Kodak reveals retro rebrand as its Ektra smartphone for photography enthusiasts is teased

Kodak Ektra

Kodak is returning to its roots with a rebrand, playing off its classic yellow and red K logo.

Design Week reports that the identity was created by New York-based studio Work-Order, and was announced in parallel with its new photography-focused smartphone.

The Ektra, built by Bullitt Group, will look to leverage the long-standing Kodak brand to secure a foothold in the mobile hardware market.

The reveal comes weeks after Google entered the mobile market in earnest with the Pixel, which it claims is the most powerful smartphone camera available. Kodak's Ektra will have to perform well against the Pixel to stand a chance.

The smartphone contains a 21-megapixel fast focus camera sensor and photo and video editing software Snapseed.

Jeff Clarke, Kodak chief executive, said: “Kodak has a rich history in imaging technology and the launch of the Kodak smartphone today demonstrates our ongoing commitment to bringing the latest advances in photography to consumers.

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