Kodak faced significant challenges and a decline in market share, particularly with the advent of digital photography. This identity system aims to revive the heritage and legacy of Kodak in the photography industry while showcasing its ongoing innovation in image-making technology in the modern era.

The main goal was to modernize and reposition Kodak for the millennial audience while retaining its heritage. The New logo form takes on both a retro and modern feel. The aspect ratio of the rectangle comes from a ratio of traditional photos. The idea of logo is derived from Kodak's slogan—Kodak Moment and it's used as a container for images to showcase captured moments. Promotional Posters are designed to showcase photographers and the Kodak Moment campaign. Pixel stretch treatments and graphic movement of lines are used to convey the scanning process of photography and to promote Kodak's new innovative digital printing technologies.