The Columbus Metropolitan Library is seeking a qualified vendor to lead the development and implementation of an updated brand strategy and visual identity system. The engagement involves a comprehensive refresh of the Library's brand strategy, reflecting its mission, vision, values, and strategic objectives. The selected vendor will be responsible for establishing distinctive brand positioning, articulating key themes, developing a clear brand architecture, and ensuring alignment between the Library’s parent brand and its affiliates, including the Columbus Book Festival, Columbus Metropolitan Library Foundation, and Friends of the Columbus Metropolitan Library.

Key responsibilities include conducting an in-depth brand assessment, reviewing current identity materials, and gathering input from leadership and key staff to guide the brand’s evolution. The vendor will design a refreshed visual identity that is adaptable for a large public library system, including recommendations on exterior brand expression and wayfinding. The scope also includes developing a cohesive messaging framework, tone of voice, and comprehensive brand standards and guidelines, covering elements such as fonts, color palettes, photographic and illustrative styles, aural branding, animation, and appropriate usage protocols.

Collaboration with Library staff is integral to the project, ensuring transparency, feasibility, and that all recommended brand elements are practical for execution by the in-house marketing team. The vendor will provide toolkits and training for internal audiences and create a detailed rollout plan to introduce the new brand to customers and stakeholders, encompassing communications, campaigns, and environmental branding.