DAS Branding Manual by Kelsey Leach

g Designed by Kelsey Leach

g Table of Contents

1 2 3 4 5

Section One: Branding Elements

Section Two: Photographic Themes

Section Three: Taglines/Design Motifs

Section Four: Business Papers

Section Five: Signage

6 7 8 9 -

Section Six: Vehicle Application

Section Seven: Uniforms

Section Eight: Internet

Section Nine: Mobile Device

Section Ten: Commercial

g Mission Statement

Deaf Adult Services is committed to creating a bridge between the Deaf, Hard of Hearing and Hearing Communities through advocacy, education, employment, and interpreting services that govern equal access, symbolizing the accords of culturally affirmative principles in championing the rights of the Deaf.

g Branding Strategy

The rebranding of Deaf Adult Services has been designed to reflect both the values and services provided by the comany. The new branding helps Deaf Adult Services be perceived as helpful, reliable, welcoming, warm, friendly, open and aware. Themes included throughout the rebranding elements are education, accessability, service, advocacy and communication.

g g B&W Logo

The new Deaf Adult Services (DAS) logo emcompasses all that the company exists for. DAS serves to help eliminate the issues that arise from the language barrier that exists between the Hearing, Deaf and Hard of Hearing Communities. The letters "DAS" in the logo are the foundations of the bridge that the logo as a whole creates.

Signature Display

The logo is a 2:1 ratio, with its length being twice its height. Because it is a busier logo, it needs adeqaute room around it. At all times, there should 1/6 of the logos length left blank around it.

1”

g Color Logo Palette

This color palette was strategically picked to enhance the welcoming feeling that DAS provides. The cool teal colors accentuate the relaxed community setting that DAS strives for. This palette was chosen to counter the typical stiff, corporate feelings that other service providers often portray.

C: 75 M: 68 Y: 69 K: 90

C: 91 M: 51 Y: 52 K: 29

C: 88 M: 40 Y: 41 K: 10

C: 16 M: 0 Y: 5 K: 0

C: 2 M: 0 Y: 7 K: 0

#000000

#0D565E

#067483

#D3EDF0

#F8FBEE

g Typography

The Designosaur typeface was chosen for all printed media because of its smooth, rounded visual appeal. The use of this sans-serif font is easy and quick to read, similar to the services that Deaf Adult Services provides. To maintain this feel, a very similar typceface, Ariel Round and Ariel Narrow Bold, was chosen to be used for all web media.

Designosaur Regular Designosaur Italic Both styles of this typeface will serve as the only typeface permitted to be used on all DAS printed media.

Ariel Round Ariel Narrow Bold Italic Both styles of this typeface will serve as the only typeface permitted to be used on all DAS web media.

g g Acceptable Use

- Using black or color logo - Using titleless logo - Using a rotated titleless logo in pre-approved cases (ex: uniforms)

Unacceptable Use -

Never Never Never Never

stretch or skew logo make any color changes, neither in part nor whole rotate title logo place items or text near logo without adequate room

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g Photographic Themes

DAS promotes itself as a community based service. For that reason, the photographic themes are all real people in the community using our services. Imagery is very relaxed and personal.

g g Taglines

The primary tagline for Deaf Adult Services is "Bridging the Gap". It refers the bridge that DAS creates between the Hearing, Deaf and Hard of hearing communities, that allows people to communicate, become educated, supported, and advocated for. Special phrases consist of "Communicate. Advocate. Educate", reflecting some of the services offered through DAS.

Design Motifs

Motifs used throughout different branding mediums include diffferent letters and numbers from the American Sign Language (ASL) alphabet. Learning ASL is one of the most important things one could do to bridge the gap between the communities. Secondary motifs used are speech bubbles, which reference communication, the reason for language.

"Bridging the Gap" Communicate. Advocate. Educate.

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abcdefghi jklmnopq rstuvwxy z de

g Business Papers

Although the use of business papers is now consired more traditional or vintage, these designs push the modern look and feel that DAS strives to achieve. Whether an informational brochure, business cards, letterheard, envelopes or even mailing labels, the visual themes of the new Deaf Adult Services branding remain consistant.

yp ge No Posta y Necesarr

advo ces ult Servi 44 Deaf Ad Street, Suite in 2495 Ma NY 14214 Buffalo,

o v d a o v d advooaadvo advoo adv o advo adv o adv o advo adv o adv o advo adv o adv o advo adv adv advo advo advo es Ser vic Suite 446 Adult , Deaf Street Main 2495 14214 lo, NY Buffa

es Ser vic Suite 446 Adult , Deaf Street Main 2495 14214 lo, NY Buffa

es Ser vic Suite Adult , Deaf Street Main 2495 14214 lo, NY Buffa

es Ser vic Suite 446 Adult , Deaf Street Main 2495 14214 lo, NY Buffa

446

es Ser vic Suite 446 Adult , Deaf Street Main 2495 14214 lo, NY Buffa

v ent :

Mission Statem

Steve Lovi Executive Director

steve@wnydas.org videophone: (716) 335-9170

d to ices is committe Deaf Adult Serv f, Hard between the Dea creating a bridge munities Com ring Hea of Hearing and loyment, emp n, catio , edu through advocacy rn equal services that gove and interpreting of ing the accords access, symboliz ciples in prin ve mati culturally affir f. rights of the Dea championing the

Services we of

fer:

• ASL Classes s lture Presentation Cu af • De ests qu Re er ret erp • Int ployment •Community Em sistance •Technology As Help •Organizational

ming events, on, including upco For more informati e atwww.wnydas.org visit us onlin

t 2495 Main Stree Suite 446 Buffalo, NY 14214

7480 Fax: (716) 8331637 Voice: (716) 833335-9192 Video Phone: (716)

2495 Main Street Suitea 446 Buffalo, NY 14214

v Fax: (716) 833-7480 Voice: (716) 833-16 Video Pho ne: (716) 335 37 -9192

g Exterior Signage

Displayed here is the exterior logo and prototype of the DAS building front. The tagline and DAS motifs has been placed on an awning while the doors on the building match the company's color palette. The awning designed entrance to the building creating a welcoming feeling as the client enters.

dAS Bridging the Ga p

g Interior Signage

The interior prototype displayed here consists of the main service counter the client will see as he or she enter the building, way finding signage to all employee offices, and a DAS stand up banner. Also displayed, is a service kiosk that can be used at any event that DAS employees travel to. The stand up banner next to the kiosk desk lists the the company's mission statement as well as a list of some of the services they provide.

Deaf Adult Services

WELCOME

MAIN DIRECTORY

Room #

Floor 1

100 T. Brucato

Services we offer:

t ASL Classes t Deaf Culture Presentations t Interpreter Requests tCommunity Employment tTechnology Assistance tOrganizational Help

For more information, including upcoming events, visit us online atwww.wnydas.org

2495 Main Street Suite 446 Buffalo, NY 14214

Fax: (716) 833-7480 Voice: (716) 833-1637 Video Phone: (716) 335-9192

Room #

Floor 3

300

201

301

M. Bartolotta

202

C. Orr

302

J. Grimaldi

203

J. Seier

303

N. Harmon

104 J. Goldstein 204

E. Koller

304

J. Hatch

105 A. Heider

P. Rohring 305

S. Leroy

102 D. Cork 103 A. Ferris

v Mission Statement:

Floor 2 L. Murray

Room #

S. Lovie

101 M. Cross

200

205

L. Christiano

g Interior Signage

The following interior banners will be hung up inside the main lobby and hallways of the DAS building. Each image associates with the tag line it is displayed behind.

Communicate

Advocate

Educate

g Vehicle Application

This is the company designed vehicle that employees will use on their travels to different events and conventions. The logo is beautifully placed on the sides on the vehicle, while the tagline and motifs enhance the back. The car was designed to appear very relaxed and fun to anyone who drives by it.

g Uniforms

All pieces in these employee uniforms ephasize the comfortable relaxed environment DAS wishes its clients to experience. Unlike suits and shiny shoes, DAS employees will be dressed similar to any client that might walk in, making them feel as though they are all on the same team, at the same level. With these uniforms, there are no feelings that one is superior or inferior. The shirt, pant/skirt and Identification Pass is to be worn by the emlpoyee at all times. The hats are not required to be worn in the office and can be worn at any outside the office event.

Steve Lovi Executive Director

g Internet

The DAS website is a key element in the rebranding that embraces the themes of accessability and simplicity. The website layout itself mirrors the design of the logo. The images used are all community members who are either attending DAS related events or who are utilizing their services. Each style of image correlates to the page the web-user is on. The homepage of the website features a facebook feed that shows who has liked the page, other companies and institutions that DAS supports, and any status or tag that Deaf Adult Services was mentioned in.

About

Services

Events

Contact

Western New York Deaf Adult Services

Bridging the gap

Deaf Adult Services of Western New York, Inc. 2495 Main St. Suite 446, Buffalo NY, 14214

C Facebook livefeed

g Internet Subpages

With a simple layout, the DAS website is very easy to navigate. Pages are coherent and filled with vital information. If a web-user comes to the page to find specific information, it is clear where they will need to go to find it. The main purpose of this website redesign was to have an accessible and user friendly web page.

About

Services

Events

Contact

Who we are

Deaf Adult Services (DAS) was established in 1993 by a group of committed volunteers interested in the welfare of the Deaf community. DAS was set up as an independent non-profit organization and continues to be the only agency of its kind serving the 8 counties of Western New York. Governed by a volunteer Board of Directors and staffed by Deaf, Hard of Hearing, and Hearing individuals, DAS affords a diverse, inclusive environmentin which to provide and receive services.

DAS Staff Anthony Brucato Community Employment & Assistive Technology Coordinator tony@wnydas.org Amy Ferris Director of Interpreting & Communication Services aferris@wnydas.org Jason Goldstein, Director of Advocacy & Community Education jason@wnydas.org

About

Services

Events

Contact

Enroll in a class today

•Beginner Level 1 •Beginner Level 2 •Intermediate Level 1 •Intermediate Level 2 Plan a Presentation • Community awareness presentations on Deaf Culture

Request an interpreter

• Between 8:30am and 4 pm, a sign language interpreter can be requested by phone. Contact us at (716) 833-1637. • Please call the oﬃce for rates. Community Employment

Organizational Help • Navigating the obligations under the Americans with Disabilities Act (ADA)

• The DAS job development team assists qualified Deaf and Hard of Hearing individuals who are seeking long-term employment.

Steve Lovi, Executive Director steve@wnydas.org Julie Seier Interpreter Scheduling Coordinator julie@wnyds.org

Technology Assistance • We are trained to help individuals with many types of assistive and adaptive equipment.

Emily Tennant-Koller Community Relations & Development Coordinator emily@wnydas.org

Deaf Adult Services of Western New York, Inc.

2495 Main St. Suite 446, Buffalo NY, 14214

About

Services

Event photo gallery

Events

Contact

Upcoming Events

About

Services

Events

Contact

Visit Us

DAS Newsletter

Video Pone: (716) 335-9192

Tri-Main Center 2495 Main Street Suite 446 Buffalo, NY 14214

•Subscribe

Fax: (716) 833-7480

Hours Monday- Friday 9am-5pm

Email: oﬃce@wnydas.org

2495 Main St. Suite 446, Buffalo NY, 14214

Voice: (716) 833-1637

Deaf Adult Services of Western New York, Inc.

Deaf Adult Services of Western New York, Inc. 2495 Main St. Suite 446, Buffalo NY, 14214

g Email Ad

This is one example of email advertisements that will be sent out to the community members that contain special offers, classes, new services and any other notifications that help serve the mission statement that DAS stands by.

This Season, Give the gift of learning. Register your loved one for an American Sign Language class today! Or, plan a Deaf Culture community presentation for your christmas party! Visit online at wnydas.org or find us on facebook.

Happy Holidays, Deaf Adult Services

g Web Banner Ad

Displayed here is one example of a Web Banner Ad that will show on various websites that DAS has bought advertising space on. The advertisements will serve the purpose of catching the eye of the internet user, causing them to wonder what "gap" DAS "bridges" and what services and opportunities they offer in the area.

Bridging the gap Since 1993

g Mobile Devices

Similarly to the website, the DAS app functions on simplicity and usability. The button optons at the bottom of the screens are the same tab options that exist on the website. The app is essentially a mobile version of the website, but has unique features such as adding upcoming events to your phone calender and sending you notifications the day of the event.

Events

Socials

Sonoma Grille

Performances

Spot Coffee

C Events Services

Sonoma Grille

Event Saved

Save Event

see you there!

5010 Main St. Buffalo, NY 14226 Fri. Nov 16, 7:00pm

g Commercial

This commercial can run as both a TV and internet commercial. It is entirely visual, and does not specifically rely on audio, so that both communities have equal accessability to what information is being given. The commercial is both humorous and educational. It's goal is to encourage people to learn ASL by taking classes at DAS.

abcdef ghij 5 2 1 klmno ASL pqrts uvxxye e z

Top

Reasons

learn

You can sign with your mouth full

You can sign underwater

e e e abcdef 3

You can talk from across a room

Learn ghij ASL klmno pqrts uvxxy today u

Deaf Adult Servces

You can have a conversation during a boring meeting

Sign language brings together Hearing and Deaf people.

c Bridging the gap

Bridging the Gap

2012 Branding Manual