Looks like Kodak can be counted among the latest companies to re-brand their corporate identity. The famous ‘K’ brand has been replaced by a simple text based logo, one supposes to reflect the company’s expansion into products and services other than traditional photography (I always thought the ‘K’ version of the logo to be quite effective – obviously the ‘K’ represents Kodak, but the design always reminded me of light hitting a camera/lens focal plane). The Kodak logo has been around in one form or another since 1971 (The company’s corporate web site features an interesting look at the evolution of the Kodak logo). The new logo is a bit simple for my tastes, but will probably serve Kodak quite well. When a large corporation changes their logo, the effect can be quite dramatic – everything from market share to stock value can be effected – and subsequently the cost of these changes can be staggering. While obviously not as traumatic for a smaller size operation, unveiling a new logo is not something to be taken lightly. You can read read about the risks, and rewards, of changing your current logo in our library area.
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