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Tau Kappa Epsilon Brand Standards Guide


For over a century, Tau Kappa Epsilon has provided leadership to young men, aiding them in their mental, moral and social development as they prepare for their future. Since that time, Tau Kappa Epsilon has established itself as the largest International Fraternity, with over 280 chapters worldwide. Tau Kappa Epsilon is committed to advancing its vision of creating lifelong relationships that enhance educational, interpersonal, community and professional success. This is made possible only by attracting and recruiting men who wish to contribute to the advancement of society through the personal growth of our members, and service to others. For this reason, the Tau Kappa Epsilon brand is sacred. By maintaining a consistent visual identity, we can successfully communicate the principles and traditions of Tau Kappa Epsilon, inspiring others to understand, follow and share them. The information within this manual outlines the standards that dictate the Tau Kappa Epsilon brand. It should be consulted as a guide for ensuring that the Tau Kappa Epsilon brand is represented accurately and consistently in all applications.

TKE Brand Standards Guide


Logo Usage

The TKE logo is available in a variety of formats for different usages:

Fig. 1

Signature, Lock-up 1

The TKE Signature [lock-up 1] is the formal presentation of the logo and should be used for letterhead and all other official communications. Symbol

Logotype TKE Signature

Fig. 2

Signature, Lock-up 2

The TKE Signature [lock-up 2] is the formal presentation of the logo with the logotype placed on one line next to the symbol. This orientation is optimized for use where height is a concern. This version of the signature should only be used when there is not enough room to legibly display the logo in lock-up 1 or for specific applications calling for this orientation.

Fig. 3

Logo, symbol only (informal use)

The Symbol Only is the informal presentation of the logo without the logotype. The rich history of the TKE triangle allows it to stand alone in certain informal applications. This version is suitable for use in casual communications.

TKE Brand Standards Guide


Logo Usage

Fig. 4

Logo, One Color Usage

One Color Usage When the logomark appears in one-color, all elements of the identity should be represented in 100% coverage of black.

Fig. 5

Reverse Usage

Logo, Reverse Usage

The visual identity may be reversed out of solid-colored backgrounds when printing on lighter-colored papers. Designers should take care that any reverse of the logomark offers a high contrast for maximum legibility. To reverse out of a photo or illustration, the Note: Black background square is not part of reverse logo

area chosen for the reverse should be as dark and solid as possible, avoiding patterns that could make reading difficult.

Fig. 6

Logo, 3d Rendering

3d Logo Usage An exciting new representation of the traditional TKE symbol has been carefully created and rendered in 3d. The usage of this version of the logo should be treated like the “Symbol Only� informal use. It is optimized for use on the web and in 4-color CMYK printing. It should not be used if it cannot be displayed or printed correctly.

TKE Brand Standards Guide


Color Palettes

Fig. 7

Primary Color Palette The primary color palette is composed of the traditional TKE Red and a 51% Black, along with black and white. Refer to the PMS, CMYK, RGB, and hexadecimal values below the colors to assure an accurate color

PMS 1805C


C0 M91 Y100 K23

PMS Cool Gray 9C

R173 G38 B36

C0 M1 Y0 K51

Hex: #AD2624

R145 G145 B148


representation across any medium.

Hex: #919194

Fig. 8

Clear space refers to a distance of “X”, as a

Clear Space

unit of measurement, surrounding each side


of the TKE signature. “X” equals the


width of the letter “T” of the TKE symbol. A X


minimum clear space requirement has been established to ensure the prominence and clarity of the Tau Kappa Epsilon signature. It


is essential that the signature remains free of all graphics, taglines, identities, photography, and typography.

Fig. 9

Minimum size refers to the smallest size at

Minimum Size

which the TKE signature may be reproduced



to ensure its legibility. The minimum reproduction size of the signature is 3/16” in height, based on the height of the TKE symbol. Observe the reproduction size requirements of the signature to avoid poor quality or distortion.

TKE Brand Standards Guide


Unacceptable Usage of the TKE logo

Proper use of the logo is essential to maintaining the integrity of the organization. The TKE logo should never appear in any of these forms:

Old Logo Do not use the old logo in any new applications, please use the updated version. Incorrect Colors Please refer to page 5 for guidelines on correct color usage. Incorrect Proportions The proportions of the elements of the logo should not be altered. Rearranged The elements of the visual identity should not deviate from the official choices specified. Stretched The visual identity should not be stretched or distorted from its original proportions. Violating Clear Space Visual elements (i.e. other logos, photographs, graphics) should be placed outside of the logo’s clear space. Incorrect Reverse To reverse out of a photo or illustration, the area chosen for the reverse should be as dark and solid as possible, avoiding patterns that could make reading difficult.

TKE Brand Standards Guide


Typography Fig. 10

Primary Font Family

Pill Gothic 300mg

Our primary font family is Pill Gothic 300mg and 600mg. This typeface was chosen for its

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

strong, masculine feel, its legibility, and its

Pill Gothic 600mg

to use. Body copy should generally be set in

impact. All weights of the font are acceptable regular weight, and headlines in bold.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Fig. 11

Secondary Font Family

Rotis Semi-Serif Regular Rotis Semi-Serif Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Our secondary font family is Rotis Semi Serif. This typeface was chosen for its contemporary, classy, and distinguished feel. All weights of the font arave acceptable to use when appropriate. This typeface should be reserved for special applications, and is generally not to be used for body copy.

Fig. 12

Body Copy Font

Garamond MT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Fig. 13

Our Body Copy of choice is Garamond MT, chosen for its print readability and widespread use. This font should be used for all body copy in The Teke Magazine.

Web-safe Font

Verdana ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Our web font of choice is Verdana, chosen for its on-screen readability and widespread use. This font should be used for all body copy on webpages and on-screen.

TKE Brand Standards Guide


TKE Branding Guide  

The Tau Kappa Epsilon Branding Guide