Kodachrome Magazine Digital Design System
Kodak's magazine highlighting the world of analog culture, Kodachrome, launched in print in 2017. After the first issue was released, a design system was developed to promote and highlight the magazine and its contributors in web and social media formats.
Kodachrome Magazine is developed between two groups: Kodak's Chief Marketing Office and Stranger Collective, a group working out of the UK.
After Kodachrome launched in print, articles and content would be highlighted on web and social media platforms. A brand system was needed that could digitally capture the analog spirit.
Visual Approach: Logotype
When exploring options for the logotype, it was important to maintain the analog feeling of the masthead to create a cohesive look across use cases. Historical Kodak logos were referenced, including a page turn, but the early options did not provide enough space for text and had issues with legibility.
Early logotype explorations
The final logotype design referenced the analog - a rubber stamp - while remaining clean and simple. Typefaces from the magazine were used to create a relationship between web and printed content. The final design gave flexibility with secondary text, and was simple enough that it could be placed on complex imagery without distracting the viewer.
In Use: Logotype
The logotype is used on social media posts for Twitter and Facebook to promote issue specific and web exclusive content from Kodachrome Magazine. It is also included in video footage that is specific to Kodachrome content. It can be used on its own, or with one line of type to show where the content originated.
Visual Approach: Web Content
Articles from Kodachrome Magazine are posted as web content at kodak.com, but needed a unique look that related to the magazine itself. Drawing heavily from the design of the magazine, a layout was developed that had a feel of analog in a digital format. Also referenced were other printed magazines like Refueled Magazine, and current online article producers including The Outline. It was key that the web experience felt authentic, and carried the message of analog even on a digital platform.
While developing the web look for Kodachrome Magazine, several pages were developed in wireframes, low-fi layouts, hi-fi layouts, and staging areas. Pages designed included a web article template page, a landing page, an archive page, and an index. Both web and mobile layouts were considered throughout the design process. Working with the web development team, we found a solution that stayed true to the magazine feel, while staying within the limits of Kodak's existing web template structure.
Process work showing possible layouts for online article format
Final Approach: Layout
The final layout design uses a long bar of color on the left-hand side, referencing the spine of a book. Large banners at the top call out the article title and feature artwork, and images are used throughout to help with the flow of the experience. Pull quotes are treated in two different ways to add some visual interest and references to the printed magazine. The mobile experience uses a simplified version of the same format, while keeping things clean and legible.
Final Approach: Color
The color of left-side bar features a key color from each article, and changes on each post. A secondary color is selected to use in text and dividers.
In Use: Web Content
Articles posted online are promoted across Kodak's social media platforms and are posted as full-length articles on kodak.com.
Sample layout from the article "Ben Stockley: A Creative Flare"
Mobile layout from the article "Lost in Color (Colorful Characters)"
Mobile layout from the article "Straight From the Heart"
Additional Team Members
Kodachrome Magazine produced by Stranger Collective
Joshua Coon Kodachrome Magazine Editor
James Bulmahn Art Director