognizable format — a red “K” formed by the depiction of a camera exposure over a warm yellow — the identity was designed in 1972 by Peter J. Oestreich. The Kodak logo has been through various iterations over the past decades and its history but has always retained its basic typographic forms and has used in some form or another its graphic K.
Other than the colors and upper/lowercase combination (more freely changed than one would ever expect), which remain the same, the logo is a completely new version. From the only press release so far on the change: This new look moves the Kodak name out of the traditional yellow box; giving it a more contemporary design, a streamlined rounded look and distinctive letters. This introduction is the latest step in the company’s broad brand transformation effort, which reflects the multi-industry, digital imaging leader Kodak has become.
While information is scarce and a dedicated press release missing, here is an image of the logo, completely independent of any supporting elements. As more information is available we will dutifully update this post to provide everyone with the most complete background possible.
The new identity was designed by Ogilvy & Mather’s Brand Integration Group.
Many thanks to Andy Reddout for the early bird tip.
Update 1/7/06: The yellow horizontal bars that originally accompanied the logo image have been removed, as they are not officially part of the logo. However, the yellow will still be part of the overall identity and implementation.