Brookfield committee backs RFP for villagewide branding, sets ad hoc committee; moves to executive session on property pricing

The Village of Brookfield Committee of the Whole voted Feb. 9 to advance a request for proposals to develop a villagewide branding and identity plan funded through the hotel–motel tax and to form an ad hoc working committee to guide the process, staff said.

Bob, a staff presenter, told trustees the village currently uses multiple logos created at different times and for different purposes and that the principal seal “is basically frozen in amber” from the early 1960s. He said the RFP will ask vendors to deliver a new village logo, a tagline, a uniform palette of colors, sub-branding options for business districts or departments, and a style guide for consistent application across newsletters, signage, event banners, stationery and apparel.

The presentation included a proposed schedule: release the RFP on Feb. 20, proposals due March 20, vendor selection at the April 13 meeting and a project kickoff the week of April 20; staff estimated the branding project would take about a year once a vendor is selected. Staff also noted the project was budgeted in the 2026 budget and financed through the hotel–motel tax fund.

Board members largely supported pursuing a unified Brookfield identity but split on the value of separate sub-brands for small business districts. One committee member said sub-branding could “confuse and complicate” Brookfield’s single identity in a three–square–mile village, while others pointed to examples such as Park Ridge and Berwyn where main branding was paired with coordinated sub-identities and cohesive color schemes. Staff clarified that the three proposed districts were selected because they are TIF corridors and that sub-branding could be scoped by the vendor and refined by an ad hoc committee.

Trustees asked that the RFP and vendor proposals address implementation planning and prioritization—how to phase changes and the likely costs of updating banners, vehicles and signage—and suggested scoring firms for both design and marketing/strategy capabilities. Staff said the RFP already calls for a final document that addresses project definition, prioritization, phasing and next steps and that implementation details could be included as an optional or scored element.

The board agreed there should be a manageable ad hoc working committee to shepherd selection and public outreach; staff will return with recommendations for committee membership intended to represent Brookfield’s demographics, commissions and community organizations, with two village board members on the committee.

During public comment, Steve Saburn urged broader community engagement—more than a single survey or workshop—and recommended the village ensure the seal is simple, timeless and legible at both large and small sizes. “The village seal should look good at both, you know, large and small size scale,” Saburn said.

Before adjourning to executive session, President Garvey read a motion to go into executive session under section 2(c)(6) of the Open Meetings Act to discuss the setting of a price for sale or lease of public property. The motion was made by Trustee Whitehead and seconded by Trustee Kaluznick; a roll-call vote recorded unanimous 'aye' and the committee adjourned to executive session at 7:38 p.m.

Next steps: staff will publish the RFP Feb. 20, accept proposals through March 20, bring vendor recommendations to the April 13 meeting and convene a kickoff the week of April 20 if a vendor is selected. The board directed staff to return with a recommended ad hoc committee roster and with proposed language to strengthen community engagement early in the process.