VISUAL IDENTITY GUIDE

Transcription

1 VISUAL IDENTITY GUIDE

2 TABLE OF CONTENTS INTRODUCTION 3 Introduction 4 Principles 5-9 Visual Elements Usage 12 Typography 13 Color Palette 14 Vendor Guidelines This Visual Identity Guide has been developed as a foundation for generating brand awareness and establishing strong brand equity for Alpha Sigma Tau Sorority. When used as the preferred reference tool in developing cohesive visual messaging, the Alpha Sigma Tau National Headquarters Staff, members, chapters, and partners will be able to easily craft effective and consistent communications that properly represent the Sorority s brand identity. Unauthorized copies of graphic elements downloaded from the web or scanned from other materials are not acceptable. If you have questions, need to confirm acceptable usage, or need to obtain an authorized graphic file, please contact the Director of Marketing and Communications at

3 PRINCIPLES VISUAL ELEMENTS MISSION Invest in women by instilling the skills necessary to navigate life and inspire members to enrich their own lives and the lives of others. CORE VALUES Intellect The pursuit and cultivation of knowledge, wisdom, and culture. Excellence Always seek to perform at the highest level; have a disdain for mediocrity; create and take advantage of opportunities to excel. VISION Alpha Sigma Tau empowers women to excel in life. OUR BRAND PERSONALITY Exciting Feminine Modern Friendly Respectful Poised Genuine Confident PRIMARY LOGOMARK - WITH TAGLINE The primary logomark of Alpha Sigma Tau includes the wordmark in emerald green and logo, the anchor, in victory gold. This primary logomark should be used whenever possible; however, alternate formats are provided for when space, color, or formatting prohibits its use. Graciousness Embody kindness, generosity of spirit, charm, tact, courtesy, and authenticity in all we do. Respect The highest level of esteem for the worth of ourselves, sisters, Ritual, and community. PRIMARY LOGOMARK - NO TAGLINE Connections Build and maintain meaningful, sincere, and lasting relationships with our Sisters, our alma mater, and our community. 4 ALPHA SIGMA TAU BRAND STANDARDS GUIDE ALPHA SIGMA TAU BRAND STANDARDS GUIDE 5

4 VISUAL ELEMENTS VISUAL ELEMENTS ALTERNATIVE LOGOMARKS When the primary logomark cannot be used due to design limitations, approved alternate versions are available. ONE COLOR The logomark may be printed in one color: emerald green. APPROVED LOGO REARRANGEMENT The only approved rearrangement of the primary logomark of Alpha Sigma Tau consists of a stacked wordmark. This is an approved rearrangement due to the length of the primary logomark in its original position. The approved rearrangement allows for easier placement on smaller and square-shaped objects. Like the logomark, this rearrangement can be printed in emerald green and victory gold, black and white, reversed, and emerald green. BLACK AND WHITE The logomark may be printed in greyscale. REVERSED In situations where the background may jeapordize the clarity or integrity of the logomark, the logomark may be reversed on a solid dark background, emerald green when possible. The reversed logomark should never be placed on busy and distracting patterns, photos, or images. 6 ALPHA SIGMA TAU BRAND STANDARDS GUIDE ALPHA SIGMA TAU BRAND STANDARDS GUIDE 7

5 VISUAL ELEMENTS VISUAL ELEMENTS LOGO SYMBOL The Alpha Sigma Tau symbol is an anchor enclosed by a circle. The anchor is designed to be simple, feminine, and crisp, yet distinctive and strong. The logo symbol may stand alone outside of the primary logomark. When standing alone, the anchor logo may appear in either emerald green on pure white; reversed in pure white on a solid dark or emerald green background; or in black and white. CHAPTER AND UNIVERSITY INTEGRATION It is important that all collegiate and alumnae chapters, universities and associations comply with the national brand identity. When a chapter or university wishes to integrate its name into the Alpha Sigma Tau logomark, it should follow these guidelines. The chapter or university s name should be left-aligned below the wordmark where the tagline is normally placed. Open Sans Regular should be used for the chapter or university s name. When indicating a chapter or university in the bicolor primary logomark, the chapter s name should be in emerald green. When indicating a chapter or university in only one color, use emerald green for all components. When indicating a chapter or university in a black or white logomark, the chapter or university s name should also be in the same color. When a chapter or university s name is too long to attractively fit under the wordmark, it is acceptible to use two lines left-aligned. The size of the font should remain the same and no words should appear to the left of the anchor symbol. 8 ALPHA SIGMA TAU BRAND STANDARDS GUIDE ALPHA SIGMA TAU BRAND STANDARDS GUIDE 9

6 USAGE USAGE VIOLATIONS SIZING It is important to ensure legibility of the logomark. DO NOT stretch or distort the logo DO NOT use tints or transparencies DO NOT use unapproved colors in the logo The minimum size for reproducing the logomark is 1.5 in width. The minimum size for reproducing the stacked logomark is 1 in width. The minimum size for reproducing the logo symbol is 0.5 in width. SPACING When using the logomark in a printed or digital format, it is important ensure the visibility of the logomark. Sufficient clear space (space clear of text, graphics, page trim, or other graphic elements) should surround the entire logomark. For spacing around the logo standing alone, allow a minimum amount of clear space at all times. DO NOT outline the logo DO NOT change the orientation of any elements DO NOT remove the elements Around each side of the logomark, use a space equivalent to the height of the U in the wordmark. defining excellence DO NOT tilt or slant the logo DO NOT change the fonts used DO NOT place logomark on busy patterns or photos. 10 ALPHA SIGMA TAU BRAND STANDARDS GUIDE ALPHA SIGMA TAU BRAND STANDARDS GUIDE 11

7 TYPOGRAPHY COLOR PALETTE PRIMARY FONTS SECONDARY FONTS PRIMARY COLORS Open Sans Regular Oswald Regular PMS 7721 C CMYK C90 M43 Y59 K27 RGB R6 G95 B92 HEX #065F5C PMS 7752 C CMYK C21 M28 Y100 K0 RGB R207 G173 B43 HEX #CFAD2B Open Sans Italic Oswald Italic SECONDARY COLORS PMS 7416 C PMS 7403 C Open Sans Bold Oswald Bold CMYK C0 M73 Y63 K0 RGB R242 G106 B91 HEX #F26A5B CMYK C7 M21 Y80 K0 RGB R236 G195 B82 HEX #ECC352 PMS 7675 C PMS 339 C CMYK C55 M46 Y12 K0 RGB R126 G133 B176 HEX #7E85B0 CMYK C72 M10 Y71 K2 RGB R71 G166 B114 HEX #46A ALPHA SIGMA TAU BRAND STANDARDS GUIDE ALPHA SIGMA TAU BRAND STANDARDS GUIDE 13

8 VENDOR GUIDELINES LICENSED VENDORS All consumers of Alpha Sigma Tau merchandise including collegiate chapters, alumnae chapters, and general members must use Alpha Sigma Tau s approved licensesd vendors. These vendors comply with the guidelines and brand standards of the Sorority and help protect the brand identity of Alpha Sigma Tau through their products. No chapter should be utilizing non-licensed vendors. Visit to view a list of Alpha Sigma Tau s approved vendors and to learn more information on how your favorite vendor, if not yet licensed, can become an approved vendor. More information and educational resources regarding licensed vendors and brand identity are located in Officer Portal. 14 ALPHA SIGMA TAU BRAND STANDARDS GUIDE ALPHA SIGMA TAU BRAND STANDARDS GUIDE 15

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