The concept surrounding the logomark and imagery for the George Eastman House design system stem from the science of the process behind photography and film. The ten piece system includes a logomark, positive and negative, a gift store shopping bag, bookmark, membership guide, visiting artist mailer and exhibition banner, a Dryden Theater poster and ticket and museum clips for general admission to the George Eastman House.
The triangular form that cuts into the logomark mimics the light that comes from an enlarger in the darkroom, the view of a camera and the shape of the light from a projector in a movie theater.
All of the imagery of the rolls of film, popcorn and slides were created in the darkroom, literally painting with light using the photogram process.