Herrick District Library Logo Design and Branding Refresh
Herrick District Library (the Library/HDL) wishes to establish a new logo to build an enhanced awareness of the broader community it serves. The Library is seeking a creative, qualified, design firm or agency to create a dynamic graphic logo and brand color set.
ABOUT THE LIBRARY
Herrick District Library is the public library serving the City of Holland, Holland Township, Laketown Township, Park Township, and several other contracted municipalities. The library’s mission is to empower the greater Holland area community to connect, discover, and create.
HDL’s core values are:
- Service
- Equal Access
- Collaboration
- Professionalism
The main goals of HDL’s most recent strategic plan include:
- Grow and sustain young readers
- Learn for a lifetime: Satisfy curiosity
- Read for pleasure: Stimulate imagination
- Create a comfortable space: Library as place
- Express creativity
PROJECT OVERVIEW
- The Library’s logo and brand color set is 15 years old. Its outdated design does not effectively represent HDL today. The Library desires a more relevant, engaging logo that can be described as:
- Representative yet aspirational: Representative of HDL’s current values and goals, while leaving room to still represent the Library in the future when those goals and values are updated. (HDL is likely to create a new strategic plan within the next two years.)
- Relevant yet timeless: Connects with our community today yet might also still be relevant five and ten years from now.
- Specific yet inclusive: Represent the Library’s mission and our community, both historically and today. A logo that offers a nod to reading but also could represent recent additions to the library’s collection such as the digital library and the Library of Things. A logo that is fitting for a Lakeshore community of European immigrants while also connecting with Latino, Southeast Asian, and other cultural groups.
- A brand color palette with less visual ties to colors reflected in the core city, and color emphasis that instead represents the greater Holland area and the four municipalities of the library district: Holland Township, Laketown Township, and Park Township, in addition to the City of Holland.
- Brand colors that would integrate well into the color palettes and signage found at our buildings, both the Main Library and the North Branch.
- A multi-colored logo fitting with the landscape of brands in our peer communities including the local non-profit sector, downtown Holland, and larger regional libraries (including Capital Area District Libraries, Elkhart Public Library, Grand Rapids Public Library, Jackson District Library, Kent District Library, St. Joe County Public Library, Ypsilanti Public Library).
- A package that fits well with HDL’s standard font of Roboto, or, recommendation and demonstration of a different font that is free and easy to access through a user-friendly resource such as Google Fonts.
SCOPE OF WORK
The project’s scope will extend from initial project review to creation and delivery. It will include:
- Project review or engagement sessions with key library stakeholders including the community relations manager (project lead) and library director.
- Present 2-3 concepts for new logo and brand color palette for consideration. Presentations may necessitate 2-3 sessions with various library stakeholders.
- A minimum of two revisions of the selected brand color palette and logo following concept review, working closely with the community relations manager.
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The following deliverables:
- Final digital file in vector format of the approved logo in full-color, single color, and grayscale formats for both horizontal and stacked versions.
- Set of final logo files including RBG and CMYK versions, in addition to vector files.
- Brand color palette that includes primary and secondary color sets.
PROPOSAL REQUIREMENTS
Professional History and Contact Information:
Please provide a brief professional history along with the following:
- Contact Person and title
- Company name and address
- Company website
- Direct telephone/mobile phone
- Signature of a duly authorized agent of the company
Project Staffing:
Include relevant experience of key staff, designers, and management personnel. Describe the qualifications and relevant experience of the individuals assigned; provide biographies of those staff members.
Project Summary:
Vendors should provide a brief overview of their strategy and approach to the scope of work and management of the project, including a timeline for completion and an estimate of the time required of staff and stakeholders.
Pricing:
Include an estimated line-item cost for all work related to the deliverables outlined in the scope of work. Clearly outline how time and cost overruns would be handled, including how the designer or agency alerts the client and negotiates unanticipated changes or delays. Present a total cost package not to exceed $10,000. Include an hourly rate in the event that subsequent work is deemed necessary after the completion of the project.
References and Work Samples:
Include portfolio samples that demonstrate creative and technical execution for similar branding projects in the firm’s recent history. Offer at least two references from clients who have used your services for branding within the past four years. Include the following information for each reference:
- Organization name and address
- Type of organization
- Contact’s name(s)
- Title of contact(s)
- Direct telephone number and/or email address of each contact
- Description, scope, and approach of each project
- Sample of work completed for the project, including the previous logo and final logo.
PROPOSAL EVALUATION CRITERIA
- Proposed approach to rebranding and fit with desired criteria
- Experience with branding projects for similar organizations
- Fee structure and pricing model
- Satisfaction of previous clients
- Capacity to perform quality work by the desired deadline
TIMELINE
- Deadline for proposals: Thursday, April 3 at 6:00 PM
- Anticipated selection and award: Friday, April 25
- Desired project completion date: Friday, June 13
QUESTIONS
The firm Herrick District Library hires will work closely with the community relations manager. Please direct questions to Sara DeVries, Community Relations Manager, sdevries@herrickdl.org.
