Tue, January 17, 2006

Kodak Kills the K

Kodak has decided to break out of the box. It is eliminating the widely recognized somewhat K-shaped box that has contained the Kodak wordmark for the last 70 years. The new logo — really just the Kodak brand name set in a new custom typeface with lines above and below — continues to use the company’s red and yellow colors.

Comparison of old and new Kodak logos

It is hard to believe that Eastman Kodak would throw away its brand, as UPS did earlier, but it appears they feel it will help them get away from being known primarily for film photography. According to an article in the Rochester Democrat and Chronicle Kodak wants the new logo to provide a “contemporary look but be flexible enough to apply in new ways and new venues across Kodak’s varied businesses –everything from tiny handheld digital cameras to computer software to the letters on Kodak buildings around the world.”

It probably is unfair to compare the old logo with the new one. Kodak had already stepped away from using the old logo on packaging, opting instead to simply use the lettering from the old logo without the box. When comparing on that basis, at least the new one is moderately distinctive.

Old Kodak wordmark

In other boring logo news, Intel has decided to change theirs as well. Since the company is eliminating the Intel Inside phrase it is worth mentioning, but getting rid of the dropped E and adding a swirl sounds tired before it even gets much exposure.