Kodak Express - Directrices de Marca

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April 17, 2007

Visual Identity Guidelines


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KODAK EXPRESS Digital Solutions Visual Identity Guidelines - 3

2.0Basic Elements


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Whenever possible, the logo

should be printed in color.

When color is not available,

a black and white version can be printed

on a white backround.

2.1The Logo. Horizontal

The horizontal version of the KODAK EXPRESS logo is the preferred usage.


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2.2The Logo. Vertical

Whenever possible, the logo

should be printed in color.

When color is not available,

a black and white version can be

printed on a white backround.

The vertical version of the KODAK EXPRESS logo is the alternative. We suggest a limited application of

this method, exclusive to those situations in which horizontal logo application is impractical.


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2.3The Logo. Color Palette

Kodak trade dress red and Kodak trade dress yellow are proprietary

colors. Whenever possible, they should be mixed to match the

standard targets provided in Kodak publication Z7-1, Visual

Comparison of Kodak trade dress colors (yellow and red), available from

Advertising Distribution (1-800-233-1650).

If Kodak trade dress colors (yellow and red) must be represented using

standard PANTONE colors, the closest values are as follows:

Kodak trade dress yellow: Print to match PANTONE (Yellow) 1235.

Kodak trade dress red: Print to match PANTONE (Red) 485.

White plays an important role in our identity system. It makes

communication materials more inviting, easier to read and understand.

It signals clarity and straight for wardness.

80% Black is also being introduced as a primary color at retail for

text only. The KODAK EASYSHARE system identity color palette also

includes a third color: Silver. The preferred color is PANTONE 8402.

If it is not possible to use a true metallic ink for Silver, 61% Black or

PANTONE 424 can be substituted. For on-screen presentation, the RGB

and HTML values that provide the best match are as follows:

RGB

Kodak trade dress yellow: R255, G204, B0

Kodak trade dress red: R204, G0, B0

HTML

Kodak trade dress yellow: #FFB700

Kodak trade dress red: #ED0000

Kodak trade dress yellow is a custom color. It does not translate exactly to CMYK. It should

be printed to match Kodak publication Z7-1. For assistance contact Print Production.

Primary palette

Kodak trade

dress yellow

Kodak trade

dress red

80% Black(for retail text only)

PMS 8402 White

Secondary palette

The primary colors of Kodak are Red and Yellow. All shades in between these two

colors make up the secondary palette. The secondary palette may only be used

when the page is anchored in Kodak trade dress colors.

Midrange = 0c 54m 92y 0k

Improper use of colors

Do not tint the Kodak trade dress

primary colors.

Do not overlap trade dress colors in a

way that would cause colors to shift.

The colors, CMYK, and RGB breakdowns shown on this page and throughout this guideline,

have not been evaluated by Pantone, Inc. for accuracy and may not match PANTONE

Color Standards. For accurate PANTONE Color Standards refer to the current edition of the

PANTONE formula guide. PANTONE is the property of Pantone, Inc.


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LEVEL 2: PERSUADE

Objective: Buy me

Distance: 20ft - 5ft

medium range

LEVEL 1: NAVIGATEObjective: Find me

Distance: 300ft - 20ft

long range

LEVEL 3: INSTRUCT

Objective: Under stand meDistance: 5ft - 1ft

close up

The most important consideration when using the

Kodak colors is that they be used in the correct

proportion to one another. To address this, a chart

has been developed to guide the amount of yellow

needed on applications. Adhering to these

proportions unifies our communications while

allowing flexibility in overall messaging and layout.

Many of our communications materials have already

been designed with careful thought to the use of

Kodak trade dress yellow and the KODAK EXPRESSlogo. When you create new materials, apply these

basic rules for using Kodak trade dress yellow.

Basic Rules for Using Kodak Trade Dress Yellow

Printed Materials

There should always be some amount of Kodak

trade dress yellow used on the same surface as the

Kodak logo. It should appear to be at least double

the amount of Kodak trade dress red used for

the Kodak logo.

As the volume of white space diminishes on

an application, the volume of Kodak trade dress

yellow should increase slightly.

A good rule of thumb is: the more imagery and

text there is, the more yellow there should be.

Keep in mind that as the layout opens up uses

more and more white space the use of Kodak

trade dress yellow should decrease. In this case,

Kodak trade dress yellow functions as an active

element by drawing attention to the most

important message of the piece.

2.4The Logo. Color Proximity Strategy

Retail Environments

In retail environments, more yellow will also be

required to make the display stand out and

immediately be recognized as Kodak.

Max Yellow

Max White

Applications:

Posters

Counter card

Packaging

Applications:

Signage

Vehicle

Shelf-talker

Window cling

Applications:

Counter mat

Price tag

Back bar

Data sheet

Newsletter

Retail advertising


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2.5The Logo. Clear Space Area

HorizontalWhenever using the horizontal

logo, there should be at least the

height of the letter K on both

sides of the logo, and the width of

the letter K on top and

below the logo.

VerticalWhenever using the vertical logo,

there should be at least the

height of the letter K

around the edges.


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2.6The Logo. Minimum Size

To be sure that all applications of the brand are legible and impactful, the logo

should never be smaller than the following measurements:

Horizontal1 1/8 wide (1.125 inches = 28.5 mm)

Vertical0.6 wide (15.5 mm)

Minimum Size 1 1/8 (28.5 mm)

Enlarged

Sample

0.6 (15.5 mm)

Enlarged

Sample

Minimum Size


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White BackgroundBased on the instructions in section 2.4, the background color will be dictated by the application and distance.

2.7The Logo. Variations

Yellow BackgroundIn this case, the white logo background becomes yellow and the letters remain in their original colors.

Black BackgroundIn this case, the white logo background becomes black.

The word Kodak remains in its original red color, and all other words change to white.


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2.8 The Logo. Incorrect Usage

Do not change

any of the logo colors.

Never change the size or position

of elements within the logo.

Do not skew the logo

in any way.

Never use a different shade of yellow

anywhere under or around KEX logo.

Never use the logo

on a red background.

Never reduce the logo size to smaller

than that accepted.

Dont confuse regular logo with signage

logo lockup (yellow background, sunburst

and Kodak Express logo).


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2.9The Logo. Typography

Whitney KConsistent use of Whitney K as the primary typeface is a key

component of the identity system.

Whitney K bold is recommended for headlines.

Whitney K semiboldis recommended for product descriptors

in logo treatments.

Whitney K mediumis recommended for subheads and other

points of emphasis.

Whitney K book should be used exclusively for subbrands.

Whitney K lightis recommended for body copy.

Kodak has a few general guidelines for the use of type:

Align type flushed left and ragged right;

The appropriate kerning for type is zero.

Similar typefaces or other weights of Whitney K cannot be

substituted on any printed communication material, and cannot

be distorted by expanding, condensing, or modifying the

letterforms in any way.

Whitney K Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Whitney K Book


Whitney K Medium


Whitney Semibold


Whitney K Bold



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2.9The Logo. Typography - Alternative

Alternative Desktop Typeface.For External Use and File Sharing OnlyFor instances when Whitney our typeface is not available

(ex., non-Roman alphabet languages, text on web sites,

PowerPoint presentations for external use and file sharing),

Arial is the approved alternative. Whitney must be

used for all marketing collateral.

Arial Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmn opqrstuvwxyz

0123456789

Arial Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz0123456789


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2.10The Logo. Localization

Adapted logo versions

exist in the language

of every local market.

For your use, it is

recommended that you

follow the same rules as

are previously described

in this chapter.

English

Portuguese

Turkish

Thai


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The Sunburst is a design element that may be used in KODAK EXPRESS applications. When using the sunburst,

crop it on the corner or edge of the page. The sunburst should be used to highlight objects or text,or it should direct the

eye to part of the page. Never show the entire sunburst. The preferred usage on page layouts is in the upper left hand

corner. When this is not an option, it may be cropped as shown below.

2.11The Sunburst. Position


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The Sunburst should only be used in the Kodak Trade Dress Yellow or white.

2.12The Sunburst. Color

Primary burst white

Viewing distance: far

Primary burst yellow

Viewing distance: close


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2.13The Sunburst. Product Photography

The primary sunburst should always activate an object in the layout.

It is used most commonly to showcase a product. Always ensure that the product is anchored securely in the yellow

field within the rays of the burst (towards the center point of the circle).

Bottom Left Left Middle Top Left

Bottom Right Right Middle Top Right


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2.14The Sunburst. Incorrect Usage

Primary Sunburst, Product Photography, and Imagery Improper UseAvoid the relationships below when pairing the primary sunburst with photography.

Do not use the primary sunburst

as an accent to the product.

Do not center and float a product

with the primary sunburst.

Make sure the product is

displayed large enough for the

burst its placed on.

Do not place too many

elements of the visual language

aroundthe product.

Do not place any imagery on

theprimary sunburst.


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2.15The Sunburst. Logo Lockup

Logo = 165% long

of 1/4 sunburstUse exactly 1/4

of original sunburst

Baseline = 150% K height

Logo overlaps sunburst 150% K height

from outer edge of sunburst

This lockup is to be used in the lower left hand corner of the page. The lockup may be scaled

proportionately based on size of piece.


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For all newly developed comunications that do not leverage existing, approved templates, please route materials to

[email protected] for preliminary review.

The Corporate Branding Office is a resource for advice, counsel, and review of Kodak communications, graphics, product names

logos, and nomenclature. To ensure that all standards are met, please route all FINAL communications materials to this group for review

prior to production.

Information from the Corporate Branding Office is also available online to Kodak employees only at http://corporateidentity.kodak.com.

Contact information:

Eastman Kodak CompanyCorporate Branding Office

343 State Street

Rochester, NY 14650-0705

Phone: (585) 724-9115

Fax: (585) 724-9517

Email: [email protected]

KNET: 224-9115

For questions regarding the KODAK EXPRESS Digital Solutions Imaging Solutions Visual Identity Guidelines,

please contact Amy McHale ([email protected]. 585-724-2278) or Rick Allen ([email protected]. 585-781-9027).

Kodak, 2007

Kodak, Kodak Express, APS, and EasyShare are trademarks of Kodak.

7.0Approvals and Corporate Resources

Kodak Express - Directrices de Marca

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