In a break with the past, Eastman Kodak Co. is introducing a new corporate logo designed to help the company forge a new image as a cutting-edge, 21st century innovator.
Kodak's new corporate symbol retains the company's distinctive red and yellow colors, but does away with the boxes that have contained the word "Kodak" for the past 70 years.
The logo change was introduced today during a sweeping speech by Kodak Chairman and Chief Executive Antonio Perez at the International Consumer Electronics Show in Las Vegas. In his speech, Perez called on the industry to work together to make digital imaging and digital photography easier and more useful in the context of daily life.
The new mark, based on a customized typeface, is designed to give the company a contemporary look but be flexible enough to apply in new ways and new venues across Kodak's varied businesses --everything from tiny handheld digital cameras to computer software to the letters on Kodak buildings around the world.
The logo is one part of Kodak's larger effort to redefine its brand-name identity, through advertising, public relations, supplier and partner relationships and other in areas.
"We want to break out of the box, in a lot of ways," says Betty Noonan, director of brand management and marketing services at Kodak.
The announcement caps a busy week for Rochester's best-known company. Kodak late Thursday announced an important technology-sharing-and-marketing alliance with Motorola Inc. aimed at making imaging more widespread in electronic devices. Earlier, it unveiled what is believed to be the first digital camera with two lenses, and new software that combines Internet telephone calls with photo sharing.From, The Rochester Democrat & Chronicle News