Alpha Xi Delta. Brand Identity Guidelines

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2 Table of Contents Introduction Personality The Brand Logo Identity Mark & Usage Color Palette Typeface Families Stationery Package AP Style Identity CD-Rom

3 Introduction These identity guidelines have been established as a foundation for building brand recognition for Fraternity. Extensive research and planning have gone into shaping the voice and visuals that form the personality. As a primary reference tool, this guide will help individuals both within and outside the sisterhood work together to deliver cohesive, consistently designed messages about. These guidelines will help ensure communications are effective, attractive and fully represent the brand of the organization and membership. Please contact the Public Relations Department at should you need further instruction regarding the use of these specific identity guidelines, additional logos/graphic elements not included with this guide or assistance developing your communication materials. 3

4 Representation of the personality of the brand realize your potential S ISTERHOOD inspires enriching opportunities to form lifelong friendships based on honesty and trustworthiness L EADERSHIP cultivates leadership and confidence by giving our sisters opportunities to be mentored, to learn K NOWLEDGE encourages lifelong learning and our commitment to excellence in scholarship S ERVICE invests in our communities and future generations through our service efforts and to grow 4

5 The Brand The spirit of has enriched the lives of thousands of women throughout the world with its emphasis on lifelong learning and lasting friendships. The ideals envisioned by the Founders are timeless and have remained constant throughout the years, inspiring pride in each member to pursue individual excellence. The Mission of The mission of Fraternity is to enrich the life of every. Each member will: Nurture unity and cooperation Foster intellectual, professional and personal growth Exemplify the highest ethical conduct Instill community responsibility Perpetuate Fraternal growth Defining the Brand When reading the mission and focusing on the vision of, there are key words and phrases that help identify the most important messages of the brand: Sisterhood women are friendly, trustworthy, honest, genuine, loyal and individualistic, fostering lifelong relationships. Leadership Through the willingness to learn, to grow and to be role models and leaders, women seek leadership opportunities to further the advancement of the individual as well as the organization. Knowledge women are focused and committed to achieving excellence in scholarship and continued lifelong learning. Service women place great emphasis on civic responsibility. Members willingly invest time to be progressive leaders in their communities. 5

6 The Logo The identity consists of three different elements, each one playing a significant role in the overall positioning of the brand. The elements of the logo include the logomark/symbol, wordmark and entity. When using the full logo, use the approved color match of Inspiration Blue, Griffin Blue and Quill Gold according to paper stock and color specifications. Refer to pages for specific color matches or the CD-ROM with included high-resolution graphic files. Logomark/Symbol The logomark/symbol is the quill pen. The quill pen, which is the Fraternity s badge, is worn by initiated members of and reflects the open motto: The pen is mightier than the sword. The quill pen is also one of s dearest and most recognizable symbols. The logomark/symbol is shown in Quill Gold. Wordmark The words appear in the Petemoss script typeface. This script typeface reflects the friendly, spirited and feminine qualities upon which is based. The wordmark is shown in Inspiration Blue. Wordmark Logomark/ Symbol realize your potential Logomark/ Symbol Fraternity full logo Entity There are three entities that complete : Fraternity, Foundation and National Housing Corporation. The Fraternity entity does not appear on the full Fraternity logo. Foundation and Housing Corporation entities do appear in the Corporate serif typeface, complementing the Petemoss script font of. Each entity appears directly below the wordmark to distinguish each branch of the organization. The Foundation and National Housing Corporation entities are shown in Quill Gold. Wordmark Wordmark Logomark/ Symbol Foundation full logo National Housing Corporation full logo 6

7 The Identity Mark & Usage The logomark/symbol, wordmark and entity form the core components of the identity. When using the full logo (all elements present), use only the supplied and approved high-resolution graphic files. Additional identity guidelines appear below and continue on pages Deviations from any of these specific usages jeopardizes the consistency of the brand. When using the full logo, use the approved color match of Inspiration Blue, Griffin Blue and Quill Gold according to paper stock and color specifications. Refer to pages for specific color matches or the CD-ROM with included high-resolution graphic files. Individual logomark/symbol usage It is acceptable to use the quill pen by itself, without the use of the wordmark and entity. The position of the quill pen should always appear tip down, facing left or right. For communication pieces restricted to one color, the quill pen logomark/symbol should appear only in s primary or secondary color palettes. See pages for those color selections. It is acceptable to use the individual logomark/symbol reversed out on a solid background when a one-color reversed-logo option is necessary. It is acceptable to use the logomark/symbol screened back. See pages for primary and secondary color palettes. Acceptable usage of individual logomark/symbol Acceptable logomark/symbol 1-color options Individual wordmark usage It is acceptable to use the wordmark by itself, without the usage of the logomark/symbol and entity. For communication pieces that allow more than one color (two color, three color, CMYK), the wordmark should appear in Inspiration Blue. For communication pieces restricted to one color, the Alpha Xi Delta wordmark should appear only in s primary or secondary color palettes. See pages for those color selections. It is acceptable to use the individual wordmark reversed out on a solid background. It is acceptable to use the wordmark screened back. See pages for primary and secondary color palettes. Acceptable logomark/symbol 1-color logo, logomark/symbol seen in Inspiration Blue screened back to 40% Acceptable logomark/symbol reverse options Acceptable 1-color usage of wordmark reverse options Acceptable 1-color usage of wordmark Acceptable 1-color usage of wordmark screened back 7

8 The Identity Mark & Usage Logomark/symbol and wordmark usage together It is acceptable to use the logomark/symbol and wordmark together without the usage of the entity. For communication pieces that allow more than one color (two color, three color, CMYK), the quill pen logomark/symbol should appear in Quill Gold and the wordmark should appear in Inspiration Blue. For communication pieces restricted to one color, the quill pen logomark/symbol should appear as a percentage of the one color. The wordmark should appear in 100% of the same one-color. See pages for acceptable primary and secondary color options. It is acceptable to use the quill pen logomark/symbol and wordmark as a screened option. See pages for acceptable primary and secondary color options. It is acceptable to use the quill pen logomark/symbol and wordmark together reversed out on a solid background when a one-color reversed-logo option is necessary. It is not acceptable to use the quill pen logomark/symbol and wordmark together in any position or placement other than the provided high-resolution graphic files. When using the full logo, use the approved color match of Inspiration Blue, Griffin Blue and Quill Gold according to paper stock and color specifications. Refer to pages for specific color matches or the CD-ROM with included high-resolution graphic files. realize your potential Acceptable 2-color usage of logomark/symbol and wordmark Acceptable 1-color usage of logomark/symbol and wordmark Acceptable usage of logomark/symbol and wordmark screened option Acceptable reverse of logomark/symbol and wordmark 1-color logo Inspiration Blue Acceptable reverse of logomark/symbol and wordmark 1-color logo Griffin Blue Acceptable reverse of logomark/symbol and wordmark 1-color logo Black Unacceptable 2-color usage of logomark/symbol and wordmark Unacceptable usage of logomark/symbol and wordmark 8

9 The Identity Mark & Usage Fraternity tagline usage The Fraternity s tagline realize your potential offers a traditional, formal look complementing the friendly freeform quill pen logomark/symbol and wordmark. The full tagline is shown in lower case and in Griffin Blue. The tagline typeface is Corporate and should remain in lower case and Corporate unless a special exception is approved through the Public Relations Department. The full tagline may be used separately, away from the quill pen logomark/symbol, the wordmark and the entity as long as those elements are located elsewhere on the communication piece. Special exceptions may be approved through the Public Relations Department. It is acceptable to use the Fraternity s individual tagline as a screened option and reversed option. See pages for acceptable primary and secondary color options. It is not acceptable to use the Fraternity s tagline on Foundation communication pieces. Acceptable usage of the Fraternity s full tagline inspiring women to realize their potential realize your potential When using the full logo, use the approved color match of Inspiration Blue, Griffin Blue and Quill Gold according to paper stock and color specifications. Refer to pages for specific color matches or the CD-ROM with included high-resolution graphic files. prealize your potential Acceptable usage of the Foundation s full tagline Foundation tagline usage The Foundation s tagline inspiring women to realize their potential offers a traditional, formal look complementing the friendly freeform quill pen logomark/symbol and wordmark. The full tagline is shown in lower case and in Griffin Blue. The tagline typeface is Corporate and should remain in lower case and Corporate unless a special exception is approved through the Public Relations Department The full tagline may be used separately, away from the quill pen logomark/symbol, the wordmark and the entity as long as those elements are located elsewhere on the communication piece. Special exceptions may be approved through the Public Relations Department. It is acceptable to use the Foundation s individual tagline as a screened option and reversed option. See pages for acceptable primary and secondary color options. It is not acceptable to use the Foundation s tagline on Fraternity communication pieces. prealize your potential 8702 Founders Road Indianapolis, IN p f Acceptable usage of the Fraternity s full tagline inspiring women to realize their potential 8702 Founders Road Indianapolis, IN p f Acceptable usage of the Foundation s full tagline realize your potential Acceptable usage of the Fraternity s full tagline reversed 9

10 The Identity Mark & Usage For maximum clarity when logos are placed or imported into a communication piece, refer to page 31 for correct file formats and usage. Contact the Public Relations Department at Fraternity Headquarters at should you need further instruction or have questions regarding the use of the correct identity mark. When using the full logo, use the approved color match of Inspiration Blue, Griffin Blue and Quill Gold according to paper stock and color specifications. Refer to pages for specific color matches or the CD-ROM with included high-resolution graphic files. Correct full-logo usage When using the full logo, use only the supplied and approved high-resolution graphic files. It is not acceptable to re-typeset the logos or graphic elements. The full logo or any graphic elements must not be altered in any way except to increase or decrease proportionally in size. For one-color logo options, the quill pen logomark/symbol should be screened back and the wordmark should be 100% of the color used. See pages for acceptable primary and secondary color selections. When using the logo in black only, the quill pen logomark/symbol and the wordmark should remain at 100% black. For two-color (or more) options, it only is acceptable to use the full logo in Inspiration Blue and Quill Gold. When placing the full logo in a communication piece, it is important to maintain sufficient white space around the image. Always use.5 around the full logo on every side. This area should remain free of other visual elements or page trim. Acceptable 1-color logo Inspiration Blue, Quill logomark/symbol screened back to 40%.5 Acceptable 2-color logo Inspiration Blue & Quill Gold Sufficient white space around logo Acceptable 1-color logo 100% Black, Quill logomark/symbol 10

11 Photography & Greek Letters Photography style The use of photography plays an essential role in keeping the identity messages consistent. Resolution of photos should be no less than 300 dpi for printing purposes. For web and onscreen photos, 72 dpi is acceptable. Photo choices should be selected with a few key points in mind: Select photos that can be utilized in vertical and horizontal formats. Rounded corners on photos complement the new brand identity. Crop the photo so it focuses on the person(s) and captures emotion and expression rather than the background. Choose photos that complement the mission and standards that has set forth. Select positive, friendly photos that capture a warm, sisterly feeling with special attention to the message you are trying to create. Look for photos that express or evoke an emotion that is consistent with the look and feel of the communication piece that is being created. Consider generational diversity when selecting photos or stock photography. If sisters are wearing their Quill, new member pin or colony pin in the photo, make sure the pins are placed in the appropriate spot (over the heart) and worn with appropriate garments. Black-and-white photography 1-color photography Inspiration Blue Greek Letters It is acceptable to use the Greek letters ΑΞΔ. High-resolution graphic files of s Greek letters have been created. See pages for acceptable primary and secondary color options. 4-color photography Acceptable Greek letters 11

12 Color Palette Six colors make up the color palette. Please note that color numbers and process conversions may differ due to the type of paper stock since some stock is uncoated and some is coated. Using the Pantone Matching System (PMS) allows designers to color match specific colors when a design enters the production stage regardless of the equipment used to produce the color. The Pantone system is based on a specific mix of pigments to create new colors referred to as spot colors. Pantone Matching System (PMS) Spot Colors Use these colors when printing spot Pantone colors on uncoated paper stock. Inspiration Blue PMS 294 Quill Gold PMS 110 Griffin Blue PMS 283 Killarney Rose Pink PMS 204 BetXi Bear Brown PMS 462 Star Yellow PMS 1205 Use these colors when printing spot Pantone colors on coated paper stock. Inspiration Blue PMS 294 Quill Gold PMS 117 Griffin Blue PMS 283 Killarney Rose Pink PMS 204 BetXi Bear Brown PMS 462 Star Yellow PMS color Process Colors (CMYK) Use these colors when printing 4-color process colors on uncoated paper stock. Inspiration Blue C=90 M=50 Y=5 K=0 Quill Gold C=0 M=10 Y=100 K=15 Griffin Blue C=34 M=6 Y=0 K=0 Killarney Rose Pink C=0 M=60 Y=0 K=0 BetXi Bear Brown C=79 M=72 Y=100 K=0 Star Yellow C=0 M=3 Y=30 K=0 Use these colors when printing 4-color process colors on coated paper stock. Inspiration Blue C=90 M=65 Y=20 K=0 Quill Gold C=0 M=20 Y=100 K=20 Griffin Blue C=34 M=6 Y=0 K=0 Killarney Rose Pink C=0 M=60 Y=0 K=0 BetXi Bear Brown C=79 M=72 Y=100 K=0 Star Yellow C=0 M=3 Y=30 K=0 Primary Colors Main colors utilized in the identity mark. Secondary Colors Utilize these colors as accent colors. 12

13 Color Palette Six colors make up the color palette. Please note that color numbers and process conversions may differ due to the type of paper stock since some stock is uncoated and some is coated. Using the Pantone Matching System (PMS) allows designers to color match specific colors when a design enters the production stage regardless of the equipment used to produce the color. The Pantone system is based on a specific mix of pigments to create new colors referred to as spot colors. RGB Colors Use these colors for online presentations (such as PowerPoint), website and display signage where RGB conversions are required. Inspiration Blue R=29 G=86 B=147 Quill Gold R=230 G=201 B=46 Griffin Blue R=172 G=202 B=235 Killarney Rose Pink R=219 G=137 B=176 BetXi Bear Brown R=86 G=73 B=36 Star Yellow R=252 G=237 B=188 Web Colors Use these colors when designing templates for web usage. Inspiration Blue 1c5693 Quill Gold e6c92e Griffin Blue accaeb Killarney Rose Pink db89b0 BetXi Bear Brown Star Yellow fcedbc Primary Colors Main colors utilized in the identity mark. Secondary Colors Utilize these colors as accent colors. Additional colors should not be used without approval from the Public Relations Department at Fraternity Headquarters. Use caution when using Quill Gold. Small-point-size text and small graphics can be difficult to read. Quill Gold can cause a glare when printed on white paper. 13

14 Typeface Families Consistent use of typography is essential to the identity. When used across all communication materials in combination, the three type families provide a uniform appearance, strengthening the brand personality. If a volunteer or vendor is hired or asked to set up artwork, it is their responsibility to purchase the fonts needed, unless fonts can be provided to them. If the Public Relations Department cannot provide the brand fonts, volunteers or vendors will be required to purchase them at their own cost. Additional fonts should not be used without proper prior approval from the Public Relations Department at Fraternity Headquarters. Headlines and main body copy Use fonts called Corporate or Frutiger for main body copy in communication pieces. Avoid using the font Petemoss as body copy. Headlines in all caps and small caps are acceptable to use in the Corporate and Frutiger font families only. Typographical principles: Minimize the number of type sizes and multiple face combinations. An abundance of both will create confusion. Simplicity is best and allows the eye to key on certain areas consistently. When emphasis is required, select bolder weights of the typeface or italic. Do not make the style bold or italic on the toolbar or the style menu. Select the actual bold or italic font name. Avoid ALL CAPS for emphasis within body copy. Standard body copy point size for business correspondence is 10- to 12-pt. type. In publications, standard body copy is 9- to 11-pt. type. These guidelines can be modified to 8- to 10- pt. type as long as the type is legible. Remember to keep your audience in mind. Older audiences prefer to have larger point type on communication pieces. In general, it is best not go lower than 7-pt. type for readability purposes. Justify all text in publications and business correspondence. In publications, online and screen presentations, single space after punctuation. In business correspondence, double space after punctuation. Font substitutions For business correspondence and s, Times New Roman may be substituted for the Corporate serif font if Corporate is not available. For the sans serif font, Arial may be substituted for Frutiger if Frutiger is not available. For web and onscreen presentations, it is acceptable to substitute Arial for the Frutiger font family for headlines and body copy. For communication pieces other than business correspondence, s, web and onscreen presentations, Corporate, Frutiger and Petemoss font families are required and approved. Additional fonts are not to be used without proper prior approval from the Public Relations Department at Fraternity Headquarters. Suggestions for purchasing fonts: The following websites are suggestions on where to purchase the identity fonts: Purchase fonts according to the computer platform you work on (Mac or Windows). To download and install, follow the instructions provided by the site where the fonts were purchased. 14

15 Typeface Families P22 Petemoss ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz [Regular] Corporate A ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz [Light] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz [Regular] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz [Regular Italic] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz [Demi] Frutiger* ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz [Roman] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz [Italic] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz [Light] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz [Light Italic] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz [Bold] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz [Bold Italic] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz [Black] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz [Black Italic] *Additional fonts available 15

16 Stationery Package The stationery package includes letterhead, business cards, #10 envelopes, policy envelopes and notecards with matching envelopes following the identity guidelines. If you are in need of business letterhead, please contact the Public Relations Department at Fraternity Headquarters at Fraternity letterhead Fraternity letterhead is a standard 8.5"w x 11.0"h sheet. It is printed in the ink colors Inspiration Blue, Griffin Blue and Quill Gold. The letterhead is printed on 24# Domtar Solution Writing, Carrara White paper stock. The Fraternity logo is dual embossed, giving special emphasis to the quill pen. The corners are rounded.25". The back of the Fraternity letterhead remains clean without the use of any ink or graphic elements. Margins Place text within the following margins: Top margin: 2.25" Left and right margins: 1.0" Bottom margin: 1.5" Font selection When choosing a font for your business correspondence, typeset the text in Frutiger Light, 11-pt. type with 14-pt. leading (vertical space between lines of text). To begin a new paragraph, insert a hard return between paragraphs. No indent should appear. 1.0" left and right margins January 1, 2008 Mrs. Joan A. Sample Anywhere Street City, State Zip Dear Mrs. Sample, realize your potential Body copy here. Body copy here. Sincerely, 2.25" top margin Jane Doe Public Relations Department When using the full logo, use the approved color match of Inspiration Blue, Griffin Blue and Quill Gold according to paper stock and color specifications. Refer to pages for specific color matches or the CD-ROM with included high-resolution graphic files. prealize your potential 1.5" bottom margin 8702 Founders Road Indianapolis, IN p f It is acceptable to substitute Arial for the Frutiger Light sans serif font if Frutiger Light is not available. Additional fonts should not be used without proper approval from the Public Relations Department at Fraternity Headquarters. 16

17 Stationery Package Foundation letterhead Foundation letterhead is a standard 8.5"w x 11.0"h sheet. It is printed in the ink colors Inspiration Blue, Griffin Blue and Quill Gold. The letterhead is printed on 24# Domtar Solution Writing, Carrara White paper stock. The Foundation logo is dual embossed, giving special emphasis to the quill pen. The corners are rounded.25". The back of the Foundation letterhead remains clean without the use of any ink or graphic elements. Margins Place text within the following margins: Top margin: 2.25" Left and right margins: 1.0" Bottom margin: 1.5" Font selection When choosing a font for your business correspondence, typeset the text in Frutiger Light, 11-pt. type with 14-pt. leading (vertical space between lines of text). To begin a new paragraph, insert a hard return between paragraphs. No indent should appear. It is acceptable to substitute Arial for the Frutiger Light sans serif font if Frutiger Light is not available. Additional fonts should not be used without proper approval from the Public Relations Department at Fraternity Headquarters. 1.0" left and right margins 2.25" top margin January 1, 2008 Mrs. Joan A. Sample Anywhere Street City, State Zip Dear Mrs. Sample, When using the full logo, use the approved color match of Inspiration Blue, Griffin Blue and Quill Gold according to paper stock and color specifications. Refer to pages for specific color matches or the CD-ROM with included high-resolution graphic files. Body copy here. Body copy here. Sincerely, Jane Doe Public Relations Department inspiring women to realize their potential 1.5" bottom margin 8702 Founders Road Indianapolis, IN p f