c. When choosing the right colors for your brand, it is important for you understand the meaning behind the colors. Refer to the color meanings we provided on p.7 in this document. To see more examples of color meanings, visit color-wheelpro.com/color-meaning.html. 3. Font: a. One way you can improve your brand is by choosing the right font for your logo. Choosing the right font involves thinking about the personality of your brand and the meaning of the colors you’ve selected. b. Select up to 5 fonts and compare them with fonts used in other logos from brands that have a similar personality to your brand. c. Narrow the fonts down to one or two fonts for the logo. Your logo shouldn’t have more than 2 fonts. Most great brands only have 1 font in their logo. d. We recommend that your font(s) be modern, clean, and legible when used in the logo. 4. Logo: a. Great logos incorporate both a wordmark (which is the font) and a brandmark (which is the symbol) that is unique, identifiable, meaningful, and memorable. For example, Amazon’s “smile” symbol and Nike’s “check” symbol are both unique, identifiable, and memorable. And their fonts are just as identifiable and memorable. Their symbol and their font work well together and can stand alone separately. b. Redesign the logo using a symbol and font(s) that is meaningful and memorable. c. Create a symbol or icon that can be used as the brandmark for the logo. The shape, color, and form of the symbol should be consistent with the organization’s brand message, mission, vision, and core values. d. Use a more modern font(s) as the wordmark for the logo. e. Think through the best placement and arrangement of the brand signature - how you write out the name of the organization and the tagline in the logo, and where you place the symbol. Make sure the arrangement is legible and easy to identify. Here is an example of the arrangement of a brand signature:
NATIONAL BLACK MBA ASSOCIATION ® BRAND AUDIT & ASSESSMENT
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