for eyes by STEPHANIE K DEMAREST

FO R E Y E S // 25

FOR E Y E S The logo should never be outlined

FOR E Y E S No gradients are to be used

for eyes The logo type must remain in all caps

FOR E Y E S Never stretch!

FOR E Y E S

Cirlces can not be replaced with other shapes

The logo type must remain Gotham Book

B R A N D M A N UA L // T H E I D E N T I T Y

B L A C K A N D W H I T E A LT E R N AT I V E The reversed mark is white on black. This mark is used when there is a black background.

FOR E Y E S

FO R E Y E S // 27

C O L O R A LT E R N AT I V E These are some color alternatives to black. The reversed logo may only be placed on black or on any of our secondary colors.

FOR E Y E S

B R A N D M A N UA L // T H E I D E N T I T Y

OUR PRIMARY COLORS To achieve the highest contrast logo and an appearance that is easily identified, For Eyes uses black and white as a primary color palette.

PUPIL BL ACK 100% BL ACK

EYEBALL WHITE

FO R E Y E S // 29

SECON DARY COLORS Our secondary colors are used to bring some life and color into our brand identity. Because they primary logo is black and white, these colors are used throughout on other pieces to enhance visual interest.

ENCOUR AGED BLUE C 100 M 0 Y 30 K 26 R 0 G 136 B 150 HTML# 008896

B R AV E Y E L L OW C 28 M 0 Y 100 K 0 R 196 G 216 B46 H T M L# C 4 D70 0

DETERMINED RED C 0 M 97 Y 75 K 0 R 238 G 40 B 66 HTML# EE2842

B R A N D M A N UA L // T H E I D E N T I T Y

PAT T E R N S For Eyes uses a single pattern in specific applications. The pattern is a composition of circles and dots. This pattern can be used in any of the primary or secondary colors.

Fe _ Re d _ Pat . jpg

Fe _ B lu _ Pat . jpg

Fe _Yel _ Pat . jpg

Fe _ B la _ Pat . jpg

FO R E Y E S // 31

OUR TYPEFACE

IS GOTHAM

Gotham needs to be used at all times. Font Face is used for digital experiences. Any text must always be ragged left and is to never be justified or centred.

B O LD

A B C D E FG H I J K LM N O P Q R S T U V W X Y Z abcdefghijklmnopqurstuvwxyz

MEDIUM

A B C D E FG H I J K LM N O P Q R S T U V W X Y Z abcdefghijklmnopqurstuvwxyz

BOOK

A B C D EFG H I J K LM N O P Q R S T U V W X Y Z abcdefghijklmnopqurstuvwxyz

LI G HT

A B C D EFG H I J K LM N O P Q R S T U V W X Y Z abcdefghijklmnopqurstuvwxyz

B R A N D M A N UA L // T H E I D E N T I T Y

OUR PHOTOGR APHY Our photography is to display the services and happy patients from the For Eyes organization. All photography is to remain in black and white for high contrast purposes.

FO R E Y E S // 33

B R A N D M A N UA L // T H E I D E N T I T Y

NAMING PRIMARY FILES To maintain a organized file structure to maintain cohesiveness and efficiency, the following naming convention must be followed. The naming files should always start with the two letters of the brand name.

Brand name

Project Name

File E xtension

Fe_ Print_ Brochure_ 2-19.pdf Project Type

Date

FO R E Y E S // 35

NAMING IMAG E FILES Naming image starts with the first two letters of the brand name, followed by the signature, then the orientation, and the file extension. If the image is a pattern the signature would be replaced with the color and will use the first three letters.

Brand name

Orientation (horizontal)

Fe_ Lt_ Hor.eps Signature (logotype)

File E xtension

B R A N D M A N UA L // T H E I D E N T I T Y

FO R E Y E S // 37

THE BUSINESS SYSTEM

T H E S Y S T E M ....................................... 38 L E T T E R H E A D .....................................40 B U S I N E S S C A R D . . . . . . . . . . .....................41 E N V E L O P E ..........................................42 S TA M P.................................................43

B R A N D M A N UA L // B U S I N E S S S YS T E M

Dear Robert Mullen, Thank you for contacting the Legal Division for information regarding the incorporation of For Eyes. For Eyes International has developed a successful relationship with CT, the industry leader in legal services. Through this relationship CT can assist your For Eyes with the incorporation of For Eyes and the completion of any other necessary filings with your Secretary of State office at a substantial savings. If your club decides to take advantage of this membership benefit program with CT and incorporate your club, please contact CT directly, and CT will coordinate review and authorization by For Eyes International Legal Division and handle all necessary filing. Of course, you always have the option of handling all necessary filing to incorporate For Eyes on your own. In that case, you may submit the required documents to the LCI Legal Division for review and authorization. At tach e d to this let te r are s ample Ar ticles of Incorp oration which have been pre-approved by For Eyes. This sample may assist your club in developing your own documents for filing. You may need to seek further review by local legal counsel to ensure that any Articles of Incorporation meet the requirements of incorporation under the laws of the State in which the For Eyes is to be incorporated. Following is information on the incorporation of For Eyes and the requirements necessary from For Eyes place to be. D uring th e writing of this let te r we provid e d Ar ticles of Incorp oration which have been pre-approved by For Eyes. This sample may assist the organization in developing your own documents for filing. You may need to seek further review by local legal counsel to ensure that any Articles of Incorporation meet the requirements of incorporation under the laws of the State in which the For Eyes is to be incorporated. Following is information on the incorporation of your For Eyes and the requirements necessary from For Eyes place to be. At tach e d to this let te r are s ample Ar ticles of Incorp oration which have been pre-approved For Eyes. This sample may assist your club in developing your own documents for filing. You may need to seek further review by local legal counsel to ensure that any Articles of Incorporation meet the requirements of incorporation under the laws of the State in which For Eyes is to be incorporated. Following is information on the incorporation of For Eyes and the requirements necessary from For Eyes.

FOR E Y E S

Thank you,

1 663 4W Sherman St. Brentwood C A 945 1 6

630. 5 17.6785 www.foreyes .org

Sandra Johnson Chair Director

FO R E Y E S // 39

FOR E Y E S

J ER EM IA H S TA NTO N 1 6634 West Sherman Street. Apt 45 Brentwood CA 94513 phone: 630. 517.6785 web: www.foreyes .org

FOR E Y E S 1 6 6 3 4 We st S h e rm a n Stre et . A pt 45 B re nt wo o d , C A 9 45 13

Pete r H ick s 6 3 0 Ive s Ave n u e A m e ric a n C a nyo n , C A 9 45 03

B R A N D M A N UA L // B U S I N E S S S YS T E M

LETTERHEAD The letterhead offers a choice for personalization offering three different colors for the back. The front displays the logo and contact information. The letterhead is to always be in Gotham.

PAPER Beckett Expressions Radiance Text: 65 lb

Dear Robert Mullen,

Thank you for contacting the Legal Division for information regarding the incorporation of For Eyes. For Eyes International has developed a successful relationship with CT, the industry leader in legal services. Through this relationship CT can assist your For Eyes with the incorporation of For Eyes and the completion of any other necessary filings with your Secretary of State of fice at a substantial savings. If your club decides to take advantage of this membership benefit program with CT and incorporate your club, please contact CT directly, and CT will coordinate review and authorization by For Eyes International Legal Division and handle all necessary filing. Of course, you always have the option of handling all necessary filing to incorporate For Eyes on your own. In that case, you may submit the required documents to the LCI Legal Division for review and authorization. At ta ch e d to this let te r a re s a mple Ar ticles of In co rp o ratio n which have been pre-approved by For Eyes. This sample may assist your club in developing your own documents for filing. You may need to seek further review by local legal counsel to ensure that any Articles of Incorporation meet the requirements of incorporation under the laws of the State in which the For Eyes is to be incorporated. Following is information on the incorporation of For Eyes and the requirements necessary from For Eyes place to be. D uring th e writing of this let te r we provid e d Ar ticles of In co rp o ratio n which have been pre-approved by For Eyes. This sample may assist the organization in developing your own documents for filing. You may need to seek further review by local legal counsel to ensure that any Articles of Incorporation meet the requirements of incorporation under the laws of the State in which the For Eyes is to be incorporated. Following is information on the incorporation of your For Eyes and the requirements necessary from For Eyes place to be. At ta ch e d to this let te r a re s a mple Ar ticles of In co rp o ratio n which have been pre-approved For Eyes. This sample may assist your club in developing your own documents for filing. You may need to seek further review by local legal counsel to ensure that any Articles of Incorporation meet the requirements of incorporation under the laws of the State in which For Eyes is to be incorporated. Following is information on the incorporation of For Eyes and the requirements necessary from For Eyes.

FOR E Y E S Brentwood C A 945 1 6

630. 5 17.6785 www.foreyes .org

2.75in

FOR E Y E S

At tache d to this let ter are sample Ar ticles of Incorporation which have been pre-approved For Eyes. This sample may assist your club in developing your own documents for filing. You may need to seek further review by local legal counsel to ensure that any Articles of Incorporation meet the requirements of incorporation under the laws of the State in which For Eyes is to be incorporated. Following is information on the incorporation of For Eyes and the requirements necessary from For Eyes.

Thank you,

1 663 4W Sherman St. Brentwood C A 945 1 6

630. 5 17.6785 www.foreyes .org

Sandra Johnson Chair Director

Dear Robert Mullen,

Thank you,

1 663 4W Sherman St. Brentwood CA 9451 6

630. 517.6785 www.foreyes.org

Sandra Johnson Chair Director

Dear Robert Mullen,

D uring the writing of this let ter we provide d Ar ticles of Incorporation which have been pre-approved by For Eyes. This sample may assist the organization in developing your own documents for filing. You may need to seek further review by local legal counsel to ensure that any Articles of Incorporation meet the requirements of incorporation under the laws of the State in which the For Eyes is to be incorporated. Following is information on the incorporation of your For Eyes and the requirements necessary from For Eyes place to be.

FOR E Y E S

Thank you,

1 663 4W Sherman St.

D uring th e writing of this let te r we provid e d Ar ticles of In co rp o ratio n which have been pre-approved by For Eyes. This sample may assist the organization in developing your own documents for filing. You may need to seek further review by local legal counsel to ensure that any Articles of Incorporation meet the requirements of incorporation under the laws of the State in which the For Eyes is to be incorporated. Following is information on the incorporation of your For Eyes and the requirements necessary from For Eyes place to be.

Sandra Johnson Chair Director

8in

At ta ch e d to this let te r a re s a mple Ar ticles of In co rp o ratio n which have been pre-approved For Eyes. This sample may assist your club in developing your own documents for filing. You may need to seek further review by local legal counsel to ensure that any Articles of Incorporation meet the requirements of incorporation under the laws of the State in which For Eyes is to be incorporated. Following is information on the incorporation of For Eyes and the requirements necessary from For Eyes.

FOR E Y E S

Thank you,

1 663 4W Sherman St. Brentwood C A 945 1 6

630. 5 17.6785 www.foreyes .org

.75in

.50in

Sandra Johnson Chair Director

FO R E Y E S // 41

BUSINESS CARD The business card utilizes the pattern on the back to offer a matching system to the letterhead. The primary logo is used on the front of the business card and is to remain in Gotham.

PAPER Beckett Expressions Radiance Cover: 80 lb

FOR E Y E S

.25in CHRISTINA GARNAS 1 663 4 West Sherman Street. Apt 45

.625in J E R E M I A H S TA N TO N 1 663 4 West Sherman Street. Apt 45

Brentwood CA 94513 phone: 630. 517.6785 web: www.foreyes .org

1.0in

Brentwood CA 94513 FOR E Y E S

phone: 630. 517.6785 web: www.foreyes .org

J E R E M I A H S TA N TO N 1 663 4 West Sherman Street. Apt 45 Brentwood CA 94513 phone: 630. 517.6785 web: www.foreyes .org

.25in FOR E Y E S

SAREINA SECHLER 1 663 4 West Sherman Street. Apt 45 Brentwood CA 94513 phone: 630. 517.6785 web: www.foreyes .org

B R A N D M A N UA L // B U S I N E S S S YS T E M

ENVELOPE The envelope is a policy envelope and also follows the same color scheme as the rest of the business system.

PAPER Beckett Expressions Radiance cover: 80 lb

FOR E Y E S

.50in

1 6 6 3 4 We st S h e rm a n Stre et . A pt 45 C A L I F O R N I A

B re nt wo o d C A 9 45 13

Pete r H ick s

2in

1 6 6 3 4 We s t S h e rm a n Stre et . A pt 45 B re nt wo o d C A 9 45 13

6in

9in

.50in

FO R E Y E S // 43

S TA M P S The stamp is a fun way to tie the business system together. Stamps come in a variety of colors and circles used from the primary logo. The stamps are to be used on any mailings of For Eyesâ&#x20AC;&#x2122;s and also are sold at the United States Postal Office.

PAPER Beckett Expressions Radiance cover: 80 lb

.25in

FO R E VE R U SA

.125in

1.75in

B R A N D M A N UA L // T H E I D E N T I T Y

FO R E Y E S // 45

T H E AWA R E N E S S P I E C E S

B R O C H U R E .........................................46 P O S T C A R D S ......................................48 P O S T E R S E R I E S . . . . . . . . . . ......................41 D O N AT I O N C L I N I C ............................. 52 B I L L B O A R D A N D S I G N S .................... 54 P R O D U C T S A N D A P PA R E L ............... 56

B R A N D M A N UA L // T H E AWA R E N E S S P I EC E S

BROCHURE The brochure is a mail out that is sent to neighborhoods and businesses to spread awareness about For Eyes, the eyeglass

IN THE

IF MAILED

UNITED STATES

NECESSARY

FORTY

NO POSTAGE

recycling’s benefits and statistics.

B re nt wo o d C A 9 45 13

% HAVE THE ABILITY TO GET THEM

FOR E Y E S

TWENTY

1 6 6 3 4 We st S h e rm a n Stre et . A pt 45

% OF PEOPLE NEED EYEGLASSES

IN THE

IF MAILED

NECESSARY

NO POSTAGE

FORTY

UNITED STATES

FO R E Y E S // 47

FOR E Y E S

WHO WE ARE all those in need. We are dedicated to improving vision through outreach, research, and education.

Reported number of vision complaints

simply because they do not have access to or cannot afford care. In some countries, a pair of eye

quality of life.

B re nt wo o d C A 9 45 13

Pete r H ick s

1 6 6 3 4 We s t S h e rm a n Stre et . A pt 45

impairments. Most of these vision impairments are quickly diagnosed are easily treated with pushed deeper into poverty simply because they

million people worldwide suffer from poor vision

and robs adults of independence, mobility and

Millions of people are suffering from vision

corrective lenses. Still, millions of people are

According to the World Health Organization, 284

negatively effects a child’s ability to learn in school

FOR E Y E S

WHAT IT MEANS TO DONATE

33%

At For Eyes we believe in caring for the eyes of

wear costs more than a month’s salary. Poor vision

B re nt wo o d C A 9 45 13

TWENTY % HAVE THE ABILITY TO GET THEM

1 6 6 3 4 We st S h e rm a n Stre et . A pt 45

% OF PEOPLE NEED EYEGLASSES

don’t have glasses. These people can not learn because reading is difficult. They can’t work to the best of their ability, because they can not see

41%

clearly. By donating your used eye wear you can save a some ones sight.

Recycled eye wear is collected at our donation centers. Trained volunteers then clean and prepare

Have never been to

the eye wear for the clinics. Two million pairs are

the eye doctor

needed annually to support our clinics. For Eyes employees and many others volunteers

56%

recycle and hand-deliver your eye wear to someone in need. For Eyes has helped more than six million people see more clearly by providing

Don’t realize they have

free eye exams and glasses.

vision problems

Up to 80% of all blindness is preventable or treatable.

B R A N D M A N UA L // T H E AWA R E N E S S P I EC E S

POSTCARDS These postcards are sent out to the public to inform them about eyeglass recycling and where the nearest donation clinic is located.

FOR E Y E S 16634 West Sherman St. Brentwood CA 94516 USA | FOREVER

WE NEED YOUR HELP

Amber Phillips 242 Raymond Drive Grand Rapids, MI 49345

Imagine if you could help a child read. An adult succeed in his job. A senior maintain her independence. And provide a community with more opportunities to grow and thrive. You can. This is the closest clinic r near you, all you need now is a pair of glasses to give!

FO R E Y E S // 49

FOR E Y E S

16634 West Sherman St.

Brentwood CA 94516

Brentwood CA 94516 USA | FOREVER

USA | FOREVER

WE NEED YOUR HELP

Amber Phillips

SAVE SOMEONEâ&#x20AC;&#x2122;S SIGHT

Amber Phillips 242 Raymond Drive Grand Rapids, MI 49345

TOGETHER WE CAN.

242 Raymond Drive

Imagine if you could help a child read. An

Grand Rapids, MI 49345

adult succeed in his job. A senior maintain her

independence. And provide a community with

adult succeed in his job. A senior maintain her

more opportunities to grow and thrive. You can.

independence. And provide a community with

This is the closest center near you, all you need

now is a pair of glasses to give!

Imagine if you could help a child read. An

more opportunities to grow and thrive. You can. This is the closest clinic r near you, all you need now is a pair of glasses to give!

Imagine if you could help a child read. An

Amber Phillips 242 Raymond Drive Grand Rapids, MI 49345

B R A N D M A N UA L // T H E AWA R E N E S S P I EC E S

POSTER SERIES Providing quick visual statistics and facts, the awareness posters are used to inform the public about the importance of eye care, the people effected by vision impairment and that it is preventable and treatable.

80% OF ALL BLINDNESS COULD BE AVOIDED

25 MILLION ARE EFFECTED BY VISION LOSS

1 OUT OF 4 EXPERIENCE VISION LOSS

CURIOUS TO LEARN MORE?

ARE YOU ONE OF THEM?

BECOME AWARE

V I S I T W W W. F O R E Y E S . O R G

L E A R N M O R E AT W W W. F O R E Y E S . O R G

S TA R T AT W W W. F O R E Y E S . O R G

FOR E Y E S

FO R E Y E S // 51

B R A N D M A N UA L // T H E AWA R E N E S S P I EC E S

D O N AT I O N C L I N I C E X T E R I O R The exterior of the organization uses a clean and high contrast look. The building remains black with photography in the window. The windows are blocked out to take advantage of the lighting inside and to provide a ideal environment for eye exams.

FO R E Y E S // 53

D O N AT I O N C L I N I C I N T E R I O R The interior of the organization is a welcoming and friendly environment. The tables on the right are help stations to register to receive recycled glasses and eye exams. The stations in the middle are where the recycled frames are placed and there is a greeter at the door to direct people.

www.urbanbarn.icovia.com

B R A N D M A N UA L // T H E AWA R E N E S S P I EC E S

B ILLBOARDS AN D SIG NS Billboards are used to strike curiosity in our brand and what we are doing. Some will have a subtle approach, while others will be more forward with facts and statistics.

FO R E Y E S // 55