Kodak Brand Change

Today, the Rochester Democrat & Chronicle reported that Kodak will be making logo history by abandoning it's world famous boxy K logo. While the new logo retains the colors of the dated one, it sorely lacks in concept, typography and brand building. While this might be a death blow to other large companies, this might be a move indicating the desperation that Kodak has reached with the decline of the company's profits and brand popularity. My take - the 'custom' typeface is really hideous, and the logo doesn't speak visually to what the company does. Good luck out there logo! Be grateful you aren't a Verizon or a