Sydney New Year’s Eve visual identity system expression of interest

The visual identity system must:

• be inspiring and functional, allowing clear, impactful messaging for a safe and memorable experience 
• support our internal design team to apply a cohesive visual identity across all communication materials and event collateral. Examples are included in appendix B
• be clearly recognisable as Sydney New Year’s Eve to diverse audiences including international and domestic visitors whose first language may not be English, and locals, businesses and event partners
• complement the City of Sydney’s brand to ensure attribution
• be accessible and inclusive, meeting accessibility standards (at minimum WCAG 2.0 AA guidelines for web)
• enable reuse, year on year to be environmentally sustainable, efficient and optimise brand recall
• include all intellectual property rights for exclusive use by the City of Sydney permanently, including the use of artificial intelligence. 

Before applying, you’re encouraged to visit the Sydney New Year’s Eve website, and read our:

• Sustainable Sydney 2030–2050 Continuing the Vision strategic plan
• tourism action plan
• economic development strategy
• brand guidelines (Appendix A)
• previous communications examples (Appendix B) 

The visual design system must include the following core elements for the City’s internal design team to be used across event communications: 

1. Logo and logomark 

• Primary logo: the main representation of the event brand, including colour, size and clear space guidelines.
• Secondary logos: variations for different applications, for example, horizontal, vertical, or simplified.
• Use guidelines: rules for how and when to use different logo versions, placement on various backgrounds, restrictions on alterations, working with the City of Sydney logo and any co-branding logo guidelines.

2. Colour palette 

• Guidelines for how to use the colours including HEX, CMYK, PMS values, colour combinations and proportions.
• Accessibility guidelines: for colour contrast to ensure readability and accessibility.

3. Typography 

• Primary typeface: the main font family used across all brand communications.
• Secondary typeface: a complementary font for body text or subheadings.
• Styling rules: guidelines on font size, weight, spacing, line height and hierarchy to maintain consistency across different formats.

4. Graphic elements

• Image guidelines: application of photography and photography style guide. 
• Iconography: custom icons that fit with the brand’s style, with guidelines on use, size and color.
• Shapes or layout grids: specific geometrical shapes, patterns and grid systems that help create a cohesive design layout.

5. Motion and animation

• Motion guidelines: how to apply motion graphics or animations to maintain brand consistency in video or interactive content.

6. Applications and use cases

• Print materials: guidelines for the layout and design of brochures, lanyards, event accreditation passes and posters.
• Digital applications: instructions for web design, mobile interfaces, display advertising and digital posters to maintain visual integrity across screens.
• Environmental branding: how the brand should appear in physical spaces, such as sign including billboards and wayfinding pylons. Examples of out of home items can be found in appendix B.  

7. Branding tips to follow and avoid

• Best practices: examples of correct application of visual identity.
  Misuse examples: clear examples of incorrect applications, such as stretching the logo or using the wrong colour combinations.

Stage 1

Interested parties are invited to submit an expression of interest. Expressions of interest must be lodged by Friday 13 December.

The following information is required:

• company details
• experience with previous projects of a similar nature
• list of comparable work
• a high-level response (400 words maximum) that demonstrates an understanding of the brief in relation to the project objectives, as well as your broader knowledge of the City of Sydney and the Sydney New Year’s Eve event
• a brief response (200 words maximum) sharing your perspective on the essential qualities needed to create a functional and inclusive visual identity system
• a brief response (200 words maximum) on the key factors to consider when transferring a visual identity system to another design team to apply

Applications can be made using the online form.

Emailed applications won’t be accepted

Stage 2

Up to 3 interested parties will be shortlisted and invited to present to us.
 
Each shortlisted applicant will be paid $3,000 (excluding GST) to prepare and deliver their presentation. We will pay this fee after the presentation has been delivered.

The face-to-face presentation will be 40 minutes, plus an extra 20 minutes for further discussion and questions. The presentation can be given in a format of your choice.

In your presentation, you’ll provide more detail about your Stage 1 response, including:

• how and why you are best suited for the project as well as the size, structure, capabilities, culture and people of your organisation
• 2 to 3 relevant case studies showing past experience on similar projects 
• your approach to creating the Sydney New Year’s eve visual identity core elements and project objectives
• how you’ll transfer the design system to our internal design and communications teams for implementation
• how you’ll use the $100,000 (excluding GST) budget to create and develop concept(s), complete the project, the deliverables you can provide and a high-level timeline for completion by 16 May 2025. 

One successful applicant will move to stage 3 of the process.

Stage 3

After the stage 2 assessment, we’ll award a $100,000 (excluding GST) contract to the successful applicant to develop the visual identity system. The successful applicant will be required to sign the standard consultancy agreement which can be downloaded below. 

Upon engagement, the successful applicant will develop one or more concepts for review. These concepts must be presented on a date and time agreed by the City of Sydney and the applicant. 

They will work with the City of Sydney to refine the preferred concept for final approval. This process involves significant collaboration. It allows for ongoing work to ensure the final concept aligns with the City of Sydney's vision and goals.

We’ll work closely with you on collateral before the visual identity is released to market.

The successful applicant will receive a fee of $100,000 (excluding GST) to create the visual identity system. This is in addition to the $3,000 (excluding GST) fee for the stage 2 presentation.

• Expression of interest opens: Tuesday 12 November 2024
• Expressions of interest close: Friday 13 December 2024
• Shortlisted applicants notified: Friday 10 January 2025
• Stage 2 presentations: Wednesday 5 February 2025
• Successful applicant informed and contracted: Friday 28 February 2025