Specifications include, but are not limited to: Harford Community College wishes to hire a Consultant to create and test a new brand identity that encompasses all aspects of visual identity and builds a comprehensive system for the College. Scope of Work 8.2.1 The Consultant shall develop creative elements that include three (3) design concepts, logos, messages, tagline and other products to support the overall brand initiative. 8.2.2 A minimum of three (3) distinct creative campaign options shall be presented based on the results of the market research conducted by Simpson Scarborough in 2016-17 which will be provided. 8.2.3 Consultant shall be working collaboratively with HCC’s marketing team. 8.2.4 The Consultant shall: .1 Create a visual identity (logo and wordmark and rollout advertising campaign) that is vibrant and reflects the future of the College. .2 Develop a full identity system including tagline, style guide, color, typography, graphic elements, photography etc. for use and the capability of use in the following: a. Print and electronic advertising b. Website design c. Media placement d. Public relations e. Events f. Templates .3 Conduct testing to gauge audience reaction, validate selection and finalize the selected identity. .4 Ensure the identity system incorporates all divisions of the College providing flexibility for each unit to respond to its specific audiences while still reinforcing the over arching brand of the College as a whole. a. The College faces a unique challenge with the APGFCU Arena which was built in 2012; APGFCU has naming rights through 2027. This needs to be taken into consideration with the new brand. .5 Develop guidelines, key templates and examples that can be used for future reference to showcase how the brand can flex for different needs. .6 Conduct training/workshops leading up to and following the launch to involve and educate campus clients and peers throughout the process. 8.2.4 Implementation .1 The Consultant shall develop an action plan for implementation of the brand in sufficient detail to allow staff to understand the approach and work plan. .2 The action plan shall include, but not be limited to, the following: .1 Recommended positioning of logo and brand guidelines .2 Implementation plans for brand identity applications 8.2.5 Rights of Ownership .1 All work produced under this contract and any work produced concurrently or subsequently (including but not limited to campaign themes, creative concepts, artistic treatments, headlines, copy, production and design templates) becomes sole property of HCC. .2 All parties performing work in response to this opportunity (including but not limited to agencies, designers, copywriters, and consultants) relinquish all rights to work created under this agreement (including but not limited to advertisements, concepts, templates, and communications vehicles), and to work created subsequent to this agreement, if based upon, influenced by or incorporating any part or element of the work submitted to or performed in service to the College.
