DMV Brandbook

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.

Try again tomorrow

SCENARIO: RENEWING YOUR LICENSE

START HERE

Your license is about to expire1

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.

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.

Passed!

Oops, time to get glasses!

(start over)

Try again tomorrow

START HERE

Your license isabout to expire1

DMV and walkin the doors

There are nodirections,You can...

nding 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!

Reach the frontof the line,

did you bringthe correct

documents?

and start over.

Passed!

(start over)

Oh well!

Your temporarylicense is printed

CONGRATYOUR WHOLE DAY AND ARE NOW IN A TERRIBLE MOOD.

Get in the stan

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?

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?

Try again tomorrow

START HERE

Your license isabout to expire1

DMV and walkin the doors

There are nodirections,You can...

nding 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!

Reach the frontof the line,

did you bringthe correct

documents?

and start over.

Passed!

(start over)

Oh well!

Your temporarylicense is printed

CONGRATYOUR WHOLE DAY AND ARE NOW IN A TERRIBLE MOOD.

Get in the stan

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?

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

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

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

PEACEOF

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

CURRENT

CURRENT POSITIONING

POTENTIAL POSITIONING

WHAT COULD IT BE LIKE?

ORGANIZEDSIMPLE

PEACEFUL

CALMINGSAFEMODERN MINIMAL

STRUCTUREDEFFICIENT

D MV Department of Motor Vehicles

at our automated kiosk.

Welcome to the DMV

Please enter and sign in KS

VDepartment of Motor Vehicles

REDESIGN

Department of Motor Vehicles

Department of Motor VehiclesKS

ALTERNATIVE LOGOS

TYPEFACES

BISQUE

Rockwell

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

V Department of Motor Vehicles

100 S. Avenue Lawrence,KS 66044

555-123-4567

JOHN DOE

555123-4567

100 S. Avenue Lawrence,KS 66044

john@dmv.govD M

Motor Vehicle License Examiner

BUSINESS SYSTEM

Creating Happy Drivers.

1100 Mass St, Lawrence, KS

Monday–Friday 8–5

785.832.5273

Your Location

BEFORE YOU GO

AFTER YOU GO

RULES OF THE ROAD

CONTACT US

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

785.832.5273

Your Location

BEFORE YOU GO

AFTER YOU GO

RULES OF THE ROAD

CONTACT US

WHAT TO BRINGIF YOU ARE...

Getting your first license

RENEWING YOUR LICENSE

Transfering a license

Replacing a lost license

Non-citizens

BEFORE YOU GO

785.832.5273

Your Location

BEFORE YOU GO

AFTER YOU GO

RULES OF THE ROAD

CONTACT US

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

785.832.5273

Your Location

BEFORE YOU GO

AFTER YOU GO

RULES OF THE ROAD

CONTACT US

RENEWING YOUR LICENSEBRING ONE OF THE FOLLOWING COMBINATIONS:

BEFORE YOU GO

Monday- Friday 8-5

785.832.5273

Your Location

BEFORE YOU GO

AFTER YOU GO

RULES OF THE ROAD

CONTACT US

BEFORE YOU GO

785.832.5273

Your Location

BEFORE YOU GO

AFTER YOU GO

RULES OF THE ROAD

CONTACT US

BEFORE YOU GO

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

785.832.5273

Your Location

BEFORE YOU GO

AFTER YOU GO

RULES OF THE ROAD

CONTACT US

BEFORE YOU GO

BA A E

CEA BB

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)

785.832.5273

Your Location

BEFORE YOU GO

AFTER YOU GO

RULES OF THE ROAD

CONTACT US

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

BUS SIGN

ORGANIZEDSIMPLE

PEACEFUL

STRUCTURED

EFFICIENT ORGANIZED

SIMPLE

CLEARPEACEFULCALMING SAFE

MODERNMINIMAL

STRUCTURED

EFFICIENT

Introducing: The new and imporoved DMV

BILLBOARD

testing station

photo station

attendant desk

waiting line

Current DMV

testing station

New DMV

sign-in kiosks

photo station

FLOOR PLAN

testing station

New DMV

sign-in kiosks

photo station

TESTING MATERIALS

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.

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.

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.

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.

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

New DMV

sign-in kiosks

photo station

OVERHEAD MONITORS

ORGANIZEDSIMPLE

PEACEFUL

STRUCTUREDEFFICIENT

Introducing: The new and imporoved DMV

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

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?

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

New DMV

sign-in kiosks

photo station

INTERNAL DOCUMENTS

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:

Not valid unless signed:

County: State: Zip:

(signature as it appears on your driver’s license)

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

New DMV

sign-in kiosks

photo station

KIOSK INTERFACE

Touch the screen to SIGN-IN

Please enter your name...

ZX CV BN M SPACE ENTER

SD F GH JK L

WE RT YU I OP

DELETE

Please enter your social security number...

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!

Touch the screen to SIGN-IN

NAMES OC PURPOSEF INISH NAMES OC PURPOSEF INISH

BACKBACK

So instead of beingconfusing and infuriating,

Visiting the DMV will be

an efficient process,

and maybe even pleasant.

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