6. Promotional Material: • How are the brand colors incorporated?
The colors from the Brand Guidelines are incorporated in all promotional materials provided. The primary color Blue is used the most for text headers and backgrounds. The complementary colors are used for borders and text headers. • How are the fonts incorporated? The primary font - TradeGothic - from the Brand Guidelines seems to be used in all of the promotional materials provided. The font is being used for text headings and paragraphs. There seems to be a few more fonts (possibly Bebas, Poppins, and Century Gothic) used in some of the promotional materials. These fonts are not Trade Gothic, but they are similar to it. • Does the content communicate a consistent brand message? Yes and no. Though the promotional material reflects business, professionalism, personal development, leadership, and networking, which are consistent with the use of images in the Brand Guidelines, it lacks creativity and modern design. The messaging used includes words like “business”, “success”, “career”, “network”, “membership”, and “conference”, which are consistent with the organization’s mission, vision, and values. However, after reviewing the brochures and presentations provided along with a lot of the social media posts, we’ve concluded that the promotional material is dated and needs a more modern look and feel.
7. Signage: • How are the brand colors incorporated?
The colors from the Brand Guidelines are incorporated across all signage from the photos provided of the 2018 conference in Detroit. The primary color Blue is used the most for text headers and backgrounds. The complementary colors are used for borders and text headers. • How are the fonts incorporated? The primary font - TradeGothic - from the Brand Guidelines seems to be used for text headings, messaging, and directions. • Does the content communicate a consistent brand message? Yes and no. Though the messaging used includes words like “Empowered”, “Career”, and “Membership”, which are consistent with the organization’s mission, vision, and values, most of the signage lacks creativity and boldness of colors and fonts. None of the signage incorporates images of people, members, or professionals. There was not enough signage that used quotes, phrases, and relevant messaging that relates to the attendees and the theme of the event.
NATIONAL BLACK MBA ASSOCIATION ® BRAND AUDIT & ASSESSMENT
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