Multi-platform design system

SpeakGaelic is the unifying brand of a once-in-a-generation, highly ambitious language learning campaign. The vision is to transform the uptake and usage of Gaelic.

It is an innovative and coordinated project, which will combine community learning and media, and is intended to provide a clear, comprehensive, integrated structure for Gaelic language learning.

The user will have the option of experiencing SpeakGaelic in three key ways, all of which will be integrated, but also capable of being consumed discretely:

• taught through a SpeakGaelic course; and/or
• consumed in complementary BBC ALBA/BBC Radio nan Gàidheal media content; and/or
• self-guided through the SpeakGaelic website; and

all supported and enhanced by SpeakGaelic social media.

There will be a logo, visual branding suite and brand guidelines to which all manifestations of the brand must adhere. This document sets out the commissioning brief for the SpeakGaelic logo, visual branding suite and brand guidelines.

We seek to commission a multi-platform design system, comprising the following:

• A visual identity, comprising a logo and associated elements (e.g. typography, colour palette)
• A style guide documenting rules and guidelines for how the visual identity should appear

across multiple platforms.

• A coherent design library of visual components and design patterns for use across multiple

platforms.

The identity and associated designs should communicate a vision both for SpeakGaelic and Gaelic itself which is contemporary, outward-looking, inclusive and bold. The identity should sit comfortably alongside other contemporary digital brands. Historical or traditional allusions should be avoided. History and tradition are important to Gaelic - but Gaelic is already very strongly associated with these ideas. SpeakGaelic seeks to contribute to broadening and normalising the image of Gaelic as a contemporary, everyday language available to all kinds of people in the widest variety of contexts.

SpeakGaelic is intended to be an ongoing project, therefore the identity has to be durable. It should avoid transient design fads that will date prematurely.

The logo and visual branding must take into account the different applications of the brand across media: physical learning materials, broadcast, digital and social. Media content across different BBC platforms (eg BBC iPlayer, BBC Sounds), the logo and visual branding must also align with the BBC's own guidelines. Further information regarding these guidelines can be provided on request.