June 2011 Visual Identity Guidelines - Kodak · PDF fileof 2 cm. (0.787 in.) ... The menu strips should be one-panel wide by half-panel tall. ... Large Format Poster Prints 3. African

VisualIdentityGuidelines

June 2011

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 2

Overview.....................................................................3

Size ........................................................................... 4

Colors ..........................................................................5

Communication Area ............................................. 6

Deliverables ...............................................................7

Project Assets .......................................................... 8

Product Menu Purpose ............................................................ 9 Assets .............................................................10 Size ...................................................................11 Layout ............................................................. 12

Action Modules & Menu Board Tiles Purpose ........................................................... 13 Assets .............................................................14 Size ..................................................................16 Photography .................................................. 17 Layout .............................................................18

Product Tablet Purpose ...........................................................19 Assets ............................................................20 Size ..................................................................21

Area Header Purpose .......................................................... 22 Assets ............................................................ 23 Size .................................................................24

Product Banners Purpose .......................................................... 25 Assets ............................................................26 Size ..................................................................31 Photography ................................................. 32 Layout ............................................................ 33 Messaging Deck ..........................................34

Holiday Purpose .......................................................... 35 Assets ............................................................ 36 Size .................................................................38 Layout ............................................................ 39

Product Banners Purpose ..........................................................40 Assets .............................................................41 Size .................................................................45 Layout ............................................................46

Branding Posters Purpose ..........................................................48 Assets ............................................................49 Size .................................................................54 Photography ................................................. 55 Layout ............................................................56 Approvals and Corporate Resources ........ 57

Table of Contents


6.0 In Store Communications6.0 In Store Communications

Overview

The in-store communications were designed to complement the KODAK EXPRESS Digital Solutions store experience. They are:

User Friendly – Intuitive environment that provides guidance

Interactive – Inviting and encouraging the consumer to touch, play and participate

Modular – Accommodating every store size and shape

Dynamic – Adapting easily to new portfolios and techniques

Feasible – Cost efficient and easy to source and produce with local materials


6.1 In Store Communications

Size

The pieces have been designed in grids of 40x40 cm. (15.748x15.748 in.) panels, as they should fit the appropriate store communications area. A separation of 2 cm. (0.787 in.) has been considered for multiple-panel layouts.

40 cm

.40

cm.

40 cm

.40

cm.

40 cm

.

40 cm. 40 cm.

2 cm

.

2 cm.

2 cm.

2 cm.

2 cm.



Colors

The colors to be used throught the campaign are the KODAK Dress Yellow (PMS1235) and KODAK Dress Red (PMS 485), plus black. As the artwork is designed for digital output, the black composition is 100% K. If the user decides to use the artwork for offset printing, we recommend using a deeper black background, such as 50% C / 40% M / 20% Y / 100% K.

KODAK Dress YellowPMS 1235

KODAK Dress RedPMS 485

Black100% K

Deep Black (for offset printing only)

50% C 40% M 20% Y 100% K



Communication Area

1. Product Menu Strips2. Action Modules & Menu Board Tiles3. Product Tablets4. Area Headers

5. Product Banners6. Holiday Banners (Vertical)7. Featured Product Banners (Horizontal) 8. Branding Posters

Communication Area

Communication

Communication with product



The artwork has been prepared for digital output. All pieces will be delivered as Photoshop layered files (.psd format) and RGB color mode.

Deliverables



For greater flexibility, the following assets have been created. Use the appropriate mix that best suits your needs.

Branding Posters

Action Modules & Menu Board Tiles

Product Banners

Product Menu Strips

Featured Product Banners (Horizontal)

Holiday Banners (Vertical)

Area Headers

Product Tablets

Project Assets



Product Menu Strips — Purpose

Purpose

Product menu strips are designed to inform the consumer of all creative alternatives available in store. Each strip features a product or service and its price. Stores may use the appropriate mix that best suits their needs.

Product Menu Strips



Product Menu Strips — Assets

Product menu strip versions:

Sale Item Product menu strip versions:

New Item Product menu strip versions:



Product Menu Strips — Size

The menu strips should be one-panel wide by half-panel tall. The trim size is: 40x10 cm. (15.748x3.937 in.)

40 cm

.40

cm.

10 cm

.

40 cm. 40 cm.

2 cm

.

2 cm.



Product Menu Strips — Layout

a. Regular items to be listed over black background.

b. Items on sale to be listed over red background.

c. New items to be listed over yellow background.

Correct Layout

RegularItem

Correct Layout

Itemon Sale

Correct Layout

NewItem



Action Modules & Menu Board Tiles

Purpose

Assets have been created to communicate the products and services available in store (menu board tiles), as well as action photos of children (action modules) to be used as accents along the store or with the menu board tiles. Each menu board tile features a product or service. Stores may use the appropriate mix that best suits their needs.

Action Modules

Menu Board Tiles



Action Modules & Menu Board Tiles — Assets

1. African boy: version 1

5. Asian boy: version 1

9. Caucasian boy: version 1

13. Hispanic boy: version 1

17. Indian boy: version 1

2. Border and Templates

6. Canvas Prints

10. Color Correction

14. Video Transfer DVD

18. Large Format Poster Prints

3. African girl: version 1

7. Asian girl: version 1

11. Caucasian girl: version 1

15. Hispanic girl: version 1

19. Indian girl: version 1

4. Calendars

8. Prints from Digital Media

12. Enlargements

16. Photo Gifts

20. Photo ID Passport

Action Modules & Menu Board Tiles: (Art work is available for all ethnicities.)



Action Modules & Menu Board Tiles — Assets

22. Image Restoration

26. Photo Books

30. Portrait Studio

34. Prints from Camphones

38. 1 Hour Prints

24. Prints from Prints

28. Prints in Seconds

32. Photo Film

36. Scanning and Storage

40. Ultra Photos

21. African boy: version 2

25. Asian boy: version 1

29. Caucasian boy: version 2

33. Hispanic boy: version 2

37. Indian boy: version 2

23. African girl: version 2

27. Asian girl: version 2

31. Caucasian girl: version 2

35. Hispanic girl: version 2

39. Indian girl: version 2

Action Modules & Menu Board Tiles: (Art work is available for all ethnicities.)



Action Modules & Menu Board Tiles — Size

a. Action modules are photos of expressive children and are designed in the standard panel size of 40x40 cm. (15.748x15.748 in.).

b. Each menu board tile represents a product or service and is designed in the standard panel size of 40x40 cm. (15.748x15.748 in.).

c. For smaller stores, an alternative menu board tile set has been designed at 20x20 cm. (7.874x 7.874 in.). In this case, a combination of small menu board tiles should be used along with the large action module tiles.

menu boardtile

menu boardtile

menu boardtile

menu boardtile

menu boardtile

menu boardtile

action modules

action modules

Smaller store

40 cm

.40

cm.

40 cm. 40 cm.

2 cm.

2 cm.

menu boardtile

menu boardtile

menu boardtile

action modules

action modules menu boardtile

Larger store

40 cm

.40

cm.

40 cm. 40 cm.

2 cm.

2 cm.



Action Modules & Menu Board Tiles — Photography

a. The photo is the hero; it should be cropped and enlarged to dominate the visuals.

b. For smaller stores, a set of small menu board tiles has been designed. A combination of small menu board tiles should be used along with the large action module tiles.

c. Action modules cannot be displayed on the small tile size. They should only be used in the large tile format.

Correct Photo Usage

Incorrect Photo Usage



Action Modules & Menu Board Tiles — Layout

a. Zoom in to photo products as much as possible, maintaining a grid layout to create a balance.

b. Horizontal grid lines must bleed left and right sides.

Correct Layout

Incorrect Layout



Product Tablets

Purpose

Product Tablets are area signs that specify the different categories of products and services offered at a store.

Product Tablets



Product Tablets — Assets

Product Tablets versions:



Area Headers — Size

The headers trim size is: 83x20 cm. (32.677x7.874 in.)

20 cm

.

83 cm.



Area Headers

Purpose

Area headers are designed to attract customersto all the creative photographic experiencesbeyond 4x6” prints.

Area Headers



Area Headers — Assets

Area header versions:



Area Headers — Size

The headers trim size is: 83.4x22.6 cm. (32.834x8.89 in.)22.6 cm

.

17 cm.

83.4 cm.



Product Banners

Purpose

Product banners are designed to build the customers’ awareness of all the creative possibilities available to fulfill their photographic needs.

Product Banners



Product Banners — Assets

Product Banner African versions:

1. Creative Products 2. Photo Book


5. Photo Enlargements




Product Banner Asian versions:







Product Banner Caucasian versions:







Product Banner Indian versions:







Product Banner Hispanic versions:






Product Banners — Size

The banners should be two-panels wide by one-panel tall and allow for the corresponding space between panels. The trim size is: 82x40 cm. (32.283x15.748 in.)

40 cm

.40

cm.

40 cm. 40 cm.

2 cm

.

2 cm.



Product Banners — Photography

a. Product photos should be cropped and enlarged to dominate the visuals.

b. Template color must match the action photos palette.

Correct Photo Usage




Product Banners — Layout

a. Zoom in to photo products as much as possible, maintaining a grid layout to create a balance.

b. Vertical and horizontal grid lines must bleed on the top and right sides.

Correct Layout

Incorrect Layout

——— 3 X ——— — X — — X —

|X |

|X |

|X |

|X |

|X |



Product Banners — Messaging Deck

Two sets of text have been created to convey two different messages: one functional (the trusted guide) and one creative (the inspiration).



Holiday Banners (Vertical)

Purpose

Holiday banners are designed to create a separation between store displays, while allowing the customers to experience the feeling of the featured holiday season.

Holiday Banners



Holiday Banners (Vertical) — Assets

Holiday Banners dark skin:

1.

8.

2.

9.

3. 4. 5. 6. 7.

1. Airplane 2. Boat 3. Brochure 4. Christmas 5. Flower Base 6. Hammer 7. Paint Brush 8. Summer 9. Valentines



Holiday Banners (Vertical) — Assets

Holiday Banners fair skin:

1.

8. 10.

2.

9. 11.

3. 4. 5. 6. 7.

1. Airplane 2. Asia 3. Boat 4. Brochure 5. Business Card 6. Christmas 7. Flower Base 8. Hammer 9. Paint Brush 10. Summer 11. Valentines



Holiday Banners (Vertical) — Size

The banners should be four-panels tall and allow for the corresponding space between panels. The trim size is: 36x166 cm. (14.173x65.354 in.)

40 cm

.40

cm.

40 cm

.40

cm.

40 cm

.

40 cm.

2 cm.

2 cm.

2 cm.

2 cm.



Holiday Banners (Vertical) — Layout

Holiday banners are designed over a black background.The image should transmit the emotion of the season by showing the hand of a child holding an item that represents the feeling of the featured holiday or theme.



Featured Product Banners (Horizontal)

Purpose

Featured Product banners are designed to create customers’ awareness of those products that are featured by the store as seasonal theme, new item or on special promotion. To make a visual impact, the themed-product banners are designed over black background, while the special promotion banners are displayed over red and the new item banners over yellow background.

Featured Product Banners



Featured Product Banners (Horizontal) — Assets

Featured Product Banner versions:

2. Special Product Banner

3. New Product Banner

1. Themed-Product Banner




Featured Product Banner dark skin versions:

1. Airplane

2. Boat

3. Brochure

4. Christmas

5. Flower Base

6. Hammer

7. Paint Brush

8. Summer

9. Valentines




Featured Product Banner fair skin versions:

1. Airplane

2. Asia

3. Boat

4. Brochure

5. Business Card

6. Christmas

7. Flower Base

8. Hammer




Featured Product Banner fair skin versions:

9. Paint Brush

10. Summer

11. Valentines



Featured Product Banners (Horizontal) — Size

The banners should be two-panels wide by one-panel tall and allow for the corresponding space between panels. The trim size is: 82x40 cm. (32.283x15.748 in.)

40 cm

.40

cm.

40 cm. 40 cm.

2 cm

.

2 cm.



Themed-Product Banners(Horizontal) — Layout

Themed-product banners are designed over black background. The image should transmit the emotion of the season by showing the hand of a child holding an item that represents the feeling of the featured holiday or theme.



Special and New Product Banners(Horizontal) — Layout

Special product banners are designed over Red PMS 485 background, while new product banners over Yellow PMS 1235. A vertical strip to show the word “SPECIAL” or “NEW”, followed by a description of the offer.



Purpose

To convey the value proposition of Kodak Express Digital Solutions by representing the consumers’ reaction to a creative product, as guided by Kodak’s umbrella campaign. Assets have been created to focus on different offerings available in store:

Photo Book: We introduce the customers to the heavy, specialty-paper products as an alternative to 4x6” prints.

Mug: We build awareness of the line of gift products.

T-shirt: We present the wearable products.

Enlargement: we showcase the larger size options.

Calendar: We present borders and templates.

Branding Posters

Branding Posters



Branding Posters — Assets

Branding Poster African versions:

1. Boy with Photo Book

5. Boy with Calendar

2. Girl with Photo Book

6. Boy with Greeting Cards

3. Girl with Enlargement

7. Girl with Photo Gift

4. Girl with T-Shirt




Branding Poster Asian versions:


5. Girl with Calendar


6. Girl with Greeting Cards

3. Girl with Enlargement

7. Boy with Photo Gift





Branding Poster Caucasian versions:





3. Boy with Enlargement






Branding Poster Indian versions:











Branding Poster Hispanic versions:




6. Boy with Greeting Cards






Branding Posters — Size

The posters should be two-panels wide by four-panels tall and allow for the corresponding space between panels. The trim size is: 82x166 cm. (32.283x65.354 in.)

40 cm

.40

cm.

40 cm

.40

cm.

40 cm

.

40 cm. 40 cm.

2 cm

.

2 cm.

2 cm.

2 cm.

2 cm.



Branding Posters — Photography

a. The photo is the hero; it should be cropped and enlarged to dominate the visuals.

b. The two images must complement each other. If the hero photo is very expressive and has gestures, then the in-product photo should have a more subtle look.

c. The hero photo should overlap the grids.

Correct Photo Usage




Branding Posters — Layout

By making the upper message larger than the lower message, a sensation of depth is created. Upper message should measure 92.5% of the 40x40 grid: 37x37 cm. (14.567x 14.567 in.). Lower message should measure 58% of the 40x40 grid: 23.2x23.2 cm. (9.133x9.133 in.).

58% of grid size

92.5% of grid size


7.0 Approvals and Corporate Resources

For all newly developed comunications that do not leverage existing, approved templates, please route materials to [email protected] 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 CompanyCorporate Branding Office343 State StreetRochester, NY 14650-0705

Phone: (585) 724-9115Fax: (585) 724-9517Email: [email protected]: 224-9115

For questions regarding the KODAK EXPRESS Digital Solutions Imaging Solutions Visual Identity Guidelines, please contact Amy McHale ([email protected] - 585-724-2278) or Rick Allen ([email protected] - 585-781-9027).

© Kodak, 2011Kodak, Kodak Express, APS, and EasyShare are trademarks of Kodak.

Documents

June 2011 Visual Identity Guidelines - Kodak · PDF fileof 2 cm. (0.787 in.) ... The menu strips should be one-panel wide by half-panel tall. ... Large Format Poster Prints 3. African