for eyes brand manual

Brand Identity Manual

FOR EYES

BRAND MANUAL // THE IDENTITY

FOR EYES // 3

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

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

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

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

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.


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


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.


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


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 FOR EYES

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


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


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


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







BOLD

MEDIUM

BOOK

LIGHT


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


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.

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.


pre-approved For Eyes. This sample may assist your club in developing your own



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

630.517.6785

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

630 Ives Avenue

American Canyon, CA 94503

FOR EYES

16634 West Sherman Street. Apt 45

Brentwood, CA 94513

FOR EYE S

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,
































from For Eyes.

Thank you,

Sandra Johnson

Chair Director


Brentwood CA 94516

630.517.6785

www.foreyes.org

Dear Robert Mullen,
































from For Eyes.

Thank you,

Sandra Johnson

Chair Director


Brentwood CA 94516

630.517.6785

www.foreyes.org

2.75in

.75in .50in

8in


Dear Robert Mullen,
































from For Eyes.

Thank you,

Sandra Johnson

Chair Director


Brentwood CA 94516

630.517.6785

www.foreyes.org

Dear Robert Mullen,
































from For Eyes.

Thank you,

Sandra Johnson

Chair Director


Brentwood CA 94516

630.517.6785

www.foreyes.org

FOR EYES // 41


Brentwood CA 94513

phone: 630.517.6785


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


Brentwood CA 94513

phone: 630.517.6785


FOR EYES

SAREINA SECHLER16634 West Sherman Street. Apt 45

Brentwood CA 94513

phone: 630.517.6785


FOR EYES

CHRISTINA GARNAS16634 West Sherman Street. Apt 45

Brentwood CA 94513

phone: 630.517.6785


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


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

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

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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

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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 EYES16634 West Sherman St.

Brentwood CA 94516

USA | FOREVER

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.


FOR EYES // 49

Amber Phillips

242 Raymond Drive


WE NEED YOUR HELPImagine if you could help a child read. An




This is the closest clinic r near you, all you need


FOR EYE S16634 West Sherman St.

Brentwood CA 94516

USA | FOREVER

Amber Phillips

242 Raymond Drive


SAVE SOMEONE’S SIGHTImagine if you could help a child read. An




This is the closest center near you, all you need


FOR EYES16634 West Sherman St.

Brentwood CA 94516

USA | FOREVER

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.


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.


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.


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


FOR EYES // 57

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.

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


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



Employment




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.



FOR EYES

A B O U T V I E W


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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.



FOR EYE S

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


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J O I N V I E W


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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!


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


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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

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glimpse

point of view

rubberneck

take a look

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shade’s

spec’s

eye of the beholder

foresee

witness

our eyes

eagle eye

new surveillance

beautiful gaze

feast your eyes

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take a gander

healthy vison

bright sight

in good sight

pince-nez

effects of specs

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peripheral awareness

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the art of vision

at first sight

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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


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V I S U A L R E S E A R C H

T H U M B N A I L S


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T H U M B N A I L S

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for eyesFOR EYES

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D I G I TA L I T E R AT I O N S


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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

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for eyes brand manual

Documents

identityfor eyes

t h e i d e n t i t

e w e w o r

o u r i d e n t i t

r identit

brando u r b r

n d awa r e n e s sfor

t h e p e o p