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A brandbook showing my rebrand of the Department of Motor Vehicles
Citation preview
YOU ARE DREADING A TRIP TO THE DMV.
That place is the worst.
BUT, WHY?It can’t 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, WHAT’S THE PROBLEM?
They promise respect, integrity, fairness, civility and to be fair, cheerful, and efficient,
but your trip hardly feels like it.
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
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
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?
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?
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.”
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
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
BO
RIN
G
INTE
RES
TIN
G
CURRENT
CURRENT POSITIONING
POTENTIAL POSITIONING
WHAT COULD IT BE LIKE?
ORGANIZEDSIMPLE
CLEAR
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
V KS
Motor 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
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
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
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
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
BUS SIGN
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
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
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
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.
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
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.
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
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
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
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
So instead of beingconfusing and infuriating,
So instead of beingconfusing and infuriating,
Visiting the DMV will be
an efficient process,
and maybe even pleasant.