2. Colors: Color is used to evoke emotion and express personality. It stimulates brand association and accelerates differentiation. The brain reads color after it registers a shape and before it reads content. Choosing a color for a brand requires a core understanding of color theory and color meaning. • Are the colors distinctive? The primary color Blue is distinct. It is carried throughout most of the logo and is used across all brand assets. However, the complementing colors within the logo are not as distinct. They’re darker and duller shaded colors. • What meaning has been assigned to the colors? The meaning and purpose behind the colors of the current logo is unknown. However, the Brand Guidelines states that “the cornerstone of the NBMBAA® Color Palette is NBMBAA Blue (PMS 281) and tints of that color. In addition, recommended colors exude a warmth and sophistication that reflect and reinforce the organization’s brand direction.” Based on the colors used in the logo, we have provided color definitions: - Blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven. Blue is considered beneficial to the mind and body. It slows human metabolism and produces a calming effect. Blue is strongly associated with tranquility and calmness. Dark blue is associated with depth, expertise, and stability; it is a preferred color for corporate America. - Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money. Green has great healing power. It is the most restful color for the human eye; it can improve vision. Green suggests stability and endurance. - Red is the color of fire and blood. It is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love. Red is a very emotionally intense color. It enhances human metabolism, increases respiration rate, and raises blood pressure. - Yellow is the color of sunshine. It’s associated with joy, happiness, intellect, and energy. Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy. Yellow is often associated with food. - Gold is the color of extravagance, wealth, riches, luxury, and excess, and shares several of the same attributes of the color yellow. Gold is often associated with jewelry, trophies, awards, first place medals, success, and victory.
NATIONAL BLACK MBA ASSOCIATION ® BRAND AUDIT & ASSESSMENT
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