For Eyes Brand Manual by STEPHANIE K DEMAREST

FOR E Y E S Brand Identity Manual

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 // 3

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

CONTENTS

O U R B R A N D....................................7 T H E I D E N T I T Y................................15 T H E B U S I N E S S S Y S T E M ............... 37 AWA R E N E S S P I E C E S ....................45 D I G I TA L E X P E R I E N C E .................. 59 T H E P R O C E S S .................................69

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

THE BRAND ABOUT US......................................8 TA R G E T A U D I E N C E . . . . . . . . . . . . . . . . . . . . . . . . . 1 1 B R A N D AWA R E N E S S . . . . . . . . . . . . . . . . . . . . . . . 1 2

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

A LITTLE ABOUT US At For Eyes we are dedicated to improving vision through outreach, research, and education. For Eyes uses recycled eye wear to save the vision of millions each year. Throughout the year, For Eyes’s volunteers collect used eyeglasses and deliver them to For Eyes’s clinics. They are then cleaned, sorted by prescription strength and then packaged. The recycled glasses are distributed to clinics through out the United States. Two million pairs are needed annually to support our clinics. For Eyes has helped more than six million people see more clearly by providing free eye exams and glasses. For Eyes’s mission is to give every individual living with vision loss or impairments the chance to live independent, courageous lives.

FO R E Y E S // 9

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 // 11

THE PEOPLE WE WORK FOR For Eyes has recognized the millions of people are suffering from vision impairments. Most of these vision impairments are quickly diagnosed are easily treated with corrective lenses. Still, millions of people are pushed deeper into poverty simply because they do not have glasses. These people can not learn because reading is difficult. They can not work to the best of their ability, because they can not see clearly. For Eyes has made a dedication to help each of these individuals seek and retain the eye wear they need to regain their ability.

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

O U R B R A N D AWA R E N E S S For Eyes gives hope to the people who need eye care assistance or eye wear. We seek to educate the public on the importance of eye care, as well as to help those in need through the collection, donation and distribution of recycled glasses. For eyes depends on volunteers to help assist in the day-to-day operations of the organization. We desire to have many volunteers and a few staffed in order to keep our services free. Ultimately we seek to be financially independent.

FO R E Y E S // 13

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 // 15

THE IDENTITY

O U R I D E N T I T Y....................................17 P R I M A R Y M A R K ..................................18 L O G O T Y P E . . . . . . . . . . . . . . . .........................19 H O R I Z O N TA L M A R K .......................... 20 V E R T I C A L M A R K ................................ 21 C L E A R S PA C E . . . . . . . . . . . . . . . ................... 22 S I Z I N G ................................................. 23 U N A C C E P TA B L E T R E AT M E N T........... 24 B L A C K A N D W H I T E A LT E R N AT I V E . . 26 C O L O R A LT E R N AT I V E ....................... 27 P R I M A R Y C O L O R ............................... 28 S E C O N D A R Y C O L O R . . . . . . . . . . . . . . . ........ 29 PAT T E R N S . ......................................... 30 T Y P O G R A P H Y..................................... 31 P H O T O G R A P H Y.................................. 32 N A M I N G F I L E S . . . . . . . . . . . . . . . . . . . . . . . . ....... 34

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 // 17

OUR IDENTITY In just about any dresser drawer, one can find a pair of eyeglasses that are no longer being used. Our job is to inform the public that same pair of eyeglasses can change another personâ&#x20AC;&#x2122;s life. Thatâ&#x20AC;&#x2122;s why we started the For Eyes. We believe everyone can help. We like to think of our identity is a promise that we are truly dedicated to helping everyone.

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

PRIMARY MARK The primary mark consists of four circles varying in weight and thickness. To maintain a strong brand image it is important that the mark is always consistent wherever it appears. It should be treated with care and is to always be in black and white.

FOR E Y E S

FO R E Y E S // 19

LOGOT YPE The logotype is used primarily in horizontal applications. The logo type is remain in black.

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

H O R I Z O N TA L M A R K The horizontal mark is a secondary mark. This mark appears on environmental graphics and is used an alternative to identify the brand. It should only be used when the primary is not applicable, and always in black.

FO R E Y E S // 21

VERTICAL MARK The vertical mark is also an alternative way to identify the brand. The vertical mark appears on the business system and environmental graphics.

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

C L E A R S PAC E The clear space requirements must be followed in order to maintain legibility and the integrity of the mark. The letter x is the height of the typography. The white space on each side of the mark should remain X at all times to maintain readability and integrity.

X X X

FOR E Y E S X

X X

FOR E Y E S

X X

FO R E Y E S // 23

SIZING The primary mark is preferred and used most often. When the mark is reduced to certain sizes it loses legibility, leaving the logotype more appropriate. These size restrictions must be used to maintain legibility.

.375IN MINIMUM HEIGHT

FOR E Y E S

.125IN MINIMUM HEIGHT

FOR E Y E S

.375IN MINIMUM

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

U N A C C E P TA B L E T R E AT M E N T S We ask that you respect the logo and logo type. None of the marks are to be altered outside of the guidelines. These are some examples of unacceptable treatments.

FOR E Y E S Never rearrange the circles.

FOR E Y E S

The logotype can never be smaller then logo

FOR E Y E S

No rainbows.

No half circles.

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 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

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

Thank you,

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

630. 5 17.6785 www.foreyes .org

Sandra Johnson Chair Director

2.75in 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

Thank you,

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

630. 5 17.6785 www.foreyes .org

Sandra Johnson Chair Director

At tache d to this let te r 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. Dear Robert Mullen,

FOR E Y E S

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.

Thank you,

1 663 4W Sherman St. Brentwood CA 945 1 6

630. 517.6785 www.foreyes.org

Sandra Johnson Chair Director

8in

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

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

USA | FOREVER

WE NEED YOUR HELP

Amber Phillips

SAVE SOMEONEâ&#x20AC;&#x2122;S SIGHT

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

Imagine if you could help a child read. An

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

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!

now is a pair of glasses to give!

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

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

TA K E AWAY S A N D A P PA R E L When receiving a recycled pair of glasses, patients are sent way with a bag to put their belongings in, eyeglass cleaner and a cloth to keep them clean. Other take aways from events are T-shirts with our primary logo, calenders and canvas tote bags. The T-shirt with the horizontal logo is used by volunteers only.

MARCH 2012

1 2 7 8 9 14 15 16 21 22 23 28 29 30

3 10 17 24 31

4 11 18 25

5 12 19 26

6 13

March 12 B l i n d Wa l k Rosa Park Circle Grand Rapids, MI March 23

20 27

D o n a t i o n D r i ve D ow n tow n Tr ave r s e C i t y Tr ave r s e C i t y, M I

FO R E Y E S // 57

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

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T H E D I G I TA L E X P E R I E N C E

I P H O N E A P P L I C AT I O N .....................60 W E B S I T E ...........................................48

B R A N D M A N UA L // T H E D I G I TA L E X P E R I E N C E

I P H O N E A P P L I C AT I O N The I Phone application is for users to find donation centers, find out about For Eyes, connect with their community and follow our events on facebook.

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ROCK VILLE 3245 BIG MOUNTAIN AVE

CASEVILLE 723 NORTH ROBINSON ROAD

ROSCOMMENS 9057 ADDISON NE BLVD

SHELBY VILLE 567 WEST SIMPSON DRIVE

FOR E Y E S

LOCATE CENTER FACEBOOK

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FO R E Y E S // 61

SALT LAKE CITY

DONATION CENTERS Home

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DONATION CENTER 1350 North Skyline Drive Bountiful (801) 298- 0301 HOURS Monday-Saturday 10a.m. to 9p.m. Sunday 10a.m. to6p.m.

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B R A N D M A N UA L // T H E D I G I TA L E X P E R I E N C E

WEBSITE Our website is a place where users can come to find out more about our organization, find ways to join, participate, donate and how to contact the different organization locations.

FOR E Y E S

SHARE THE GIFT OF SIGHT

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BLIND WALK 2012. VOLUNTEER. PARTICIPATE.

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WE NEED VOLUNTEERS

We’re on Facebook

Recycle old frames

Events

Donate

Watch us in action and keep up with our events and activities.

Share to your friends the importance of recycling your old frames.

For Eyes holds many events through out the year to raise awareness. Find out about this years events here.

It’s easy. Come in to see us or mail them in. Find out more here.

H O M E PAG E V I E W

FO R E Y E S // 63

FOR E Y E S

ABOUT

JOIN

BECOME A VOLUNTEER Volunteerism can transform the pace and nature of development, and it benefits both society at large and the individual volunteer. For eyes operates by advocating for volunteerism globally, encouraging partners to integrate volunteerism into development programming, and mobilizing volunteers.

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Become Apart of Our Team Volunteerism can transform the pace and nature of development, and it benefits both society at large and.

Employment Volunteerism can transform the pace and nature of development, and it benefits both society at large and.

Weâ&#x20AC;&#x2122;re on Facebook | Recycle old frames | Events | Donate

JOIN VIEW

B R A N D M A N UA L // T H E D I G I TA L E X P E R I E N C E

FOR E Y E S

ABOUT

JOIN

WHO WE ARE According to the World Health Organization, 284 million people worldwide

PA R TI C I PAT E

AC T

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Become Apart of Our Team We depend on volunteers. It is the soul of our organization. See how you can help out here.

suffer from poor vision simply because they do not have access to or cannot afford care. In some countries, a pair of eye wear costs more than a month’s

salary. Poor vision negatively effects a child’s ability to learn in school and

We are always ready and willing to answer and questions or con-

robs adults of independence, mobility and quality of life.

cerns you may have. Find the ways to contact us here.

Recycled eye wear is collected at our donation clinics. Trained volunteers then clean and prepare the eye wear for the clinics. Two million pairs are needed annually to support our clinics. For Eyes has helped more than six million people see more clearly by providing free eye exams and glasses.

We’re on Facebook | Recycle old frames | Events | Donate

ABOUT VIEW

Employment We have a couple employment openings. Here they are.

FO R E Y E S // 65

FOR E Y E S

ABOUT

JOIN

HOW TO DONATE Donation helps everyday to get people the correct vision prescriptions

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Donation Clinics For Eyes has many donation clinics around the United States. Find the listing of them here.

they need. Wether it is money or glasses every donation makes a impact on the millions of people we help each year.

Mail your frames to us Mailing your old frames is a easy way to get your frames to us. See

THANK YOU FOR DONATING!

Weâ&#x20AC;&#x2122;re on Facebook | Recycle old frames | Events | Donate

AC T VIEW

how to do that here.

B R A N D M A N UA L // T H E D I G I TA L E X P E R I E N C E

FOR E Y E S

ABOUT

JOIN

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BLIND WALK 2012 The Blind Walk event happens each year. People link together to experience what it would be like to be without the sense of sight. Everyone comes together and act as good partners and safely guide each other on blind walks. People are to identify three things on their blind walk by using their other senses besides sight. This event raises money and awareness for blindness and vision impairment around the world.

Weâ&#x20AC;&#x2122;re on Facebook | Recycle old frames | Events | Donate

JOIN VIEW

Volunteer for this event

Rules and Guidelines

How to become a volunteer

Our rules and guildlines to follow

FO R E Y E S // 67

FOR E Y E S

ABOUT

JOIN

PA R TI CI PAT E

AC T

CO N TAC T

MAILING YOUR GLASSES

Here’s How

Mailing your old frames is a easy way to participate for people who have

1. Collect glasses you want to donate

busy schedules or unable to get to a donation clinic. We have listed the steps to get your old frames to us via mail. You are going to need a plastic bag, a box, something to keep the frames safe in the mail and postage.

2. Package in a plastic bag 5. Write on outside of bag the perscription if known 4. Place glasses in a box with padding

THANK YOU FOR DONATING!

We’re on Facebook | Recycle old frames | Events | Donate

AC T VIEW

5. Send in glasses to any donation clinic

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 // 69

THE PROCESS

R E S E A R C H ..........................................70 V I S U A L R E S E A R C H ...........................72 T H U M B N A I L S . . . . . . . . . . ..........................74 D I G I TA L I T E R AT I O N S ........................76 S I T E M A P.............................................78 W I R E F R A M E S ....................................79

B R A N D M A N UA L // T H E P R O C E S S

RESEARCH

WHO WE ARE

AGAINST WHO DO YOU COMPETE

For Eyes has a deep passion to promote awareness of eye health. For Eyes provides distribution of eye health materials to appropriate locations. Locations usually include doctor’s offices, senior citizen centers, schools, youth groups, health fairs, vision screenings and eye health presentations. Other services provided include: the cleaning, sorting and packaging of eye glasses they receive from donations to give to those in need, supporting guide dog schools, providing scholarships for blind students, facilitating self-help groups for the blind/visually impaired, furnishing talking books, Braille books, or large print books for a public library, supporting recreational activities and For Eyes camps for the blind/visually impaired, providing devices such as white canes, braillers or computers and funding eye research.

Competition includes Eye Care for Kids, who’s program

THE BUSINESS YOU’RE IN For Eyes motto is “We Serve.” For Eyes are part of a global service network, doing whatever is necessary to help local communities. To accomplish their goals the For Eyes hold two annual events; Camps for the Blind and Visually Impaired and World Sight Day. Camps for the Blind and Visually Impaired is a customized camp to meet the needs of special needs children and adults who are visually impaired, giving them a week to take it the sounds, share experiences, encouragement and education. For Eyes works hard to not only give vision back to those who have lost it, but educate the world on good vision care. For Eyes has prevented serious vision loss to more then 30 million people worldwide. THE PEOPLE YOU SERVE AND WHAT’S NEEDED BY THAT MARKET According to the World Health Organization, 153 million people have uncorrected refractive errors including: near-sightedness, far sightedness and astigmatism. Most of these vision impairments are quickly diagnosed and easy to treat with corrective lenses. Still, millions of people are pushed deeper into poverty simply because they don’t have glasses. These people can’t learn because reading is difficult. They can’t work to the best of their ability, because they can not see clearly. What is needed by this market is not only tools to aid their vision such as eye glasses but education. For Eyes believes handing people a pair of glasses is not the solution. They believe in educating the public on good eye care as a method of correction. Encouragement and education aid the early detection and timely treatment of diabetic eye disease, glaucoma and agerelated macular degeneration (AMD), and the appropriate treatment for low vision. Helping educate people at risk for eye disease and encouraging them to seek appropriate treatment is what For Eyes is about.

helps visually impaired kids from poor and low-income families get the treatment they so desperately need. Another large competitor is inFOUCS. inFOCUS provides training, information resources and technical assistance to service providers, promotes awareness of primary eye care needs and program strategies, fosters research on clinical methods and technologies and develops and implements programs to respond to critically unmet needs. InFOCUS reaches out to people and programs near and far to promote healthy eyes and clear vision for all. THE DIFFERENT ABOUT OUR BUSINESS For Eyes is a different type of business because they offer their patients a large range of service for the visually impaired. Their services exceed past a simple eye exam or giving eyeglasses to those who need it. They work from all angles to cure blindness. Another special part to their business is their services are free. THE UNIQUE BENEFIT FROM OUR SERVICE The gift of sight along with the support, education and products people receive from their services. They encompass all aspects of vision and work their best to support each one making them unique from their competition. IDENTITY INFORMATION For Eyes program currently has a wonderful reputation. They have helped people all over the world for many reasons and still do till this day. Concerns the community may have is the lack of advertisement for the program, the supplies of glasses for everyone and the locations of the vision centers. However the public describes the organization as a helpful and life changing organization. Their major strength is collaboration. They work with multiple organizations to become successful.

FO R E Y E S // 71

NAMING precision

in good sight

eye to eye

provision

pince-nez

raise your glasses

envision

effects of specs

simple magnifiers

1. for eyes

bright prospective

foresight

framed face

2. vis[ability]

right angle

vision revelation

frame to frame

3. twenty-twenty

optics

peripheral awareness

arpoador

4. effects of specs

right sight

visionary

healthy eyes

5. for the love of sight

after image

unlimited vision

set your sights

6. wide-eyed

eye shot

clear vision

twenty-twenty

7. the sight site

range of vision

action with vision

fresh eyes

8. en[vision]

outlook

different view

sights to see

9. eye of the beholder

scene

the art of vision

new vision

10. healthy prospective

vista

at first sight

for the love of sight

11. visionaries

glimpse

spectacular spectacle

straight sight

12. at first sight

point of view

on sight

act of seeing

rubberneck

strike the sight

the beauty of sight

take a look

a worthy sight

faculty of vision

four eyes

sight of your goal

sense of sight

shadeâ&#x20AC;&#x2122;s

in good sight

delightful sight

specâ&#x20AC;&#x2122;s

vis(ability)

see right

eye of the beholder

inSIGHT

eye lovin

foresee

vision for the future

blinded sight

witness

unlimited vision

new view

our eyes

new clarity

take in the sights

eagle eye

act of vision

earthly spectacles

new surveillance

field of vision

optics share

beautiful gaze

beyond all sights

healthy peepers

feast your eyes

bright eyes

our vision, your vision

eye spy

look bright

vision for vision

take a gander

near sighted

feast your eyes

healthy vison

seeing your way

smart sight

bright sight

perceive the world

wide-eyed

all that we see

visionaries

Top Twelve

B R A N D M A N UA L // T H E P R O C E S S

VISUAL RESEARCH

FOR EYES

FO R E Y E S // 73

VISUAL RESEARCH

B R A N D M A N UA L // T H E P R O C E S S

THUMBNAILS

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THUMBNAILS

B R A N D M A N UA L // T H E P R O C E S S

D I G I TA L I T E R AT I O N S

|EYES FOR EYES

FOR EYES

for eyes

FO R E Y E S // 77

D I G I TA L I T E R AT I O N S

for eyes

FOR EYES

F OR E Y E S

B R A N D M A N UA L // T H E P R O C E S S

SITEMAP

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WIRE FRAMES

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WIRE FRAMES

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WIRE FRAMES

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