Transforming Corporate Identities

The Engadget CES blog which had a non-stop stream of posts. Another good resource - VNU. Certainly far better efforts than the Eastman Kodak Company and the other from press release (reg required) on Thursday afternoon from Kodak has Antonio M. Perez, Chairman and CEO, talking about the future of digital imaging and a new alliance with Motorola. Buried down in the body text is this small paragraph: [...] Perez also unveiled the latest evolution of Kodak's brand logo. This new look moves the Kodak name out of the traditional yellow box; giving it a more contemporary design, a streamlined rounded look and distinctive letters. This introduction is the latest step in the company's broad brand transformation effort, which reflects the multi-industry, digital imaging leader Kodak has become. online press center to give you real insight into their strategic thinking and what this means for organizational change other than the corporate-speak in the press release (so you could think it's no more than a bit of evolution of the logo over the years. Perhaps this is indicative of Kodak's corporate style and the way they do things. I found much more information in a While this gives you some more knowledge, it doesn't give you any sense of how Kodak plan to break out of the box or in what ways. Contrast this approach with that of show #98 of cover feature in the coming week's edition of show #99), Intel CEO Paul Otellini's presentation at CES on Thursday effectively dotted the i's and crossed the t's on what had already been widely talked about - Intel's new brand and logo. press release on 3 January explaining the new logo: [...] The new brand identity involves changes to the widely recognized Intel Inside logo that was created in 1991, and the original Intel "dropped-e" logo, which was created by Silicon Valley pioneers Robert Noyce and Gordon Moore 37 years ago as they were forming their new "integrated electronics" company. Intel's new logo combines the essence of both of these powerful symbols, building on Intel's rich heritage, yet also signaling the new direction the company is headed today. It also includes a new tagline: "Intel. Leap ahead." This tagline is Intel's unique brand promise and is designed to communicate what drives Intel as a company, and what Intel makes possible. It's much more than just rolling out a new logo, though. This is about organizational change and transforming the business. Intel's communicators have done a pretty good job in getting their story out through a wide range of channels, traditional and new. The best one for me is Paul Otellini's internal blog. In any event, it's all definitely beyond Neville Hobson is the author of the popular Crayon. Visit Neville Hobson's blog: