Specifications include, but are not limited to: Rebrand Kit Should Include: • Development of a City of Muskegon logo and logo varia�ons • Use of our West Michigan’s Shoreline City tagline o Note this is also our website URL • Sub logos for individual departments (see appendix C for example from Lancaster, CA) o Unique logo and badge crea�on for the City of Muskegon Police Department (see appendix D for current logo and badge) and o Updated digital versions of Muskegon Fire Department logo and assets • Brand Assets and Paterns • Brand Story and Persona • Color Palete Crea�on o Design a versatile color palete with high contrasting hues to provide the City with greater flexibility in creating branded material o Ensure that colors are high-visibility to adhere to literacy accessibility • Brand Guidelines o Ensure the brand guidelines detail how the existing City of Muskegon brands (Trinity Health Arena, Western Market, Farmers Market) should work together (see Appendix E) o Ensure the brand guidelines detail how the city should use the Watch Muskegon brand assets alongside the new branding o Use standard, easy-to read fonts to improve literacy accessibility and ensure web fonts are selected Campaign Launch o Design template for stationary items such as business cards, nametags, etc. o Integrate the brand into the city’s website o Formulate a launch plan to roll out the rebranding campaign effectively in the following fiscal year (July 1, 2024 – June 30, 2025) Community Input Process o Incorporate community feedback and engagement in the rebranding process to ensure inclusivity. Engage with stakeholders in the beginning of the rebranding process, prior to design, to determine major themes and tones to be used in the brand kit. o Work alongside the City of Muskegon’s Community Engagement team to gather intentional input from residents, business owners, youth, and organizations from all areas of the city
