Brand Assessment
This assessment analyzes 11 of NBMBAA’s brand assets based on strengths and weaknesses that we identified.
Assets
Strengths
Weaknesses
Brand Guidelines
The Brand Guidelines has rules on how to use the logo, color, and images.
The 3 fonts used in the logo are not listed in the Brand Guidelines. The TradeGothic font listed in the Brand Guidelines is not used in the logo. There are no rules or guidelines for other brand assets such as promotional material, signage, social media, website, etc. The color palette used in the Brand Guidelines only specify the Pantone number for each color. It should also include the RGB number, CMYK number, and Hex number. The color Blue in the logo that was provided is not the same color Blue in the Brand Guidelines. This is a major inconsistency. The Brand Guidelines shows several complementary colors. The use of several colors in the logo can diminish the value of the logo and brand. The complementary colors don’t form a cohesive color palette. The colors don’t blend well together naturally. The use of complementary colors in the 5 dots at the bottom of the logo lacks purpose and meaning. These colors don’t feel like they belong.
Colors
The primary color Blue represents knowledge, power, integrity, and seriousness. It is associated with wisdom, confidence, and intelligence. Blue is linked to consciousness and intellect. It is the preferred color for corporate America. These are all attributes that are consistent with the overall brand, mission, vision, and values of the organization.
NATIONAL BLACK MBA ASSOCIATION ® BRAND AUDIT & ASSESSMENT
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