Kodak rebranding strategy and identity design by Archie Durrant
University Project #2: re/brand

Kodak

Role Brand Strategy & Identity
Category Brand Identity
Institution AUB
Year 2024

The Brief

Course: BA (Hons) Communication (CDS402 Design & Strategy)
Institution: Arts University Bournemouth

To critically analyse an existing brand to identify opportunities for a rebrand. The task was to think ‘beyond the logo’ and examine the historical, theoretical and practical aspects of brand identity, messaging, and market positioning.

Kodak brand identity presentation
Kodak logo design

My Approach

My strategy was to frame Kodak’s analog heritage not as a relic, but as a sensory premium for a modern digital generation. By stripping the brand back to its semiotic core - the iconic red and yellow memory makers - I created a design system that feels nostalgic yet functional. The goal was to reclaim Kodak’s status as a creative tool without falling into 'faux-retro' clichés.

Kodak brand analysis
Kodak branding after redesign
Kodak branding before redesign
Before After

University re/brand brief at AUB. Conceptual student work; not commissioned by or affiliated with Kodak.