I chose the color palette based off of organization keywords and correlated those keywords with emotions associated to the psychology of colors. Our final color palette consisted of Red for courage, Blue for loyalty, Brown for strength, Purple for wisdom, Mint for health, and Slate for prestige.
Based off of these color & emotion combinations, I created logo variations centered around the types of events AMSA holds. These events boiled down to the following verticals: Interfaith Dialogue, Religious History, Spiritual Exploration, Human Rights, and Reflection.
These brand guidelines were to be used by average students at various universities across the country. It had to be simple enough for an artistically challenged individual to understand, yet structured enough that they didn’t have to rely on their own creativity to produce quality materials.