Kodak's new logo

Post by **Shion** » Sat Apr 15, 2006 3:41 pm

Hi all,

I haven't seen any discussions here about Kodak's new logo, which I think was introduced a couple of months ago. Check it out at their website, if you haven't already.

What do y'all think of it? Personally, I'm not a fan of it at all.

Bon

Post by **mercyboy** » Sat Apr 15, 2006 4:36 pm

Looks overly 80's to me. Plus, there are two different versions of it (typeface used) on their home page at the moment!!! Duh.

Post by **reflex** » Sat Apr 15, 2006 6:44 pm

Shion wrote:What do y'all think of it? Personally, I'm not a fan of it at all.

Bon

The 'a' looks like a backwards & inverted 'e' -- "Kodek" I know that the key to a trademarkable logotype is to modify a letter, but eliminating the descender on a letter is a typographic no-no (which is why their agency did it, no doubt - attempting to set a trend). We shall see whether they succeed or get taunted in the press. Such is the way of trendsetting.

Maybe they're planning a few spinoff companies: Kodek, Kojak, Kadok

Post by **Nigel** » Sat Apr 15, 2006 9:21 pm

I didn't even notice when I followed the link...

I had to really look. So who cares??

Good Luck

Post by **ccortez** » Sat Apr 15, 2006 9:29 pm

It's awful. My wife's a font maniac and she could write an article about why it's awful. All I can say is... bleech.

Post by **ccortez** » Sat Apr 15, 2006 9:30 pm

reflex wrote:Maybe they're planning a few spinoff companies: Kodek, Kojak, Kadok

Koolak.

Post by **Rusty** » Sat Apr 15, 2006 11:17 pm

I think kodak should bring back the logo they used in 1970's

Rusty

Post by BK » Sun Apr 16, 2006 6:05 am

Where is that lovely yellow glow that you associate with Kodak? Are they cutting back on the ink for printing as well?

They must have spent some serious money too on the new logo, done for them no doubt by a famous advertising/branding company...unfortunately it's not pretty and don't exactly jump right out at you and grab your attention like the old one did. Whoever made the decision at Kodak sure is not a designer.

Bill

Post by **Alex_W** » Sun Apr 16, 2006 2:44 pm

yeah that looks pretty bad and unbalanced

Post by **audadvnc** » Sun Apr 16, 2006 5:45 pm

For reference & comparison:

Kodak logos from the 70's & 80's, from slide carousel boxes:

Post by **Angus** » Sun Apr 16, 2006 6:42 pm

When a company is beginning to struggle in the consumer marketplace, spending money on redesigning a logo that was instantly recognised wordwide seems.....dumb...

And the new logo looks rather naff.

I like the old 70's logo best, but the recent one was very nice...I imagine I will get used to the new one but I wonder how many hundreds of thousands of dollars it cost?

Post by **reflex** » Sun Apr 16, 2006 8:28 pm

Angus wrote:When a company is beginning to struggle in the consumer marketplace, spending money on redesigning a logo that was instantly recognised wordwide seems.....dumb...

I disagree. One of the best thing to do when a company is struggling is to fine-tune marketing and advertising. It can have a huge impact on public perception. My guess is that Kodak will soon update their website and new sales material to reflect a more modern look.

Post by **Angus** » Sun Apr 16, 2006 9:51 pm

My point is that everybody knows and is familiar with the Kodak logo. And I would think, generally people have a positive connotation with it...unless market research suggests there is a negative view of Kodak with consumers I think the move could prove to be a mistake.

Generally people are not so daft as to be fooled by rebrandings and new trademarks.

Over here they may have decided to call the cheap Daewoo cars Chevrolets...but they're still Daewoos...

Post by **Shion** » Mon Apr 17, 2006 5:26 am

I think if you're going to sacrifice the 'instant recognition' factor of an existing logo- as Kodak pretty much have- you should at least replace it with something fresh, modern and cutting-edge. This new logo is bland, unattractive and dated-looking.

Personally, if they were to withdraw it now and come up with something better, I would applaud them for recognising their mistake and acting to undo it. However, that's obviously pretty unlikely to happen, especially given that they have likely spent thousands of dollars and months of debate over it.

Bon

Post by **Evan Kubota** » Mon Apr 17, 2006 5:48 am

"I disagree. One of the best thing to do when a company is struggling is to fine-tune marketing and advertising."

Or when it's *really* struggling, don't spend untold sums on a simple (and ugly) graphical tweak that could be done in five minutes or less by any 14 year old with a pirated copy of Photoshop.

I agree with Angus that this is not a coherent, comprehensive ad campaign - just a minimal facelift that is probably not that beneficial.

The old logo was perfect..

Filmshooting

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