Terms of Reference Brand Identity Guideline

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Consultancy and Training
Addis Ababa 

Job Description


Oromia Tourism Commission (hereinafter called “OTC”) is a government organization established in June, 2020 with its brand name and tagline “Visit Oromia – Land of diverse beauty”. The brand aims to position Oromia as the best tourist destination on the global stage with its heavily rich tangible and intangible resources. Much has been achieved by the branding since the Commission’s launch, and to ensure consistency in message development and sustain the tourism brand, there is a need to prepare a new/existing brand identity guideline.

On basis of these Terms of Reference, OTC aims to select one party to provide the service of preparing a brand identity guideline. The service is to address the need to own a consistent and professional brand identity.

OTC reserves the right to update, change, extend, postpone, withdraw or suspend the Terms of Reference, this tender, or any decision with regard to the selection or contract award. OTC is not obliged in this tender procedure to make a contract award decision or to conclude a contract with a participant. OTC reserves the right to suspend or annul the tender procedure at any moment in time.

Participants cannot claim compensation from OTC, any affiliated persons or entities, in any way, in case any of the aforementioned situations occur.

By handing in a proposal, participants accept all terms and reservations made in these Terms of Reference, and subsequent information and documentation in this tender procedure.


The overall objective of this assignment is to set a standard for any work conducted at OTC that requires a graphics input with a short turnover time, high quality, and based on a thorough understanding of OTC’s organizational mission and goals.

Assignments and deliverables

Assignments and deliverables could include the following (the list below describes the overall scope of work that is inclusive of all future assignments):

In the process of OTC’s rebranding, the contractor will come up with 2 creative visual identity concepts one for the corporate name and another for the Visit Oromia brand name.

For more detail click here:  https://oromiatourismcommission.et/?page_id=5566

Job Requirements

Proposal guidelines

OTC is requesting the Contractors to hand in a proposal of a maximum of 2 pages (excluding CVs, sample work and references). The proposal must be handed in PDF-format to Abdu Gelgelo at  [email protected]   before 15 April, 2020 with the subject line “Proposal for Brand Identity Guideline.”

In the proposal, please provide the following:

  • A succinct, well-documented approach detailing your way of working in relation to the underlying project; A rate in Ethiopian Birrs (ex VAT) of cost breakdown; Clear description of the project team, relevant experience of team member(s) and 3 best examples from prior work for assessment of capability, based on the profile in section 4
  • Statement on Ground for exclusion (see below)

How to Apply

Interested and qualified applicant can apply through: https://oromiatourismcommission.et/?page_id=5566

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