On January 6, 2006 Eastman Kodak Co. introduced a new logo after more than a half century. The new logo still dons the classic red and yellow colors, but the box surrounding the big letter "K" was apparently voted off the island. The logo is simple, but the word Kodak is written in a customized typeface. Kodak was forced to reinvent itself and that led to an enhancement of the corporate image. So we can see how Kodak breaks out of the box busting out a new corporate identity to replace their 50-year old current one. The new logo features a distinctive "a" and a rounded type font. Today's new, symplified Kodak logo keeps the company's distinctive yellow and red colours but dispenses with the box that has comprised the word "Kodak" for the past 70 years.