• Are the colors being used properly on all brand assets? Yes. The primary color Blue along with the complementary colors are being used on all brand assets. The primary color Blue is used the most for text headers and backgrounds. The complementary colors are used for borders and text headers. 3. Font: The font is a core building block of an effective brand. A brand’s logo is not possible without a font that has a unique personality and an inherent legibility. Fonts are chosen for their legibility, their unique character, and their range of weights and widths. • Is the font distinctive? The font used in the logo is only distinctive because it is a dated font. It appears to be a “groovy, old school” font from the 1970’s that is considered dated for today’s fonts (see examples of fonts from the 1970’s below). This style of font, though dated, makes it identifiable. However, the fonts listed in the Brand Guidelines are different from the fonts used in the logo. The fonts in the Brand Guidelines are not unique. The TradeGothic font appears to be a standard sans serif font and the Bodoni font appears to be a traditional serif font. Neither of these fonts are unique.
• Is the font being used properly on all brand assets? The primary font - TradeGothic - from the Brand Guidelines seems to be used in all of the brand assets provided. The font is being used for text headings and paragraphs. The secondary font - Bodoni - from the Brand Guidelines is not used on any of the brand assets provided. There seems to be a few more fonts (possibly Bebas, Poppins, and Century Gothic) used in some of the promotional materials, but they are similar to the primary font. The fonts used in the logo are not used on any of the brand assets. This is an improper use of the fonts in the logo. Also, the font used for the tagline on the business card is different from the font used for the tagline on other brand assets.
NATIONAL BLACK MBA ASSOCIATION ® BRAND AUDIT & ASSESSMENT
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