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I H P A T E H T . A C N D I , B Y T I N R E LAIM T A R F N LAT

E D I D N A BR

U G Y T I T N

S E N I L E D I


T?

ES

LIN E D I U SE G E H T ARE Y H W

AN T R O IMP

Brand identity is the sum of all the visual impressions associated with the Lambda Theta Phi name. With dozens of incompatible logos and images in use, Lambda Theta Phi’s brand identity has been a jumble. This starts with our organization’s logo. The impact of any logo depends on consistent use resulting in a large number of impressions over a long period of time. Familiar logos are not “read” as words, but processed by the brain visually, evoking a complex set of associations much more powerful than words. By using a shared Lambda Theta Phi brand identity system, we can help build upon Lambda Theta Phi’s reputation for excellence. We can increase the quality and efficiency of our communications efforts. A  nd in the long run, we will help foster a stronger sense o  f affiliation with Lambda Theta Phi and its various u  ndergraduate and administrative units across the world.

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TABLE

OF

TS N E T CON

The Logo

3

Logo Usage

4

Font Usage

5

Color Usage

6

The Brown and White

8

Using Secondary Browns

9

Color and Logo Usage FAQs

12

Letterhead

13

Powerpoint

14

Social Media & The Lambda Brand

15

Creating a Facebook page

18

Creating a Twitter profile

19

Creating an Instagram profile

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Hashtags

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Slogan

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OGO L E H T

The special style for the mark of the Lambdas is referred to as a logotype or logo. The logo is the core element in Lambda Theta Phi’s brand identity system. Its relative size, positioning and color treatment are governed by the rules in this guide. Please note: The logo is a unique design and cannot be accurately reproduced with any other typeface and/or shapes. It must not be hand drawn, scanned or modified in any way. It should be reproduced only from electronic files. Digital files of various versions of the logo are available online at Lambda Theta Phi’s Brand Identity Web site in the “download graphics” section: http://www.xxxxxxxx.com

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E

AG S U O LOG

Lambdas Logo black

Lambdas Logo

Lambdas Logo on dark background

Lambdas Logo black on dark background

Reversed Lambdas Logo (use minimally)

0.05�

Note: The small usage logo should not exceed 0.5� in width.

Lambdas Wordmark Our wordmark should be used on awards as well as official fraternity documents (both print and digital)

Small usage logo

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E

AG S U T FON

Font usage is an important component of the Lambda Theta Phi brand and should always convey clarity, purpose and ease of use. The following font family has been selected for use in all Fraternity brand communications: Gotham. The Gotham family is preferred and should be used whenever possible. This font family offers great personality, flexibility and a comprehensive range of weights including light, rounded and condensed for all creative needs.

GOTHAM BOOK (BODY TEXT)

For instances where Gotham is not permissible, Helvetica, a widely recognized system font, should be used. Helvetica is recommended for the use of cross platform documents and presentations where Gotham would not be available to all users. Examples of these instances are PowerPoint, Word, Excel, Keynote, HTML websites and online documents.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

GOTHAM BOLD (HEADLINES/UPPERCASE)

GEORGIA (BODY COPY)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

GOTHAM MEDIUM (SUB-HEADLINES/UPPERCASE)

MONTSERRAT (GOOGLE FONT / WEB USAGE)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 GOTHAM LIGHT (SUB-HEADLINES/UPPERCASE)

If a serif font is needed, use:

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E

AG S U R OLO

C

Brotherhood Brown

Brown Shades

1

2

3

1. PRIDE PULLMAN

5. CULTURE COPPER

Pantone 4975 C CMYK: 49/77/69/67 RGB: 65/32/31 #411F1F

Pantone 730 C CMYK: 29/61/96/16 RGB: 162/102/44 #A2662B

2. RESPECT RUSSET

6. TRUST TAN

Pantone 4625 C CMYK: 44/74/81/58 RGB: 81/45/30 #512D1E

Pantone 726 C CMYK: 11/24/39/0 RGB: 226/192/157 #E1C09D

3. BROTHERHOOD BROWN

7. DISCIPLINE WHITE

Pantone 732 C CMYK: 39/74/99/48 RGB: 100/54/21 #643614

CMYK: 0/0/0/0 RGB: 255/255/255 #FFFFFF

Discipline White

Brown Tints

4

5

6

7

Our traditional color set has been created for use on various internal and external visual applications. It is intended to add special emphasis as well as to help link all Lambda Theta Phi marketing materials. Together with the logo color, Brotherhood Brown, the tints and shades comprise the Lambda Theta Phi color palette. Used singly or in combinations, the tints and shades can, for example, be applied to graphic elements on brochure covers, flyers and promotional advertisements. On other printed documents or in PowerPoint presentations, they can be used on diagrammatic or statistical charts and graphs. They may also find use on displays and temporary signing needs. Please note: Do not use any of the shades or tints as the primary color on printed covers or other graphic media, especially behind or against the logo, since these colors are not associated with the primary Lambda Theta Phi identity. Refer to pages X through X regarding the logo and color usage and page X for incorrect usage.

4. UNITY UMBER Pantone 731 C CMYK: 35/72/100/37 RGB: 121/67/27 #78431B

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E

HIT W D AN N W O R THE B DO NOT use tints or shades when creating a custom Lambda Theta Phi letter shirt.

The same goes for the back of the shirt. Anything that is associated with the Brotherhood (Chapter greek letters, line names, line numbers, chapter names, Brother nicknames, Fraternity icons, Fraternity mottos) are to be only in Brotherhood Brown and/or White. These rules also apply to, but are not limited to: Lambda Theta Phi Jackets Lambda Theta Phi Teekees Lambda Theta Phi Beanies Lambda Theta Phi Sweaters Lambda Theta Phi Letterman Jackets Lambda Theta Phi Paddles Lambda Theta Phi Shoes Lambda Theta Phi Hats Lambda Theta Phi Bandanas Lambda Theta Phi Cardigans Lambda Theta Phi Pants Lambda Theta Phi Belts Lambda Theta Phi Ties Lambda Theta Phi Pocket Squares Lambda Theta Phi Socks Lambda Theta Phi Chants/Salutes

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NS

OW R B Y AR D N O SEC G N I S U

Here are some examples of when to use the secondary browns. To the left we have a Lambda Theta Phi banner. Please note the usage of the secondary browns:

To the left we have a Lambda Theta Phi press release. Please note the use of the Culture Copper: Culture Copper is used as a sub-head to emphasize the word “Press Release.”

the ect is “Resp e n o reward the es for receiv ir e h of t . merit deeds s and n io t c a e only b It can ver and ne d e earn ded.” deman

AGUS

TÍN “G

FOUN

DING

ARC U S” G

FATH

ER

Culture Copper is used as a live link color in emails or webpages.

RESPECT

Unity Umber is used as a text holder to add emphasis to our marketing slogan “Leaders of the Latino Greek Movement.”

ÍA

Culture Copper is used as a text holder to add emphasis to the title of Founding Father Agustín García.

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%

NS

OW R B Y AR D N O SEC G N I S U

Here are some examples of when to use secondary browns in charts or graphs: 100

80

25%

60

18.7% 12.6%

40

Secondary browns are used as an accent color to add flexibility to the 100 graphs seen to the left. When beginning to create a graph you must first use Brotherhood Brown, then proceed to use the secondary 80 browns. After that you must then start to use percentages of 60 Brotherhood Brown. Please note the color spectrum below: 40

18.7% 20

25%

0

0

10

100

18.7%

20

20

100% Brotherhood Brown

80

30

40

50

100% Culture Copper

60

70

80

90

100

75% Brotherhood Brown

50% Brotherhood Brown

25% Brotherhood Brown

60

12.6%

40

% 25%

20

0 10

20

30

40

50

60

70

80

90

100

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NS

OW R B Y AR D N O SEC G N I S U

Here is another example of how to use a secondary brown. Here we have the cover of our very own brand identity guidelines. The use of Culture Copper is used as a design element to add flexibility to the piece. Note that these shapes are angled at about 10˚.

10˚

I H P A THET

A NITY, INC. D B M LA RATER

LATIN

F

ITY

The use of Culture Copper is used as a sub-head for the document. Again “Lambda Theta Phi Latin Fraternity, Inc.” is to NEVER be written in anything other than Brotherhood Brown, Discipline White, or Black.

ENT D I D AN

ES

LIN E D I U G

BR

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GO O L D R AN O L O C

Qs A F E SAG

U

HAS THE SHIELD BEEN REPLACED? The new logo and word mark (logotype) are not replacing the fraternity shield. The fraternal logo and word mark will be used as marks in addition to the fraternal crest (“shield”). The addition of the logo allows the fraternity to create a hierarchy of marks to represent the organization, with the crest as the most formal and official mark of the Fraternity symbolizing honor and excellence. The new logo adds another dimension to Lambda’s identity and creates the distinction between formal marks of honor and prestige versus those used for all other communications. A great example of this would be how universities often have an academic identity, complete with an official seal that is affixed to your diploma, and an athletic/student life identity for which the institution is more commonly known. HAVE WE CHANGED THE LETTERS? No, the letters are the same today as they were in 1975 (Lambda Theta Phi). The fraternal logo and wordmark are elements to be used in addition to our fraternal letters. All paraphernalia made before the addition of the branding elements are still valid, and should continue into the future. Nothing has changed with the letters.

HAVE WE CHANGED OUR FRATERNAL COLORS? No, the fraternal colors remain Brown and White. Everything about the colors and their usage remains the same. The creation of paraphernalia including colors outside of Brown and White will not be tolerated. For marketing and promotional materials, a secondary palette of browns has been created. These browns can be used on names, phrases or words that DO NOT contain the words “Lambda Theta Phi Latin Fraternity, Inc.” The secondary browns may also be used as a text divider or minor design mechanism, as shown in the branding identity guidelines. The use of a secondary palette is a standard practice for organizations with established brand guidelines (Examples include the University of Arizona, University of Florida, University of Texas, Harvard Business, Cornell University, etc.), and further strengthens the brand package by standardizing and narrowing the colors appropriate for use in marketing materials. The secondary palette does not allow for any modification of the letters, the shield or the name of Lambda Theta Phi. The brown and white are as central to Lambda today as they have ever been. HAVE ANY OF OUR TRADITIONS BEEN IMPACTED IN ANY WAY? No, there has been no change to fraternal traditions.

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D

L

EA H R E T ET

Lambda Theta Phi Official Letterhead

NATIONAL EXECUTIVE BOARD

José Grajales NATIONAL PRESIDENT

Jarrod Cruz NATIONAL VICE PRESIDENT

W. Patrick Bryan COMMUNICATIONS

Francisco Lugo III FINANCE

Engelbert Santana INDUCTION

Omar Nevarez EXPANSION

Cristopher Rubio COLLEGIATE & ACADEMIC AFFAIRS

Freddie Sanchez RETENTION

Juan Galeano SERVICE

Jeff Diaz ALUMNI AFFAIRS

Steve O. Hernandez INFORMATION TECHNOLOGY

Byron Bustos EXECUTIVE DIRECTOR

1 800 4 A LAMBDA | 181 NEW ROAD, SUITE 304 PARSIPPANY, NJ 07054

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S

INT O P R WE

PO

Lambda Theta Phi PowerPoint - Cover slide example

Lambda Theta Phi PowerPoint - Inside slide example

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D

AN R B A MBD

LA E H T IA & D E M L SOCIA

INTRODUCTION Social media like blogs, social networks (e.g. Facebook, YouTube, Twitter, etc.), team spaces and personalized websites are changing the way we communicate and interact – with potential new members, brothers and other audiences. While social media tools and platforms emerge and change all the time, their basic purpose remains constant and is similar to traditional methods of communication: to engage in dialogue, provide and exchange information and build understanding. Social media’s immediacy, interactivity and global reach merit particular consideration for appropriate uses.

SOCIAL MEDIA POLICIES The Lambda Theta Phi National Board has taken proactive measures to provide guidance when it comes to managing Fraternal social media accounts. As such, the Administrative Policy Manual has been updated with the approved social media policies and guidelines for recognition as a valid social media site of Lambda Theta Phi. You are encouraged to review and required to adhere to these policies. The full set of social media policies can be found within the Administrative Policy Manual (https://drive.google.com/file/ d/0B28eb5h7ZnUTQ2pEc0lPN2h3QU0/edit?usp=sharing), starting on page 45.

Lambda Theta Phi recognizes the ubiquity and benefits of social media and welcomes its use by our chapters and recognized members. However, we also acknowledge that certain risks are associated with these new channels. We have therefore developed the following guidelines to help you use social media in a manner that protects our brand and our brotherhood. Given the fast changes and continuous developments in this area, we will review these guidelines regularly and update them if necessary.

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)

NT’D O C ( ICY L O P DIA E M L SOCIA

The following are guidelines for chapters to carefully read and consider before engaging in any social media activity for the promotion of their own chapter: Choose Your Social Media Chair(s) Wisely • Each chapter should appoint a social media chair who will act as the main contact to work with the Lambda Theta Phi marketing team to provide social media content that may be relevant specifically to its local school or to the fraternity globally. •

Each chapter’s ability to successfully and safely participate in social media is contingent on the selected person(s) appointed to manage its social media presences. The selected chair(s) should be well connected on social media, understanding trends and best practices for media. In addition, the selected chair(s) should serve as watchdogs for online/social media sentiment and critical issues relating to Lambda Theta Phi.

Choose Your Posts Wisely • Chapters are encouraged to submit content – such as news links, video links, educational links, headlines and testimonials – to the Director of Communications (communications@lambda1975.org) for consideration to be posted to official Lambda Theta Phi social accounts. •

Only content that has been approved and posted to official Lambda Theta Phi accounts may be re-posted to chapters’ personal social accounts.

Your ability to successfully and safely participate in social media is also contingent on the quality of information posted to your social presences.

Best judgment should be used at all times when posting to social media on chapter or personal social accounts.

It is recommended that any photo posted to social media be taken with a quality digital camera versus a cell phone. Photos that are blurry, too bright/dark or too small should not be posted.

Re-posts from other online users must be relevant and in line with Lambda Theta Phi’s mission and values.

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)

NT’D O C ( ICY L O P DIA E M L SOCIA KEEP IT ACTIVE AND CURRENT • Social media is only effective when done consistently. It is imperative that any chapters engaging in social media activity for promotion make a commitment to properly maintain each social account. •

It is good practice to update your social accounts during the normal school week, Monday through Friday. We do strongly recommend monitoring your social presences one to two times per day on the weekend.

As you gain experience, you may find that posts made at certain times of the day – around lunchtime, for example – receive greater response. These are optimal times for posts, as they have the greatest chance of being seen and creating interaction with your audience(s).

It is recommended that you post updates to your social accounts at least one time per day (Monday through Friday). You may, however, choose to post more often.

For Facebook, it is not recommended to post more than four times per day. On Twitter, it is acceptable to post up to eight times per day.

Posts should be spread evenly throughout the day.

Be Truthful, Accurate and Respectful

Do not use discriminatory, harassing, intimidating or offensive language on either internal or external social media. All communication must be free from harassment regarding racial, ethnic, religious, physical or sexual characteristics, sexual orientation or any other protected classification.

Do not make any statements that are false, misleading or unsubstantiated.

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GE A P K BOO

ACE F R E APT

CH A G N EATI

CR

When naming your Facebook page please use the “Lambdas” naming conventions. For example: UF Lambdas Cornell Lambdas Lambdas in Medicine North Carolina Sector 1 Lambdas Your Page name cannot: • Include words in all capital or lowercase letters • Include the symbols *, |, _, ^, {, }, and • Use location qualifiers (ex: Facebook Austin) • Use intra-capitalization (ex: FaceBook) • Use emoticons, symbols, or unicode characters • Use ! Additionally, Page names must: • Begin with a capital letter or number • Use proper grammar, punctuation and spacing If assistance is needed in correctly naming your chapter’s Facebook page, please contact your Sector VicePresident or the National Director of Communications.

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ILE

OF R P R TTE I W T TER P A H AC G N I T CREA

When naming your Twitter profile please refer to the Twitter handle: @(Your school nickname)(underscore) Lambdas Name Twitter handle

For example, the Twitter handle for Alpha chapter (Kean) should read: @Kean_Lambdas When prompted to input your name, please type in your chapter letters followed by ‘of Lambda Theta Phi Latin Fraternity, Inc.’ Example: Alpha Chapter of Lambda Theta Phi Latin Fraternity, Inc. Proceed to enter your school’s location. The website you list can be either your chapter’s website or the national website (www.lambda1975.org) For the bio section, please input: Leaders of the Latino Greek Movement, Since 1975 If assistance is need in correctly naming your chapter’s Twitter profile, please contact your Sector Vice-President.

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ILE

OF R P M GRA A T S ER IN T P A CH A G N TI CREA

When naming your Instagram profile please refer to the handle: @(Your school nickname)(underscore) Lambdas For example, the Instagram handle for Alpha chapter (Kean) should read: @Kean_Lambdas When prompted to input your name, please type in your chapter letters followed by ‘of Lambda Theta Phi Latin Fraternity, Inc.’ Example: Alpha Chapter of Lambda Theta Phi Latin Fraternity, Inc. The website you list can be either your chapter’s website or the national website (www.lambda1975.org) For the bio section, please input: Leaders of the Latino Greek Movement, Since 1975 If assistance is need in correctly naming your chapter’s Instagram profile, please contact your Sector Vice-President.

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S

TAG H S A H

The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet or post. It was created organically by Twitter users as a way to categorize messages. •

People use the hashtag symbol # before a relevant keyword or phrase (no spaces) in their Tweet or post to categorize those Tweets or posts and help them show more easily in search.

Clicking on a hashtagged word in any message shows you all other Tweets or posts marked with that keyword.

Hashtags can occur anywhere in the Tweet or post – at the beginning, middle, or end.

Hashtagged words that become very popular are often Trending Topics.

The following hashtags are recommended for widespread use for Lambda Theta Phi: #Lambdas1975 #ChivalryAboveSelf #TheFirst #LeadersOfTheLatinoGreekMovement #Leaders #LambdaThetaPhi #Lambdas #Since1975 #BrownandWhite

USING HASHTAGS CORRECTLY • If you Tweet or post with a hashtag on a public account, anyone who does a search for that hashtag may find your post •

Don’t #spam #with #hashtags. Don’t over-tag a single post. (Best practices recommend using no more than 2 hashtags per post.)

Use hashtags only on posts relevant to the topic.

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AN

SLOG

Marketing slogans are short, often memorable phrases used in marketing campaigns. They are claimed to be the most effective means of drawing attention to one or more aspects of an organization. Its purpose is to emphasize a phrase that the organization wishes to be remembered by, particularly for marketing a specific image or connection to an audience.

The ‘Slogan’ mark

In our case we have developed the following slogan for Lambda Theta Phi’s marketing efforts: Leaders of the Latino Greek Movement This slogan captures our historic identity as the first and longest continuously active Latino Greek organization. Furthermore, it identifies us with the much larger Latino Greek Movement, initiated with our founding in December 1975, for which there are now more than 30 organizations who claim membership. Lambda men strive to lead their communities toward excellence every day, and Lambda Theta Phi itself strives to exemplify the best of what it means to be a Latino Greek.

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Lambda Theta Phi Branding Guidelines  

Brand identity is the sum of all the visual impressions associated with the Lambda Theta Phi name. With dozens of incompatible logos and im...

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