After initially suffering from its hesitation in embracing digital technology, Kodak is now releasing increasingly popular products, necessitating the update.
From the Work + Order website: “Since the early 20th century, Kodak’s packaging and marketing materials have been blanketed in a warm yellow with red and black features. Our aim was to re-establish this strength and to never abandon the use of yellow on anything.”
Explaining its choice of vertically oriented type, Work + Order designers explain, “The symmetry of the capital letterforms creates a molecular flexibility that allows the wordmark to be stacked. It is reminiscent of film perforations and street signage. It acts as a manufacturer’s stamp: the logo is the first read and the name is the supporting mark. When [the logo is] small, the name is removed leaving just the icon.”
Read more behind Kodak’s new, yet old logo here.