Logo and Trademark Guidelines for Channel Associates

Transcription

1 Logo and Trademark Guidelines for Channel Associates

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3 INTRODUCTION The Kodak third-party logo was designed for channel associates, service providers, and other third parties who wish to express their contractual relationship with Kodak products, services, or programs. The purpose of this document is to present general guidelines for the use of the Kodak third-party logo. Authorized Reseller Document Imaging Products Authorized Distributor Document Imaging Products Independent Software Vendor Document Imaging Products Authorized Imaging Center Document Imaging Products InfoGuard Monitoring Program Microfilm Processing Program Data/Document Conversion Center Document Imaging Products Independent Software Vendor Document Imaging Products 1 KODAK Third-Party Logo

4 USAGE CONSIDERATIONS The Kodak third-party logo has been designed to accommodate a variety of product/service names and Kodak logos/symbols, as well as any associated third-party modifiers. For this reason, there is no standard default logo it must be customized with at least a product/service name. Data/Document Conversion Center Document Imaging Products The Kodak third-party logo can be applied to packaging, 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 identification and to eliminate confusion. In no case should a third party s name or branding be incorporated into the Kodak third-party logo. KODAK Third-Party Logo Note that the Kodak corporate symbol may never be used by third parties. It is to be used only as the signature of Eastman Kodak Company. 2

5 LOGO ELEMENTS & LOCK-UP VARIATIONS Elements The elements of the Kodak third-party logo are the A Kodak logotype, B Kodak product, service, or program name (Helvetica Bold) C third-party symbol and arc graphic, D modifier (optional, Helvetica Italic), and E holding line. Other than the lock-up variations described below, the logo may not be disassembled or modified from the format shown. Lock-Up Variations In most cases, the third-party logo is available in a 1 vertical or 2 horizontal treatment, as shown. C D Authorized Reseller A B Document Imaging Products E With both treatments, the logo has been adjusted to accommodate product, service, and program names of varying length, as well as the addition of a modifier to describe the third-party relationship (i.e., Authorized Reseller, Authorized Distributor, Data/Document Conversion Center ). Authorized Distributor Document Imaging Products 1 Authorized Distributor Document Imaging Products 2 Independent Software Vendor Document Imaging Products 3 KODAK Third-Party Logo

6 LOGO CONSTRAINTS Constraints Size The Kodak third-party logo must be reproduced such that the Kodak logotype is no smaller than 10 mm wide. At very small sizes, text can be enlarged to improve legibility. Area of Non-Interference To create maximum impact and readability, always maintain a minimum area of isolation around the Kodak third-party logo. Keep this area of isolation free of text or graphics, and, if possible, increase its size. KODAK Third-Party Logo The minimum surrounding area of isolation is equivalent to 1 /2 the cap height of the K in the Kodak logotype, as shown. 4

7 COLOR Color Palette Kodak trade dress red and Kodak trade dress yellow are proprietary colors. In addition to trade dress colors (yellow and red), the Kodak thirdparty logo includes a distinctive blue color. Whenever possible, Kodak trade dress red and Kodak trade dress yellow should be mixed to match the Standard target as provided in KODAK Publication Z7-1, Visual Comparison of Kodak Trade Dress Colors (Yellow and Red), available from Advertising Distribution ( ). Note: These color chips are not to be used as a reference for color proofing. If the colors must be represented using standard PANTONE 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 that provide 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 that provide 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 blue using process colors, call Printing Services for assistance (Annette Dufek, / annette.dufek@kodak.com). 5 KODAK Third-Party Logo

8 COLOR APPLICATIONS Color Applications Full Color On the Web and whenever else possible, the Kodak third-party logo should be reproduced in full color, as shown. Two Color (black & red only) When printing black & red on a light background, all areas shown in white should be the background color. The blue arc portion of the graphic should be a halftone of black. All remaining components should be rendered in red or black, as shown. One Color with Halftones When printing one color with halftones on a light background, all areas shown in white should be the background color. The blue arc portion of the graphic should be the halftone color. All remaining components should be rendered in the printed color, as shown. KODAK Third-Party Logo One Color with No Halftones When printing one color with no halftones on a light background, the white space area, the trade dress yellow portion of the third-party symbol, and the blue arc portion of the graphic should be the background color. All remaining components should be rendered in the printed color, as shown. 6

9 INCORRECT USAGE 1. Never incorporate the third-party logo on business cards or corporate stationery. 1. However, you can include a text version of the third-party logo on your corporate stationery or business cards (see example 1a). 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 with the corporate symbol or any other design. 7 KODAK Third-Party Logo

10 CORRECT TRADEMARK USAGE Trademarks, including product and service marks, are words, graphics, or designs used by a company to identify its products and services and to distinguish them from those of others. Therefore, correct usage of trademarks is always important for 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. Correct Trademark Usage 8

11 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 name for 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 Scanner 1500) stated when the product is first mentioned in a particular communication. Later references may 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 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, the inclusion of either of the symbols with a trademark is not sufficient to distinguish the trademark from the generic term. The trademark must still be shown in a distinctive manner as noted in number 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. 9 Correct Trademark Usage

12 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 Company Corporate Identity Office 343 State Street Rochester, NY (716) Fax: (716) lisa.lima@kodak.com All other questions regarding Kodak products and services should be directed to your local Kodak representative. KODAK Third-Party Logo 10

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16 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