EK ITTS1001 StoreCommunicationsGuidelines MAR032010 PDF

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

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.

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

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

Deliverables
The artwork has been prepared for digital output. All

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

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

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.)
2 cm.
40 cm. 40 cm.
10 cm.
40 cm.
2 cm.
40 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
Regular
Item
Correct
Layout
Item
on Sale
Correct
Layout
New
Item

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

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

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

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
tile tile
2 cm.

tile tile
action modules
40 cm.

tile tile

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.)
83 cm.
20 cm.

Area Headers
Purpose
Area headers are designed to attract customers
to all the creative photographic experiences
beyond 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.)
83.4 cm.
17 cm.
22.6 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.)
2 cm.
40 cm. 40 cm.
40 cm.
2 cm.
40 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
Incorrect
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.
—X—
——— 3 X ——— —X—

Correct |
X
|
Layout
|
X
|
|
X
|
|
X
|
|
X
|
Incorrect
Layout

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. 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

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

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.

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:
1. Themed-Product Banner
2. Special Product Banner
3. New Product Banner

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
Featured Product Banner fair skin versions:
1. Airplane 5. Business Card
2. Asia 6. Christmas
3. Boat 7. Flower Base
4. Brochure 8. Hammer

Featured Product Banner fair skin versions:
9. Paint Brush
10. Summer
11. Valentines

(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.

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.

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

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

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

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

Branding Poster Indian versions:
5. Boy with Calendar 6. Girl with Greeting Cards 7. Girl with Photo Gift

Branding Poster Hispanic versions:
5. Boy with Calendar 6. Boy with Greeting Cards 7. Girl with Photo Gift

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.

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

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

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.

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June 2011

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 2

User Friendly – Intuitive environment that provides guidance

Modular – Accommodating every store size and shape

Dynamic – Adapting easily to new portfolios and techniques

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 3

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 4

KODAK Dress Yellow

KODAK Dress Red

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 5

1. Product Menu Strips 5. Product Banners

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 6

The artwork has been prepared for digital output. All

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 7

For greater flexibility, the following assets have

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 8

Product Menu Strips

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 9

Product menu strip versions:

Sale Item Product menu

New Item Product menu

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 10

The menu strips should be one-panel wide by half-panel

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 11

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.

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 12

Menu Board Tiles

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 13

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 14

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 15

b. Each menu board tile represents a product or service and is designed in

menu board action

action modules menu board

menu board menu board

menu board menu board

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 16

a. The photo is the hero; it should be cropped and enlarged

b. For smaller stores, a set of small menu board tiles has

c. Action modules cannot be displayed on the small tile size.

Correct Photo Usage

Incorrect Photo Usage

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 17

a. Zoom in to photo products as much as possible, maintaining a

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

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 18

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 19

Product Tablets versions:

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 20

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

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 21

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 22

Area header versions:

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 23

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

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 24

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 25

Product Banner African versions:

1. Creative Products 2. Photo Book

3. Creative Products 4. Photo Book

KODAK EXPRESS Digital Solutions In Store Communications Guidelines 26

Product Banner Asian versions:

a. Regular items to be listed over black background.

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

b. Each menu board tile represents a product or service and is designed in

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

b. For smaller stores, a set of small menu board tiles has

c. Action modules cannot be displayed on the small tile size.

a. Zoom in to photo products as much as possible, maintaining a

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

a. Product photos should be cropped and enlarged to

b. Template color must match the action photos palette.

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

Photo Book: We introduce the customers to the

Calendar: We present borders and templates.