Request for Qualifications - Comprehensive Logo and Branding Initiative

Location:	Missouri
Posted:	Dec 1, 2025
Due:	Jan 15, 2026
Agency:	City of Brentwood
Type of Government:	State & Local
Category:	C - Architect and Engineering Services - Construction
Publication URL:	To access bid details, please log in.

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2348 S. Brentwood Blvd.

Brentwood, MO 63144

City of Brentwood, Missouri

Request for Qualiﬁcations (RFQ) for

Comprehensive Logo and Branding

Initiative

Submission Deadline:

Delivery by January 15, 2026, 12:00 PM CST

Brentwood City Hall

ATTN: Octavia Pittman, City Clerk

2348 S. Brentwood Blvd.

Brentwood, MO 63144

City of Brentwood, Missouri

Request for Qualifications (RFQ) for Comprehensive Branding initiative

1. INTRODUCTION

Brentwood, Missouri may be just two square miles, but it’s packed

with charm, convenience, and opportunity. Known as the “City of

Warmth,” this welcoming community of 8,200 blends beautiful

neighborhoods, top-tier schools, and a thriving business district – all

just minutes from downtown St. Louis and St. Louis Lambert

International Airport. From high-quality housing and walkable parks

to standout retail, dining, and a thriving Parks and Recreation

program and facility, Brentwood offers big-city access with small-

town heart.

Vision:

The City of Brentwood, known as the “City of Warmth,” is a family-

and neighborhood-oriented community that values:

• Affordable housing choices, distinctive neighborhoods, and a

variety of housing options;

• Cohesive, pedestrian-friendly, commercial mixed use “places”

that serve the needs of regional and community markets;

• Safe and efficient travel between residences, commerce,

community activities, and work in transportation mode of

choice;

• Effective and efficient government that serves the needs of

Brentwood residents and businesses and operates in a

process of continuous improvement; and

• Preservation and enhancement of public and private spaces

to create a “sense of place” for Brentwood.

2. REQUEST FOR QUALIFICATIONS

The City of Brentwood is seeking an experienced and visionary

professional consultant to lead a citywide branding initiative. This

project aims to modernize Brentwood’s identity while maintaining the

values, history, diversity, and vibrancy of our community.

The City is issuing this Request for Qualifications to identify

experienced consultant capable of providing comprehensive logo,

guidelines and branding services. Respondents should provide

qualifications and cost proposals only; speculative creative concepts

are not being accepted at this time.

The City recently completed a brand audit and developed a

Comprehensive Strategic Communications Plan. As The City moves

into the implementation phase of the plan, the next step is to

reevaluate Brentwood’s current logo and brand identity, making

updates and changes to ensure they align with the community’s

ongoing vision and goals.

Key components of this effort include:

• A unified, modern brand that encapsulates Brentwood’s

community-driven vision, and future goals.

• As we develop a unified city brand, it is important to recognize

the need for flexible variations that reflect the unique identities

of individual departments and cooperatives, while maintaining

an overall sense of cohesion.

o For example: Brentwood Police, Fire, and Parks and

Recreation Departments have established logos that

are integral to their identities. Rather than replacing

these, the branding system should be designed to

accommodate existing emblems while aligning them

within the broader city aesthetic.

• A comprehensive implementation strategy, including digital

collateral, designed to encourage greater engagement and

foster community pride.

This initiative is not simply about developing a new logo or tagline. It

is a strategic effort to align Brentwood’s identity with our mission,

community values, and long-term goals. Respondents should

demonstrate extensive experience in municipal branding, particularly

for communities similar in size and character, and bring a

methodology grounded in research, collaboration, and creativity.

The selected consultant will guide the City through all phases of the

project—from research and community engagement to brand

development and rollout planning. This initiative is a high priority for

Brentwood and will serve as the foundation for how the City

communicates, connects, and grows.

3. SCOPE OF WORK

Brand and Message Development

The selected consultant will create visual elements and messaging. They will

evaluate the City’s current tagline to determine if update is necessary. They will

offer guidance on establishing a brand system that incorporates current

departmental logos (Fire, Police, Parks and Recreation) and creates sub-brands

for other departments like Planning and Development, Public Works, etc.

Deliverables

1. Conduct research with the community and staff to evaluate values and

identity.

a. Public Outreach: Coordination of public outreach will be an essential

component of this process. The Consultants will conduct robust public

participation, including surveys, an internet presence, public meetings,

and topic-specific meetings, as necessary. The Consultants shall

seek diverse participation in the planning process; proving ongoing

and understandable information for all participants while using a

variety of communication channels to inform and involve the

community.

In addition, the Consultants will coordinate with key stakeholders,

residents, and outside agencies that provide service and/or expertise

within the City of Brentwood.

2. Development of a City of Brentwood logo, logo variations, and incorporation

of / or development of new city tagline.

a. Create authentic and relevant logo mock-ups and taglines that

effectively communicate the City’s identity.

b. Incorporate sub-brands for City Departments that use the City logo.

Connect the Fire, Police, Parks and Recreation, Planning and

Development, and Public Works departments with the City’s logo while

maintaining their identity and mission.

c. Create a color palette for print and web. Design a versatile color

palette with high-contrast hues to provide the City with greater

flexibility in creating branded materials. Ensure the colors adhere to

accessibility requirements for print and online.

d. Establish fonts for print and web. Fonts should be easy to read,

accessible, and readily available for use in both print and online

contexts.

e. Provide vector-based EPS file format and high-resolution layered

images of the final approved logo(s) and tagline, as well as flattened

JPEG and PDF formats.

f. Content to be created in full color, single color, and black and white.

g. The logo should have variations suitable for both vertical and

horizontal usage. Chosen concepts can be utilized easily and

effectively across multiple platforms and mediums, including signage,

print, digital marketing, specialty applications and the City’s website.

h. The City will retain copyrights to all images, logos, designs, colors,

fonts, and templates created by the qualified consultant.

3. Templates for common need, such as brochures, slide decks/visual/digital

presentations, report covers, letterhead, business cards, memos, meeting

agendas, banners, street signs, marketing materials, etc.

4. Brand Style Guide. This guide should include the correct logo usage, sub-

brands, colors, fonts, and templates.

5. Formulate launch plan to effectively roll out the branding campaign.

6. The consultant will be available for brand consultation for up to 12 months,

responding to questions regarding usage of or clarification on the style guide.

4. GENERAL REQUEST FOR QUALIFICATIONS (RFQ) REQUIREMENTS

Interested consultants must include the following information in their proposal

and should use the following format when compiling their responses:

1. Cover letter – The response should contain a cover letter signed by a person

who is authorized to commit to the offer or perform the work included in the

proposal and should identify all materials and enclosures being forwarded in

response to the RFQ.

2. Scope of Service Proposal – The purpose of the Scope of Services

Proposal is to provide a detailed proposal describing the consultant’s ability

to meet the requirements of each segment of the Scope of Work.

3. Company Information – Provide information about your company to include:

• Name, address, phone number, and email address of company

• Brief description of the company, including parent company, affiliated

companies, and subsidiaries

• History of the company’s experience with similar projects

• Name and title of primary contact person

• Date company was established

• Proposed service team, including titles and responsibilities

4. Project Approach

• Narrative outlining the approach to branding projects.

5. Pricing – The RFQ should contain all pricing information relative to this RFQ.

The RFQ should include:

• Itemize estimated costs for all work related to the services and

deliverables outlined herein.

o Background Research

o Draft Design Concepts

o Public Outreach

o Revisions and Final Design

o Final Logo, Branding and Style Guide

• If based on an hourly rate, provide the hourly rates to be charged for

each individual who would be assigned to this engagement, and a

general description of how billable hours will be allocated among key

personnel.

This is the opportunity summary page. It provides an overview of this opportunity and a preview of the attached documentation.

Bid Title:	Request for Qualifications - Comprehensive Logo and Branding Initiative
Category:	Services
Status:	Open

Request for Qualifications - Comprehensive Logo and Branding Initiative

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