Request for Proposal: To Refresh Corporate Logo/ Visual Identity

1. INTRODUCTION

 

• About the AFF: The Asean Football Federation (AFF) is the governing body for football in the South East Asian region. AFF was founded in 1984 by the Member Associations of Brunei, Indonesia, Malaysia, Philippines, Singapore and Thailand. Today, the AFF – a member of the Asian Football Confederation (AFC), the governing body of Asian football – comprises of 12 member associations namely Australia, Brunei, Cambodia, East Timor, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand, Vietnam.

 

1.2       Mission:

To develop football in Asean which strengthens and enables our Member Associations to achieve their objectives through:

• Competitions
• Education
• Activities that promote unity and solidarity in Asean
• Administration

 

• Key Competitions: The AFF owns and organises more than 10 key competitions including:

 

• AFF Suzuki Cup
• Asean Club Championship
• AFF Under-22 Championship
• AFF Under-18/19 Championship
• AFF Under-15/16 Championship
• AFF Women’s Championship
• AFF Under-U18/19 Women’s Championship
• AFF Under-U15/U-16 Girls’ Championship
• AFF Futsal Championship
• AFF Futsal Club Championship
• AFF Beach Soccer Championship

 

The AFF is the owner of all rights in relation to its competitions, which includes all media, marketing, licensing and ticketing rights.  As the rights are typically given to the hosts to exploit, it is of prime importance that the AFF Competitions maintain a consistent identity and image.

 

• Target Audience: The AFF’s target audience includes the 640 million citizens/ football fans in Southeast Asia, and its key stakeholders including the governments, the Asean Secretariat, member associations, clubs, sponsors, fans and the media across Asia, as well as governing football bodies FIFA and the AFC. Please refer to the AFF’s website for more information – https://www.aseanfootball.org – as well as the following links to AFF’s recent media releases:

 

• https://www.aseanfootball.org/v3/maj-gen-khiev-sameth-is-the-new-aff-president/
• https://www.aseanfootball.org/v3/aff-appoint-winston-lee-as-general-secretary/
• https://www.aseanfootball.org/v3/aff-pledges-support-for-joint-asean-2034-world-cup-bid/

 

 

2. KEY SCOPE OF PROJECT

 

2.1       Corporate Logo: The AFF’s corporate logo or visual identity – as appended in Annex A – was inspired by the ASEAN Emblem[1] and to a large extent, the AFF shares the Asean Secretariat’s vision and goals.

 

As the AFF strives to build on its successes and move forward in pursuit of its new Strategic Plan, it now seeks the services of a design agency to refresh its corporate logo which should reflect its position as a forward-looking and dynamic association seeking to capture the imagination of its stakeholders while retaining the essence of the AFF brand albeit in a fresh, contemporary look.

 

A tagline may also be incorporated along with the logo and the design agency is welcome and encouraged to suggest taglines.

 

The AFF proposes that the AFF logo visual identity consists of two elements: the AFF logo and the AFF logotype. The design agency is however welcome and encouraged to suggest otherwise.

 

Ultimately, the refreshed AFF logo visual identity, its colours and tagline should signify the AFF’s key values of equality, resilience, professionalism and unity in diversity, and must appeal to the varied audiences, including families, children and people from all walks of life while enhancing the reputation of the AFF as one of the top and forward-looking sports bodies in Asia.

 

2.2       Competitions-specific logos: The AFF also requires the appointed design agency to conceptualise and design competitions-specific logos for each of the competitions listed in para 1.3 except the AFF Suzuki Cup.

 

The AFF proposes that the individual competition-specific logo visual identity consists of three elements: the Symbol; the AFF arch or logotype, and name and year of the competition. The design agency is however welcome and encouraged to suggest otherwise.

 

Ultimately, the objective of the AFF competition-specific logos is to signal a bold and visionary step forward for the most prestigious football competitions in Southeast Asia while also reflecting the dynamism and appeal of the AFF’s football properties. 

 

3. SPECIFIC REQUIREMENTS & EXPECTATIONS

 

3.1       Ideally, the logos should be aesthetically balanced, simple and yet unique, instantly recognizable, futuristic and inspirational, while at the same time representing the diversity of the AFF’s stakeholders in Southeast Asia, whose economy is projected to become the fourth largest single market in the world by 2030. Through the visual identity/ graphic, typeface, colour palette and tagline, the design agency shall effectively bring out the essence of the vision, values, roles, objectives and standing of the AFF and its competitions.

 

3.2       The refreshed corporate logo and competitions-specific logos should be scalable in both small and large sizes for use in all marketing and branding collaterals in print, web, billboards, banners.

 

3.3       The logos must also be able to support digital, mobile and social media platforms so as to ensure the AFF’s branding as well as to enhance fan engagement amid the revolution in technology and content platforms.

 

3.4       The logos should be created in full colour, single-colour, black & white and greyscale versions for use across multiple touch points on both light and dark backgrounds while maintaining a consistent look and feel. The AFF may also request the appointed design agency to produce additional colour variations which may be used when there are production limitations or if it offers greater clarity and impact in its applications.

 

3.5      The appointed design agency shall also establish a set of logo/branding and style guidelines for the AFF’s use.

 

3.6       The scope of the project will extend from concept to completion. Interested parties shall acknowledge that the costs of preparing the proposal are not reimbursable and that the AFF is not bound to accept any of the proposals submitted.

 

3.7       Design agencies with a good track record in conceptualising and designing of logos for varied audiences will have an added advantage. The appointed design agency shall provide a qualified team, comprising of at least two full-time staff including a senior-level staff, for undertaking this project.

 

3.8       The appointed design agency shall sign and agree to the necessary clauses including but not limited to non-disclosure of confidential information, and adherence to the specified timelines. The appointed design agency also acknowledges and agrees that the AFF will retain copyrights to all images, logos, branding/ style guides, designs, colour treatments, fonts and templates created by the agency. The appointed design agency shall be available for logo/ brand consultation for up to 12 months during which the AFF may seek advice and/or clarification on matters relating to usage of the logos.

 

4. BUDGET

 

4.1       The AFF will confirm the budget after discussing the exact scope of work with the shortlisted design agencies. For the purpose of evaluating the bids, all interested parties are required to submit a Financial Proposal which includes the quotation (please refer to point 5.4 below).

 

5. TIMELINE AND SUBMISSION

 

5.1       Please find appended below the draft timeline which is subject to changes:

 

• AFF to issue RFP to invited agencies
• 31 January 2020: Interested agencies to submit their proposals
• 14 February 2020: AFF to inform shortlisted agencies
• 21 February 2020: Shortlisted agencies to present their concepts
• 28 January 2020: AFF to seek clarifications, if necessary
• 6 March 2020: AFF to appoint the design agency
• 20 March 2020: Appointed design agency to submit its draft to AFF
• 27 March 2020: AFF to share its feedback and proposed changes with design agency
• 14 April 2020: Design agency to submit the revised versions to AFF
• 30 April 2020: AFF to unveil the new logos

 

5.2       Interested agencies are invited to submit their proposals for this project, which must include a Technical Proposal and (ii) a Financial Proposal.

 

5.3       The Technical Proposal shall include the proposed submissions, profile and track record of the agency and its assigned staff, if applicable, samples of similar projects handled in the past, testimonials from clients, and other relevant information which the agency believes will provide an added advantage.

 

5.4       The Financial Proposal shall include the total cost of the project, the specific breakdown of the costs, and any other relevant details.

 

5.5     The Technical Proposal and Financial Proposal must be sealed in an envelope marked “Private & Confidential” and delivered via registered/ tracked mail to the following address no later than 1700 hours, 31 January 2020.

 

Asean Football Federation

33, Jalan SS 3/76

Kelana Jaya

47300 Petaling Jaya

Selangor Darul Ehsan

Malaysia

(Attention: Winston Lee, General Secretary)

 

5.6       Interested agencies may contact Gensec@aseanfootball.org for clarification before 24^th January 2020.

 

 

Annex: Logo of the Asean Football Federation