Visual Identity Guidelines

April 17, 2007

2.0 Basic Elements

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2.1 The Logo. Horizontal

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

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.

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2.2 The Logo. Vertical

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.

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.

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2.3 The 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

(for retail text only)

80% Black

PMS 8402

White

Secondary palette
Midrange = 0c 54m 92y 0k

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.

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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2.4 The Logo. Color Proximity Strategy

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 unies our communications while allowing exibility 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 EXPRESS logo. 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.

Retail Environments In retail environments, more yellow will also be required to make the display stand out and immediately be recognized as Kodak.

LEVEL 1: NAVIGATE Objective: Find me Distance: 300ft - 20ft long range

Max Yellow

Applications: Signage Vehicle Shelf-talker Window cling

LEVEL 2: PERSUADE Objective: Buy me Distance: 20ft - 5ft medium range

Applications: Posters Counter card Packaging

LEVEL 3: INSTRUCT Objective: Understand me Distance: 5ft - 1ft close up

Max White

Applications: Counter mat Price tag Back bar Data sheet Newsletter Retail advertising

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2.5 The Logo. Clear Space Area

Horizontal

Whenever 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.

Vertical

Whenever using the vertical logo, there should be at least the height of the letter K around the edges.

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2.6 The 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:

Horizontal Vertical

1 1/8 wide (1.125 inches = 28.5 mm) 0.6 wide (15.5 mm)

Minimum Size Enlarged Sample

1 1/8 (28.5 mm)

Minimum Size Enlarged Sample

0.6 (15.5 mm)

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2.7 The Logo. Variations

White Background

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

Yellow Background

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

Black Background

In 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. Dont confuse regular logo with signage logo lockup (yellow background, sunburst and Kodak Express logo).

Do not skew the logo in any way.

Never reduce the logo size to smaller than that accepted.

Never use the logo on a red background.

Never use a different shade of yellow anywhere under or around KEX logo.

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2.9 The Logo. Typography

Whitney K
Whitney K Light

Consistent 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 semibold is recommended for product descriptors in logo treatments. Whitney K medium is recommended for subheads and other points of emphasis. Whitney K book should be used exclusively for subbrands. Whitney K light is recommended for body copy. Kodak has a few general guidelines for the use of type: Align type ushed 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.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Whitney K Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Whitney K Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Whitney Semibold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Whitney K Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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2.9 The Logo. Typography - Alternative

Alternative Desktop Typeface. For External Use and File Sharing Only
For instances when Whitney our typeface is not available (ex., non-Roman alphabet languages, text on web sites, PowerPoint presentations for external use and le sharing), Arial is the approved alternative. Whitney must be used for all marketing collateral.
Arial Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789

Arial Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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2.10 The 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

Thai

Turkish

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2.11 The Sunburst. Position

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.

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2.12 The Sunburst. Color

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

Primary burst white Viewing distance: far

Primary burst yellow Viewing distance: close

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2.13 The 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 eld 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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2.14 The Sunburst. Incorrect Usage

Primary Sunburst, Product Photography, and Imagery Improper Use
Avoid 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 oat 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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2.15 The Sunburst. Logo Lockup

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.

Logo overlaps sunburst 150% K height from outer edge of sunburst

Use exactly 1/4 of original sunburst

Logo = 165% long of 1/4 sunburst

Baseline = 150% K height

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7.0 Approvals and Corporate Resources

For all newly developed comunications that do not leverage existing, approved templates, please route materials to amy.mchale@kodak.com 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 Company Corporate Branding Office 343 State Street Rochester, NY 14650-0705 Phone: (585) 724-9115 Fax: (585) 724-9517 Email: us-cmo-branding@kodak.com KNET: 224-9115 For questions regarding the KODAK EXPRESS Digital Solutions Imaging Solutions Visual Identity Guidelines, please contact Amy McHale (amy.mchale@kodak.com. 585-724-2278) or Rick Allen (richard.allen@kodak.com. 585-781-9027).

Kodak, 2007 Kodak, Kodak Express, APS, and EasyShare are trademarks of Kodak.

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