PTOP-2027-31 Conceptualització, disseny i definició d’una nova marca per als serveis de transports públics de la Generalitat de Catalunya.

The contract duration is 6 months. The contract start date is January 1, 2027, or the date of contract formalization if it occurs later than January 1, 2027. The contract does not allow for extensions. The adjudication procedure is structured in two phases: Phase 1 is the selection phase where interested companies submit their applications and documentation, and Phase 2 is the restricted phase where selected companies are invited to submit detailed offers.

The core scope of work for this tender involves the conceptualization, design, and definition of a new brand for the public transport services of the Generalitat de Catalunya.

The Statement of Work summary and core deliverables include:

• Defining the brand strategy.
• Creating the name for the mother/umbrella brand (naming), including verification (disaster check), registration, and domain purchase.
• Developing the visual identity of the new brand, which encompasses the creation of the brand logo, definition of the graphic code, corporate typography, and visual style, as well as the definition of sub-brands or derived systems.
• Designing the brand ecosystem, involving the creation and elaboration of a corporate identity manual. This manual must contain all visual and narrative tools required for consistent brand implementation across various channels and environments, including criteria for brand use and application, guidelines, coexistence criteria with other public transport brands, and applications on different channels and supports.
• Developing the auditory identity (sound brand) of the brand, known as audiobranding.
• Designing the signage system related to the new brand and defining criteria for applying the corporate image in physical environments.
• Establishing implementation criteria for both physical and digital environments.
• The execution of services also covers strategic and creative direction, art direction, and project management and monitoring.