VISUAL STANDARDS GUIDE

VISUAL STANDARDS GUIDE 2010

TABLE OF CONTENTS Introduction----------------------- 2 Trademarks & Copyrights-------- 3 Color Usage----------------------- 4 Wordmark------------------------- 6 Brand Identities------------------- 7 Brand Portfolio-------------------- 8 Anatomy of the Brand------------ 9 Fraternity Identity---------------- 10 Logomark----------------------- 10 Tagline-------------------------- 10 Logo----------------------------- 11 Greek Logomark---------------- 11 Mascots------------------------- 12 Emblems------------------------ 12 Foundation Identity-------------- 13 Service Identity------------------- 14 Seals------------------------------- 15 Reverse Images------------------- 16 Retired Images------------------- 18 Incorrect Usage------------------- 19 Typography----------------------- 20 Print----------------------------- 20 Websites------------------------- 22 Stationery & Other Media------- 23 Electonic Files-------------------- 24 Contact Information------------- 25

WELCOME TO YOUR NEW IDENTITY Sigma Alpha Epsilon s brand - identity is explained in the - following guide. To ensure a consistent, brand and to uphold the integrity of the organization, constituents should adhere to these guidelines. The images provided in this guide have been chosen based on our organization s rich history and heritage - while keeping a modern, professional approach. Deviations from any of these elements break the style and, therefore, violate our trademark. Find the images you need at www.sae.net under the Image Library. The communications department has created a brand portfolio that should be used for all communication materials regarding Sigma Alpha Epsilon. These prepared files uphold print and web specifications. Any attempt to recreate the artwork compromises the brand. Variations of the brands must be approved in advance by the communications department. While this guide answers most questions related to the brand identity, special circumstances may not be covered. Most - constituents are not as well-versed in visual and print standards as professionals. Should questions arise regarding the brand identity, contact the Fraternity - Service Center via the contact information page found at the - end of this guide. 2

A NOTE ABOUT TRADEMARKS & COPYRIGHTS Sigma Alpha Epsilon legally - maintains the exclusive rights to its insignia and trademarks. They are registered with the federal government. The Fraternity Laws grants the rights for Sigma Alpha Epsilon members to use the - insignia and trademarks in - conjunction with the organization s communications vehicles, such as newsletters, websites, e-mails and brochures. - However, unauthorized use of these materials is a violation of law and can result in litigation if used inappropriately or without prior consent from the Fraternity- Service Center. 3

CORRECT COLOR USAGE Sigma Alpha Epsilon s official colors are royal purple and old gold. But print and web - applications can produce many versions of these colors. Therefore, the communications department follows a PANTONE color chart for the most accurate representation of these colors. Royal purple is represented with PMS 273, and old gold is represented with PMS 871, which is a metallic ink. - However, in lieu of metallic ink, PMS 117 is acceptable. Please note PMS 871 and PMS 117 look - different, especially because PMS 871 is metallic-based. PMS 871 is especially effective in formal pieces, such as invitations and - letterhead. PMS 871 can also look brown when not printed as a metallic ink. PMS 117, on the other hand, contains more of an orange hue. The color chart to the left shows the color s makeup. Not every constituent will have access to the PANTONE color system, which is widely used by graphic artists and printers. In this case, the closest match should be assigned as royal purple and old gold. Royal Purple PMS 273 C: 100- - R: 37 M: 100- - G: 23 Y: 21- - B: 122 K: 14 #: 25177A Old Gold (metallic ink) PMS 871 C: 44- - R: 132 M: 47 G: 114 Y: 78- - B: 72 K: 20 #: 847248 Old Gold (regular ink) PMS 117 C: 23- - R: 206 M: 37- - G: 157 Y: 100- - B: 0 K: 2 #: CE9D00 4

PMS 7461 C: 98- - R: 0 M: 24- - G: 131 Y: 1- - B: 190 K: 3 #: 0083BE PMS 575 C: 57- - R: 82 M: 11- - G: 79 Y: 85- - B: 43 K: 45 #: 557630 PMS 186 C: 0- - R: 194 M: 91- - G: 60 Y: 76- - B: 64 K: 6 #: D75062 PMS 716 C: 0- - R: 236 M: 55-- - G: 122 Y: 90- - B: 8 K: 0 #: EC7A08 PMS Cool Gray 4C C: 0- - R: 188 M: 0- - G: 190 Y: 0- - B: 192 K: 30 #: BCBEC0 PMS PRocess Yellow C: 0- - R: 249 M: 0- - G: 227 Y: 100- - B: 0 K: 0 #: F9E300 ADDITIONAL COLORS Sigma Alpha Epsilon also uses a color palette for its publications for greater flexibility. These secondary colors can be used for design and special projects. The range of color tones matches Sigma Alpha Epsilon s colors - represented in various heraldic symbols used by the Fraternity. Like most professionals in the communications industry, Sigma Alpha Epsilon follows the - PANTONE Matching System. The PMS is a universal matching system for color management and control over ink colors. PMS colors are assigned a numeric code, and they appear the same no matter where they are printed. Color management is complex and, colors can vary between a professional printer, a mediumsized printer (such as FedEx Office) and a home/office ink- or laser-jet printer. Because not every constituent has access to the PMS, colorinformation based on CMYK, RGB and hexadecimal colors are listed here as well. CMYK stands for a color system defined by cyan, magenta, yellow and black. Combinations of these colors form - millions of colors, and CMYK is used by print professionals and presses. RGB stands for red, green and blue, the screen version for defining colors. Televisions and computer monitors, for example, use RGB to produce millions of colors. Hexadecimal colors are web-based colors defined - specifically for the internet. 5

WORDMARK The wordmark for the Fraternity is composed of a simple element, the words Sigma Alpha Epsilon in a predetermined typeface and color (Figure 1). - - Sigma Alpha Epsilon must always appear in the serif typeface Trajan, which maintains the strong heritage and strength of the organization. This main - wordmark is acceptable for generic references to Sigma Alpha Epsilon without regard to a specific entity. - - As explained on the previous pages, each of those entities - maintains its own identity. Figure 1 6

Figure 2 Figure 3 BRAND IDENTITIES Sigma Alpha Epsilon is the - overarching, or umbrella, brand for the entire organization. The name by itself symbolizes the - Fraternity, the Foundation and Financial & Housing Corporation.- But each entity maintains a - separate brand identity, which is represented here (Figures 2-4). A brand identity is the outward expression of a brand, including its name, trademark, - communications and visual appearance. When referring to a specific organization, the brand for that entity should be used in conjunction with all - communications materials. If the reference is not specific to entity, which should happen only on rare occasion, it is acceptable to use the wordmark, as explained on the previous page (Figure 1). Figure 4 7

BRAND PORTFOLIO Each entity also maintains a brand portfolio, or a set of identities, that are related to the main identity. These family members are officially recognized programs supported by the Fraternity Service Center. While their venues and themes may change each year, the brand identity will stay the same. Any reference to these events though a visual means should only use the brand logos represented here. They are categorized based on the entity in which they fall. Figure 5 THE INNER CIRCLE Members of the Fraternity brand portfolio include the Gentlemen s Circle, the colony brand and The Inner Circle (Figures 5-7). Their brand identities should only be used in conjunction with their respective events. Members of the Foundation brand portfolio include the - the SAE Annual Loyalty Fund, - the True Gentleman Day of - Service, the John O. Moseley Leadership School, the True - Gentleman Initiative and We Stand Together (Figures 8-12). - All materials related to the normal Foundation operations and the annual fund should employ the use of the Foundation s main brand identity. All materials related to the capital campaign should employ the use of the Campaign for Sigma Alpha - Epsilon identity. SAE Financial & Housing - Corporation does not have a brand portfolio at this time. Figure 6 Figure 7 Figure 8 Figure 9 Figure 11 Figure 10 Figure 12 8

logomark Figure 13 wordmark tagline ANATOMY OF THE FRATERNITY BRAND The brand identity for the - Fraternity is composed of the - following elements: wordmark, logomark and tagline (Figure 13). These elements together form the brand identity as a cohesive unit. But in certain situations, each - element can be extracted as a - stand-alone image. - - 9

FRATERNITY IDENTITY LOGOMARK The official Sigma Alpha Epsilon Fraternity logomark (Figure 14) includes the wordmark and the two-color logo. This logomark should be used in all official media and for formal settings applying to the Sigma Alpha Epsilon - Fraternity. It may appear in color or in black and white (Figure 15). TAGLINE Sigma Alpha Epsilon s tagline BE TRUE. calls upon the Fraternity s creed, The True Gentleman, without explicitly stating its title (Figure 16). The play on words is what strengthens the brand. BE TRUE. is the call to action, urging members to be true to whatever their cause may be. The tagline should always appear with the logomark, thereby creating the entire brand identity. It provides a consistent look and message to constituents. Figure 14 Figure 15 Figure 16 Figure 17 The tagline always appears in the typeface known as Trade Gothic Std Bold. It may appear in gold (PMS 871) or black (Figure 17) but never in a combination of colors. Only the communications - department reserves the right to alter the colors in the tagline as marketing materials dictate. 10

Figure 18 Figure 19 Figure 20 Figure 21 LOGO The official logo of the Sigma Alpha Epsilon Fraternity is the symbol of the black shield and the rising sun, images which invoke a special meaning for members. The logo (Figure 18) is a variation of part of the coat-of-arms. This logo can be used as a stand-aloneelement when referring to the Sigma Alpha Epsilon Fraternity. The logo should invoke the same brand identity as the logomark. It may appear in color or in black and white (Figure 19). GREEK LOGOMARK Often times, media only permit the Greek-letter version of the - official brand. And while most constituents simply print the SAE in a Symbol typeface (ΣΑΕ), the communications department has created the - Greek logomark. - When the media calls for a - shorter version of the brand, the use of this logomark (Figure 20) - is acceptable. Most times, the mark appears on chapter shirts, - sports-related media and - pledging materials. This - logomark may appear in black - or gold (Figure 21). 11

MASCOTS The brand identities are used as the main visual elements for Sigma Alpha Epsilon. However, the communications department recognizes the historic use of other emblems and symbols associated with the Fraternity, not the brand identity. We have recreated the classic images with a modern look.- - While the use of these mascots is acceptable for certain media, they should not be combined in any way with the brand identities. Instead, the mascots should stand on their own. Any version of the mascots that is not illustrated here should be considered retired and is unacceptable for use. The mascots include the lion, the phoenix, Minerva and - Brother Hero (Figures 22-25). EMBLEMS In addition to the brand identities and the mascots, a number of emblems derived from our - heraldry are acceptable for use. Again, they should not be - combined with the brand identity. Instead, they should be displayed on their own. Any version of the emblems that is not illustrated here should be considered retired and is unacceptable for use. The emblems include the - coat-of-arms and the shield, or escutcheon (Figures 26-27). Figure 22 Figure 24 Figure 23 Figure 25 Figure 26 Figure 27 12

FOUNDATION IDENTITY Figure 28 Figure 29 Figure 30 LOGOMARK The official Sigma Alpha Epsilon Foundation logomark (Figure 28) includes the wordmark and the Levere Memorial Temple logo. This logomark should be used in all official media and for formal settings applying to the Sigma Alpha Epsilon Foundation. It may appear in color or in black (Figure 29). LOGO The official logo of the Sigma Alpha Epsilon Foundation is the line art of the Levere Memorial Temple, which has long been the traditional symbol of the- Foundation. This logo (Figure 30) element when referring to the Sigma Alpha Epsilon Foundation. The logo should invoke the same brand identity as the logomark. It may appear in black or purple (PMS 273) (Figure 31). Figure 31 13

FINANCIAL & HOUSING CORPORATION IDENTITY LOGOMARK The official SAE Financial & Housing Corporation logomark (Figure 32) includes the wordmark and the two-color logo. This logomark should be used in all official media and for formal settings applying to Sigma Alpha Epsilon Services. It may appear in color or in black and white (Figure 33). LOGO The official logo of SAE Financial & Housing Corporation is the fleur-de-lis, an emblem with great meaning to the organization and one that embodies the purpose of the entity. This logo (Figure 34) can be used as a stand-alone element when referring to the Financial & Housing Corporation. The logo should invoke the same brand identity as the logomark. It may appear in color or in black and white (Figure 35). Figure 32 Figure 33 Figure 34 Figure 35 14

Figure 36 SEALS Sigma Alpha Epsilon uses two seals in conjunction with some of its communications materials. They are the great seal of the - Fraternity (Figure 36) and the Leadership School seal (Figure 37). These seals serve a specific purpose, mostly denoting official stamps of approval for items such as membership certificates and Leadership School diplomas. However, their use is no longer public, and the seals are not available to constituents. Any requests for our seals must be - processed through the communications department. See page 25 for contact information. Figure 37 ADDITIONAL IMAGES The communications department maintains a complete library of images besides the one listed in this guide. Their use, however, is controlled depending on the audience. Certain images not described in this guide are - available for download under the Image Library at www.sae.net. For more information, see the contact information on page 25. 15

REVERSE IMAGES While most of our brand identities have been developed for applications appearing on a white background, not every medium will use such a background. In cases where the brand identity must appear on a colored background, reverse images are available (Figures 38-41). Be aware, different - backgrounds will produce different results, which may compromise the colors in the brand identity, so use your best judgment when selecting a background color. There should be sufficient contrast between the background and the image. Figure 39 Figure 38 Figure 40 Figure 41 16

REVERSE IMAGES Figure 42 Figure 43 Figure 44 Figure 45 Figure 46 17

RETIRED IMAGES Through the years, Sigma Alpha Epsilon has employed the use of dozens of different images. And while many members still prefer to use them, the communications department no longer recognizes them as official graphics of Sigma Alpha Epsilon. Most of them do not meet today s visual standards for either print or web applications. Furthermore, they do not have a consistent feel with the current brand identity. The graphics listed here are - considered retired and should not be used for any communication materials print or otherwise. This list is not comprehensive, but these are the most common images that continue to surface. Again, they should not be used. 18

INCORRECT BRAND USAGE UNACCEPTABLE UNACCEPTABLE UNACCEPTABLE UNACCEPTABLE INCORRECT COLORS Only the colors listed on the previous pages may be used in conjunction with the brandidentities. Constituents are not allowed to substitute colors, which affects how the brand looks. Therefore, it distracts from the brand s original identity and breaks consistency. The official colors in our palette have been defined by the communications department. INCORRECT DISTORTIONS The samples at the left show - distorted versions of the brand identity, which are not acceptable. The brand cannot be stretched - disproportionately either - horizonally or vertically. To - ensure you are resizing the image correctly, consult the help menu for resizing images for the - program you are using. INCORRECT BACKGROUNDS The color version of the brand should not be placed on dark or gradated backgrounds. In - addition, the brand should not appear on any background that contrasts with the color scheme greatly. Preferably, the brand should appear only on white in color or only on black or dark backgrounds using the reverse image. INCORRECT COMBINATIONS The brand identities should not be mixed with other images, such as the coat-of-arms or the mascots. It is acceptable to use the wordmark with non-brand images, however. 19

TYPOGRAPHY FOR PRINT The correct use of typography, or fonts, increases the effectiveness of consistent, clean publications from Sigma Alpha Epsilon. While the organization does not dictate font usage for all constituents, such as chapters and alumni associations, we encourage our groups to mimic our typography. Serif fonts include small tails and feet on the endpoints of letters. They are typically more classic. Sans-serif fonts do not use tails or feet. They are typically more modern. Using both types of fonts allows for excellent design - contrast. Not every constituent has access to the fonts used by Sigma Alpha Epsilon. Where noted, - substitutions are acceptable, although every effort should be made to follow our official font family usage outlined in this guide. Our wordmark Sigma Alpha Epsilon always appears in Trajan, which is a serif font. The digital versions of the wordmark must be used, which can be found online at www.sae.net. Our headline font is Trade Gothic, which has a number of typefaces in its family, such as Trade Gothic Regular and Trade Gothic Bold. This font serves as our official sans-serif font. If Trade Gothic is unavailable, Arial or a member of the Arial family is acceptable for use. Wordmark font: Trajan Headline font: Trade Gothic Std Bold This is the Trade Gothic Std Bold font for headlines. YOU CAN ALSO CAPITALIZE TRADE GOTHIC STD BOLD. Headline substitute font: Arial This is what the Arial font looks like. 20

Body copy font: Minion Pro Body copy should appear in this Minion Pro font. You can apply the italic version of Minion Pro, when necessary. You can apply the bold version of Minion Pro, when necessary. Our body copy font is Minion Pro. Any text not appearing in a brand identity should appear in Minion Pro. Official documentation from the Fraternity Service Center, such as letters, statements and general documents, employ Minion Pro. If Minion Pro is not available, a Times New Roman or a member of the Times font family is acceptable for use. You can apply both the italics and bold version of this font, when necessary. Body copy substitution font: Times New Roman Body copy can also appear in this Times New Roman font. This is the italicized version of the Times New Roman font. 21

TYPOGRAPHY FOR WEBSITES Fonts that are used for websites, such as those maintained by chapters and alumni associations, should adhere to our visual - standards for typography. While the communications department is neither responsible for the maintenance for individual - websites nor for the content found on them, a font usage is - recommended for consistency with the brand identity. Both Arial and its font family and Times New Roman and its font family are universally recognized by computer operating systems and are, therefore, appropriate for use on Sigma Alpha Epsilon - websites. Members of the Arial font family typically are used for headlines and menu items. The regular version of Arial may also be used for body copy because it is easy to read. Members of the Times New Roman family - typically are used for body copy. With either font, however, specific use is not mandated.- - Arial regular Arial bold Arial italic Arial bold italic ARIAL ALL CAPS BOLD Times New Roman regular Times New Roman bold Times New Roman italic Times New Roman bold italic TIMES NEW ROMAN ALL CAPS 22

FRATERNITY STATIONERY While the Fraternity Service Center uses its particular office stationery, such as letterhead, envelopes and business cards, the communications department does not mandate the specific use of these items for constituents. - Members, both collegiate and alumni, are permitted to create their own stationery as long as they use the brand identity - correctly. For all uses, the - regulations for the Fraternity brand identity should be used. The Foundation and Services identities are preserved for the Fraternity Service Center. A number of vendors specialize in stationery and other print items. Members are responsible for - identifying their own supplier for the aforementioned items. Again, this guide simply provides the regulations for how our graphics should appear. OTHER MEDIA Sigma Alpha Epsilon respects the right for members to create and purchase merchandise not - provided by the Fraternity Service Center. However, the use of our brand identities and other graphics should adhere to the standards in this guide. Additionally, Sigma Alpha Epsilon is not responsible for the items created by its - chapters, colonies, alumni - associations and alumni. Any use - of our name and identities in an inappropriate manner may be grounds for litigation. If you have questions, use the contactinformation listed on page 25. 23

ELECTRONIC FILES AND PRINT-READY ARTWORK All of Sigma Alpha Epsilon s brands can be found online at www.sae.net under the Image Library section. In addition, - specific formats and higher-resolution files can be requested from the Fraternity Service Center at - (800) 233-1856. EPS Files EPS, or Encapsulated PostScript, files are the most useful and sharp files for publication. Most printers and screenprinters require EPS files to ensure excellent quality and reproduction. In addition, EPS files can be resized without compromising the image. - However, EPS files do not work well with web or document - applications, such as Microsoft Word. EPS files may be scaled to any size. TIFF Files TIFF, or Tagged Information File Format, files are high-resolution images that are also created for print. Their large size ensures accurate reproduction and optimal printing. While they can be decreased in size, they cannot be increased beyond the original dimensions of the document. TIFF files will display differently on a computer screen because the color codes are configured for print, not screen, resolution. most commonly used for internet and computer-screen display. JPEG Files JPEG, or Joint Photographic Experts Group, files are the most widely used and versatile format for graphics. JPEGs are used for both web- and document-based applications. While they can be created with a high resolution, they cannot be resized well. For most applications, JPEGs are the best file format. JPEGs are the most useful format to use for documents, - such as those appearing in Microsoft applications. PDF Files PDF, or Portable Document Format, files can be used to share documents without allowing the viewer to alter its appearance. They are most useful when the recipient is allowed to print or read information but not to change it. PDFs are viewed with Adobe Acrobat and are can be used by either Windows users or by Macintosh users. GIF Files GIF, or Graphics Interchange Format, files are the lowest-quality files, which only appear well for web-based communications. Changing the resolution or size of GIF files will result in a noticeable change to pixelation. GIF files are 24

FOR MORE INFORMATION The communications department at the Fraternity Service Center controls the brand identities of the organization and the use of Sigma Alpha Epsilon s insignia. In addition, the department maintains the - various file formats for all images, graphics, photos and brands and makes final decisions on their - correct usage. The department also handles requests for special artwork, - high-resolution files and approval forms for the use of the Sigma Alpha Epsilon name. Should you have a question or need that is not addressed in this guide, you can contact a - representative of the communications department by contacting the - Fraternity Service Center at - (800) 233-1856 during normal business hours. 25