Kodak new identity by Work-Order

Kodak new identity or back to its heritage?

Kodak just announced its new identity and logo created by Work-Order.

The minute I saw the new logo I had an instant throwback. I saw myself back in the 90’s, as a kid, taking a Kodak film roll to my local photography processing shop. I could feel again that excitement when I collected the fresh photos, all wrapped up in a beautiful Kodak envelope.

My reaction made me happy. Happy to feel the emotions that a consistent brand can make us experience. Happy to experience again the importance of branding. OK, rambling & overexcitement done.

In my opinion, the new identity and logo is exactly what Kodak needed. With digital photography everywhere, a brand with a heritage such as Kodak’s should hold on tight to its roots.


Kodak logo evolution

Photo credit: www.work-order.co


“I don’t think of what we’re doing as ‘bringing back’ the iconic identity of Kodak, because in people’s hearts and minds, I don’t think it really went away. It’s simply logical to keep one of the world’s most famous brand marks at the forefront of the company’s image and identity.”

– Steven Overman, Kodak’s Chief Marketing Officer


After cringing in 2006 over the redesign of the iconic Kodak logo, ten years later, I applaud this new 2016 identity, which strengthens the place that this brand has in our minds.



Nona Maria Goleanu

Creative partner at Vectory House with experience in business management, branding and graphic design. Usually a very happy person but she gets easily annoyed if someone steals her post-its.

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