4. Logo: • What meaning has been assigned to the logo?
The meaning behind the current logo is unknown. It is assumed that the current logo was created when the organization was founded 50 years ago. The creator of the logo is unknown. The dots in the logo represent the 5 channels (ie. Education, Career, Leadership, Entrepreneurship, & Lifestyle). • Is the logo being used properly on all brand assets? No. Though the company logo does follow the Brand Guidelines size restrictions, background control, and signature usage, some brand assets have the logo with the 5 dots and others do not. Also, the conference logo for 2020 is stacked underneath the corporate logo on some of the brand assets, which brings the total lines of text in the logo to 7 lines. This makes the combined logo harder to read when the size is reduced and placed on various brand assets. Instead, the conference logo should be separate or positioned next to the corporate logo. • Is the symbol distinctive? The logo doesn’t have a distinctive symbol. Most of the logo design is font- based. The only symbolic element in the logo are the 5 dots. The 5 dots offer no distinctive or distinguishable value to the logo.
5. Photography: • What types of photos are usually captured? Photos of events, conferences, classes, and social gatherings.
• Which photos capture the brand best? Though photos of events, conferences, classes, and social gatherings are captured, most of them lack character and personality. There aren’t enough candid, lifestyle photos that capture the mood, experience, and tone of the events and gatherings. Below is a list of the type of photos that can capture the brand best: - Up-close photos of people attending events and social gatherings (specifically photos of people not looking at the camera who are smiling, taking notes, laughing, thinking, and using technology). - Up-close photos of speakers speaking (specifically photos of their hand gestures, facial expressions, and personality). - Wide-angle photos of the audience. - Wide-angle photos of the event space (both indoor and outdoor). - Candid photos of people together (specifically photos of people not looking at the camera who are collaborating and working together, greeting each other, talking and laughing together). - Photos capturing the lifestyle of people (specifically photos of them at work, walking, working at their business, working with a team, reading, and planning).
NATIONAL BLACK MBA ASSOCIATION ® BRAND AUDIT & ASSESSMENT
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