Brand Licensing Guidelines. Version 1.0

Transcription

1 Brand Licensing Guidelines Version 1.0

2 Brand licensing GUIDELINES table of contents 1. Introduction 1.1 The Kodak Brand 2. Review/Approvals 2.1 Approval Process 2.2 Process Schematic 3. Basic Elements 3.1 Logo 3.2 Color Palette New Role of Yellow Correct Use of Yellow Proportion of Colors Do Not 3.3 Typography 3.4 Nomenclature Product Logo Introduction Key Components Vertical & Horizontal Logo Clear Space & Minimum Size Do Not 3.5 Licensed Product Logo 3.6 Trademark & Legal Considerations Proper Trademark Treatment Required Information, Country of Origin, License Tagline Words to Watch 4. Co-Branding 4.1 Co-Marketing 5. Domain Name Usage 5.1 Process for Acquiring 6. Image Usage/Legal Information 6.1 Rights Policy for Kodak Communications

3 INTRODUCTION the kodak brand 1.1 You can t pick up a business publication today without reading about branding and the power of a brand. That s why these guidelines are not merely rules to follow. They are brand builders that make it possible for Kodak to make its brand even stronger around the world. Kodak is uniquely positioned to help people make, manage and move images. From the famous Brownie camera in 1900 to today s innovations like the Kodak EasyShare digital camera and NexPress printing systems, Kodak s innovations improve the lives of people and businesses all over the world. Kodak s challenge is to let the world know that and to make sure that we communicate with one strong voice celebrating all the facets of who we are. When we do this, we will own imaging innovation in the hearts and minds of consumers and businesses. Kodak will build upon our heritage and create a new bridge to the future of imaging innovation. This booklet offers a quick reference and general guidance for those involved in licensing Kodak s trademarks and trade dress. By following the basic guidelines provided here, you can help protect and enhance the value of Kodak s brands, and increase the effectiveness of your own marketing and sales efforts. This booklet will provide licensees with the guidelines to be a successful extension of the Kodak brand and reach consumers with a consistent voice at all touch points.

4 review and approvals APPROVAL PROCESS 2.1 Please visit for the Kodak licensing approval process. As a registrant of this site, you will find information specifically relevant to your business. Click on the Brand Licensing Link (either the hotlink in the lower left corner or from the list). This link will take you to a secure site where there is Kodak Brand Licensing general information. This is also the site where you will submit any information for Kodak approval including: Brand/Marketing materials (packaging, collateral, and logos) Quality reports Product specifications Quarterly reports Royalty payment details

5 REVIEW AND APPROVAL PROCESS SCHEMATIC 2.2 Below is a high level overview of the types of Licensee submissions to Kodak and the Kodak approval process:

6 basic elements logo Introduction 3.1 Kodak s logo is the unique trademark that identifies our company and its products and services. The Kodak logo uses Kodak Trade Dress Red. Kodak Trade Dress Yellow is not used in the logo, and is instead applied in a more strategic way. It is important that the logo be reproduced exactly as shown. Do not change the relative size, proportions, or other elements of the logo. The Kodak logo should never appear alone when used by licensees. It will always appear as part of a product name or as part of the licensed product mark as illustrated to the right. 1. Product logo lockup for information on use of this product mark, please see page Licensed product logo for treatment of this licensed product logo, please see page Sub-brand Model#

7 basic elements color palette Primary & Secondary Colors 3.2 The primary color palette consists of the logo color Kodak Trade Dress Red together with Kodak Trade Dress Yellow and white. The secondary colors are gray and black, and they are used for text. Primary Colors The refreshed look maintains a more focused use of color which helps increase memorability and create distinctiveness for Kodak. The trade dress colors should be custom mixed to match the Standard targets in Kodak publication Z7-1 (contact Corporate Branding at us-cmo-branding@ kodak.com for assistance). Pantone 1235 (yellow) and Pantone 485 (red) are close starting points. Kodak Trade Dress Red The use of Kodak Trade Dress Red should be reserved for the Kodak logo. It should never be reproduced in tints which will appear pink to the eye. Kodak Trade Dress Red (or Pantone 485 C) R:237 G:0 B:0 #: ED0000 Kodak Trade Dress Yellow (or Pantone 1235 C) R:255 G:183 B:0 #: FFB700 White C:0 M:0 Y:0 K:0 R:255 G:255 B:255 #: FFFFFF Kodak Trade Dress Yellow Kodak Trade Dress Yellow is not used in the logo, and is instead applied in a more strategic way. See the New Role of Yellow on the next page. Secondary Colors White White plays an important role in our identity system. It makes communication materials more inviting, easier to read and understand. It signals clarity and straightforwardness. Gray The use of this neutral gray complements both Kodak Trade Dress Red and Yellow. It should only be used for text. Black can also be used for text. Gray (or Pantone Metallic 8402) C:0 M:0 Y:0 K:61 R:102 G:102 B:102 #: Black C:0 M:0 Y:10 K:100 R:0 G:0 B:0 #: The colors, CMYK and RGB breakdowns shown on this page and throughout this guideline, have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. For accurate PANTONE Color Standards refer to the current edition of the PANTONE formula guide. PANTONE is the property of Pantone, Inc. Kodak Trade Dress Yellow is a custom color that does not translate exactly to CMYK. While a good starting point is 26M, 100Y, it should be printed to match Z7-1 Publication. Likewise, 100M, 100Y is a good starting point for Kodak Trade Dress Red. These color chips are not to be used as a reference for color proofing.

8 BASIC ELEMENTS color palette New Role of Yellow Using Yellow More Strategically Kodak Trade Dress Yellow is an important part of the brand palette; we re now going to apply it in a more strategic way to refresh and reinvigorate the identity. As we move forward, we ll incorporate an increased use of white to modernize the visual identity and give it a more contemporary energy. Context: How to Use Yellow Yellow will always be used near the Kodak logo, but its exact usage will depend on the material, the environment and the audience. In Printed Materials Determine the amount of yellow depending on the amount of information. When you have more design elements (e.g. headlines, images, graphics) to communicate, use more yellow; and conversely, when you have less design elements and more text, use less yellow. In Retail Environments Use more yellow to call attention to products and engage our customers from a greater distance, and rely on it less when a customer is already engaged (e.g. brochures or product packaging). By Audience The use of yellow will also vary slightly depending on the visual language that has been designed for that audience. For consumers, you may choose to use more yellow and for a business-to-business audience you may choose to use yellow as an accent color. The following examples illustrate how Kodak applies Trade Dress Yellow to brand and marketing communications. The examples shown follow specific business unit guidelines. Licensees may have a unique way of applying Trade Dress Yellow, or may follow business unit guidelines. Kodak will work with the individual licensee to determine how Trade Dress Yellow can and should be applied as part of their product portfolio s visual identity system. retail environment examples printed material examples

9 basic elements color palette Correct Use of Yellow The most important consideration when using the Kodak colors is that they be used in the correct proportion to one another. To address this, a chart has been developed to guide the amount of yellow needed on applications. Adhering to these proportions unifies our communications while allowing flexibility in overall messaging and layout. Many communications materials have already been designed with careful thought to the use of Kodak Trade Dress Yellow and the Kodak logo. When you create new materials, apply these basic rules for using Kodak Trade Dress Yellow. Basic Rules for Using Kodak Trade Dress Yellow Printed Materials There should always be some amount of Kodak Trade Dress Yellow used on the same surface as the Kodak logo. It should appear to be at least double to the amount of Kodak Trade Dress Red used for the Kodak logo. As the volume of white space diminishes on an application, the volume of Kodak Trade Dress Yellow should increase slightly. A good rule of thumb is: the more imagery and text there is, the more yellow there should be. Keep in mind that as the layout opens up uses more and more white space the use of Kodak Trade Dress Yellow may decrease. In this case, Kodak Trade Dress Yellow functions as an active element by drawing attention to the most important message of the piece. Retail Environments Chart LEVEL 1: Navigate Objective: Find me Distance: 300ft 20ft Long range LEVEL 2: Persuade Objective: Buy me Distance: 20ft 5ft Medium range LEVEL 3: Instruct Objective: Understand me Distance: 5ft 1ft Close up Less design elements Less yellow Max White Max Yellow More design elements More yellow Applications: Signage Billboards Shelf-talker Window cling Applications: Posters Counter cards Packaging Applications: Counter mat Price tag Back bar Data sheet Newsletter Retail advertising Retail Environments In retail environments, more yellow will also be required to make the display stand out and immediately be recognized as Kodak.

10 BASIC ELEMENTS color palette Correct Use of Yellow There are two general rules that Kodak follows for the use of yellow. If possible, both should be adhered to. When the specifics of the application do not allow for both of these rules to be followed, the proximity to yellow takes precedence. The proximity to yellow rule specifies that the Kodak logo and Kodak Trade Dress Yellow should appear together in the same section. Sections are determined by dividing each application surface area into thirds, both vertically and horizontally. When applying the Kodak logo on very tall or very long applications, the section is determined by dividing the longest side of the layout into thirds. The second rule governs the relationship of the Kodak logo to the Trade Dress Yellow in our new identity system. The general rule is to have a minimum of 2X the amount of yellow to the amount of red in the Kodak logo on each application s surface. Licensees may be requested to incorporate the visual identity system of a specific business unit if the products are sold in the same channels and are within close proximity to the other Kodak products on the shelf. Below are examples of the different applications. The new identity system uses Kodak Trade Dress Yellow more strategically, and always on the same surface or close proximity to the Kodak logo (when used as a product name). The new identity system has been developed to enable tailoring of the look and feel depending on our business/department audiences. The different business/department visual systems rely on differing amounts of yellow in their communications materials. This means that there will be variations in the exact proximity and amount of yellow in relationship with the Kodak logo.

11 Subheads set in Whitney Medium, Semi Bold or Bold. Lorem ipsum dolor sit amet, consectetur adipisicing elit, Body copy set in Whitney Book. Sed do eiusmod tempor sed do eiusmod tempor incididunt ut labore et dolore incididunt ut labore et dolore magna aliqua. Ut enim ad magna aliqua. Ut enim ad minim veniam, quis nostrud minim veniam, quis nostrud exercitation ullamco laboris exercitation ullamco laboris nisi ut aliquip ex ea commodo nisi ut aliquip ex ea commodo consequat. Duis aute irure consequat. Duis aute irure dolor in reprehenderit in dolor in reprehenderit in voluptate velit esse cillum dolore voluptate velit esse cillum dolore eu fugiat nulla pariatur. eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat Excepteur sint occaecat cupidatat non proident, sunt in non proident, sunt in culpa qui officia deserunt mollit anim culpa qui officia deserunt mollit anim id est laborum. id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore Lorem ipsum dolor sit amet, consectetur adipisicing elit, magna aliqua. Ut enim ad minim veniam, quis nostrud sed do eiusmod tempor incididunt ut labore et dolore exercitation ullamco laboris nisi ut aliquip ex ea commodo magna aliqua. Ut enim ad minim veniam, quis nostrud consequat. Duis aute irure dolor in reprehenderit in exercitation ullamco laboris nisi ut aliquip ex ea commodo voluptate velit esse cillum dolore eu fugiat nulla pariatur. consequat. Duis aute irure dolor in reprehenderit in Excepteur sint occaecat cupidatat non proident, sunt in voluptate velit esse cillum dolore eu fugiat nulla pariatur. culpa qui officia deserunt mollit anim id est laborum. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Subheads set in Whitney Medium, Semi Bold or Bold. Body copy set in Whitney Book. Sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Subheads set in Whitney Medium, Semi Bold or Bold. Lorem ipsum dolor sit amet, consectetur adipisicing elit, Body copy set in Whitney Book. Sed do eiusmod tempor sed do eiusmod tempor incididunt ut labore et dolore incididunt ut labore et dolore magna aliqua. Ut enim ad magna aliqua. Ut enim ad minim veniam, quis nostrud minim veniam, quis nostrud exercitation ullamco laboris exercitation ullamco laboris nisi ut aliquip ex ea commodo nisi ut aliquip ex ea commodo consequat. Duis aute irure consequat. Duis aute irure dolor in reprehenderit in dolor in reprehenderit in voluptate velit esse cillum dolore voluptate velit esse cillum dolore eu fugiat nulla pariatur. eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat Excepteur sint occaecat cupidatat non proident, sunt in non proident, sunt in culpa qui officia deserunt mollit anim culpa qui officia deserunt mollit anim id est laborum. id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore Lorem ipsum dolor sit amet, consectetur adipisicing elit, magna aliqua. Ut enim ad minim veniam, quis nostrud sed do eiusmod tempor incididunt ut labore et dolore exercitation ullamco laboris nisi ut aliquip ex ea commodo magna aliqua. Ut enim ad minim veniam, quis nostrud consequat. Duis aute irure dolor in reprehenderit in exercitation ullamco laboris nisi ut aliquip ex ea commodo voluptate velit esse cillum dolore eu fugiat nulla pariatur. consequat. Duis aute irure dolor in reprehenderit in Excepteur sint occaecat cupidatat non proident, sunt in voluptate velit esse cillum dolore eu fugiat nulla pariatur. culpa qui officia deserunt mollit anim id est laborum. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Subheads set in Whitney Medium, Semi Bold or Bold. Body copy set in Whitney Book. Sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. basic elements color palette Proportion of Colors These cover examples illustrate the use of Trade Dress Yellow with the Kodak logo. The more information that there is in a layout, the more Trade Dress Yellow is necessary. Always make sure the Kodak logo is surrounded by clear space. To maintain a unique and impactful presence for the Kodak logo, the color red should be used sparingly and strategically (as a secondary or accent color only). When the Kodak logo is not present on the same page, Kodak Trade Dress Red may be used on charts and diagrams. Red can also be present in photography. Kodak Trade Dress Yellow can be used as a background, and on headlines and subheads. White space is a fundamental component of the Kodak visual system. It brings energy and contemporary style to our brand image. The examples below show that there are various ways to use white space, Kodak Trade Dress Yellow and the Kodak logo to create a look that is distinctly ours. The following marketing material examples illustrate how Kodak applies yellow in their marketing materials. Cover Inside spreads Use of white space HEADLINE COPY GOES HERE. IMAGES HAVE NEVER BEEN MORE VALUABLE HEADLINES SET IN WHITNEY K BOLD Sub headings set in Whitney Medium, Semi Bold or Bold. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. HEADLINES SET IN WHITNEY K BOLD Sub headings set in Whitney Medium, Semi Bold or Bold. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Sub-brand Model# Proportion of Brand Colors Proportion of Brand Colors Proportion of Brand Colors Sub-brand Model# descriptor Proportion of Brand Colors

12 basic elements color palette Do Not The Kodak logo and the trade dress colors are the cornerstones of the identity system. Any inappropriate use dilutes their power and weakens our impact in the marketplace. We all need to protect these important assets and use them correctly at all times. Kodak Trade Dress Red is reserved for the logo, and should only be used in charts, diagrams and as a secondary color when necessary. HEADLINES SUB-HEADING SET IN WHITNEY BOLD OR SEMI BOLD HEADLINE COPY GOES HERE DESCRIPTION OF PIECE SET IN WHITNEY SEMIBOLD Sub-brand Model# Managing the explosion in patient information Sub-brand Do not use Kodak Trade Dress Red on the same surface as the Kodak logo. Red should be reserved for the Kodak logo. Do not use Kodak Trade Dress Red for headlines. Do not overuse yellow, it will diminish its impact.

13 Basic Elements Typography Typefaces 3.3 Whitney is the preferred typeface for all Kodak communications. It s recommended that licensees use Whitney as well, especially if their Kodak branded products will reside next to other Kodak products. If the licensee has rationale for using a different typeface, it should be approved by Corporate Branding. Please contact them at us-cmo-branding@kodak.com Typography helps us establish cohesiveness across all of our communications. The typeface Kodak has selected is Whitney. When used consistently, it can make our communications identifiable as Kodak even before they re read. Sticking with Whitney exclusively lends the same look and feel across all Kodak businesses. Only use the five approved weights of Whitney shown here (Light, Book, Medium, Semibold and Bold). Kodak has a few general guidelines for the use of type: Align type flushed left and ragged right The appropriate kerning for type is zero Whitney Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ $%&!+= Whitney Semibold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ $%&!+= Alternative Desktop Typeface Arial Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ $%&!+= Whitney Book abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ $%&!+= Whitney Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ $%&!+= Arial Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ $%&!+= Whitney Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ $%&!+= The Whitney font for Mac and PC is available under license from Hoefler & Frere-Jones at

14 basic elements nomenclature Product Logo Introduction 3.4 The product logos are comprised of several key elements: the Kodak logo, sub-brand, product model/number/series and product descriptor. The size and style of typography in the product logos has been standardized to create a consistent presentation. The sub-brand, model number and product descriptor should be set in Whitney Book. In order to create consistency, the product logo lockup must never be altered in any way. When you are developing new product logos, always use the electronic artwork templates that have been provided. This product logo lockup should be used on all communications from licensees. 50% 37.5% 95% Sub-brand Model# = Sub-brand 55% = Product name 50% 75% =

15 basic elements nomenclature Product Logo Key Components Sub-brand All sub-brands should fit into the Kodak nomenclature lockup structure. For guidance on how to incorporate a specific licensee s sub-brand nomenclature into the Kodak lockup structure, please contact us-cmo-branding@kodak.com. If a licensee has a distinctive logo treatment for their sub-brand, it's continued use must be discussed with Kodak. Product Model/Number/Series This item provides an easy identification of the specific model, number, or series of a particular product line. When placed with the sub-brand it should be set in Whitney Book, and when placed with the product descriptor it should be set in Whitney Semibold for greater visibility. This differentiator can be moved away from the product logo on packaging for greater visibility. The product descriptor typically includes descriptive adjectives (e.g., Zoom Digital), and a product noun (e.g., Camera). As we strive to achieve maximum clarity in the brand presentation, the product descriptors should be simple, clear, and easy to understand. Overly complicated or very long product descriptors are strongly discouraged. Sub-brand Model # Model Descriptor Sub-brand Whitney Book (-15/1000 of an em space for tracking) PANTONE Metallic 8402 Product Model/Number/Series Whitney Book (-15/1000 of an em space for tracking) PANTONE Metallic 8402 Whitney Book (-15/1000 of an em space for tracking) PANTONE Metallic 8402 Whitney Book (-15/1000 of an em space for tracking) Pantone Cool Gray 10 Product Model/Number/Series Whitney Semibold (-15/1000 of an em space for tracking) PANTONE Metallic 8402 Whitney Book (-15/1000 of an em space for tracking) PANTONE Metallic 8402

16 basic elements nomenclature Product Logo Vertical & Horizontal Logo Vertical Product Logo The vertical product logo is the preferred product logo configuration. This logo represents the strongest presentation of the product brands and has the maximum potential for enhancing the strength of the Kodak brand. Its clean, logical organization reinforces a modern, professional image and is user-friendly in line with our historical strength. It helps us stand out in the marketplace, and embraces retail best practices. Horizontal Product Logo We recognize that in some instances, space limitations do not allow the use of the vertical product logo. Vertical Preferred Sub-brand Descriptor Horizontal Descriptor Sub-brand When stacking the sub-brand, product model/number/ series and product descriptor should always be flush left to the Kodak logo for both vertical and horizontal configuration as shown. Descriptor Descriptor

17 basic elements nomenclature Product Logo Clear Space & Minimum Size In order for the product logos to stand out for lasting impact, we have identified minimum required clear space. Minimum clear space for product logos must equal the height of the uppercase K in the Kodak logo. This rule must be applied in all applications. For large-scale applications, the scale of the product logo relative to the size of the clear space can be scaled down to 1/2 K. This is a visual adjustment that is typical as the scale of applications increase. To ensure readability and impact for the brand in product logo applications, the minimum approved size is one where the width of the red Kodak logo equals 1/2" (13 mm) in length. Please do not scale any product logos down beyond this point. Clear Space Sub-brand Model# Minimum Size 1/2" Sub-brand Model# When no sub-brand is used, the product descriptor becomes 3/4 K and is spaced 1/2 K away. Clear Space Minimum Size 1/2"

18 basic elements nomenclature Do Not The Kodak logo is the cornerstone of the identity system. Any inappropriate use dilutes its power and weakens our impact in the marketplace. We all need to protect this important asset and use it correctly at all times. Sub-brand Model # Descriptor Do not modify the type size/weight. Sub-brand Model # Descriptor Do not change the type color from the approved business unit color. Model # Descriptor Do not insert additional graphic elements. Descriptor Sub-brand Model # Do not create cumbersome, complex cases: do not create extra families within a sub-brand. Model # Descriptor Descriptor Model # Do not separate the model number from the product, sub-brand or descriptor. Do not place the model number next to the Kodak logo.

19 basic elements licensed product logo applications Color 3.5 The Kodak licensed product mark must appear on all materials (packaging, communications, etc.) created by our licensees. Licensed product marks use the Kodak Trade Dress colors (red and yellow) in combination with white and gray. Full Color On printed applications, the Web and whenever else possible, the Kodak licensed product mark should be reproduced in full color, as shown. The color licensed mark should be presented in a field of white (as indicated). This enables the brand to stand out even in environments where we do not have control over presentation backgrounds. Do not alter the background color of the licensed product mark. Black & White, One-Color When using the licensed product mark on a one-color application, it may be used in all black with no tints or reversed out in white on all other colors. Full Color One-Color To ensure that our brand stands out in licensed presentations, it should always be presented surrounded by the minimum amount of clear space. Clear Space The clear space should be equal to the height of the initial K in the Kodak logo and should surround the licensed mark in its entirety, as measured from the edge of the white space in the logo art. Minimum Size To ensure readability and impact for our brand in licensed mark applications, the minimum approved licensed mark size is one where the width of the red Kodak logo equals 1/2". Please do not scale any licensed marks down beyond this point. Clear Space Minimum Size 1/2" 50% = =

20 BASIC ELEMENTS trademark & LEGAL CONSIDERATIONS Introduction 3.6 Wherever you go in the world no matter how remote the location you are apt to see the Kodak trademark. It is one of the world s most famous and trusted brands, and is Kodak s most valuable asset. Like any asset, it can be strengthened and grown or it can be squandered and cheapened. Brand strength is measured by the public s perception the brand s connotations and associations, the quality of the products and services bearing the brand and the consistency with which it is used. That is why everyone who uses the Kodak brand is responsible for using it properly. If we don t treat our Kodak trademark with the respect it deserves, we risk weakening it and possibly losing ownership rights. The following section provides important rules to ensure that the Kodak brand not only will be protected, but will grow even more valuable in the years ahead. It is important that these guidelines be followed in every situation in which the Kodak brand your Kodak brand is used.

21 BASIC ELEMENTS trademark & LEGAL CONSIDERATIONS Proper Trademark Treatment Many common words in use today were once trademarks that have been lost due to misuse or neglect. We must handle our trademarks properly (in both internal and external communications) so that Kodak does not lose these valuable assets. Trademarks are words, graphics, or designs used by a company to identify its products and services and distinguish them from those of others. 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 follow these rules. Rule 1 Kodak s trademarks must be used to identify only Kodak s products and services. Rule 2 Always follow a trademark with a common noun (generic term) for the product it identifies (e.g., Kodak camera). Rule 3 Do not use a hyphen to split a trademark between lines (unless the hyphen is part of the trademark) or to connect a trademark to another word. Rule 4 Trademarks must be printed, typed, or displayed in a manner distinctive from the generic words that follow them [logotype, CAPITALS, bold, italics, underline, color]. All trademarks in the text of a document should be treated alike (even brands and sub-brands). However, packaging may have different treatments for brands and sub-brands. Rule 5 Do not abbreviate a trademark or use it as part of an acronym (e.g., KICS should be spelled out Kodak image center solutions, or Kodak ICS ). Rule 6 Never use words such as type, grade, style or look-alike with a trademark (e.g., Kodak type film). Rule 7 Never try to explain the meaning of a trademark. Once a trademark acquires a linguistic meaning, it ceases to identify the origin of the goods and becomes a common or generic term. Rule 8 Kodak s practice is to use and TM only rarely, with approval by Corporate Branding.. Rule 9 Always use the trademarks of others properly, distinguishing them in copy and including the correct generic words. Kodak generally does not include a trademark tagline or other notice of ownership for other companies trademarks unless we have been specifically asked to do so by the trademark owner. Rule 10 Kodak trademarks should be listed in a trademark tagline to be included in all Kodak product packaging, advertising, and other licensed communication materials as specified by the trademark license agreement.

22 BASIC ELEMENTS Required information Country of Origin, License Tagline Example of Licensed Product package front Kodak logo-type Sub-brand lockup Licensee agrees to put any reasonable notice of such ownership that Kodak shall require on the Licensed Products, tags or labels, packaging and/or advertising materials, including a trademark notice and/or copyright notice as applicable. The example shown is for illustration only, additional information may be required per the licensing agreement. Package is predominately Kodak Trade Dress Yellow

23 BASIC ELEMENTS Required information Country of Origin, License Tagline Example of Licensed Product package back Pre-approved third-party logos Kodak and the Kodak trade dress are trademarks of Kodak, used under license. Made for and Distributed by Licensee Name under license from Kodak. The Kodak Licensed Product logo should be used as shown Approved limitation of liability and warranty statement must be used Country of Origin Kodak copyright notice Manufacturer s notice

24 BASIC ELEMENTS words to watch When writing about Kodak licensed products and services, words must be chosen carefully to avoid misleading the public (and to avoid leading yourself into legal difficulties). Kodak must factually support ( substantiate ) every claim we make about our company or its products in advertising, publicity, presentations, packaging and collateral, and this substantiation must exist before the claim is made. We expect the same from companies that license the Kodak brand. It is often acceptable to use your own data to substantiate claims as long as the methodology is sound and objective, and the same results would be produced by independent testing. However, some countries may require independent testing, especially for strong competitive claims. Positive, noncomparative words will rarely present problems. However, comparisons (or claims) are usually stronger and more effective. As a rule, comparatives( superior ) require basis for comparison ( superior to our prior model ) or they become superlatives ( superior to all ), which are much more difficult to substantiate. New or Improved can not be used longer than six months. Take care to support environmental claims like recyclable and biodegradeable, as these are heavily regulated. Some words like forever or perfect may be impossible to support in claims and should only be used in a non-literal context. For special promotions, free offers, rebates, sweepstakes, etc., spell out all conditions, expiration dates, and additional costs in a legible size. Common mistakes Using comparative words without specifying to what the product is being compared. Using words that imply a guarantee when no guarantee exists. Using claims (e.g., safe, environmentally friendly) that are not (or cannot be) substantiated with data. Words like unsurpassed and unexcelled mean equal to the best but not uniquely better, while unparalleled and unmatched mean superior to all others. Words of surety like assure, guarantee, and ensure shouldn t be used unless you expect to assume legal liability for product performance. Superlative words like best and absolutes like unique, all, and every can be used when substantiated, but you should first ask whether these words are essential to your message.

25 Co-branding co-marketing 4.1 Before engaging in any co-marketing discussions with third parties, Kodak must review and approve marketing plans and all marketing elements utilizing the Kodak brand.this includes promotions, bundled products, coupons, or other special offers.

26 domain name usage Process for acquiring 5.1 See Section How to access the Licensing Portal From the licensing portal, choose the Brand/Marketing submission type and then Domain Name to submit a request for approval. The structure of a domain name is very important as it can have a significant impact on online brand building, advertising, and search engine optimization. To protect licensees and Kodak, licensees are required to review their domain name strategy with Kodak and must gain approval from Kodak before implementing. Where Kodak Is One of Many Brands Licensees are not permitted to use Kodak trademarks as part of a root URL without written permission from Kodak. If written permission is given, the domain name must be registered by Kodak, not the licensee. Correct Usage Correct Usage with written permission* (*usually acceptable only when Kodak is the only brand on the website) Incorrect Usage Where Kodak Is the Only Brand If the licensee would like to use a Kodak trademark in their domain name, they must have written permission from Kodak to do so. Also, the domain name must be registered by Kodak, not the licensee. Correct Usage Correct Usage Kodak registers domain name

27 image usage Rights Policy for Kodak Communications 6.1 The following is Kodak s policy on image rights. We encourage our licensees to follow our policy when obtaining and using images on Kodak branded materials. It is the policy of Eastman Kodak Company to support and respect the rights of professional photographers to their images and to the royalties from those images. Adherence to this policy means particular care must be taken by Kodak and its agencies when images are sought for use in Kodak communications. Kodak s policy regarding procurement of images and image rights is based on the following principles: 3. Kodak should not operate or sponsor photo contests for the primary purpose of obtaining photographs to use in communications. However, where such contests are run for promotional purposes and where reasonable cash or other valuable prizes are awarded, the winners may be asked to grant Kodak limited usage of the photos as a condition of winning (e.g., customary use of winning photos to publicize the contest). Contest Rules should give notice of the disposition of entries, so that photographers can properly protect their works. 1. in general, Kodak will purchase rights to use images in communications only on a limited-use basis (i.e., for a specific piece, in specific media and/or for a specific period of time). Temporary exclusivity for Kodak may also be negotiated as part of the purchase, where it is required to prevent use of the image by competitors or others incompatible with Kodak s brand reputation. 2. certain images may be purchased outright in instances where it is important and appropriate for Kodak to control any further use of the image. These include packaging and instruction illustrations, product shots, publicity photos, pictures of Kodak employees/facilities/operations, images for internal use or publication only to employees/retirees and images taken for product testing or demonstration of product capabilities. Eastman Kodak Company, Kodak, Brownie, EasyShare, and NexPress are trademarks of Eastman Kodak Company.