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DMV Brandbook

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A brandbook showing my rebrand of the Department of Motor Vehicles

Text of DMV Brandbook

  • YOU ARE DREADING A TRIP TO THE DMV.

    That place is the worst.

  • BUT, WHY?It cant be that bad...right?

  • 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

  • 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

  • SO, WHATS THE PROBLEM?

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

    but your trip hardly feels like it.

  • 2Try 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

  • 63

    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

  • 2Try 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 correctdocuments?

    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 paperworkahead of time?

    Continue towait in line5What if they provided

    entertainment while you wait?

    YES!No.

    Go home start ove

    ORWhat if it was clearlystated 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 theDMV and walk

    What if you could sign in at an automated kiosk?

  • 2Try 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 correctdocuments?

    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 paperworkahead of time?

    Continue towait in line5What if they provided

    entertainment while you wait?

    YES!No.

    Go home start ove

    ORWhat if it was clearlystated 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 theDMV and walk

    What if you could sign in at an automated kiosk?

  • HOW CAN WE MAKE THIS PROCESS BETTER?

  • 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...

  • CREATE PEACE OF

    MIND

  • So people feel like...

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

  • BRANDMINDSPACE

    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 Im not the only one that has to wait.

    IDEAL BRAND MIND SPACE

  • The DMV is...

    RELIABLEEFFICIENT

    INFORMATIONALSTRUCTURED

    SAFE

  • 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

  • WHAT IS THEIR CURRENT BRAND STYLE?

  • 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.

  • THE DMV IS SIMILAR TO...FIRE DEPARTMENT

    SALVATION ARMY

    POLICE DEPARTMENT

    WILDLIFE AND PARKS

    POSTAL SERVICE

    RED CROSS

  • OUTDATED

    DMV

    BORING

    INTE

    RES

    TING

    CURRENT

    CURRENT POSITIONING

    POTENTIAL POSITIONING

  • WHAT COULD IT BE LIKE?

  • ORGANIZEDSIMPLECLEAR

    PEACEFUL

    CALMINGSAFEMODERN MINIMAL

    STRUCTUREDEFFICIENT

  • DL

  • 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

  • REDESIGN

    Department of Motor Vehicles

    KS

    D M

    V

  • D M

    V

    D M

    V KS

    Department of Motor VehiclesKS

    D M

    V

    Department of Motor Vehicles

    ALTERNATIVE LOGOS

  • DL

    DL

    DL

    DL

  • TYPEFACES

    BISQUE

    DIN

    Rockwell

    D M

    V KS

    Department of Motor Vehicles

    Supplementary type.

  • 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

  • DRIVERS POINT OF VIEW

    CONTENT

    PHOTOGRAPHY PALETTE

  • DRIVERS POINT OF VIEW

    OPTIMISTIC

    POSITIVE

  • 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 KSMotor Vehicle License Examiner

    Department of Motor Vehicles

    To:

    KS

    D M

    V Department of Motor Vehicles

    BUSINESS SYSTEM

  • DL

    Creating Happy Drivers.

    KS

    D M

    VDepartment of Motor Vehicles

    ADVERTISEMENT

  • KS

    D M

    V

    Department of Motor Vehicles

    1100 Mass St, Lawrence, KS

    MondayFriday 85

    785.832.5273

    Your Location

    HOME

    BEFORE YOU GO

    AFTER YOU GO

    RULES OF THE ROAD

    CONTACT US

    FAQ

    WHATS 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