Brand identity and motion system, Packaging design
Role: Brand Strategy, Identity Design, Motion Design
Photography Credit: Chogiseok
Kodak faced significant challenges and a decline in its market share, particularly with the advent of digital photography. This identity system aims to revive the heritage and legacy of Kodak in the photography industry while showcasing its ongoing innovation in image-making technology in the modern era with the Kodak Moment campaign.
The inspiration behind this work stemmed from a desire to reinterpret the past, returning to Kodak’s emotional roots while showcasing how its innovations make sharing pictures easier than ever. The aspect ratio of the logotype is built upon a 3:2 of 35mm film cameras. The core motif and motion of two rectangles slide each other, intersecting—forming a negative rectangle inside, which is used to reveal that the photograph has become a central visual element. As Kodak’s historical identity is rooted in film photography, the process of developing a film has inspired me to create this core motif for Logoform. Taking both modern and nostalgic approaches, the motion of the logo form replicates the moment of ‘clicking the camera button’—capturing the moment and motion of developing a film to reveal the image taken. The idea of promotional posters is inspired by Apple’s “Shot with iPhone” advertising campaign, which aims to showcase pictures of the impressive photographic capabilities of Kodak cameras. My strategy was to highlight photographers on these posters. I chose to feature the work of Chogiseok specifically, as his photography is vibrant and aligns with the idea of Kodak Moment—capturing just the right moment that would get forgotten if not captured. To emphasize Kodak’s high-quality printing technologies, I incorporated a pixel stretch treatment into the design.
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