DMV Brandbook

58
YOU ARE DREADING A TRIP TO THE DMV. That place is the worst.

description

A brandbook showing my rebrand of the Department of Motor Vehicles

Transcript of DMV Brandbook

Page 1: DMV Brandbook

YOU ARE DREADING A TRIP TO THE DMV.

That place is the worst.

Page 2: DMV Brandbook
Page 3: DMV Brandbook

BUT, WHY?It can’t be that bad...right?

Page 4: DMV Brandbook
Page 5: DMV Brandbook
Page 6: DMV Brandbook

I WILL HAVE TO TAKE THE WHOLE DAY OFF WORK. Expect to wait for hours. Talk to

unfriendly employees. Bring a million different things proving your identification.

STAND IN THE WRONG LINE DUE TO LACK OF DIRECTION. Go home because you forgot your birth certificate. Come back

only to realize it is about to close. BE SURROUNDED BY OTHER UNHAPPY

PEOPLE WAITING IN LINE.

YOUR PERSPECTIVE

Page 7: DMV Brandbook

“The Kansas Department of Revenue is COMMITTED TO HARD WORK every day

for the people of Kansas; to treat our taxpayers, our employees, and each other with RESPECT; to conduct business with

INTEGRITY, FAIRNESS and CIVILITY; and to be HELD ACCOUNTABLE for our efforts.

We will collect taxes and fees, FAIRLY, CHEERFULLY, ACCURATELY

and EFFICIENTLY.”

THEIR PERSPECTIVE

Page 8: DMV Brandbook

SO, WHAT’S THE PROBLEM?

Page 9: DMV Brandbook

They promise respect, integrity, fairness, civility and to be fair, cheerful, and efficient,

but your trip hardly feels like it.

Page 10: DMV Brandbook

2

Try again tomorrow

SCENARIO: RENEWING YOUR LICENSE

START HERE

Your license is about to expire1

1011

9

You go to the DMV and walk in the doors

Wait in line to take your

license picture

Oh no, you blinked!

Oh well!

Your temporary license is printed

CONGRATS, YOU WASTED YOUR WHOLE DAY AND ARE NOW IN A TERRIBLE MOOD.

OR

Page 11: DMV Brandbook

6

3

8

4There are no directions, You can...

Get in the standing line

Get in the seated line

You get to the front and get paperwork

Oops, you need to get paperwork first!

(go back to step 3)

Continue to wait in line

Take the eye exam

Pay for your license

(Proceed only with paperwork)

Reach the front of the line,

did you bring the correct

documents?

YES!No.

Go home and start over.

7

Passed!

Oops, time to get glasses!

(start over)

5

OR

OR

OR

Page 12: DMV Brandbook

2

Try again tomorrow

SCENARIO: RENEWING YOUR LICENSE

START HERE

Your license isabout to expire1

1011

9

6

3

8

4

DMV and walkin the doors

There are nodirections,You can...

nding line

Get in the seated line

You get to thefront and getpaperwork

d to first! )

Take the eye exam

Pay foryour license

Wait in lineto take your

license picture

Oh no,you blinked!

(Proceed only with paperwork)

Reach the frontof the line,

did you bringthe correct

documents?

and start over.

7

Passed!

Oops, time to get glasses!

(start over)

Oh well!

Your temporarylicense is printed

CONGRATYOUR WHOLE DAY AND ARE NOW IN A TERRIBLE MOOD.

OR

Get in the stan

h

OR

What if there were clear directions

stating where to go?

Oops, you needget paperwork f

(go back to step 3)

What if you coulddownload and fill outthe paperwork

ahead of time?

Continue towait in line5What if they provided

entertainment while you wait?

YES!No.

Go home start ove

ORWhat if it was clearly

stated in multipleplaces what youneed to bring?

Oh

OR

But does it have to be like that?

9TS, YOU WASTED OLE DAY AND ARE

What if you left feeling good about yourself for doing your

part in keeping our roads safe?

2You go to the

DMV and walk

What if you could sign in at an automated kiosk?

Page 13: DMV Brandbook

2

Try again tomorrow

SCENARIO: RENEWING YOUR LICENSE

START HERE

Your license isabout to expire1

1011

9

6

3

8

4

DMV and walkin the doors

There are nodirections,You can...

nding line

Get in the seated line

You get to thefront and getpaperwork

d to first! )

Take the eye exam

Pay foryour license

Wait in lineto take your

license picture

Oh no,you blinked!

(Proceed only with paperwork)

Reach the frontof the line,

did you bringthe correct

documents?

and start over.

7

Passed!

Oops, time to get glasses!

(start over)

Oh well!

Your temporarylicense is printed

CONGRATYOUR WHOLE DAY AND ARE NOW IN A TERRIBLE MOOD.

OR

Get in the stan

h

OR

What if there were clear directions

stating where to go?

Oops, you needget paperwork f

(go back to step 3)

What if you coulddownload and fill outthe paperwork

ahead of time?

Continue towait in line5What if they provided

entertainment while you wait?

YES!No.

Go home start ove

ORWhat if it was clearly

stated in multipleplaces what youneed to bring?

Oh

OR

But does it have to be like that?

9TS, YOU WASTED OLE DAY AND ARE

What if you left feeling good about yourself for doing your

part in keeping our roads safe?

2You go to the

DMV and walk

What if you could sign in at an automated kiosk?

Page 14: DMV Brandbook

HOW CAN WE MAKE THIS PROCESS BETTER?

Page 15: DMV Brandbook

Create a friendlier environment

Give better direction

Make the process more efficient

Make waiting more enjoyable

Make sure people know what to bring

And ultimately...

Page 16: DMV Brandbook

CREATE PEACE

OF MIND

Page 17: DMV Brandbook

So people feel like...

Page 18: DMV Brandbook

“I feel like I am fulfilling my requirement to keep roads safe and drivers protected.”

Page 19: DMV Brandbook

BRANDMIND

SPACE

FUNCTIONALI have to go to the DMV to get my drivers

license, state ID, driving record or to change my address.

MENTALWhen I visit the DMV I realize that this

system keeps the roads safe, giving me piece of mind.

SPIRITUALI feel like I am fulfilling my requirement

to keep the roads safe and drivers protected from harm.

SOCIALSince all drivers are required to do this, I feel a sense of community in knowing that I’m not the only one that has to wait.

IDEAL BRAND MIND SPACE

Page 20: DMV Brandbook

The DMV is...

RELIABLEEFFICIENT

INFORMATIONALSTRUCTURED

SAFE

Page 21: DMV Brandbook

IDEAL BRAND CODE

PRODUCT/BENEFITEarn the privilege of driving

legally by obtaining your license.

POSITIONINGThe DMV is the only place to get your license. Better than similar

companies because they are efficient and helpful.

STYLINGA simple and clear brand and message that creates a sense

of unity and organization for the company.

MISSIONTo keep the roads safe and drivers

informed. To create a mental image of safety and reliability.

VISIONPeople should be happy to visit the DMV and learn about road improvements, road safety, and

receive their license.

VALUESReliableEfficient

InformativeStructured

Safe

PEACEOF

MIND

Page 22: DMV Brandbook

WHAT IS THEIR CURRENT BRAND “STYLE”?

Page 23: DMV Brandbook

WHAT IS THEIR CURRENT BRAND “STYLE”?

The DMV modernization project

is a three-year effort to replace aging

mainframe systems used for driver

licensing, motor vehicle titling and

registration, and inventory management

with a single, modern system that

is easier to use, maintain and enhance.

The DMV is a division of the

Kansas Department of Revenue.

Page 24: DMV Brandbook

THE DMV IS SIMILAR TO...FIRE DEPARTMENT

SALVATION ARMY

POLICE DEPARTMENT

WILDLIFE AND PARKS

POSTAL SERVICE

RED CROSS

Page 25: DMV Brandbook

OUTDATED

DMV

BO

RIN

G

INTE

RES

TIN

G

CURRENT

CURRENT POSITIONING

POTENTIAL POSITIONING

Page 26: DMV Brandbook

WHAT COULD IT BE LIKE?

Page 27: DMV Brandbook

ORGANIZEDSIMPLE

CLEAR

PEACEFUL

CALMINGSAFEMODERN MINIMAL

STRUCTUREDEFFICIENT

Page 28: DMV Brandbook

DL

Page 29: DMV Brandbook
Page 30: DMV Brandbook

KS

D MV Department of Motor Vehicles

at our automated kiosk.

Welcome to the DMV

Please enter and sign in KS

D M

VDepartment of Motor Vehicles

Page 31: DMV Brandbook

REDESIGN

Department of Motor Vehicles

KS

D M

V

Page 32: DMV Brandbook

D M

V

D M

V KS

Department of Motor VehiclesKS

D M

V

Department of Motor Vehicles

ALTERNATIVE LOGOS

Page 33: DMV Brandbook

DL

DL

DL

DL

Page 34: DMV Brandbook

TYPEFACES

BISQUE

DIN

Rockwell

D M

V KS

Department of Motor Vehicles

Supplementary type.

Page 35: DMV Brandbook

C=0 M=0Y= 0 K=50

C=0 M=10Y= 95 K=8

C=28 M=100Y= 100 K=23

C=44 M=13Y= 100 K=11

SYMBOLS and COLOR PALETTE

DLSTOP

Page 36: DMV Brandbook

DRIVERS POINT OF VIEW

CONTENT

PHOTOGRAPHY PALETTE

Page 37: DMV Brandbook

DRIVERS POINT OF VIEW

OPTIMISTIC

POSITIVE

Page 38: DMV Brandbook

KS

D M

V Department of Motor Vehicles

100 S. Avenue Lawrence,KS 66044

555-123-4567

JOHN DOE

555123-4567

100 S. Avenue Lawrence,KS 66044

[email protected] M

V KS

Motor Vehicle License Examiner

Department of Motor Vehicles

To:

KS

D M

V Department of Motor Vehicles

BUSINESS SYSTEM

Page 39: DMV Brandbook

DL

Creating Happy Drivers.

KS

D M

VDepartment of Motor Vehicles

ADVERTISEMENT

Page 40: DMV Brandbook

KS

D M

V

Department of Motor Vehicles

1100 Mass St, Lawrence, KS

Monday–Friday 8–5

785.832.5273

Your Location

HOME

BEFORE YOU GO

AFTER YOU GO

RULES OF THE ROAD

CONTACT US

FAQ

WHAT’S NEW?

The DMV Modernization Project is a three-year effort to replace aging mainframe systems used for driver licensing, motor vehicle titling and registration, and inventory management with a single, modern system that is easier to use, maintain and enhance.

To learn more, visit About the Project.

For the latest public announcements about the project, see the Press Releases page on the Kansas Department of Revenue website (will open in a new window).

The purpose of the DMV Modernization Project is to replace aging mainframe systems used for driver licensing, motor vehicle titling and registration, and inventory management with a single, modern system that is easier to use, maintain and enhance.

The new Division of Motor Vehicles System will replace the:

Kansas Driver’s License System, a mainframe system that has been in use since 1990 to issue and keep track of nearly 2 million driver licenses and identification cards. The system is also used to keep track of driving records, including restrictions, suspensions and

We’re Making Some Changes to Better Serve You

DRIVING HANDBOOK WHAT TO BRING FORMS LOCATIONS

Don’t wait until the last minute to renew your license!

WEBSITE

Page 41: DMV Brandbook

KS

D M

V

1100 Mass St, Lawrence, KS

Monday–Friday 8–5

785.832.5273

Your Location

HOME

BEFORE YOU GO

AFTER YOU GO

RULES OF THE ROAD

CONTACT US

FAQ

WHAT TO BRINGIF YOU ARE...

Getting your first license

RENEWING YOUR LICENSE

Transfering a license

Replacing a lost license

Non-citizens

BEFORE YOU GO

Department of Motor Vehicles

DRIVING HANDBOOK WHAT TO BRING FORMS LOCATIONS

KS

D M

V

Department of Motor Vehicles

1100 Mass St, Lawrence, KS

Monday–Friday 8–5

785.832.5273

Your Location

HOME

BEFORE YOU GO

AFTER YOU GO

RULES OF THE ROAD

CONTACT US

FAQ

WHAT’S NEW?

The DMV Modernization Project is a three-year effort to replace aging mainframe systems used for driver licensing, motor vehicle titling and registration, and inventory management with a single, modern system that is easier to use, maintain and enhance.

To learn more, visit About the Project.

For the latest public announcements about the project, see the Press Releases page on the Kansas Department of Revenue website (will open in a new window).

The purpose of the DMV Modernization Project is to replace aging mainframe systems used for driver licensing, motor vehicle titling and registration, and inventory management with a single, modern system that is easier to use, maintain and enhance.

The new Division of Motor Vehicles System will replace the:

Kansas Driver’s License System, a mainframe system that has been in use since 1990 to issue and keep track of nearly 2 million driver

We’re Making Some Changes to Better Serve You

Don’t wait until the last minute to renew your license!

BEFORE YOU GOWhat to bring

What to expect

Hold your spot in line

Forms

DRIVING HANDBOOK WHAT TO BRING FORMS LOCATIONS

Page 42: DMV Brandbook

KS

D M

V

1100 Mass St, Lawrence, KS

Monday–Friday 8–5

785.832.5273

Your Location

HOME

BEFORE YOU GO

AFTER YOU GO

RULES OF THE ROAD

CONTACT US

FAQ

RENEWING YOUR LICENSEBRING ONE OF THE FOLLOWING COMBINATIONS:

BEFORE YOU GO

A E

A E

A E

EA B

C

D

A

Department of Motor Vehicles

DRIVING HANDBOOK WHAT TO BRING FORMS LOCATIONS

A E

KS

D M

V Department of Motor Vehicles

1100 Mass St, Lawrence, KS

Monday- Friday 8-5

785.832.5273

Your Location

HOME

BEFORE YOU GO

AFTER YOU GO

RULES OF THE ROAD

CONTACT US

FAQ

RENEWING YOUR LICENSEBRING ONE OF THE FOLLOWING COMBINATIONS:

BEFORE YOU GO

D

KS

D M

V

1100 Mass St, Lawrence, KS

Monday–Friday 8–5

785.832.5273

Your Location

HOME

BEFORE YOU GO

AFTER YOU GO

RULES OF THE ROAD

CONTACT US

FAQ

RENEWING YOUR LICENSEBRING ONE OF THE FOLLOWING COMBINATIONS:

BEFORE YOU GO

A E

A E

EA B

C

Documentation for American Citizens or persons born in the United States:

Certified U.S. birth certificate (federal, state, county, Dept. of Justice)Birth Certificate from a U.S. territory (Puerto Rico, Guam, US Virgin Islands, and US Samoa)U. S. Passport or Passport Card - not expiredU. S. Military ID - not expired (active duty, depen-dent, retired, reserve or National Guard)Certified Order of Adoption-original U.S. documentCertificate of Naturalization with intact photo (Form N-550, N-570 or N-578)or Certificate of U.S. Citizenship (Form N-560, N-561 or N-645)U.S. military Common Access Card with photo, DOB, name and branch of serviceU.S. government-issued Consular Report of Birth Abroad

A

Department of Motor Vehicles

DRIVING HANDBOOK WHAT TO BRING FORMS LOCATIONS

A

Page 43: DMV Brandbook

KS

D M

V

1100 Mass St, Lawrence, KS

Monday–Friday 8–5

785.832.5273

Your Location

HOME

BEFORE YOU GO

AFTER YOU GO

RULES OF THE ROAD

CONTACT US

FAQ

RENEWING YOUR LICENSEBRING ONE OF THE FOLLOWING COMBINATIONS:

BEFORE YOU GO

BA A E

A E

DA E

CEA BB

C

Department of Motor Vehicles

DRIVING HANDBOOK WHAT TO BRING FORMS LOCATIONS

Documentation for those not born in the US or those that are not American Citizens:

Valid foreign passport with I-94 or valid "Processed for I-551" stamp with a mandated departure date greater than 60 days in the future - No Border Crossing CardsI-94 with refugee status (passport not required)Valid I-551 Resident Alien/Permanent resident cardValid photo Employment Authorization (issued by U.S. Dept. of Justice)

B

KS

D M

V

1100 Mass St, Lawrence, KS

Monday–Friday 8–5

785.832.5273

Your Location

HOME

BEFORE YOU GO

AFTER YOU GO

RULES OF THE ROAD

CONTACT US

FAQ

FORMSFILL THESE OUT BEFORE YOU VISIT US FOR A FASTER TRIP:

Address Change Online

Application to Modify Suspension and Receive Credit for Suspension Time

Application to Modify a Current Driver's License Suspension

Change of Address (DC-1) (Mail-in form)

Out of State - Kansas Renewal, Extension, or Replacement Forms

RENEWAL TEST AND GUIDELINES

BEFORE YOU GO

Department of Motor Vehicles

DRIVING HANDBOOK WHAT TO BRING FORMS LOCATIONS

Page 44: DMV Brandbook

BUS SIGN

Page 45: DMV Brandbook

ORGANIZEDSIMPLE

CLEAR

PEACEFUL

CALMINGSAFEMODERN MINIMAL

STRUCTURED

EFFICIENT ORGANIZED

SIMPLE

CLEARPEACEFULCALMING SAFE

MODERNMINIMAL

STRUCTURED

EFFICIENT

Introducing: The new and imporoved DMV

KS

D M

VDepartment of Motor Vehicles

BILLBOARD

Page 46: DMV Brandbook

testing station

photo station

attendant desk

waiting line

doors

Current DMV

testing station

atte

ndan

t des

k

doors

New DMV

sign-in kiosks

photo station

photo station

seat

ed li

ne

over

head

mon

itors

FLOOR PLAN

Page 47: DMV Brandbook
Page 48: DMV Brandbook

testing station

atte

ndan

t des

k

doors

New DMV

sign-in kiosks

photo station

photo station

seat

ed li

ne

over

head

mon

itors

TESTING MATERIALS

Page 49: DMV Brandbook

KS

D M

V Department of Motor Vehicles

RENEWAL TEST HELP GUIDE

Large trucks make wide right turns, if a truck has his right

signal on, but are partially blocking the left lane; assume

the truck will turn right.

Divided Highway End Sign: Warns of two way traffic ahead. Change passing

habits. Get into proper lane.

1

2 Right-of-Way: Courtesy is a key to safe

driving. Safety comes before right-of-way.

Drivers, at times, must yield the way to others. There are certain rules to help determine the right-of-way, but if the

other driver doesn’t follow these rules, give

the right-of-way. Remember in every

situation, right-of-way is something to be

given, not taken. All drivers should know and understand the

rules which determine the right-of-way.

3

Pedestrian Crossing Sign: Black on yellow. Pedestrian traffic at this intersection is unusually heavy and there is a marked

crosswalk for pedestrian traffic. Be prepared to stop.

4

5

You must lower (dim) your headlights when you

are: (1) within 500 feet of an

approaching vehicle; (2) when following closely behind another vehicle at

least 300 feet; (3) when driving on

lighted roads or in fog.

6Work Zones: The color orange is used by every state

and locality as a signal to motorists of oncoming

highway work. When you see orange, remember to use

common sense, caution and concentration as you drive

through the work areas.

8

9

7

Keep tires properly inflated.

Motorcycles need a full lane width like other vehicles. A skilled motorcyclist is constantly changing positions within a lane to increase the ability to see and be seen, and to avoid objects on the road. Never move into the

same lane with a motorcycle, even if the land is wide and the cyclist is riding to one side. It is not only illegal, it is

extremely hazardous.

When approaching a stationary emergency

vehicle from the rear that is using flashing warning lights on a street or highway with two or more lanes in each

direction, a driver shall proceed with due caution and move to a lane that is

not adjacent to the stopped emergency vehicle.

Advance Warning Signs: The Advance Warning sign is usually the first sign you

see when approaching a highway-rail intersection,

It is located a sufficient distance ahead to allow a driver to stop before reaching the crossing.

Page 50: DMV Brandbook

testing station

atte

ndan

t des

k

doors

New DMV

sign-in kiosks

photo station

photo station

seat

ed li

ne

over

head

mon

itors

OVERHEAD MONITORS

Page 51: DMV Brandbook

ORGANIZEDSIMPLE

CLEAR

PEACEFUL

CALMINGSAFEMODERN MINIMAL

STRUCTUREDEFFICIENT

Introducing: The new and imporoved DMV

KS

D M

VDepartment of Motor Vehicles

Next DMV customers:

1. Ben C.

2. Kelly K.

3. Timothy S.

4. David A.

5. Katherine D.

6. Christina C.

7. James S.

QUESTION:

How many feet before an intersection

must you stop?

Next DMV customers:

1. Ben C.

2. Kelly K.

3. Timothy S.

4. David A.

5. Katherine D.

6. Christina C.

7. James S.

HELLO! Welcome to the DMV

We will be with you

AS SOON AS POSSIBLE!

DRIVING TRIVIA

Road update: Road expansion on Iowa St. has caused delays, please avoid this area. Weather delays: Be careful on bridg

Next DMV customers:

1. Ben C.

2. Kelly K.

3. Timothy S.

4. David A.

5. Katherine D.

6. Christina C.

7. James S.

ANSWER:

100 feet

DRIVING TRIVIA

Road update: Road expansion on Iowa St. has caused delays, please avoid this area. Weather delays: Be careful on bridg

Next DMV customers:

1. Ben C.

2. Kelly K.

3. Timothy S.

4. David A.

5. Katherine D.

6. Christina C.

7. James S.

DMV Modernization Project:

We're Making Some Changes to Better Serve You

To learn more, visit www.dmvproject.ks.gov

WHAT’S NEW?

Road update: Road expansion on Iowa St. has caused delays, please avoid this area. Weather delays: Be careful on bridg

avoid this area. Weather delays: Be careful on bridges and overpasses, these areas can be extremely dangerous due t

A three-year effort to replace aging mainframe systems used for driver licensing, motor vehicle titling and registration, and inventory management with a single, modern system that is

easier to use, maintain and enhance.

Page 52: DMV Brandbook

testing station

atte

ndan

t des

k

doors

New DMV

sign-in kiosks

photo station

photo station

seat

ed li

ne

over

head

mon

itors

INTERNAL DOCUMENTS

Page 53: DMV Brandbook

KS

D M

V Department of Motor Vehicles

CHANGE OF ADDRESS FORM

DL #: Todays date:

If changing Voter Registration, last 4 digits of SS#:

Date of birth: Daytime phone:

Previous Address:

City: County: State: Zip:

New Address:

City:

Not valid unless signed:

County: State: Zip:

(signature as it appears on your driver’s license)

KS

D M

V Department of Motor Vehicles

TEEN DRIVING LOG

Date Day/Night # of hours

I certify that my child has logged at least 50 hours of practice driving (10 of more of those hours being at night)

with a licensed driver, 21 years of age or older.

Parent/guardian signature date

Total Day Total Night

Page 54: DMV Brandbook

testing station

atte

ndan

t des

k

doors

New DMV

sign-in kiosks

photo station

photo station

seat

ed li

ne

over

head

mon

itors

KIOSK INTERFACE

Page 55: DMV Brandbook

HELLO! Welcome to the DMV

Touch the screen to SIGN-IN

Please enter your name...

Q

A

ZX CV BN M SPACE ENTER

SD F GH JK L

WE RT YU I OP

DELETE

Please enter your social security number...

1

ENTER

2 3 4

5 6 7 8

9 0 DELETE

I need to...

RENEW MY LICENSE CHANGE MY ADDRESS

OTHERGET MY FIRST LICENSE

GET A COPY OF MY DRIVING RECORD

SWITCH MY OUT OF STATE LICENSE

please have a seat and an attendant will be with you

as soon as possible.

THANK YOU for your patience!

HELLO! Welcome to the DMV

Touch the screen to SIGN-IN

NAMES OC PURPOSEF INISH NAMES OC PURPOSEF INISH

NAMES OC PURPOSEF INISH NAMES OC PURPOSEF INISH

BACK

BACKBACK

Page 56: DMV Brandbook

So instead of beingconfusing and infuriating,

Page 57: DMV Brandbook

So instead of beingconfusing and infuriating,

Visiting the DMV will be

an efficient process,

and maybe even pleasant.

Page 58: DMV Brandbook