“Wired” Magaine online points out something about Eastman Kodak Company, which announced the Ektra smartphone camera last week: they’ve gone back to the classic red-on-yellow “K” logo; the stylized camera shutter originally adopted in 1971.
When designer Peter Oestrich designed it for Kodak 45 years ago, he intended the arms of the “K” to represent beams of light passing through a lens, putting the nature of photography itself into the logo.
Ten years ago, Kodak replaced it with the word “Kodak” over a yellow line as it tried to modernize. Now the logo is back, with a slight redesign from the New York City design firm “Work-Order.”
They’ve stacked the Kodak name vertically on the right side of the logo. It’s meant to evoke the sprocket holes on a piece of film.