Week 4 Final Submission

Re-Branding Campaign

KodakEndura papers

Kodak

Introduction...The purpose of this campaign book is to pres-ent a new branding identity that was created for Kodak Endura papers. Kodak was originally a company that produces digital cameras and accessories but after emerging from bankrupt-cy, they will focus their energy on promoting their premium line of papers. This book will provide all of the information needed for the company to launch their new branding cam-paign and make it successful.

KodakEndura papers

TABLE OF CONTENTS

1.0 2.0

3.0 4.0

R ESEARCH CR EATIVE DEVELOPMENT

STYLE GUIDE FINAL DESIGNS

Competitive Survey 2.4

Design Research 2.7

Moodboard 2.10

Logo Development 2.13

Business Collateral 4.4

Advertising 4.6

Digital Media 4.8

Research Paper 1.4

Competitive Audit 1.6

SWOT Analysis 1.7

Paper Comparison 1.10

Creative Brief 1.12

Target Audience 1.14

Clubs and Tribes 1.15

Brand Description 3.4

Logo Specifications 3.6

Color And Type Guidelines 3.15

Image Usage 3.17

1.2

1.0R ESEARCHResearch Paper 1.4

Competitive Audit 1.6

SWOT Analysis 1.7

Paper Comparison 1.10

Creative Brief 1.12

Target Audience 1.14

Clubs and Tribes 1.15

1.3

1.4

Kodak Endura Re-Branding Campaign — Research

R esearchThe purpose of the campaign project will be to promote an exist-

ing company and the focus of this particular project will be Kodak

and their award winning line of Endura papers. Upon the comple-

tion of the project, Kodak will have a new marketing campaign

geared towards a new and younger target audience. Kodak was

chosen as the subject for the campaign because this company

provides a unique opportunity for improvement that is measur-

able. The company has also went through some hard financial

times lately and the results of this campaign can help them to

rebound from this.

Multiple media outlets will be used to promote the company.

Today’s technology will also be a major contributing factor to the

types of media outlets that will be used for the project. Social

media is a powerful promotional tool today for businesses and the

campaign will take advantage of this free advertising.

This campaign book will give a detailed overview of the compo-

nents of the campaign project. Design elements such as colors

and typefaces will be explored and the process for choosing the

right ones for this company. By the end of this book, the new vi-

sion for Kodak’s Endura papers will begin to take shape.

The goal of the campaign project for Kodak Endura is to help

increase sales and create a new look for the company. No matter

what a company’s past has done to its public perception; there

is always room to improve it. Kodak is a company that has not

totally failed but would benefit from a new direction and a new

marketing campaign. A strong rebranding campaign has proved

to be successful for many businesses and Kodak will be one of

them. The campaign project will breathe new life into the brand

and attract a new audience. Kodak has been around for a long

time and is a company that people know will always be there.

This campaign project will ensure that it is around for many more

years to come.

The main factor in the success of the campaign will be the mar-

keting towards a new audience. With a younger target market,

Kodak has the chance to surpass the competition in sales and

brand loyalty. Any successful campaign always starts with a full

understanding of the target audience they are marketing to. Once

the audience is solidified and understood, only then can you cre-

ate a successful campaign.

At the completion of the project, Kodak will be in position to fully

compete in the digital imaging and paper industry. The company

will also have a more unified look and fresher feel that will attract

an audience that will brand the company as number one again.

1.5

Kodak Endura Re-Branding Campaign — Research

1.6

Kodak Endura Re-Branding Campaign — Competitive Audit

Competitive Audit

Products: Compact Photo Printers, Multimedia

Projectors, Multifunction Inkjet Printers, Im-

age Scanners, Network Cameras, Commercial

Photo Printers, Broadcast Equipment

Products: Film Photography, Graphic Arts &

Printing, Motion Picture Film, Photofinishing

Products

Products: Professional Imaging, Paper and other

media, scanners, projectors, ink, printers

A competitive audit is a way for a company or organization to understand their competition. The audit includes things such as looking at

the products and services that the competition offers. Being able to identify this will help a company market their products or services in

a successful way. All three of these companies are the leaders in the industry. Professional photographers regard them as carrying the best

products and designers go to them for their photo paper needs. Even though these companies do not regard their paper division as the main

facet of their company, they are still competitors to Kodak’s Endura paper. Identifying the competition is the first step in creating a success-

ful marketing and re branding campaign for Endura papers.

1.7

Kodak Endura Re-Branding Campaign — SWOT Analysis

A SWOT analysis is a way for a company to access their company and create a strategic plan for success. With this analysis, a company identi-

fies their strengths, weaknesses, opportunities and threats and uses this information to determine inside and outside forces that may affect

the success of their strategic plan. Because of Kodak’s recent restructuring, this was a great way to identify what may have caused their

bankruptcy and help to prevent it from happening again.

The intended outcome of the SWOT is to help define design opportunities to help strengthen the company and its brand.

SWOT Analysis (Str engths, Weakness, Opportunities, Thr eats)

• Long Company History• Numerous Loyal Customers• Successful Restructuring Plan• Positive Face In The Public• Established Successful Brands• Wide Range Of Products And Services

Strengths

• Not As Innovative As In The Past• Product Features Are Not Up To Date• Not An Industry Leader• No Marketing For Current Products• Not A Good Reputation Amongst Professionals• Fails To Meet The Needs Of Current Customers

Weaknesses

• To Establish The Brand As One Of The Industry Leaders• To Revitalize The Company’s Brand• To Re-Brand Themselves With An Update Look• Target A New Audience And Demographics• Evaluate The Companies Most Profitable Aspects• To Create A Sustainability Record

Opportunities• A Weak Economy• Their Recent Bankruptcy Filing• The Fast Paced Advancement Of Technology• The Competitions Fast Rise• Lack Of Technology• Consumers Being Easily Persuaded To Buy From Competitors

Threats

1.8


A SWOT mood board is a way for a designer to visually interpret

each quadrant of the SWOT analysis in a creative way. The ele-

ments that are included in each quadrant can include things such

as textures, images, typefaces and designs from other creative

fields. For my SWOT mood board for Kodak Endura, I explored all

avenues to help me visually explain each quadrant of the SWOT

analysis.

For the first quadrant (strengths), I took the bullet points I cre-

ated in the SWOT analysis plan and applied them here visually.

I did not want to incorporate literal images so I dug deeper to

find abstract meanings of different concepts. The words loyalty,

strong and history were placed in this quadrant because they

directly describe the strengths of Kodak Endura. Each word was

also placed in a different typeface to compliment the meaning of

the word. The color ranges of blues and purples represent loyalty

while images such as the padlock and hearts evokes the feeling

of strength and love. The old Garamond type specimen reflects

the company’s long history and the stairs are a reflection of the

company’s slow move toward the top.

The second quadrant is all about Kodak’s weaknesses. Despite the

company’s long history, in order to reach their potential, they

have to learn to use their weaknesses as their strengths. The

wooden wheel represents the companies slow innovation process

along with the fossilized cell phone. The broken padlock reflects

the company’s lack of strength in the innovation field. Customers

tend to get frustrated and angry because their product features

tend to not meet their immediate needs and the angry consumer

represents this. Because Kodak is no longer seen as a leader in

their field, the line of people all gathered together represents

this.

Kodak Endura has many opportunities to make their brand and

company stronger and this is what the third quadrant is about.

The queen represents the leader that Kodak Endura can become

and the man represents the strength it will gain from becoming

number one. Kodak will need to break out of its shell and explore

the needs and wants of customers globally. The pencil is a meta-

phor of how the company will feel once it takes advantage of their

opportunities.

The threats quadrant is all about the many things that can and

will try to prevent Kodak Endura from being an industry leader

and attaining their goals. Their recent bankruptcy filing and the

need for help to restructure their business is why the help but-

ton is there. The foreclosure sign and dollar signs are a reflection

of a weak economy. The patterns represent things in the world

that do not coincide with the company’s goals. The competition

is an obvious threat and that includes companies such as Nikon,

Olympus and Canon.

1.9


1.10

Kodak Endura Re-Branding Campaign — Paper Comparison

Kodak Endura Premier Photo Paper

Kodak Endura papers are an award winning line of photo paper. With more vibrant colors than its competition, Endura papers brings profes-

sional photography and design projects to another level of detail. Kodak Endura papers employ the latest advancement in coupler technology

with provides a larger color gamut. This color gamut gives you the whitest whites, rich blacks and skin tones that are so realistic that you

can almost feel it. To show the superior quality of the paper, Kodak Endura papers is shown side by side with the competition. The detail in

the Endura papers is no match for what others offer.

1.11

Kodak Endura Re-Branding Campaign — Paper Comparison

EpsonPremium Glossy Photo Paper

CanonPhoto Paper Plus Glossy II

1.12

Kodak Endura Re-Branding Campaign — Creative Brief

Cr eative Brief

Primary Products:Digital Printing Products

Motion Picture Film

Specialty Printing Paper

Competition:Fuji

Canon

Epson

Unique Selling Proposition (USP): Kodak created the award winning Kodak Professional Endura paper series which sets the gold standard for print quality. “ENDURA

Premier Paper features a technological breakthrough, the latest advancement in coupler technology, which expands your capabil-

ity to create high-quality print output.” (Kodak, 2012)

Vision: To bring Kodak back to the forefront of the digital imaging industry and to give the company a new and younger look that will

appeal to the target audience. I want the look to be urban and also creative in all aspects of its branding and marketing.

Goals: To position the brand within a new

target audience, create a new brand

campaign and increase sales by 10%

over 2 years.

Tagline: Perfection In Paper

Image Criteria: All images must be of a high quality to reflect the fact that Kodak

papers produce amazing quality photos. The photos must also be

creative in nature and not just your usual landscape shots. The color

has to be bright and highly saturated.

1.13

Kodak Endura Re-Branding Campaign — Creative Brief

KodakEndura papers

1.14

Kodak Endura Re-Branding Campaign — Demographics

Demogr aphics

Target Audience: The primary targeted audience of my campaign project will be

young adults.

• Age: 20-45

• Gender: Both male and Female

• Marital Status: Any

• Household Size: Between 1 and 4

• Annual Income: $30,000 - $65,000

• Educational Level: College Educated

The target audience will be technologically advanced and keep up with all of the latest trends and newest technology. They will know exactly

what it is that they want from a premium line of photo papers and will be specifically looking for paper with outstanding archival features.

In the design world, a designer and a client must first determine

what type of people they are going to market their products or

services too. This group of people are called the target audience

and all design decisions will be made to attract this group.

Kodak has decided to take a turn and market to a new audience

with their Kodak Endura papers.

With this new and younger audience, Kodak Endura papers strives

to drive more sales and create a new loyal branding campaign

amongst this select group of people.

1.15

Kodak Endura Re-Branding Campaign — Clubs & Tribes

Clubs and Tribes: The club or tribe that users join by purchasing the products or services of Kodak is the “loyal” tribe. This is an elite group of people who

only buy Kodak’s products.

The people that belong to this tribe probably frequent books stores such as Barnes and Noble, have a subscription to a computer magazine,

love coffee shops and are very eccentric.

2.2

2.0CREATIVE DEVELOPMENTCompetitive Survey 2.4

Design Research 2.7

Moodboard 2.10

Logo Development 2.13

2.3

2.4

Kodak Endura Re-Branding Campaign — Competitive Survey

Competitive SurveyThe competitive survey allows Kodak Endura papers to assess the competition

to help them stand out. This survey looks at the competition and elements

such as their logos, how they market their papers to their selected target

audience and how they speak and relate to them. The survey also looks at

their website and how well it meets the needs of users and also assesses their

print collateral.

Canon Assessment

Epson Assessment

Canon does not market their line of photo papers as their number one asset. Because of this their website is lacking the connection between

their papers and the quality you receive from their product. As you can see, their website is currently designed like a “storefront” with

no iteration about their paper or outstanding images of what the product produces. They have not provided the user with the information

needed to make an informed decision about what type of paper they should purchase. Their sell sheet is less than that and does not sell the

paper. It doesn’t show the audience what is superior about their product and showing examples is a good way to encourage people to buy.

The packaging for the product seems dated and doesn’t really represent the quality of the paper or the Canon brand.

Epson takes more pride in their photo paper line. Since Epson is Kodak Endura’s number one competitor, it’s imperative that a thorough as-

sessment is done for this company. Epson’s website speaks more to their target audience and showcases the high quality of their paper line.

The site has great photos that contain bright and saturated colors. They also provide the user with the information that they need to make

a choice about paper that will meet their needs. The rotating gallery at the top has an artistic feel and also breaks down their paper line

according to the users possible needs.

The product packaging more closely speaks the target audience. The packaging is well designed with attractive photos on the front. The black

background helps to make the photos on the front stand out.


2.5

Canon Website Canon Product Packaging

Epson Product Packaging

Epson Website

2.6


Fujifilm AssessmentEven though Fujifilm does not sell photo paper they are still a competitor to Kodak Endura papers because they do offer graphic printing

solutions. Because of this, users can opt to have their work printed professionally rather than printing on their own. There is nothing on their

site that would attract graphic artists. Mostly everything on the graphic arts and printing section of their site is technical information. Creative

people are visual and creative images attract them to certain products and services. There are no examples of what their products can produce.

There is a lot of information about the printers and ink but nothing that persuades the user to want to use their products over anyone else’s.

Fujifilm Website

2.7

Kodak Endura Re-Branding Campaign — Design Research

Design R esearch

Image and Color Exploration

Before any design decisions can be made, design research has to be done to see what would fit and also attract the target audience. The first

thing I did was research color combinations and looked for colors that would compliment Kodak’s current logo color and also reflect their brand.

The color palette is bright and has a sense of energy. The red color represents the energy that the company has and will bring to its target

audience. It also represents the strength of the company being able to endure over 100 years in business and its determination to always

keep the customer number one in their mind. Orange is a good complimentary color to the red. The orange represents the creativity of the

target audience and stimulates them to take action and purchase the product.

2.8


Typeface and Color Choices

After the moodboard was established to give a visual identity to the company’s

strengths and weaknesses, color, type choices and image selection were explored.

For the typeface choices, a sans serif and a sans face was selected. Advertising

and marketing for the Kodak Endura brand will span many different platforms and

that is why both types of faces were chosen. Many different combinations were

explored before a final decision was made.

To help with generating creative ideas and concepts, a word map was created

from the information found on Kodak’s current website. This help to focus the

rebranding on a specific concept and mood.

Color Exploration

2.9


Wordmap Typeface Exploration

2.10

Kodak Endura Re-Branding Campaign — Moodboards

What Is A Moodboard?

Moodboard One — Cr eative/Urban

A moodboard is a collection of images, text and textures that help to solidify an idea someone has for a design project. The moodboard

should contain possible color combinations, typeface choices, image ideas and textures that convey the concept being represented. A mood-

board is a great starting point for a designer to help to sell an idea to a possible client before vast amounts of time are invested into a design.

To start off the re branding campaign for Kodak’s Endura papers, three mood boards were created. Each moodboard describes a unique nar-

rative and contains elements that help to convey that narrative. The three moodboards are at different sides of the spectrum and represent

a unique direction for the campaign.

The color palette that was chosen is bright and has a sense of energy. The red color represents the energy that the company has and will

bring to its target audience. It also represents the strength of the company being able to endure over 100 years in business and its deter-

mination to always keep the customer number one in their mind. Orange is a good complimentary color to the red. The orange represents

the creativity of the target audience and stimulates them to take action and purchase the product. The typefaces were chosen because they

represented the keywords being used. The sans serif font is urban and heavy and sort of resembles graffiti. The broad and wide strokes are

artistic and help to lead the eye from one letter to the next. The serif typeface is a great contrast to the sans serif one and helps to bring

variation to the mood board. The serif face is great for emphasis. The prominent serifs are strong and represent the strength of the target au-

dience. The focus of the images is on high quality photographs and artistic images. Since the background image is very artistic the supporting

images were placed in a way as to not fully obscure its beauty. Contrast was needed in the board so the Kodak logo was placed horizontally

while the color swatches were placed vertically to that. These two elements were kept close together because they share a relationship in

where the colors are candidates to be used in the final campaign. The images by themselves on the background did not stand out and seemed

to blend in with the background so borders were placed on them of alternating colors.

2.11

Kodak Endura Re-Branding Campaign — Mood boards

Moodboard Two — Energetic/TechnologyThe color palette used in this mood board contains colors that are a bit more modern and offer more variation in its hues. The blue represents

the intelligence of the target audience and also the sincerity of the company. Gold can be seen as a representation of high quality and this

is what Kodak’s products are. The yellow is being used to give the viewer happy feelings and in turn feel good about the company. Since the

target audience is a younger crowd, the orange color would really appeal to them. It will also be used to grab the readers’ attention. The red

provides the energetic feeling that is desired in the mood board.

The two typefaces used here are very different but will help to give typographical hierarchy to the board. The first serif font looks like letters

from a typewriter and support the keywords of technology savvy. The generous kerning also helps to emphasize the idea of technology. The

second serif is a good contrast and with the small letter space, it gives energy to the line of type. While these two faces are very different,

they compliment each other in many ways.

Because the mood board is energetic the images had to reflect this in a large way. The images that were chosen represented both energy and

modern technology. These were placed to the sides of the board to create a focal point in the middle so that the viewer will focus in on the

words. The color swatches were put into pointing arrows to again emphasize the concept of movement and energy.

Moodboard Thr ee — Simple/SustainableThe colors are representative of nature. The oranges represent sunshine and happiness. It is also being used because of its relationship to

endurance and Kodak has endured much in the last 50 years. It is also a symbol of strength. The sans serif face is simple and is great for

body copy. It is also very light and the strokes do not overwhelm the page. The second face represents the organic side of sustainability with

its fluid lines. These two faces together give the board that simple and sustainable feel. A division among the page was desired and is why

images were placed diagonally along the center. This adds contrast to the page while also creating a divide to place similar images. The logo

was placed at the bottom because it was at the bottom of the hierarchy chain. The images chosen were representative of sustainability and

also simplicity. The keywords were placed in the same direction as the images to support them.

2.12

Kodak Endura Re-Branding Campaign — Moodboards

Moodboard One — Urban/Cr eative

Moodboard Thr ee — Simple/Sustainable

Moodboard Two — Energetic/Technology

2.13

Kodak Endura Re-Branding Campaign — Logo Inspiration

Logo Inspir ationBelow are some logos that were found on LogoLounge.com that were inspirational and also brought about ideas for the new Kodak Endura

logo and in particular an icon. A variety of different types of logos were chosen to show what possible options there are and to see how each

type of logo would look.

After researching possible logo combinations, many sketches were created to just get all potential ideas out on paper. After all possibilities

were exhausted, some of the more promising ones were taken to a another level. First more refined sketches were done and then finally com-

puter roughs. Once the computer roughs were completed, the most logical one was used throughout the rest of the re-branding projects for

Kodak Endura papers.

2.14

Kodak Endura Re-Branding Campaign — Logo Development

KodakEndura Endurakodake n d u r a

KodakEndura001001001001001

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001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001001

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endura

K O D A K

endura

Kodake n d u r a

Kodak endura

KEKodakENDURAKodak

nduraERough Sketches and Premilinary Computer Roughs

2.15

Kodak Endura Re-Branding Campaign — Logo Development

KodakEndura papers

KodakEndura papersPerfection In Paper

Final Logo Design with Tagline

Final Logo Design

3.2

3.03.0STYLE GUIDEBrand Description 3.4

Logo Specifications 3.6

Color and Type Guidelines 3.15

Image Usage 3.17

STYLE GUIDE

3.3

3.4

Kodak Endura Re-Branding Campaign — Brand Description

Br and DescriptionKodak is a digital product company that provides products and services

to many industries such as the creative, scientific and health fields.

The main industry the majority of their products compete in is the

digital camera and consumer electronics industry. The company was

built on being able to provide even the amateur photographer with an

affordable means to take professional quality photographs.

The company filed for bankruptcy at the beginning of the year in order

to re-organize the business. Kodak would like to focus on their more

valuable lines of products in the future and enhance their product of-

ferings. The future looks great for the company because they are now

going to focus solely on the most valuable aspects of their company

which in turn will yield a larger return.

According to CEO Antonio M. Perez, “Kodak will be evaluating their

businesses to enable us to reorganize around our commercial and con-

sumer units.” (Kodak, 2012)

This re-branding of the company is a vital step in Kodak’s ability to ef-

fectively compete in the future with their competitors. This new look

is younger and modern and consists of a totally new demographic.

Having the ability to appeal to a new audience will help to build the

company’s brand loyalty and consumer base. The re-branding consists

of stellar, colorful images, textures that inspire and typography that

will motivate.

The Kodak company stands for trust. The company can always be trust-

ed to produce the best photography film, papers and great digital cam-

eras. This company has been around for a very long time so customers

have become loyal and developed a trusting relationship with them.

The goal of Kodak today is to enhance the reputability and popularity

of the products and services that they offer. The day to day aspira-

tions of its current status and success is to increase popularity of the

brand. The vision the company refers to for future growth of the brand

is fulfilling customer needs and desires. (Kodak, 2012) The values of

the company are “to foster growth and development through con-

tinuing research, treat employees in a fair, self-respecting way,

reinvest profits to build and extend the business.” (Kodak, 2012)

The companies inspiration and long term perspective stems from

Eastmans’ four basic principles which are mass production at low

cost, internal distribution, extensive advertising and a focus on

the customer (Kodak, 2012).

3.5

Kodak Endura Re-Branding Campaign — Brand Description

“A brand name is more than a word. It is the beginning of a conversation.”

- Lexicon

3.6

Kodak Endura Re-Branding Campaign — Logo Specifications

Logo DetailsThe Kodak Endura logo is to be used to help strengthen the brand where ever possible and to keep the look of the company consistent ev-

erywhere. Using the logo in a consistent manner and within these specific guidelines, reflects the ideas and mission of the company. All

communication that contains the Kodak Endura name and logo must follow these guidelines with absolutely no deviations at any time. The

Kodak logo consists of two signatures, an icon and a tagline. The icon consists of the two letters “K” and “E”. The “K” stands for Kodak and

the “E” stands for Endura; the award winning line of photo paper.

ICON

TAGLINE

SIGNATUR E

2ND SIGNATUR EPerfection In Paper

The tagline must always be set in title case letters.

The signature is the founda-tion of the logo and only the first letter should be capitalized.

The second signature always falls below the first signature and the top of the letter “E must touch the the capital “K”

The icon must always be placed in front of the signature.

3.7


Unacceptable Uses

Unacceptable presentations of the logo:

• DO NOT RECREATE THE LOGO UNDER ANY CIRCUMSTANCES

• Never substitute the typefaces

• The icon can never be used by itself, it must appear on the same page as the

company signature

• Never change the orientation of the logo

• Do not use on a background that will impair the legibility of the logo

• Do not distort any part of the logo

• Do not slant or rotate the logo

Detailed below are the unacceptable uses of the company’s logo and tagline. All of these rules are to be strictly followed with no deviations.

The purpose of the logo guidelines is to make sure that the company has a consistent look throughout all of its publications and marketing

materials. Adhering to these guidelines will help Kodak to successful re-brand themselves and create a new brand image for its Endura line

of papers.

3.8


DO NOT RE-CREATE THE LOGO

DO NOT SUBSTITUTE THE TYPEFACES

DO NOT CHANGE THE ORIENTATION OF THE LOGO

DO NOT USE ON A PAGE BY ITSELF

3.9


DO NOT USE ON A BACKGROUND THAT WILL IMPAIR THE LEGIBILITY

DO NOT DISTORT ANY PART OF THE LOGO

DO NOT SLANT THE LOGO

DO NOT ROTATE THE LOGO

3.10


Acceptable Uses

Acceptable Orientations Of The Kodak Endur a Logo

Horizontal Layout

Vertical Layout

3.11


Alternative Layouts of the Kodak Endur a logo.

Without First Signature (Horizontal Layout)

Without First Signature (Vertical Layout)

Without First Signature And Icon

Without Icon

3.12


Acceptable Background Usage

Perfection In Paper Perfection In Paper

Perfection In Paper

These are the only colors that can be used as backgrounds under the Kodak Endura logo. Any other color will impair the logos legibility and

therefore will not present a consistent brand image. On the facing page are examples of different textures that can also be used as back-

grounds under the Kodak Endura logo. The textures are not to overpower the logo but rather to help enhance the brand.

3.13


Perfection In Paper Perfection In Paper

Perfection In Paper

Acceptable Texture Backgrounds

3.14


Clearspace Calculations

Perfection In Paper

Every where the logo is used, the clearspace around the logo must follow these guidelines. The capital letter “K” is used to determine the

amount of space that is to be used around the logo.

3.15

Kodak Endura Re-Branding Campaign — Color And Type Guidelines

Typeface Specifications

The logo consists of three different typefaces; ITC Officina Sans, Bell Gothic Sans and Bickham Script Pro. The logo must always contain these

three typefaces. The first signature is set in Bell Gothic Sans, the second signature is set in Bickham Script Pro and the tagline is set in ITC

Officina Sans. ITC Officina Sans must also be used for all body copy and any headlines or subheads are to be set in Arno Pro.

ITC Officina Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ | abcdefghijklmnopqrstuvwxyz 1234567890 (!@#$%^&*)

Bell Gothic STD ABCDEFGHIJKLMNOPQRSTUVWXYZ | abcdefghijklmnopqrstuvwxyz 1234567890 (!@#$%^&*)

Arno Pro A BCDEFGHIJK LMNOPQRSTU V W XYZ | abcdefghijklmnopqrstuvwxyz 1234567890 (!@#$%^&*)

Bickham Script Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ | abcdefghijklmnopqrstuvwxyz 1234567890 (!@#$% &̂*)

Color and Type Guidelines

3.16

Kodak Endura Re-Branding Campaign — Color And Type Guidelines

Color Specifications

C:0 M:0 Y:0 K:100R:0 G:2 B:0 Hex: #000200

C:5 M:6 Y:13 K:0R:242 G:235 B:220 Hex: #F2EBDC

C:5 M:6 Y:13 K:0R:242 G:138 B:46 Hex: #F28A2E

C:4 M:35 Y:95 K:0R:242 G:174 B:46 Hex: #F2AE2E

C:0 M:83 Y:91 K:0R:242 G:84 B:48 Hex: #F25430

Specified here are the colors that are to be used in the logo. There are CMYK, RGB values and also Hexidecimal colors for use on the web and

in video. There are no exceptions for deviations from this color scheme.

The color palette shown below are the tints and shades that are acceptable for use in all Kodak Endura publications.

3.17

Kodak Endura Re-Branding Campaign — Image Usage

The images for this campaign must be visually attractive to the target audience and also must be creative in its subject matter. The images

chosen here are urban and colorful. With the narrative of this campaign being urban and creative, these images fit perfectly in that spectrum.

Other possible image choices can be colorful landscapes or photos taken of objects to represent an abstract genre.

Image Usage

3.18


3.19


4.2

4.0STYLE GUIDEBusiness Collateral 4.4

Advertising 4.6

Digital Media 4.8

FINAL DESIGNS

4.3

4.4

Kodak Endura Re-Branding Campaign — Business Collateral

Business Collater alAfter the new Kodak Endura logo was created, the remainder of advertising and business collateral was created to help launch the lines new

branding campaign. Presented here are the line’s business collateral which includes a letterhead, business card, envelope, fax cover sheet

and an email signature.

KodakEndura papers

343 State Street Rochester, NY 14650 • 1-866-563-2533www.kodakendura.com • [email protected]

KodakEndura papers

343 State Street Rochester, NY 14650

Kimberly KingEndura Paper Consultantwww.kodakendura.comP: 1-866-563-2533Fax: 1-866-563-2534Email: [email protected]

4.5

Kodak Endura Re-Branding Campaign — Business Collateral

KodakEndura papers


KodakEndura papers


From:To:

Date:

Fax#: Pages:

Phone#:

Notes:

FAX COVER SHEET

4.6

Kodak Endura Re-Branding Campaign — Advertising and Packaging

Advertising and Pack agingKodak Endura papers takes advantage of all different mediums of advertising. All advertising avenues must adhere to the branding guidelines

contained in this book and strive to produce consistent branding across all facets.

Billboard

Leader Ad

4.7

Kodak Endura Re-Branding Campaign — Advertising and Packaing

KodakEndura papers

www.kodakendura.com

Award-winning KODAK PROFESSIONAL ENDURA Papers set the gold standard for print quality. KODAK

PROFESSIONAL ENDURA Premier Paper is designed to raise the limits for portrait/social professional

paper even further — with more vibrant colors.

ENDURA Premier Paper features a technological breakthrough, the latest advancement in coupler

technology, which expands your capability to create high-quality print output — professional, com-

pelling prints that accurately preserve memories. Now, due to Kodak’s innovative cyan dispersion

and emulsion technology, you can benefit from an even larger color gamut, all the while maintain-

ing clean whites, rich blacks, and realistic skin tones. This paper will produce more colors than were

possible with previous ENDURA Papers.

MOR E COLORS. MOR E DETAIL.

Magazine Ad

4.8

Kodak Endura Re-Branding Campaign — Digital Media Designs

Website and Mobile Site DesignsThe wireframes for the desktop and mobile site has a concept of urban and creative. This concept has helped to direct the layout of the

desktop homepage. The target audience here are creative people with varying levels of design skills. The homepage is geared to allow the

user to find everything they are looking for on one page and also encourages them to explore the site further. According to SmartWebby.

com, “Give Priority to the Website User’s Needs: A web designer must be focused on the user’s need at all times - usability, accessibility,

user experience and user interaction considerations are all part of this. Learn to see things from a visitor’s perspective while designing.

(SmartWebby.com, 2012)” With this information, the page was designed with the audience in mind and figuring out what would be their

needs and what would they want to see.

Because the audience are creative people, the layout used basic design principles such as balance and hierarchy to attract them and also

keep their attention. User navigation is an important aspect of successful website design so the navigational links were placed at the top

where users expect them. Throughout the page, some of these links are repeated in creative ways with accompanying visuals. To allow for

the quick finding of a dealer, a location search was placed at the top of the page. Because the video is the primary focus of the site, it was

placed at the top in the center to immediately grab the users’ attention.

The mobile site mirrors the desktop site but it is more simplified. To keep with the concept of creative and urban, a photo was added along

the left side of the page. Each link is accompanied by an image to keep the page visually attractive to the audience. An option to allow the

user to visit the desktop site was also added which would provide them with a richer experience.

4.9


logoPerfection In Paper.

image

Inspiration

Products

Services

Contact Kodak

logos

image

image

image

image

Go To Desktop SIte

logo search bar

Inspiration Products Services About Kodak Contact Kodak

Contacts | Terms of Use | Privacy | Site Map© 2013 Kodak

Products Inspiration

image

Video

Kodak Endura PapersCheck out our full line of Endura papers

image

Image GallerySee what your Kodak can create

image

User ProjectsDesigns created by our users

Find a Kodak Endura dealer near you

Zip Code

City State

or

and

SEARCH

Perfection In Paper

image

image

image

Wir efr ames For Both Mobile And Desktop Sites

4.10


This set of comps is based off of my mood board #1 which has a narrative of urban and creative. Even though the narrative of this board is more

involved and more can be done with it visually, I decided to keep it simple and follow good design principles and keep the user in mind.

The background of the desktop site has an image of a bridge and a city. This element was added to give the page some creativity and visual

interest. The required video is placed in the center to grab the users’ attention and also because it’s the focal point of the page. To the left of

the video, I placed three images as a way to inspire the user. To the right of the video is a feature that allows the user to be able to search for

a retailer near them. The bottom of the page consists of clickable images that will take the user to different pages of the site. This was created

to give the user immediate access to areas of the site that they are interested in.

The mobile site to me is designed better than the desktop site. The mobile site really reflects the narrative of creative and urban. The logo and

tagline are placed at the top of the site so that the user knows exactly where they are at all times. The navigation is placed at the top of the

page like in the desktop site.

Most mobile sites don’t have links running along the top but since the narrative of this site is creative, I wanted to do something different. The

video is placed in the center of the page because this acts as the focal point. Since Photokina is something that Kodak has participated in re-

cently, it was a good idea to show the user that Kodak is still a viable competitor in the digital imaging industry. Along the bottom of the video

is a short description of what Photokina is. Also at the bottom are links to social media sites, RSS feeds and Kodak’s YouTube channel. There is

also the option for the user to go to their desktop site.

4.11


Comps For Both Mobile And Desktop Sites

4.12


Animated MoodboardThe main goal of the animated moodboard was to give it an upbeat tempo to coincide with the narrative of urban and creative. The transi-

tions are creative and not just the standard transitions. Because the narrative is creative, the transitions and the design choices of the ani-

mation need to reflect that. One of the design decisions that reflects the creative narrative is the gradient background and also the photos

flipping onto the screen. Because this is an actual replica of the static moodboard, all of the elements from that are incorporated into the

animated one.

4.13


Kodak

R efer enceshttp://famouswonders.com/wp-content/uploads/2010/02/Brisbane.jpg

http://files.myopera.com/sukekomashi-gaijin/albums/914939/Shinjuku_at_Night,_Tokyo,_Japan.jpg

http://wall.alphacoders.com/by_sub_category.php?id=168547

http://texturezine.com/wp-content/uploads/2009/10/Concrete_Textures_1.JPG

http://www.wallpaperasylum.com/wp-content/uploads/2012/08/Purple-Black-Wallpaper.jpg

http://www.wallsonline.net/wallpapers/2012/11/Abstract-Cool-85-1800x2880.jpg

http://www.texastypeamom.com/wp-content/uploads/2011/11/Epson-Logo.jpg

http://logocompany.info/wp-content/uploads/2012/05/fujifilm_logo.jpg

http://www.picrolls.com/wallpaper/79/79888-Old_Black-and-white_Photos_Vol_18_No_10.jpg

http://underemployedblog.files.wordpress.com/2012/10/coffee.jpg

http://www.toptenwallpapers.com/wallpapers/best_abstract_wallpapers_5_42-1920x1200.jpg

http://de.flash-screen.com/free-wallpaper/aussergew-hnliche-3d-design-kugel-tapete-f-r-erneuern-ihre-desktop/3d-design-kugel-tapete-blaue,1990x1440,63786.jpg

http://1.bp.blogspot.com/-ew1hCK9t9W0/Ty6PXzoLvSI/AAAAAAAAAlE/s7zJJdsJhPg/s1600/happy+coffee+shop.jpg

http://images.inmagine.com/img/aspireimages/pdv317/pdsi022313.jpg

http://www.usa.canon.com/app/html/PT101_techguide/PT101_HTML/index_amr.html

http://shop.usa.canon.com/webapp/wcs/stores/servlet/subCategory_10051_10051_-1_35258

http://bargainbriana.com/wp-content/uploads/canon-photo-paper.jpg

http://www.usa.canon.com/app/html/PR201_tech_guide/index.html

http://www.epson.com/cgi-bin/Store/jsp/Pro/MediaDetailsAll.do?BV_UseBVCookie=yes

http://www.theofficedealer.com/mm5/graphics/product_images/1300/seo/Epson-S041405-Photographic-Paper.jpg

http://imagingspectrum.com/blog/wp-content/uploads/2011/09/Epson-Velvet-Fine-Art-Small.jpg

http://www.freestylephoto.biz/images/prod/epsonultrapremlu.jpg

http://farm8.staticflickr.com/7169/6644614771_f1362d4146_z.jpg

http://www.hdwallpaperspk.com/wp-content/uploads/2013/02/3d-abstract-wallpapers.jpg

Associated Press. (February 9, 2012). Kodak Says It Will Stop Making Digital Cameras. Retrieved from http://www.nytimes.com/2012/02/10/business/kodak-says-it-will-stop-making-digi-tal-cameras.html?_r=1&ref=eastmankodakcompany.

Brown, Carolyn A. (November 16, 2010). How to Successfully Rebrand Your Business. Retrieved Friday, July 20, 2012 from http://www.inc.com/guides/2010/11/how-to-rebrand-your-busi-ness_pagen_2.html

C. David. (December 19, 2005). What font to use – serif vs. sans-serif. Retrieved Friday, July 20,2012) from http://www.symplebyte.com/general_usage/fonts/serif_or_sans-serif.html

Daneman, Matthew. (July 12, 2012). Kodak in bankruptcy, seeks bonuses to keep executives.Retrieved from http://www.usatoday.com/money/industries/manufacturing/story/2012-07-12/kodak-bonuses/56164734/1

Eastman Kodak Stock Prices. (n.d.). Retrieved from http://www.stocknod.com/EK Eastman-Kodak-stock-prices.aspx.

Felton, G. (2007). Advertising, concept and copy. W W Norton & Co Inc.

History of Kodak. (n.d.). Retrieved from http://www.kodak.com/ek/US/en/Our_Company/History_of_Kodak/Imaging-_the_basics.htm

Johnson, David. (n.d.). Color Psychology. Do different colors affect your mood? Retrieved Friday, July 20,2012 from http://www.infoplease.com/spot/colors1.html/

4.15

4.16

Kodak Endura Re-Branding CampaignDesigned and Compiled byKimberly King

Perfection in Paper.

Documents

Week 4 Final Submission