PTOP-2027-31 Conceptualización, diseño y definición de una nueva marca para los servicios de transportes públicos de la Generalitat de Catalunya

The contract has a total duration of 6 months. The start date is January 1, 2027, or the date the contract is formalized if it occurs after January 1, 2027. There is no possibility for prorogation (extension) of the contract. A guarantee period of 3 months is established, starting from the date of reception and conformity of all services covered by the contract. The document also references a "phase 2" where bidders receive payment if they reach this stage but are not ultimately awarded the contract, and highlights the "conceptualization and creation of the brand" as a critical, non-subcontractable part of the contract.

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

The core deliverables and activities include:

• Defining the brand strategy.
• Creating the mother/umbrella brand name, which involves checking, registration, and domain acquisition.
• Developing the visual identity for the new brand, including the logo, graphic code, corporate typography, visual style, and the definition of sub-brands or derived systems.
• Designing the brand ecosystem and creating a corporate identity manual that provides all necessary visual and narrative tools for consistent multi-channel implementation, specifying usage criteria, application guidelines, coexistence with other public transport system brands, and applications across various channels and supports.
• Developing the brand's auditory identity (audio branding or sound brand).
• Designing the signage system for the new brand and defining its application criteria in physical environments, with special attention to digital environments.

The execution of these services also covers strategic and creative direction, art direction, and project management and monitoring.