Kodak's New Year's Resolution
Perhaps Kodak’s New Year’s resolution was to change the company image. On January 6, Eastman Kodak Co. introduced a new logo after more than a half century. The new logo still dons the classic red and yellow colors, but the box surrounding the big letter “K” was apparently voted off the island. The logo is simple, but the word Kodak is written in a customized typeface.
That would make Kodak the fourth of Fortune 500 companies changing their logos within a few weeks of each other. Intel recently unveiled a new logo, symbolizing the company’s shift from PC business to consumer products; At&t modified its logo after merging with Southwestern Bell; and VISA also updated its logo.
Is Kodak trying to jump on the boat, or does the company have its own plans to transition amidst film-trying times?
According to Kodak, the new logo is part of the company’s plan to redefine its brand-name identity, transitioning from film to digital imagining and software.
Please allow my witness to add to those of Kodak, Intel, At&t and Visa: logos speak volumes about a company. A new logo gives a company the opportunity to portray a fresh look. Though the new logo never strays far away from its originator, the new logo is modified, representing modifications in the company.
Kodak is trying to “break out of the box,” as stated by Betty Noonan, director of marketing at Kodak, and redefining its company image through a new logo was its first step.
There are common trends among the four new and improved logos as well. All the companies chose to simplify their logos, using only one or two colors and minimal graphics. At&t and Intel both changed from capital to lowercase letters, perhaps to make the companies seem more approachable and less corporate. The Kodak image especially was seen as outdated, whereas its new logo is fresh and modern. Such changes to each of these Fortune 500 logos portray the new and improved brand image.
In 2006, think about what your logo says about your company. If you don’t think your logo matters, take notes from four of the largest Fortune 500 companies. If you’ve updated your company, perhaps its time to update your logo: it could be the easiest way to let your public know you’ve changed.
Source: www.democratandchronicle.com
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