Eastman Kodak, the u.s. parent of Kodak Canada, has unveiled the long-awaited new branding strategy for its digital products business.

Kodak hopes the new Kodak Digital Science sub-brand will differentiate the firm from its competitors in the rapidly expanding digital imaging marketplace.

The Digital Science brand is supported by a new logo that combines elements of the familiar red-and-yellow Kodak logo with the words Digital Science in blue lettering and the letters ‘ds’ in blue surrounded by a yellow circular.

Ted Knight, manager of business unit communications support at Kodak Canada, says the new brand ‘will eventually be driven right into the consumer market.’