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June 2011

Visual
Identity
Guidelines
Table of Contents

Overview.....................................................................3 Holiday
Size ............................................................................ 4 Purpose........................................................... 35
Assets............................................................. 36
Colors...........................................................................5 Size.................................................................. 38
Communication Area.............................................. 6 Layout............................................................. 39
Deliverables................................................................7 Product Banners
Project Assets........................................................... 8 Purpose...........................................................40
Assets..............................................................41
Product Menu Size..................................................................45
Purpose............................................................. 9 Layout.............................................................46
Assets..............................................................10
Size....................................................................11 Branding Posters
Layout..............................................................12 Purpose...........................................................48
Assets.............................................................49
Action Modules & Menu Board Tiles Size..................................................................54
Purpose............................................................ 13 Photography.................................................. 55
Assets..............................................................14 Layout............................................................. 56
Size...................................................................16
Photography...................................................17 Approvals and Corporate Resources......... 57
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

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 2


6.0 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

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 3


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.
2 cm.

40 cm. 40 cm.
40 cm.

2 cm.
40 cm.

2 cm.
40 cm.

2 cm.
40 cm.

2 cm.
40 cm.

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 4


6.1 In Store Communications
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 Yellow


PMS 1235

KODAK Dress Red


PMS 485

Black
100% K

Deep Black
(for offset printing only)
50% C
40% M
20% Y
100% K

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 5


6.1 In Store Communications
Communication Area

Communication Area

Communication

1. Product Menu Strips 5. Product Banners


2. Action Modules & Menu Board Tiles 6. Holiday Banners (Vertical)
3. Product Tablets 7. Featured Product Banners (Horizontal) Communication with product
4. Area Headers 8. Branding Posters

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 6


6.1 In Store Communications
Deliverables

The artwork has been prepared for digital output. All


pieces will be delivered as Photoshop layered files
(.psd format) and RGB color mode.

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 7


6.1 In Store Communications
Project Assets

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

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 8


6.2 In Store Communications
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

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 9


6.2 In Store Communications
Product Menu Strips — Assets

Product menu strip versions:

Sale Item Product menu


strip versions:

New Item Product menu


strip versions:

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 10


6.2 In Store Communications
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.)
2 cm.

40 cm. 40 cm.
10 cm.

40 cm.

2 cm.
40 cm.

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 11


6.2 In Store Communications
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
Regular
Item

Correct
Layout
Item
on Sale

Correct
Layout
New
Item

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 12


6.3 In Store Communications
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.

Menu Board Tiles

Action Modules

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 13


6.3 In Store Communications
Action Modules & Menu Board Tiles — Assets
Action Modules & Menu Board Tiles: (Art work is available for all ethnicities.)

1. African boy: version 1 2. Border and Templates 3. African girl: version 1 4. Calendars

5. Asian boy: version 1 6. Canvas Prints 7. Asian girl: version 1 8. Prints from Digital Media

9. Caucasian boy: version 1 10. Color Correction 11. Caucasian girl: version 1 12. Enlargements

13. Hispanic boy: version 1 14. Video Transfer DVD 15. Hispanic girl: version 1 16. Photo Gifts

17. Indian boy: version 1 18. Large Format Poster Prints 19. Indian girl: version 1 20. Photo ID Passport

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 14


6.3 In Store Communications
Action Modules & Menu Board Tiles — Assets
Action Modules & Menu Board Tiles: (Art work is available for all ethnicities.)

21. African boy: version 2 22. Image Restoration 23. African girl: version 2 24. Prints from Prints

25. Asian boy: version 1 26. Photo Books 27. Asian girl: version 2 28. Prints in Seconds

29. Caucasian boy: version 2 30. Portrait Studio 31. Caucasian girl: version 2 32. Photo Film

33. Hispanic boy: version 2 34. Prints from Camphones 35. Hispanic girl: version 2 36. Scanning and Storage

37. Indian boy: version 2 38. 1 Hour Prints 39. Indian girl: version 2 40. Ultra Photos

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 15


6.3 In Store Communications
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.

2 cm.
40 cm. 40 cm.
Larger
store
40 cm.

menu board action


tile modules

2 cm.

action modules menu board


40 cm.

tile

2 cm.
40 cm. 40 cm.
Smaller
store
menu board menu board
tile tile
40 cm.

action
modules
menu board menu board
tile tile

2 cm.

menu board menu board


tile tile
action modules
40 cm.

menu board menu board


tile tile

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 16


6.3 In Store Communications
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

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 17


6.3 In Store Communications
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

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 18


6.4 In Store Communications
Product Tablets

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

Product Tablets

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 19


6.4 In Store Communications
Product Tablets — Assets

Product Tablets versions:

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 20


6.4 In Store Communications
Area Headers — Size

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

83 cm.
20 cm.

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 21


6.5 In Store Communications
Area Headers

Purpose
Area headers are designed to attract customers
to all the creative photographic experiences
beyond 4x6” prints.

Area Headers

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 22


6.5 In Store Communications
Area Headers — Assets

Area header versions:

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 23


6.5 In Store Communications
Area Headers — Size

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

83.4 cm.
17 cm.

22.6 cm.

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 24


6.6 In Store Communications
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

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 25


6.6 In Store Communications
Product Banners — Assets

Product Banner African versions:

1. Creative Products 2. Photo Book

3. Creative Products 4. Photo Book

5. Photo Enlargements

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 26


6.6 In Store Communications
Product Banners — Assets

Product Banner Asian versions:

1. Creative Products 2. Photo Book

3. Creative Products 4. Photo Book

5. Photo Enlargements

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 27


6.6 In Store Communications
Product Banners — Assets

Product Banner Caucasian versions:

1. Creative Products 2. Photo Book

3. Creative Products 4. Photo Book

5. Photo Enlargements

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 28


6.6 In Store Communications
Product Banners — Assets

Product Banner Indian versions:

1. Creative Products 2. Photo Book

3. Creative Products 4. Photo Book

5. Photo Enlargements

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 29


6.6 In Store Communications
Product Banners — Assets

Product Banner Hispanic versions:

1. Creative Products 2. Photo Book

3. Creative Products 4. Photo Book

5. Photo Enlargements

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 30


6.6 In Store Communications
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.)
2 cm.

40 cm. 40 cm.

40 cm.

2 cm.
40 cm.

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 31


6.6 In Store Communications
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

Incorrect
Photo
Usage

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 32


6.6 In Store Communications
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.

—X­—
­ ——— 3 X­­ ——— —X­—
­

Correct |
X­­
|
Layout

|
X­­
|
|
X­­
|
|
X­­
|
|
X­­
|

Incorrect
Layout

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 33


6.6 In Store Communications
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).

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 34


6.7 In Store Communications
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

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 35


6.7 In Store Communications
Holiday Banners (Vertical) — Assets

Holiday Banners dark skin:

1. 2. 3. 4. 5. 6. 7.

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

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 36


6.7 In Store Communications
Holiday Banners (Vertical) — Assets

Holiday Banners fair skin:

1. 2. 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
8. 9. 10. 11. 11. Valentines

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 37


6.7 In Store Communications
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.

2 cm.
40 cm.

2 cm.
40 cm.

2 cm.
40 cm.

2 cm.
40 cm.

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 38


6.7 In Store Communications
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.

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 39


6.8 In Store Communications
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

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 40


6.8 In Store Communications
Featured Product Banners
(Horizontal) — Assets

Featured Product Banner versions:

1. Themed-Product Banner

2. Special Product Banner

3. New Product Banner

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 41


6.8 In Store Communications
Featured Product Banners
(Horizontal) — Assets

Featured Product Banner dark skin versions:

1. Airplane 6. Hammer

2. Boat 7. Paint Brush

3. Brochure 8. Summer

4. Christmas 9. Valentines

5. Flower Base
KODAK EXPRESS Digital Solutions In Store Communications Guidelines 42
6.8 In Store Communications
Featured Product Banners
(Horizontal) — Assets

Featured Product Banner fair skin versions:

1. Airplane 5. Business Card

2. Asia 6. Christmas

3. Boat 7. Flower Base

4. Brochure 8. Hammer

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 43


6.8 In Store Communications
Featured Product Banners
(Horizontal) — Assets

Featured Product Banner fair skin versions:

9. Paint Brush

10. Summer

11. Valentines

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 44


6.8 In Store Communications
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.)
2 cm.

40 cm. 40 cm.

40 cm.

2 cm.
40 cm.

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 45


6.8 In Store Communications
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.

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 46


6.8 In Store Communications
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.

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 47


6.9 In Store Communications
Branding Posters

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

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 48


6.9 In Store Communications
Branding Posters — Assets

Branding Poster African versions:

1. Boy with Photo Book 2. Girl with Photo Book 3. Girl with Enlargement 4. Girl with T-Shirt

5. Boy with Calendar 6. Boy with Greeting Cards 7. Girl with Photo Gift

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 49


6.9 In Store Communications
Branding Posters — Assets

Branding Poster Asian versions:

1. Boy with Photo Book 2. Girl with Photo Book 3. Girl with Enlargement 4. Girl with T-Shirt

5. Girl with Calendar 6. Girl with Greeting Cards 7. Boy with Photo Gift

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 50


6.9 In Store Communications
Branding Posters — Assets

Branding Poster Caucasian versions:

1. Boy with Photo Book 2. Girl with Photo Book 3. Boy with Enlargement 4. Girl with T-Shirt

5. Boy with Calendar 6. Girl with Greeting Cards 7. Girl with Photo Gift

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 51


6.9 In Store Communications
Branding Posters — Assets

Branding Poster Indian versions:

1. Boy with Photo Book 2. Girl with Photo Book 3. Boy with Enlargement 4. Girl with T-Shirt

5. Boy with Calendar 6. Girl with Greeting Cards 7. Girl with Photo Gift

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 52


6.9 In Store Communications
Branding Posters — Assets

Branding Poster Hispanic versions:

1. Boy with Photo Book 2. Girl with Photo Book 3. Boy with Enlargement 4. Girl with T-Shirt

5. Boy with Calendar 6. Boy with Greeting Cards 7. Girl with Photo Gift

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 53


6.9 In Store Communications
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.)
2 cm.

40 cm. 40 cm.
40 cm.

2 cm.
40 cm.

2 cm.
40 cm.

2 cm.
40 cm.

2 cm.
40 cm.

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 54


6.9 In Store Communications
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

Incorrect
Photo
Usage

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 55


6.9 In Store Communications
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.).

92.5% of grid size

58% of grid size

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 56


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

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 57