Brand is a necessary element for a successful business. But what exactly is a brand? It’s not simply our logo, or our mission statement; our brand embodies everything about our company, from how we produce designs and write copy to the way in which employees and customers alike experience us. We started developing a brand the moment our company was conceptualized, and we’ve been striving to work within the parameters of “us” ever since. In essence, the DriversEd.com brand is not simply who we are, but is who we were and who we will be.

To embody a brand is to not only to share a company’s personality, but offers the experience of DriversEd to everyone who is, has been, and will be connected to us. Thus, we’ve developed this guide to help all of us be on the same page about how to align with the DriversEd.com brand. Without consistency in our brand, we are nameless. We fall into the abyss of companies that do not make an impact and provide an experience to their clients.

Not only is brand the way we see ourselves internally, but it’s the way we are perceived externally. By working together to consistently ensure we are meeting our own brand standards both in our offices and out in the real world, we will continue to cultivate a strong sense of familiarity and brand recognition. DriversEd.com is the largest and most popular provider of online drivers ed because our brand is memorable and sets us apart from competitors, and we expect all who work with us to adhere to our brand guidelines to help maintain our position in the online drivers education market.

Let’s shuck the word “brand” for a moment. Instead, let’s think about who we are: DriversEd.com.

DriversEd is freedom. We are giving people the ability to start their adventure on the open road; going anywhere at any time is in your hands with a license, and DriversEd fosters that sense of self reliance by being available online anywhere and anytime. Driving allows us an individual to travel on their own terms, and DriversEd allows our customers to learn on their own terms.

Those who engage with DriversEd are smart, welcoming self-starters who believe every student deserves the best online-education with the most accommodating student services available.

With DriversEd, freedom in your hands. And this is our brand.
The road is in your hands: drive.
The wheel is in your hands: drive
Freedom is in your hands: drive.

DriversEd is committed to excellence by way of consistently approaching all interactions internally and externally in line with our brand. We ask that you see following our brand guidelines as a challenge to be creative within a structure; you are consistently good at your work—that’s why you’re on our team. Consistency does not mean our brand won’t evolve. We are constantly reshaping and restructuring to continue to be the best in our field. But we evolve under the ideas consistent with who we are.

However, consistency by itself is no virtue. Something that’s consistently out of alignment with our brand isn’t any better because it’s consistent!  No, consistency is only valuable when it comes from a diligent application of well-considered principles, like adhering to the following DriversEd brand guidelines that we have nurtured into existence.

Our brand history is more than a story—it’s the backbone of who we are and how we function. In fact, a quick look into our roots is the best way to understand the overarching focus of the DriversEd.com brand.

In 1997, driving school veteran Isaak Tsifrin, Internet entrepreneur Gary Golduber, and academic Gary Tsifrin conceptualized putting traffic school online in an effort to provide an efficient course that would be under the customer’s control; thus, WebTrafficSchool.com was founded. It didn’t take long for the founders to realize the benefits of online-education, and after that, the idea of DriversEd.com—online drivers education— was born.

We were the forerunners of online driving courses, and our work is constantly evolving as we stay in the fore-front of online drivers education. We stand for developing tech-savvy programming that users can use, creating courses that combine the latest research in e-learning while teaching with proven driver education methods, building professional relationships with leaders in our industry and personal rapport with our students.

The rest isn’t history; the rest is happening right now. DriversEd.com has grown to become the largest and most visited online drivers education site in the nation. We present smart and safety-focused driver education developed around state-approved courses, and since 1997 have helped more than 2.1 million students become safe, more confident drivers.

The DriversEd.com team is dedicated to helping students navigate the learning process with ease. Our Driving School Advisory Board, which includes all our driving school owners and associates, reflects that commitment and helps us to maintain our high level of excellence and quality.

February 2011

DriversEd.com launches a Texas Education Agency approved 6-hour drivers ed course exclusively for adults in Texas.

January 2011

DriversEd.com’s defensive driving course is approved by the Arizona Supreme Court.

March 2010

DriversEd.com’s Drivers Ed iPhone Application cracks the Top 25 Free iPhone Apps on the Apple App Store; 700,000 downloads to date.

January 2010

DriversEd.com opens behind-the-wheel Driving School in Marietta, GA (Atlanta); Atlanta Metro students learn to drive in new BMW Mini Coopers.

December 2009

DriversEd.com launches Mature Driver Program for Colorado; curriculum for adults 55 and older.

December 2009

Apple’s App Store begins offering the DriversEd.com Drivers License iPhone Application; lets users see how their actual drivers license might look.

November 2009

DriversEd.com’s drivers education course is approved in Indiana by the Indiana Criminal Justice Institute.

October 2009

DriversEd.com opens a behind-the-wheel DriversEd.com Driving School in Canyon Lake, CA (Los Angeles); Los Angeles Metro students learn to drive in new BMW Mini Coopers.

September 2009

DriversEd.com is integrated with Facebook through Facebook Connect. Students can enroll on DriversEd.com with their Facebook email account.

September 2009

Apple’s App Store begins offering the DriversEd.com Drivers Ed Application, which instantly becomes number one in the drivers ed category. Read more here.

August 2009

EDS, DriversEd.com’s sister driving company purchases its 20th Mini Cooper for drivers training.

March 2009

DriversEd.com launches Mature Driver Program for California; curriculum for adults 55 and older.

March 2009

DriversEd.com launches Nationwide Adult Driver Program; curriculum for adults 18 and older.

March 2009

DriversEd.com is again awarded an exclusive traffic school provider contract in Santa Clara County (Silicon Valley) in California.

August 2008

DriversEd.com’s drivers education course is approved in Utah through a partnership with A-1 Driving School.

July 2008

Parents’ Corner is launched.

June 2008

DriversEd.com launches online Fleet Training course.

May 2008

DriversEd.com’s drivers education course is approved in Nebraska through a partnership with Road Ready Driving School.

October 2007

DriversEd.com launches a national co-branded Delmar Cengage Learning drivers education course.

August 2007

DriversEd.com partners with Florida Virtual School to provide online drivers education in Florida.

May 2007

DriversEd.com’s online Joshua’s Law course is approved in Georgia.

April 2007

Online drivers education powered by DriversEd.com becomes available in Pennsylvania through a partnership with Henry & Joe’s Driving School.

June 2006

Game Zone launches interactive driving games, offering fun prizes and an interactive way for students to learn about driving.

April 2006

Traffic School launches in Santa Clara County (Silicon Valley) in California.
“I am Not a Statistic” is launched.

January 2006

DriversEd.com launches MyCars, an auto buying resource created in partnership with Cars.com.

November 2005

Easy Driving School LLC’s (License #: 4442) online drivers education program, DriversEd.com, is approved by the California DMV.

September 2005

DriversEd.com fulfills first purchase orders from Charter Schools. DriversEd.com’s drivers education course is approved in Texas.

August 2005

More than 500,000 students graduate from DriversEd.com! DriversEd.com’s drivers education course is approved in Virginia.

June 2005

DriversEd.com launches Fahrschuleonline, a site providing drivers education to German drivers.

May 2005

eScrip, a co-branded site that handles the donation of drivers education tuition to support schools throughout the nation, is launched.

April 2005

DriversEd.com’s drivers education course is approved in Oklahoma.

February 2005

DriversEd.com’s drivers education course is approved in Minnesota.

January 2005

DriversEd.com joins The Driving School Association of the Americas.

May 2004

DriversEd.com’s drivers education course is approved in Colorado.

April 2004

WebTrafficSchool.com is approved in Texas.

March 2004

DriversEd.com becomes the official provider of online drivers education for the Clark County School District (CCSD) in Nevada.

August 2003

DriversEd.com launches AmericaDrives.com, a course designed for international drivers visiting the United States.

May 2003

DriversEd.com becomes a proud member of the Better Business Bureau.

October 2002

DriversEd.com’s drivers education course is licensed in Nevada.

June 2002

DriversEd.com’s drivers education course is launched in California.

May 2002

WebTrafficSchool.com is approved in Florida and in Nevada.

February 2001

WebTrafficSchool.com is approved in Virginia.

October 1998

WebTrafficSchool.com is approved to operate in Los Angeles County (one of the largest jurisdictions in the United States).

March 1998

WebTrafficSchool.com is launched.

April 1997

Interactive Solutions, Inc (DBA: WebTrafficSchool.com and DriversEd.com) is formed.

Whether a student, potential student, or employee in our office, you will experience the DriversEd promise: freedom to get where you want to go.
Our students learn to drive safely and smartly on their own terms, and we work with them to facilitate their learning to drive process.

Our employees work in an innovative start-up environment, with the freedom to work as self-starters. Those employed by us are the best ambassadors of our brand, as our workplace practices reflect our promise of freedom. How we discuss where we work—both in terms of what we do and in what manner we do it—builds public perception of who we are. We expect our employees to recognize this and be cognoscente of the brand within and without of the workspace.

Mission Statement/Core Values

• Freedom
• Luxury
• Smart
• Best in the business
• Research-based
• Standards-based
• State certified
• A Treat – everyone deserves the best
• Convenient – your way, when you want it, DIY
  You don’t rely on public transportation. That’s why wound up in traffic school anyway. Take that DIY attitude to Online Traffic School; don’t wait for your county to give you a Traffic School course—take it with us on your terms.
• Helpful – accommodating
• Welcoming/inviting
• Clean
• Rite of passage