CITY OF LIVINGSTON REQUEST FOR PROPOSALS BRAND DEVELOPMENT SERVICES (RFP) 20011
Submittal Date: April 17, 2023
BRAND DEVELOPMENT SERVICES
The City of Livingston is seeking a qualified vendor to develop a brand identity for the City and its component departments and organizations including a key message/tagline, logo, style guide and plan for implementation of the brand identity.
The goal of the project is to create a brand identity for the City of Livingston that can be utilized to present a uniform message to the local, regional and national community. The logo and brand identity should be designed for use in all avenues of communication that are available to the City. As such, the logo needs to be easily reproducible in a variety of media and sizes yet still be identifiable and readable (including on small promotional items).
SCOPE OF WORK
The City of Livingston is requesting development of a brand identity for the City that encompasses a uniform message that can be used by the City and its component departments and organizations in all communication avenues available to the City.
Ultimately, the contractor will produce a final product that will incorporate varied stakeholder input, and accurately represent the City of Livingston and its component departments and organizations.
The scope of work includes the following:
• Create a comprehensive and uniform brand identity for the City of Livingston.
• Facilitate workgroup meetings and other means of gathering input for brand development deemed appropriate by the contractor and City. Many groups will need to be consulted for input to complete the process of creating a uniform brand identity for the City of Livingston and its component departments and organizations. A plan is needed to manage this process efficiently and effectively.
• Identify target markets that the brand will reach. This would include local groups (e.g. visitors, citizens, businesses) as well as regional and national audiences.
• Create a design concept for a new logo, color scheme, and two variant logos for the City of Livingston reflective of the input compiled from stakeholders, identified Livingston assets, and the character of the City presented in the new brand identity.
The two variant logos will be created for use in yet to be determined departments or organizations. The intent is to create a singular identity that is represented in a core logo and color scheme that is changed slightly for use in different component departments and organizations. It is requested that two of these variant logos be created as part of the main project, and that the cost of creating each additional variant
logo be indicated in the proposal in the event more variant logos are needed.
• Create an appropriate statement/tagline that communicates the brand identity clearly and concisely. The tagline should encompass the different aspects and personality of the city and compliment the logo. The tagline may also be used on all City communications.
• Recreate and digitize but maintain the existing City of Livingston City seal design. The seal is currently used by the city on official documents and other materials interchangeably with the current City logo. The content and design of the seal will remain the same but will be cleaned up and digitally recreated for clarity.
• Create vector-based graphics of the new logo, seal, and tagline that can be integrated with all City communication avenues including official letterhead, memorandum, email communication, community newsletters, press releases, flags, banners, signage, vehicles, promotional materials, etc. Multiple sample graphics (not less than 3 nor more than 6) will be created in the development stage as options for the City to consider. Each sample provided will be accompanied by a brief explanation of how
each option appropriately markets the City.
• Create form templates of primary communication tools incorporating the use of the new brand identity. Primary communication tools include letterhead, business cards, email signatures, signs, and any other templates recommended by contractor. One form template for each communication tool that could subsequently be altered for use would be sufficient.
• Create Website header/footer graphic incorporating the newly designed logo(s). Graphic must be in line with the proposed Style Guide. No alteration or additions to the website format and contents are requested.
• Create a style guide that showcases how the brand identity should be used in different contexts and communication avenues. The style guide should identify font and color schemes, appropriate placement and utilization of logo, seal, and tagline, and any other design characteristics to properly communicate the brand identity. The style guide should be designed keeping all communication avenues in mind, especially those for which a form template has not already been created. The style guide will be consulted internally for all City communication media.
• Prepare a strategic implementation plan for the roll out of the brand at the conclusion of the project. This plan should provide simple and direct recommendations on how the brand should be rolled out utilizing current communication tools available to the City along with priorities for implementation. The plan should also include recommended “next step” options for what a second phase of brand implementation would entail including the potential for a marketing campaign.
DELIVERABLES
• Vector-based original art files for primarily logo design, theme/tagline, and all variant logos in applicable color and design formats.
• High resolution copies of primary logo design, theme/tagline, and all variant logos in applicable color and design schemes in commonly used print, graphic and publication formats.
• Vector-based art file of digitally recreated seal and high-resolution electronic copies in various commonly used print, graphic and publication formats.
• Vector-based copies of the website header and footer graphic
• Electronic templates of primary communication tools in variety of commonly used formats. Primary communication tools include letterhead, business cards, email signatures, signs, and any other templates recommended by contractor.
• Electronic version of style guide for variety of internal and external uses
• Electronic version of strategic implementation plan
