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Brand Manual
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Brand Identity Manual
FOR EYES
BRAND MANUAL // THE IDENTITY
FOR EYES // 3
BRAND MANUAL // THE IDENTITY
C O N T E N T S
Our Br aNd . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
ThE IdENTIT y. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15
ThE BuSINESS SySTEm . . . . . . . . . . . . . . .37
awarENESS PIECES . . . . . . . . . . . . . . . . . . . .45
dIgITal ExPErIENCE . . . . . . . . . . . . . . . . . .59
ThE PrOCESS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .69
BRAND MANUAL // THE IDENTITY
T H E B R A N D
ABOUT US . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
TARG ET AU DIENCE . . . . . . . . . . . . . . . . . . . . . . . . . 1 1
B R AND AWARENESS . . . . . . . . . . . . . . . . . . . . . . . 12
BRAND MANUAL // THE BRAND
A L I T T L E A B O U T U S
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.
FOR EYES // 9
BRAND MANUAL // THE IDENTITY
FOR EYES // 11
T H E p E O p L E W E W O R k f O R
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.
BRAND MANUAL // THE BRAND
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.
FOR EYES // 13
BRAND MANUAL // THE IDENTITY
FOR EYES // 15
T H E I D E N T I T Y
OU R IDENTIT Y.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17
pRIMARY MARk ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18
LOGOT YpE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19
HORIzONTAL MARk ... . . . . . . . . . . . . . . . . . . . . . . .20
VERTICAL MARk ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21
CLE AR SpACE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22
S IzING ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23
U NACCEpTAB LE TRE ATMENT... . . . . . . . .24
B L ACk AND WHITE ALTERNATIVE . .26
COLOR ALTERNATIVE ... . . . . . . . . . . . . . . . . . . . .27
pRIMARY COLOR ... . . . . . . . . . . . . . . . . . . . . . . . . . . . .28
SECONDARY COLOR . . . . . . . . . . . . . . . . . . . . . . .29
pAT TERNS . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30
T YpOG R ApHY... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31
pHOTOG R ApHY... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32
NAMING fILES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34
BRAND MANUAL // THE IDENTITY
FOR EYES // 17
O U R I D E N T I T Y
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 person’s life.
That’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.
BRAND MANUAL // THE IDENTITY
p R I M A R Y M A R k
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 EYES
FOR EYES // 19
L O G O T Y p E
The logotype is used primarily in horizontal
applications. The logo type is remain in black.
FOR EYES
BRAND MANUAL // THE IDENTITY
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.
FOR EYES // 21
V E R T I C A L M A R k
The vertical mark is also an alternative way to
identify the brand. The vertical mark appears on
the business system and environmental graphics.
BRAND MANUAL // THE IDENTITY
C l E a r S Pa C E
2 X
X
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
X
X
X
X
X XX
2 X
X
X
FOR EYES
X X
FOR EYES
FOR EYES // 23
. 1 2 5 I N M I N I M U M H E I G H T
S I Z I N g
. 3 7 5 I N M I N I M U M H E I G H T
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.
. 3 7 5 I N M I N I M U M
FOR EYES
FOR EYES
BRAND MANUAL // THE IDENTITY
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.
No rainbows. No half circles.
Never rearrange the circles.
FOR EYES
FOR EYESFOR EYES
The logotype can never be smaller then logo
FOR EYES
FOR EYES // 25
No gradients are to be used
Cirlces can not be replaced with other shapes The logo type must remain Gotham Book
FOR EYES
FOR EYES F O R E Y E S
The logo should never be outlined The logo type must remain in all caps
Never stretch!
FOR EYES
FOR EYES f o r e y e s
BRAND MANUAL // THE IDENTITY
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 EYES
FOR EYE S
FOR EYES // 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 EYE S
FOR EYE S
FOR EYE S
BRAND MANUAL // THE IDENTITY
O U R p R I M A R Y C O L O R S
To achieve the highest contrast logo and an
appearance that is easily identified, For Eyes
uses black and white as a primary color palette.
E y E B a l l w h I T E
1 0 0 % B L A C k
P u P I l B l a C K
FOR EYES // 29
C 2 8 M 0 Y 1 0 0 k 0
R 1 9 6 G 2 1 6 B 4 6
H T M L # C 4 D 7 0 0
C 1 0 0 M 0 Y 3 0 k 2 6
R 0 G 1 3 6 B 1 5 0
H T M L # 0 0 8 8 9 6
E N C O u r a g E d B l u E
B r aV E y E l l O w
C 0 M 9 7 Y 7 5 k 0
R 2 3 8 G 4 0 B 6 6
H T M L # E E 2 8 4 2
d E T E r m I N E d r E d
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.
S E C O N D A R Y C O L O R S
BRAND MANUAL // THE IDENTITY
Fe_Red_Pat. jpg Fe_Blu_Pat. jpg
Fe_Yel_Pat. jpg
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_Bla_Pat. jpg
FOR EYES // 31
O U R T Y p E f A C E I S G O T H A M
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.
aBCdEFghIJKlmNOPQrSTuVwxyZ
a b c d e f g h i j k l m n o p q u r s t u v w x y z
ABCDEfGHIJkLMNOpQRSTUVWXYz
a b c d e f g h i j k l m n o p q u r s t u v w x y z
ABCDEFGHIJkLMNOPQRSTUVWXYZ
a b c d e f g h i j k l m n o p q u r s t u v w x y z
ABCDEFGHIJKLMNOPQRSTUVWXYZ
a b c d e f g h i j k l m n o p q u r s t u v w x y z
BOLD
MEDIUM
BOOk
LIGHT
BRAND MANUAL // THE IDENTITY
O U R p H O T O G R A p H Y
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.
FOR EYES // 33
BRAND MANUAL // THE IDENTITY
N A M I N G p R I M A R Y f I L E S
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.
Fe_Print_Brochure_2-19.pdf
Project Type
Brand name
Date
Project Name File Extension
FOR EYES // 35
Fe_Lt_Hor.eps
Signature (logotype) File Extension
Orientation (horizontal)Brand name
N A M I N G I M A G E f I L E S
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 MANUAL // THE IDENTITY
FOR EYES // 37
T H E B U S I N E S S S Y S T E M
THE SYSTEM ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38
LET TERHE AD... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40
BUSINESS CARD. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41
ENVELOpE ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42
STAMp... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43
BRAND MANUAL // BUSINESS SYSTEM
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.
Attached to this letter are sample Articles of Incorporation 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.
During the writing of this letter we provided Articles of Incorporation 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.
Attached to this letter are sample Articles 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.
Thank you,
Sandra Johnson
Chair Director
FOR EYES16634W Sherman St.
Brentwood CA 94516
phone: 630.517.6785
web: www.foreyes.org
FOR EYES // 39
JEREMIAH STANTON16634 West Sherman Street. Apt 45
Brentwood CA 94513
phone: 630.517.6785
web: www.foreyes.org
Peter Hicks
16634 West Sherman Street. Apt 45
Brentwood CA 94513
FOR EYES16634 West Sherman Street. Apt 45
Brentwood CA 94513
FOR EYES
L E T T E R H E A D
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 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.
Attached to this letter are sample Articles of Incorporation 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.
During the writing of this letter we provided Articles of Incorporation 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.
Attached to this letter are sample Articles 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.
Thank you,
Sandra Johnson
Chair Director
FOR EYES16634W Sherman St.
Brentwood CA 94516
phone: 630.517.6785
web: www.foreyes.org
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.
Attached to this letter are sample Articles of Incorporation 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.
During the writing of this letter we provided Articles of Incorporation 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.
Attached to this letter are sample Articles 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.
Thank you,
Sandra Johnson
Chair Director
FOR EYES16634W Sherman St.
Brentwood CA 94516
phone: 630.517.6785
web: www.foreyes.org
2.75in
.75in .50in
8in
BRAND MANUAL // BUSINESS SYSTEM
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.
Attached to this letter are sample Articles of Incorporation 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.
During the writing of this letter we provided Articles of Incorporation 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.
Attached to this letter are sample Articles 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.
Thank you,
Sandra Johnson
Chair Director
FOR EYES16634W Sherman St.
Brentwood CA 94516
phone: 630.517.6785
web: www.foreyes.org
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.
Attached to this letter are sample Articles of Incorporation 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.
During the writing of this letter we provided Articles of Incorporation 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.
Attached to this letter are sample Articles 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.
Thank you,
Sandra Johnson
Chair Director
FOR EYES16634W Sherman St.
Brentwood CA 94516
phone: 630.517.6785
web: www.foreyes.org
FOR EYES // 41
JEREMIAH STANTON16634 West Sherman Street. Apt 45
Brentwood CA 94513
phone: 630.517.6785
web: www.foreyes.org
FOR EYES
B U S I N E S S C A R D
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.
.25in
.25in
.625in
1.0in
pApER
Beckett Expressions
Radiance
Cover: 80 lb
JEREMIAH STANTON16634 West Sherman Street. Apt 45
Brentwood CA 94513
phone: 630.517.6785
web: www.foreyes.org
FOR EYES
SAREINA SECHLER16634 West Sherman Street. Apt 45
Brentwood CA 94513
phone: 630.517.6785
web: www.foreyes.org
FOR EYES
CHRISTINA GARNAS16634 West Sherman Street. Apt 45
Brentwood CA 94513
phone: 630.517.6785
web: www.foreyes.org
FOR EYE S
E N V E L O p E
Peter Hicks
16634 West Sherman Street. Apt 45
Brentwood CA 94513
FOR EYES16634 West Sherman Street. Apt 45
Brentwood CA 94513C A L I f O R N I A
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
.50in
2in
.50in 6in 9in
BRAND MANUAL // BUSINESS SYSTEM
FOR EYES // 43
fOREVER USA
.125in
1.75in
.25in
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 Eyes’s and also are sold at the United States
Postal Office.
pApER
Beckett Expressions
Radiance
cover: 80 lb
BRAND MANUAL // THE IDENTITY
FOR EYES // 45
T H E AWA R E N E S S p I E C E S
B ROCH U RE ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .46
pOSTCARDS .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .48
pOSTER SERIES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41
DONATION CLIN IC .. . . . . . . . . . . . . . . . . . . . . . . . . . . .52
B ILLBOARD AND S IG NS ... . . . . . . . . . . . . . . . . .54
pRODUC TS AND AppAREL ... . . . . . . . . . . . .56
BRAND MANUAL // THE AWARENESS PIECES
B R O C H U R E
FORTY% OF PEOPLE NEED EYEGLASSES
TWENTY% HAVE THE ABILITY TO GET THEM
NO
PO
ST
AG
E
NE
CE
SS
AR
Y
IF M
AIL
ED
IN T
HE
UN
ITE
D S
TA
TE
S
Pe
ter
Hic
ks
166
34
We
st
Sh
erm
an
Stre
et.
Ap
t 4
5
Bre
ntw
oo
d
CA
94
513
FO
RE
YE
S16
63
4 W
est
Sh
erm
an
Stre
et.
Ap
t 4
5
Bre
ntw
oo
d
CA
94
513
FOR EYES
The brochure is a mail out that is sent to
neighborhoods and businesses to spread
awareness about For Eyes, the eyeglass
recycling’s benefits and statistics.
FOR EYES // 47
FORTY% OF PEOPLE NEED EYEGLASSES
TWENTY% HAVE THE ABILITY TO GET THEM
NO
PO
ST
AG
E
NE
CE
SS
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FOR EYE S
WHO WE ARE
At For Eyes we believe in caring for the eyes of
all those in need. We are dedicated to improving
vision through outreach, research, and education.
According to the World Health Organization, 284
million people worldwide 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 robs adults of independence, mobility and
quality of life.
Recycled eye wear is collected at our donation
centers. Trained volunteers then clean and prepare
the eye wear for the clinics. Two million pairs are
needed annually to support our clinics.
For Eyes employees and many others volunteers
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
free eye exams and glasses.
41%
56%
33%Reported number of
vision complaints
Have never been to
the eye doctor
Don’t realize they have
vision problems
Up to 80% of all blindness is
preventable or treatable.
WHAT IT MEANS TO DONATE
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
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
clearly. By donating your used eye wear you can
save a some ones sight.
Amber Phillips
242 Raymond Drive
Grand Rapids, MI 49345
WE NEED YOUR HELPImagine 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!
FOR EYE S16634 West Sherman St.
Brentwood CA 94516
p O S T C A R D S
These postcards are sent out to the public to inform them
about eyeglass recycling and where the nearest donation
clinic is located.
BRAND MANUAL // THE AWARENESS PIECES
FOR EYES // 49
Amber Phillips
242 Raymond Drive
Grand Rapids, MI 49345
WE NEED YOUR HELPImagine 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!
FOR EYES16634 West Sherman St.
Brentwood CA 94516
Amber Phillips
242 Raymond Drive
Grand Rapids, MI 49345
SAVE SOMEONE’S SIGHTImagine 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 center near you, all you need
now is a pair of glasses to give!
FOR EYE S16634 West Sherman St.
Brentwood CA 94516
FOR EYES16634 West Sherman St.
Brentwood CA 94516
Amber Phillips
242 Raymond Drive
Grand Rapids, MI 49345
TOGE THER WE CAN.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 center near you, all you need
now is a pair of glasses to give!
p O S T E R S E R I E S
80% OF ALL BLINDNESS COULD BE AVOIDEDCURIOUS TO LEARN MORE?
VISIT W W W.FOREYES .ORG
FOR EYES
25 MILLION ARE EFFECTED BY VISION LOSSARE YOU ONE OF THEM?
LEARN MORE AT W W W.FOREYES .ORG
FOR EYES
1 OUT OF 4 EXPERIENCE VISION LOSSBECOME AWARE
START AT W W W.FOREYES .ORG
FOR EYES
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.
BRAND MANUAL // THE AWARENESS PIECES
FOR EYES // 51
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.
BRAND MANUAL // THE AWARENESS PIECES
FOR EYES // 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 I L L B O A R D S A N D S I G N S
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 for-
ward with facts and statistics.
BRAND MANUAL // THE AWARENESS PIECES
FOR EYES // 55
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
S M T W T f S
21 22 23 24 25 26 27
28 29 30 31
14 15 16 17 18 19 20
7 8 9 10 11 12 131 2 3 4 5 6 march 12
Blind WalkRosa Park Circle
Grand Rapids , MI
march 23
Donation DriveDowntown Traverse City
Traverse City, MI
BRAND MANUAL // THE AWARENESS PIECES
FOR EYES // 57
BRAND MANUAL // THE IDENTITY
FOR EYES // 59
T H E D I G I TA L E X p E R I E N C E
I pHONE AppLICATION ... . . . . . . . . . . . . . . . . . .60
WEBSITE .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .48
BRAND MANUAL // THE DIGITAL EXPERIENCE
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.
f O R E Y E SlOCaTE CENTEr COmmuNITy BlOg FaCEBOOKaBOuT uS
rOCKVIllE 3245 BIG MOUNTAIN AVE
CaSEVIllE723 NORTH ROBINSON ROAD
rOSCOmmENS9057 ADDISON NE BLVD
ShElByVIllE567 WEST SIMpSON DRIVE
DONATION CENTERS
FilterHome List Map
FOR EYES // 61
DONATION CENTERS
FilterHome
lOCaTE CENTEr COmmuNITy BlOg FaCEBOOKaBOuT uS
List Map
SALT LAKE CITY
Locate
DONATION CENTER
1350 North Skyline DriveBountiful(801) 298-0301
HOURS
Monday-Saturday 10a.m. to 9p.m.Sunday 10a.m. to6p.m.
Get Directions
lOCaTE CENTEr COmmuNITy BlOg FaCEBOOKaBOuT uS
W E B S I T E
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.
ABOUT JOIN PARTICIPATE ACT CONTACT
BLIND WALK 2012. VOLUNTEER. PARTICIPATE. SHARE THE GIFT OF SIGHT WE NEED VOLUNTEERS
We’re on FacebookWatch us in action and keep up with our
events and activities.
Recycle old framesShare to your friends the importance of
recycling your old frames.
DonateIt’s easy. Come in to see us or mail
them in. Find out more here.
EventsFor Eyes holds many events
through out the year to raise
awareness. Find out about
this years events here.
FOR EYES
H O M E p A G E V I E W
BRAND MANUAL // THE DIGITAL EXPERIENCE
FOR EYES // 63
J O I N V I E W
BECOME A VOLUNTEERVolunteerism can transform the pace and nature of development, and it
benefits both society at large and the individual volunteer. For eyes op-
erates by advocating for volunteerism globally, encouraging partners to
integrate volunteerism into development programming, and mobilizing
volunteers.
Become Apart of Our Team
Volunteerism can transform the pace and nature of development,
and it benefits both society at large and.
Contact Us
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.
ABOUT JOIN PARTICIPATE ACT CONTACT
We’re on Facebook | Recycle old frames | Events | Donate
FOR EYES
WHO WE AREAccording to the World Health Organization, 284 million people worldwide
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
robs adults of independence, mobility and quality of life.
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.
Become Apart of Our Team
We depend on volunteers. It is the soul of our organization. See
how you can help out here.
Contact Us
We are always ready and willing to answer and questions or con-
cerns you may have. Find the ways to contact us here.
Employment
We have a couple employment openings. Here they are.
ABOUT JOIN PARTICIPATE ACT CONTACT
We’re on Facebook | Recycle old frames | Events | Donate
FOR EYES
A B O U T V I E W
BRAND MANUAL // THE DIGITAL EXPERIENCE
FOR EYES // 65
A C T V I E W
HOW TO DONATEDonation helps everyday to get people the correct vision prescriptions
they need. Wether it is money or glasses every donation makes a impact
on the millions of people we help each year.
THANK YOU FOR DONATING!
Donation Clinics
For Eyes has many donation clinics around the United States. Find
the listing of them here.
Mail your frames to us
Mailing your old frames is a easy way to get your frames to us. See
how to do that here.
ABOUT JOIN PARTICIPATE ACT CONTACT
We’re on Facebook | Recycle old frames | Events | Donate
FOR EYE S
Volunteer for this eventHow to become a volunteer
ABOUT JOIN PARTICIPATE ACT CONTACT
BLIND WALK 2012The Blind Walk event happens each year. People link together to expe-
rience 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.
Rules and GuidelinesOur rules and guildlines to follow
We’re on Facebook | Recycle old frames | Events | Donate
FOR EYES
J O I N V I E W
BRAND MANUAL // THE DIGITAL EXPERIENCE
FOR EYES // 67
A C T V I E W
MAILING YOUR GLASSESMailing your old frames is a easy way to participate for people who have
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.
THANK YOU FOR DONATING!
ABOUT JOIN PARTICIPATE ACT CONTACT
Here’s How
1. Collect glasses you want to donate
2. Package in a plastic bag
5. Write on outside of bag the perscription if known
4. Place glasses in a box with padding
5. Send in glasses to any donation clinic
We’re on Facebook | Recycle old frames | Events | Donate
FOR EYE S
BRAND MANUAL // THE IDENTITY
FOR EYES // 69
T H E p R O C E S S
RESE ARCH ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70
VISUAL RESE ARCH .. . . . . . . . . . . . . . . . . . . . . . . . . .72
TH U MB NAIL S . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .74
DIG ITAL ITER ATIONS ... . . . . . . . . . . . . . . . . . . . . .76
S ITE MAp... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .78
WIRE fR AMES ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .79
BRAND MANUAL // THE PROCESS
whO wE arE
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.
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 age-
related 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.
agaINST whO dO yOu COmPETE
Competition includes Eye Care for Kids, who’s program
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.
R E S E A R C H
FOR EYES // 71
precision
provision
envision
bright prospective
right angle
optics
right sight
after image
eye shot
range of vision
outlook
scene
vista
glimpse
point of view
rubberneck
take a look
four eyes
shade’s
spec’s
eye of the beholder
foresee
witness
our eyes
eagle eye
new surveillance
beautiful gaze
feast your eyes
eye spy
take a gander
healthy vison
bright sight
in good sight
pince-nez
effects of specs
foresight
vision revelation
peripheral awareness
visionary
unlimited vision
clear vision
action with vision
different view
the art of vision
at first sight
spectacular spectacle
on sight
strike the sight
a worthy sight
sight of your goal
in good sight
vis(ability)
inSIGHT
vision for the future
unlimited vision
new clarity
act of vision
field of vision
beyond all sights
bright eyes
look bright
near sighted
seeing your way
perceive the world
all that we see
eye to eye
raise your glasses
simple magnifiers
framed face
frame to frame
arpoador
healthy eyes
set your sights
twenty-twenty
fresh eyes
sights to see
new vision
for the love of sight
straight sight
act of seeing
the beauty of sight
faculty of vision
sense of sight
delightful sight
see right
eye lovin
blinded sight
new view
take in the sights
earthly spectacles
optics share
healthy peepers
our vision, your vision
vision for vision
feast your eyes
smart sight
wide-eyed
visionaries
Top Twelve
1. for eyes
2. vis[ability]
3. twenty-twenty
4. effects of specs
5. for the love of sight
6. wide-eyed
7. the sight site
8. en[vision]
9. eye of the beholder
10. healthy prospective
11. visionaries
12. at first sight
N A M I N G
FOR EYES
FOR EYES
V I S U A L R E S E A R C H
BRAND MANUAL // THE PROCESS
FOR EYES // 73
V I S U A L R E S E A R C H
T H U M B N A I L S
BRAND MANUAL // THE PROCESS
FOR EYES // 75
T H U M B N A I L S
FOR EYES
|EYES
FOR EYES
for eyesFOR EYES
FOR EYESFOR EYES
FOR EYES
D I G I TA L I T E R AT I O N S
BRAND MANUAL // THE PROCESS
FOR EYES // 77
for eyes
FOR EYES
F O R E Y E S F O R E Y E S
FOR EYES
D I G I TA L I T E R AT I O N S
EVENTS
ABOUT
JOIN
PARTICIPATE
ACT
CONTACT
HOME
VOLUNTEER CONTACT EMPLOYMENT
EVENTSVOLUNTEER
EVENTS
EVENTSRULESVOLUNTEER
MAIL CLINICS
ACT
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S I T E M A p
BRAND MANUAL // THE PROCESS
FOR EYES // 79
ABOUT JOIN PARTICIPATE ACT CONTACT
We’re on Facebook Recycle old frames DonateEvents
FOR EYE S
W I R E f R A M E S
BECOME A VOLUNTEERVolunteerism can transform the pace and nature of development, and it
benefits both society at large and the individual volunteer. For eyes op-
erates by advocating for volunteerism globally, encouraging partners to
integrate volunteerism into development programming, and mobilizing
volunteers.
How to volunteer
Volunteerism can transform the pace and nature of development,
and it benefits both society at large and.
Our events
Volunteerism can transform the pace and nature of development,
and it benefits both society at large and.
ABOUT JOIN PARTICIPATE ACT CONTACT
We’re on Facebook | Recycle old frames | Events | Donate
FOR EYES
W I R E f R A M E S
BRAND MANUAL // THE PROCESS
FOR EYES // 81
Volunteer for this eventHow to become a volunteer
BLIND WALK 2012The Blind Walk event happens each year. People link together to expe-
rience 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.
Rules and GuidelinesOur rules and guildlines to follow
ABOUT JOIN PARTICIPATE ACT CONTACT
We’re on Facebook | Recycle old frames | Events | Donate
FOR EYES
W I R E f R A M E S
BRAND MANUAL // THE IDENTITY
FOR EYES // 83
BRAND MANUAL // THE IDENTITY