RE­BRAND FO­CUS

We cri­tique the Ko­dak re­brand from three dif­fer­ent per­spec­tives

Computer Arts - - Meet The Team -

KEIRA ALEXAN­DRA Cre­ative part­ner, Work-Or­der www.work-or­der.co

“Ko­dak’s univer­sal brand ap­peal can’t be un­der­es­ti­mated – and the Ko­dak logo of the late 20th Cen­tury is one of the most widely recog­nised sym­bols in the world. We wanted to sig­nal two things with the new (old) logo: First, a rein­vest­ment in the brand her­itage by bring­ing back the Ko­dak K, and sec­ondly, a reawak­en­ing of the brand with the re­con­fig­u­ra­tion of the Ko­dak name in­side. The change is in­ten­tion­ally sub­tle, to the point that it may feel as though this logo has al­ways been with us: sta­ble, clean and pure.”

MATTHEW COBRIN Visual de­signer www.ini­tial-cre­ative.com

“The ver­ti­cal let­ter­ing Work-Or­der ap­plied to the ‘K-fish’ feels more snug than the orig­i­nal by Peter Oestre­ich in 1971, and Joe Se­lame’s mod­i­fi­ca­tion in 1987. I do think that maybe a bet­ter ap­proach would be sep­a­rat­ing the K sym­bol and the type sim­i­lar to Pen­ta­gram’s re­cent and min­i­mal re­brand for MasterCard. A mod­ern slab-serif would have been nice to pay homage to Ko­dak’s rich her­itage (espe­cially a cus­tom-made one), but it could feel dated for a cam­era com­pany that’s try­ing to stay fresh in the age of In­sta­gram. My sug­ges­tion is to re­move the text when ap­ply­ing the logo as an app icon for mo­bile ap­pli­ca­tions and so­cial me­dia. As some­one with rel­a­tives in Rochester, I’m so glad they brought ‘the fish’ back as it’s so clearly en­graved in my mind; I’m sure that also ap­plies to Amer­i­cans fa­mil­iar with the brand.”

PRESCOTT PEREZ-FOX Brand con­sul­tant and art di­rec­tor www.perez­fox.com

“I don’t mind the re­vival of the K sym­bol – in fact, I ap­pre­ci­ate it – but the type is un­set­tling. I find no im­me­di­ate rea­son or merit in the ver­ti­cal type; it’s just not that in­ter­est­ing for how dif­fi­cult it is to read. As some­one who used Ko­dak film in his life­time, my re­ac­tion is to think, ‘Is that a cam­era now, or a pro­jec­tor?’ Which is to say, I’m work­ing hard to un­der­stand this choice. In ad­di­tion, the logo’s type looks to be a dif­fer­ent type­face than the word mark on pack­ag­ing and other ap­pli­ca­tions. Con­sid­er­ing the sim­i­lar­i­ties, I’m gen­uinely con­fused as to why.”

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