Redesigning Kodak’s brand - My creative process
Kodak was one of the world's largest film and camera manufacturers during all the 20th century. Yet, the iconic brand has not been able to reinvent itself in the digital era.
I’m a Branding Designer, and today I’m going to tell you how I transformed a forgotten Kodak into a modern Kodak.
I was scrolling through Twitter/X when I came across Kodak’s logo. It looked old and worn out. I started digging into the brand and found a once-pioneering photography company that had become completely forgotten, unable to compete in today’s market. And I asked myself:
If Kodak wanted to build new technology and compete again as a leader in the industry, what would its strategy be? What would its rebranding look like? 🔍
So I got to work.
🔍 Research and competitor analysis
Identifying the strengths and weaknesses of companies is no easy task. I also dove into Kodak’s history to understand what made it so popular in the first place. They were innovators—introducing the concept “You press the button, we do the rest.”
Back then, being a photographer required being a chemist and a technician. With the Kodak N1, all you had to do was press a button. But after decades of success, they failed to expand into the rest of the tech industry.
They attempted a more modern rebrand in the early 2000s, but later decided it was better to evoke their glory days, redesigning the logo to resemble the classic one again 👇
Maybe that was the problem.
Imagining a scenario where Kodak launched phones, computers, and TVs, their best move would be to reinvent themselves to connect with a younger audience, one that gravitates toward minimalistic, fresh aesthetics.
But there was another problem.
The market is already saturated with modern companies trying to grab attention with flashy visuals.
So I decided to return to what gives photography and video their meaning: immortalizing moments.
All the other brands are full of graphics and visuals, but many have simply forgotten to share what’s real.
So this would be a new Kodak: one that sells electronic devices. A new Kodak that stands out in fierce competition by showcasing real, colorful experiences 🌈
And to do that, it would rely on the colors and elements of light—the very thing that makes cameras possible. And ultimately, the thing that allows us to exist and see. So the entire brand would revolve around light and color.
✍️ Starting the sketches
I began with the logo. I tested dozens of typefaces over a long period of time; I wanted something minimal yet impactful, easily readable, and impossible to forget. I finally chose Dogma OT, with a few minor adjustments.
Then I wanted to add an isotype: a symbol that could represent the brand even without the name. I tried countless ideas until I finally realized:
That “K” could become something more. A modern video camera. 🎥
And as I mentioned earlier, the whole brand would revolve around light and color ☀️
With that combination of elements and the chosen color palette, I set out to represent the brand across different scenarios.
📢 Slogan
I wanted a phrase—a slogan—that embodied the brand. Something simple, short. And finally, I found it:
“Let there be light.”
Not only does it speak to the obvious importance of light, but it positions Kodak as the start of a new wave of modernity. I imagine them selling phones, computers, cameras, tablets. Everything.
Here you can see a video created by my dad, Tin de Azevedo, who is an animator:
Identity and tone of voice
I searched for powerful images that captured moments worth remembering, something that would differentiate Kodak from brands that rely heavily on graphics instead of real life. Images of people, of us. Very vibrant. But I didn’t want them to look overly staged; I wanted them to feel spontaneous.
I edited these images, boosted their saturation, and brought them to life.
Merchandising
I created graphic elements inspired by the logo and referencing light. Let there be light. Beautiful stickers and posters. I also applied this style to their social media.
Brand applications
I also created representations of how the brand would appear in different settings, like a tech event where the company’s experts present.
And I even designed how I imagined their devices appearing in various urban advertisements, phones that could be called Kodak Vision with incredible image quality, or tablets like the K-Tab 📱
The ad campaigns I imagined would follow a strategy focused on showcasing the sharpness and quality of their photos and videos, letting the product speak for itself.
I had so much fun creating this rebranding, and this was before AI existed, so you can imagine how much work it took to complete.
👉 If you want to see the full project, you can check it out here.
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