Procurement of agency services (state corporate design) for the State Ministry of Baden-Württemberg.

With the award procedure, a lead agency is found to develop and introduce the new state corporate design of Baden-Württemberg. The new corporate design (CD) should be liked, accepted and understood by the target groups and reflect the country and the organizational hierarchy. A digital style guide should enable easy use of the CD across all channels. An application phase as well as the training of the users are intended to ensure that the new CD is applied holistically and sustainably.

The lead agency is entrusted with the conceptual and creative development as well as the introduction of the new country CD and has the following tasks in particular:

- Conceptual and creative development of the new country CD that meets the design and usage requirements

- Development of a digital style guide that allows easy translation of the CD into various communication media - see example here: https://styleguide.bundesregierung.de/sg-de

- CD introduction incl. promotion of the new CD, training of users

The technical CD implementation from March 2024 will be carried out by technical service providers. For this purpose, the lead agency has to provide suitable design templates via the style guide and take on an advisory function.