DAS Branding Manual

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gDesigned by Kelsey Leach

gTable of Contents

Section One: Branding Elements Section Six: Vehicle Application

Section Two: Photographic Themes Section Seven: Uniforms

Section Three: Taglines/Design Motifs Section Eight: Internet

Section Four: Business Papers Section Nine: Mobile Device

Section Five: Signage Section Ten: Commercial

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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.

gMission Statement

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.

gBranding Strategy

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gB&W Logo

gSignature Display

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.

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

1”

1”

gColor 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

gTypography

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.

Ariel Round Ariel Narrow Bold Italic

Designosaur Regular Designosaur Italic

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

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

gAcceptable Use

gUnacceptable Use

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

- Never stretch or skew logo - Never make any color changes, neither in part nor whole - Never rotate title logo- Never place items or text near logo without adequate room

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gPhotographic 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.

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gTaglines

gDesign Motifs

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.

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.

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"Bridging the Gap"Communicate. Advocate. Educate.

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gBusiness 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.

padvoDeaf Adult Services

2495 Main Street, Suite 446

Buffalo, NY 14214advoDeaf Adult Services




Buffalo, NY 14214

advoDeaf Adult Services






Buffalo, NY 14214







Buffalo, NY 14214







Buffalo, NY 14214







Buffalo, NY 14214







Buffalo, NY 14214







Buffalo, NY 14214

yNo Postage

Necesarry



Buffalo, NY 14214

2495 Main StreetSuitea 446Buffalo, NY 14214Fax: (716) 833-7480Voice: (716) 833-1637Video Phone: (716) 335-9192

vo

Executive DirectorSteve [email protected]: (716) 335-9170 v

2495 Main StreetSuite 446Buffalo, NY 14214

Fax: (716) 833-7480

Voice: (716) 833-1637

Video Phone: (716) 335-9192

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.

• ASL Classes

• Deaf Culture Presentations

• Interpreter Requests

•Community Employment

•Technology Assistance

•Organizational Help

Services we offer:

For more information, including upcoming events,

visit us online atwww.wnydas.org

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gExterior 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.

Bridging the GapdAS

gInterior 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.

WEL

COME

Deaf Adult Services

Floor 1100101

102103

104

105

200

201202203

204

205

Room # Room #

MAIN DIRECTORYFloor 2

T. BrucatoM. Cross

D. Cork

A. Ferris

J. Goldstein

A. Heider

S. LovieL. Murray

C. Orr

J. Seier

E. Koller

P. Rohring

300

301302303

304

305

Room # Floor 3L. ChristianoM. Bartolotta

J. Grimaldi

N. Harmon

J. Hatch

S. Leroy

v

v2495 Main StreetSuite 446Buffalo, NY 14214

Fax: (716) 833-7480Voice: (716) 833-1637

Video Phone: (716) 335-9192

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.

ASL Classes Deaf Culture Presentations

Interpreter RequestsCommunity EmploymentTechnology Assistance

Organizational Help

Services we offer:

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

gInterior 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.

Educate

Advocate

Communicate

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gVehicle 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.

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gUniforms

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.

tExecutive DirectorSteve Lovi

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gInternet

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.

Facebook livefeedWestern New York Deaf Adult Services

Bridging the gap

About Services Events Contact C

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

gInternet 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.

Anthony Brucato Community Employment& Assistive Technology [email protected]

Amy Ferris Director of Interpreting& Communication [email protected]

Jason Goldstein,Director of Advocacy & Community [email protected]

Steve Lovi,Executive [email protected]

Julie SeierInterpreter Scheduling [email protected]

Emily Tennant-KollerCommunity Relations& Development [email protected]

DAS Staff


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-pro�t organization and continues to be the only agency of its kind serving the 8 countiesof Western New York. Governed by a volunteer Board ofDirectors and sta�ed by Deaf, Hard of Hearing, and Hearing individuals, DAS a�ords a diverse, inclusiveenvironmentin which to provide and receive services.

Who we are


Enroll in a class today•Beginner Level 1•Beginner Level 2•Intermediate Level 1•Intermediate Level 2

Plan a Presentation• Community awarenesspresentations on DeafCulture

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

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

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


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


Event photo gallery Upcoming Events




Tri-Main Center2495 Main StreetSuite 446Bu�alo, NY 14214

Visit Us •SubscribeDAS Newsletter

Monday- Friday 9am-5pm

Hours


Contact UsVideo Pone:(716) 335-9192

Voice:(716) 833-1637

Fax:(716) 833-7480

Email:[email protected]

gEmail 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.

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

Happy Holidays, Deaf Adult Services

C

gWeb 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 gapSince 1993

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gMobile 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 es-sentially 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.

C

EventsServices

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Events

Socials

Performances

C

Socials

Sonoma Grille

Spot Coffee

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Sonoma Grille

Save Event

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

C1

Event Saved

see you there!

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gCommercial

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.

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zTop 5Reasonslearnto 1 2

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3 4 5

eYou can signwith your mouth full eYou can sign

underwater

eYou can talk fromacross a room eYou can have a

conversation duringa boring meeting eSign language brings

together Hearing andDeaf people.

Deaf Adult Servces

Learn ASL

ASL

todayu cBridging the gap

bBridging the Gap

2012 Branding Manual

Documents

DAS Branding Manual