Kodak crafts logo for chain of stores

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As part of its co-branding effort with photo specialty shops, Eastman Kodak Co. has introduced a new logo that will be prominently featured in signage.

Keeping Kodak's trademark yellow and red colors, the logo to be used for the upscale Image Center Solutions stores has an eyelike, three-dimensional design. It will appear on the exteriors of up to 400 stores nationally in the next 18 months.


Kodak decided against using its classic logo on storefronts, said Christopher Cegelski, associate manager of in-store marketing, because "we've been benevolent and given [the logo] to everybody. There is already an existing presence of it that does not do what we want to do with these stores."

As part of the relationship, Kodak will provide Image Centers with various exclusives on new products and promotions, such as a winter "Sesame Street" effort.

Kodak spends "a ton of money telling people to buy our stuff," said Mr. Cegelski, "but we don't focus much on where they buy it."

He compared the Image Centers' look--blond wood walls and tile floors--to a Hallmark card shop.

"From a retail perspective, I don't think we've done a great job in managing our brand," he said.

The effort is meant to help save family-owned stores, which are going out of business at the rate of 1,000 a year, Mr. Cegelski said.

"There's nothing `special' about photo specialty stores anymore," he noted.


To help small retailers, Kodak is issuing Image Centers a handbook containing marketing insights, with a chapter to explain brand extension using examples such as Nike, Starbucks Coffee Co. and Sears, Roebuck & Co. Kodak will give stores direct mail materials and provide co-op ad dollars.

Once a critical mass of stores is reached, Kodak intends to support them with national ads; it declined to give a timetable on that.

Copyright August 1997, Crain Communications Inc.

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