logo and trademark guidelines for channel...

Logo and Trademark Guidelines forChannel Associates

INTRODUCTION

The Kodak third-party logo was designed forchannel associates, service providers, and otherthird parties who wish to express their contractualrelationship with Kodak products, services, orprograms. The purpose of this document is topresent general guidelines for the use of theKodak third-party logo.

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Authorized Reseller

DocumentImaging Products

Authorized Distributor

Document Imaging Products

Independent Software Vendor


Authorized Imaging Center


InfoGuardMonitoring Program

MicrofilmProcessing Program



Data/Document Conversion Center


USAGE CONSIDERATIONS

The Kodak third-party logo has been designed to accommodate a variety of product/servicenames and Kodak logos/symbols, as well as anyassociated third-party modifiers. For this reason,there is no standard “default” logo – it must becustomized with at least a product/service name.

The Kodak third-party logo can be applied topackaging, Web pages, print advertisements,premium items, collateral and promotional materials, and exhibits, as long as the third-party’s business name appears larger than the Kodak third-party logo. It may not be used on corporate stationery or business cards. This is to avoid customer misunderstandings regarding your company affiliation with Kodak or other product lines you may carry.

The third party’s business name should appear in such a way as to protect its own identificationand to eliminate confusion. In no case should a third party’s name or branding be incorporatedinto the Kodak third-party logo.

Note that the Kodak corporate symbolmay never be used by third parties. It is to be used only as the signature of Eastman Kodak Company.

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Data/Document Conversion Center


Authorized Reseller


ElementsThe elements of the Kodak third-party logo arethe A Kodak logotype, Kodak product,service, or program name (Helvetica Bold)third-party symbol and arc graphic, modifier(optional, Helvetica Italic), and holding line.

Other than the lock-up variations describedbelow, the logo may not be disassembled or modified from the format shown.

Lock-Up VariationsIn most cases, the third-party logo is available ina vertical or horizontal treatment, as shown.

With both treatments, the logo has been adjustedto accommodate product, service, and programnames of varying length, as well as the additionof a modifier to describe the third-party relationship(i.e., “Authorized Reseller,” “Authorized Distributor,”“Data/Document Conversion Center”).

LOGO ELEMENTS & LOCK-UP VARIATIONSK

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LOGO CONSTRAINTS

Constraints

SizeThe Kodak third-party logo must be reproducedsuch that the Kodak logotype is no smaller than10 mm wide.

At very small sizes, text can be enlarged toimprove legibility.

Area of Non-InterferenceTo create maximum impact and readability,always maintain a minimum area of isolationaround the Kodak third-party logo. Keep thisarea of isolation free of text or graphics, and,if possible, increase its size.

The minimum surrounding area of isolation isequivalent to 1/2 the cap height of the “K” in the Kodak logotype, as shown.

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COLOR

Color PaletteKodak trade dress red and Kodak trade dressyellow are proprietary colors. In addition to tradedress colors (yellow and red), the Kodak third-party logo includes a distinctive blue color.

Whenever possible, Kodak trade dress red and Kodak trade dress yellow should be mixedto match the “Standard” target as provided inKODAK Publication Z7-1, Visual Comparisonof Kodak Trade Dress Colors (Yellow andRed), available from Advertising Distribution(1-800-233-1650).

If the colors must be represented using standardPANTONE® colors, the closest values are as follows:

• Kodak trade dress yellow: Print to match PANTONE 123.

• Kodak trade dress red: Print to match PANTONE 485.

• Third-party blue: Print to match PANTONE 286.

For on-screen presentation, the RGB values thatprovide the best match are as follows:

• Kodak trade dress yellow: R255, G204, B0.• Kodak trade dress red: R204, G0, B0.• Third-party blue: R0, G45, B154.

For Internet applications, the HTML values thatprovide the best match are as follows:

• Kodak trade dress yellow: #FFCC00.• Kodak trade dress red: #CC0000.• Third-party blue: #3300FF.

If you must match the Kodak trade dress colors (yellow and red) and third-party blueusing process colors, call Printing Services forassistance (Annette Dufek, 716-724-4207/[email protected]).

Note: These color chips are not to be used as a reference for color proofing.

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COLOR APPLICATIONS

Color Applications

Full ColorOn the Web and whenever else possible, theKodak third-party logo should be reproduced in full color, as shown.

Two Color (black & red only)When printing black & red on a light back-ground, all areas shown in white should be thebackground color. The blue arc portion of thegraphic should be a halftone of black. Allremaining components should be rendered inred or black, as shown.

One Color with HalftonesWhen printing one color with halftones on a light background, all areas shown in whiteshould be the background color. The blue arcportion of the graphic should be the halftonecolor. All remaining components should be rendered in the printed color, as shown.

One Color with No HalftonesWhen printing one color with no halftones on a light background, the white space area, thetrade dress yellow portion of the third-partysymbol, and the blue arc portion of the graphicshould be the background color. All remainingcomponents should be rendered in the printedcolor, as shown.

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INCORRECT USAGE

1. Never incorporate the third-party logo onbusiness cards or corporate stationery.

However, you can include a text version of the third-party logo on your corporatestationery or business cards (see example 1a).

2. Never change the color, the relative sizes,or the position of the graphic elements or typography.

3. Never incorporate third-party branding into the logo.

4. Never replace the third-party symbol withthe corporate symbol or any other design.

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CORRECT TRADEMARK USAGE

Trademarks, including product and service marks,are words, graphics, or designs used by a companyto identify its products and services and to distinguish them from those of others. Therefore,correct usage of trademarks is always importantfor continued protection.

Whether copy is intended for an internal document or to be sent outside the company,it is necessary to use the guidelines that follow.

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1. Trademarks should be used only to identify the products and services of the trademark owner.

For example, you should use “KODAK Product” only when referring to a product made by or for Eastman Kodak Company or one of its subsidiaries permitted to use the Kodak trade namefor which the Company takes overall responsibility. A product bearing the name or trademark of another company should not ordinarily be called a “KODAK Product.”

2. A trademark should be used with the common noun (generic term) for the product it identifies.

For example, use “KODAK DIGITAL SCIENCE Scanner 1500,” not just “KODAK DIGITAL SCIENCE.”It is generally necessary to have the full product name (e.g., KODAK DIGITAL SCIENCE Scanner1500) stated when the product is first mentioned in a particular communication. Later referencesmay shorten the name (e.g., Scanner 1500), but should not delete the generic term.

3. Trademarks should always be printed, typed, or displayed (including CRT displays) in

a distinctive manner.

Always make the trademark stand out from the generic words that follow it. You can do this by:A. Using all capital letters for the trademark and initial capitals for the generics;

e.g., KODAK Archive Storage Media.B. Using initial capitals for the trademark and lower case letters for the generics;

e.g., Kodak Imagelink microfilm.C. Using boldface or italic type for the trademark and regular type for the generics;

e.g., KODAK DIGITAL SCIENCE Scanner 3520 or Kodak Digital Science Scanner 3520.In press releases, trademarks must be shown in italics.

D. Using a different color for the trademark than for the surrounding words.e.g., Kodak Imagelink HQ Microfilm.

4. Do not hyphenate a trademark.

5. Do not abbreviate a trademark or use initials or acronyms that have not been approved.

6. Use ® and ™ only in appropriate circumstances.

The symbols ® or ™ are sometimes required to be used with a Kodak trademark. However, theinclusion of either of the symbols with a trademark is not sufficient to distinguish the trademarkfrom the generic term. The trademark must still be shown in a distinctive manner as noted in number 3.

7. Trademark Tagline

On materials such as packaging, press releases, sales support, and other collateral, use the tagline below.

Kodak, Imagelink, Digital Science, Image Guard, and the ds monogram symbol are trademarks of Eastman Kodak Company.

Please note: Use this tagline only where other trademark taglines will appear.

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Kodak ImagelinkKodak Imagelink

CORPORATE RESOURCE

The Corporate Identity Office is a resource for advice, counsel, and review of Kodak communications, graphics, product names,logos, and nomenclature.

Contact information:Eastman Kodak CompanyCorporate Identity Office343 State StreetRochester, NY 14650-0519(716) 724-9115Fax: (716) 724-9517E-mail: [email protected]

All other questions regarding Kodak productsand services should be directed to your localKodak representative.

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Kodak, Digital Science, Image Guard, and Imagelink are trademarks of Eastman Kodak Company.Pantone is a trademark of Pantone, Inc. © Eastman Kodak Company, 2001

A-5596 CAT 118 7806

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