Extrafilm/Spector

Design Consultancy
Branding Consultancy

Private picture collections

Being the leading photo processing and printing operation in Belgium, Extrafilm is actively developing its range of products and services to the public. Making the most of new developments in digital printing, the company saw a good opportunity of adding value by offering an online service for creating custom albums for the customer's own digital pictures.

To turn these albums into recognisable Extrafilm products, KAN Design was invited for an exploratory branding study to be further developed by Extrafilm's own services. Other elements of the brief stipulated a visual emphasis on any corporate graphics to enhance commercial appeal of the albums, a contemporary look and a degree of flexibility in the offer to cater to customer's preferences. Based on this brief, a decision was made to offer two types of album: a basic "hard-branded" album to be offered at entry-level prices, and a more expensive "soft-branded" album allowing customers more graphic options for the album cover.

The visual identity for the new service consists of a simple series of frames to symbolise the collection of various pictures, the colours of which derive from the Extrafilm coloured kite logo.


For the hard-branded albums these frames are embossed on the album cover, which is available only in Extrafilm's dark blue corporate colour - a dark blue that is also available as a support colour on the album pages. Soft-branded albums carry smaller frames on the cover, making room for customers to add their personal text and an image. A choice of cover colours is also available, all of which derive from the colours of the kite logo.


As an added touch, each album is delivered with a semi-transparent paper dust jacket, the front of which features the frames visual while the Extrafilm logo signs it off at the back.