A new company logo was announced by Kodak Chairman and Chief Executive, Antonio Perez, at the International Consumer Electronics Show (CES) in Las Vegas. Perez also called on the industry to cooperate in making digital imaging and digital photography simpler and more relevant to more people. The new logo uses a custom-designed typeface, which is both contemporary and flexible. It will be applied right across Kodak's businesses, which include, handheld digital cameras and computer software. The logo will also adorn Kodak's buildings around the world. Betty Noonan, Director of Brand Management and Marketing Services, commented: "We want to break out of the box, in a lot of ways." Kodak also announced a technology-sharing and marketing alliance with Motorola aimed at making imaging more widespread in electronic devices.