The logo and branding for the Kodak company was always an abstract way of thinking and designing. In the early 20th Century Kodak was the first company to use its name into a logo design, making it stand out from other company’s branding. During the 1930’s the focus moved from the name or letters to the trademark colours of yellow and red to depict the company and what it stands for. In the 1960’s a curve was given to the logo to depict the thin flexible slightly curling film that was used to create its camera film. In 1971 the logo continued to use the yellow and red trademark colours and the name of the company but added a red abstract shape of a ‘k’ to represent the company and make it look like a negative after the film has been developed.
In the 1980’s a simple sanserif typeface was added to the design streamlined to create it more contemporary.
In 2006 the design was changed again to primarily make it more simple and contemporary. Using a rounded typeface, deleting the box with a distinctive box.
The trademark colours were issued to enable increasing of memorability and distinctiveness for the company. The 1972 design of the previous logo was designed by Peter J. Oestreich and later in 1980's re designed to make it simpler. He connects the design with the old style of film photography where the film would be developed to produce the images.
Kodak 2012, History of Kodak, http://www.kodak.com/ek/US/en/Our_Company/History_of_Kodak/Evolution_of_our_brand_logo.htm, viewed 18th February 2012
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