Multi-platform design system

Tender description

SpeakGaelic is the unifying brand of a once-in-a-generation, highly ambitious language learning campaign. The vision is to transform the uptake and usage of Gaelic. It is an innovative and coordinated project, which will combine community learning and media, and is intended to provide a clear, comprehensive, integrated structure for Gaelic language learning. The user will have the option of experiencing SpeakGaelic in three key ways, all of which will be integrated, but also capable of being consumed discretely: - taught through a SpeakGaelic course; and/or - consumed in complementary BBC ALBA/BBC Radio nan Gàidheal media content; and/or - self-guided through the SpeakGaelic website; and all supported and enhanced by SpeakGaelic social media. There will be a logo, visual branding suite and brand guidelines to which all manifestations of the brand must adhere. This document sets out the commissioning brief for the SpeakGaelic logo, visual branding suite and brand guidelines. We seek to commission a multi-platform design system, comprising the following: - A visual identity, comprising a logo and associated elements (e.g. typography, colour palette) - A style guide documenting rules and guidelines for how the visual identity should appear across multiple platforms. - A coherent design library of visual components and design patterns for use across multiple platforms. The identity and associated designs should communicate a vision both for SpeakGaelic and Gaelic itself which is contemporary, outward-looking, inclusive and bold. The identity should sit comfortably alongside other contemporary digital brands. Historical or traditional allusions should be avoided. History and tradition are important to Gaelic - but Gaelic is already very strongly associated with these ideas. SpeakGaelic seeks to contribute to broadening and normalising the image of Gaelic as a contemporary, everyday language available to all kinds of people in the widest variety of contexts. SpeakGaelic is intended to be an ongoing project, therefore the identity has to be durable. It should avoid transient design fads that will date prematurely. The logo and visual branding must take into account the different applications of the brand across media: physical learning materials, broadcast, digital and social. Media content across different BBC platforms (eg BBC iPlayer, BBC Sounds), the logo and visual branding must also align with the BBC's own guidelines. Further information regarding these guidelines can be provided on request. Background: The SpeakGaelic curriculum will be based on CEFR (Common European Framework of Reference for Languages) learning outcomes, where each speaker is placed at one of six levels (A1, A2, B1, B2, C1, C2). SpeakGaelic will cover levels A1, A2, B1, B2. Provision for proficient users at levels C1 and C2 will be strengthened through existing channels. Please note that list is not exhaustive and any design system should be flexible to grow with new technology, audiences and platforms in the future. General requirements: Media and advertising brand guidelines Promotional items guidelines Media requirements: All deliverables must adhere to the ecosystem of BBC Masterbrand, BBC Sounds, BBC iPlayer and BBC ALBA image guidelines. These are available on request. TV & iPlayer: Title graphics (guidelines on font and image use), Level indicators (Four: A1;A2;B1;B2), iPlayer suite of images, Invision Ashtons. BBC Sounds: BBC Sounds suite of graphics (suite of images) Website requirements: Level indicators (Four: A1;A2;B1;B2), Suite of logos, Colour palette, Fonts, Typography, Inline text links, Buttons (types and sizes), Icons, Pagination, Accordions, Breadcrumbs, Tables, Image sizes (we will need a range of these for infographics), Image and video watermarks, Site footers, Media players (audio snippets, audio players, video players), Subtitles, Invision graphics and end boards, Notes, Nabs, Search, Sign up banners. Social Media requirements: Level indicators (Four: A1;A2;B1;B2), Suite of logos, Colour palette, Fonts, Typography, Image sizes (we will need a range of these for infographics, page banners and profile pictures), Image and video watermarks, Subtitles, Invision graphics and endboards. PDF Templates: A range of editable templates, in InDesign and MS Word, should be created which are simple for the Education Contributors to complete. These include: Worksheets (InDesign and MS Word), Answer sheets (InDesign and MS Word), Tutor guidance (InDesign and MS Word), Classroom activity sheets (InDesign and MS Word), Blank template with guidelines (InDesign and MS Word), Marketing posters to advertise classes (end-users should be able to edit these to input their own information) (MS Word), Social media template to advertise classes (end-users should be able to edit these to input their own information) (MS Word) A series of simple PDF templates will all include the same SpeakGaelic: Colour palette, Typography, Logos, Image use, Special attention should be paid to whitespace on the worksheets. Final versions will be available to end users as PDFs. For full details see www.mgalba.com/about/vacancies/tender