Request for Proposal – Visual Branding and Graphic Design ROSE HILLS Deadline for Proposal Submission: Friday, Aug. 30, 2013 Demonstration Logo Submission (by invitation): noon, Friday, Sep. 20, 2013 Design selection: noon, Friday, Sep. 27, 2013 Rose Hills Memorial Park & Mortuary is requesting proposals from branding and graphic design firms to develop the organization’s logo and style guidelines to support ongoing marketing, public relations, digital marketing and advertising efforts. Responding firms should have experience assessing brands and communicating brand cues through graphic design. If selected, deliverables include an evocative graphic signature (logo), and graphic style guidelines aligned with the Rose Hills brand. To encourage the widest range of sophistication and cost, this request for proposal (RFP) has been released in conjunction with an open contest for students and independent artists. Entities from both categories will be selected into a pool of finalists, from which specific designs will be submitted, and a single design chosen. SUBMITTAL REQUIREMENTS, PROPOSAL Submit proposal detailing how entity is qualified to perform this work. At minimum, submittal requires following: 1. Statement paragraph critiquing current logo employed by Rose Hills, how effective or ineffective it communicates the brand, and how you would go about developing this critical communication. 2. Sample artwork demonstrative of entity’s interpretive and creative ability and/or sketch of a preliminary design. 3. If submitting a Proposal, include estimation of cost to produce Deliverables. 4. If submitting as contest entrant, do not estimate of cost to produce Deliverables, as compensation is a fixed award amount ($5,000.00) Please submit proposal/entry in PDF format via email to: nick.clark@rosehills.com by 3 p.m. Pacific Time, on Friday, August 30, 2013. Questions regarding this RFP can also be directed to this email.
SELECTION PROCESS Based on proposals that best meet the above criteria, a manageable number of entities will be invited to design and submit a prospective Rose Hills logo (format and transmission, to be determined). After submittal, each of these “finalists” will receive $600.00 to defray preparation costs. A selection panel will choose one (winning) design and notify the designing entity. The selected entity can decide to provide Deliverables as estimated in original proposal, or, accept as payment for Deliverables, a $5,000.00 contest award.
OTHER PROVISIONS
At its own discretion, Rose Hills reserves the right to reject all designs and not select a winning design.
Upon payment to designing entity, the winning design will become the property of Rose Hills in perpetuity to use as it sees fit. REQUIRED DELIVERABLES All logo iterations, both single- and full-color versions, must be downloadable to Rose Hills in .eps or .ai vector format, and as high-resolution .pdfs. 1. Base logo — The logo will be used online, in print, on merchandise scaled small to fit USB or pen, or scaled large to fit a billboard. Flexibility is therefore a key requirement, including the need to resize easily and to look good in black and white as well as color. The artwork:
a) must display the words, “Rose Hills.”
b) may vary in shade but retain general color (PMS 207 & 254) of current logo
c) can resemble/be a rendition of our current logo.
d) with exception to c), above, must not infringe on existing intellectual property. 2. Logo variations (3): a) 100th Anniversary (Centennial) b) With appended copy, “The Mortuary at.” c) With appended words, “Memorial Park.”
3. Style document describing the logo (proportions, PMS colors, etc.) and considerations regarding complementary styles (compatible fonts, colors, contextual graphic environment, etc.). SCHEDULE (all times, Pacific) 1. Proposals due: 3 p.m., Friday, August 30, 2013. 2. Finalists notified: 3 p.m., Friday, September 6, 2013 3. Finalists’ designs due: noon, Friday, September 20, 2013 4. Designer selected: noon, Friday, September 27, 2013 APPENDIX
Brand description:
Rose Hills, a Southland company will celebrate its 100th anniversary in 2014. It enjoys strong brand awareness in the San Gabriel Valley, western areas of Los Angels County and northern areas of Orange County.
The world’s largest and most beautiful memorial park, Rose Hills features premium property, modern funeral home, and architecturally stunning chapels.
Rose Hills’ maintains a best-in-class position in its channel. It is the most appropriate choice to honor extraordinary lives. More information communicating the Rose Hills brand can be found at www.rosehills.com, from our facebook page https://www.facebook.com/RoseHillsMemorialPark,
and from recent advertising:
http://www.youtube.com/watch?v=Bq7rZ2b9CEk http://www.youtube.com/watch?v=2w8xLm6tNEA http://www.youtube.com/watch?v=w2dCthfrbcU http://www.youtube.com/watch?v=bCOAmE4vFhc http://www.youtube.com/watch?v=agi-MrTPY_o Current logo samples, next page.