Brand Standards Manual
Zeta Psi Fraternity
HOW TO USE THIS GUIDE
This guide presents the standards on the proper use of Zeta Psi’s visual identity and distinctive graphics, to be used by our members and our approved partners. These rules ensure the consistency throughout the Fraternity and its varied associated organizations, providing power and value in the brand of Zeta Psi. You will find information on the various images of Zeta Psi and information on how to use them. Compliance with these standards helps create communications and an image: • that are uniform and coherent around the globe • that have an impact • that contribute toward the recognition of Zeta Psi
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Mission Statement
Zeta Psi strives to be the premier international men’s fraternal organization dedicated to forging academic excellence and life-long bonds of Brotherhood. Through active chapter participation and continuing alumni outreach, Zeta Psi members are committed to the development of leadership, character and intellect and to the service of their Brothers, their communities and mankind.
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Table of Contents
5 Visual Identity
14
Creation Tools
18
Guidelines
3
4
Visual Identity
Zeta Psi is an organization with a history dating back to 1847, and the visual image of Zeta Psi has endured throughout that time through the dedicated efforts of its members and the respect for the image of Zeta Psi. The increasing globalization of the Fraternity coupled with rapid improvements to technology necessitates a manual that standardizes this identity. The key to a strong corporate identity is complete respect for its graphic design rules. We encourage you to consult this document for usage of all Zeta Psi marks and images, regardless of the context.
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IDENTITIES
FORMATTING IDENTITIES
The legal name of the Fraternity is Zeta Psi Fraternity, Inc. This only needs to be used for official or legal matters. Zeta Psi Fraternity is the commonly accepted name.
VERTICAL IDENTITY
The name can be written: Zeta Psi Fraternity, ΖΨ Fraternity, or simply ΖΨ.
HORIZONTAL IDENTITY
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TWO-COLOR IDENTITY The two-color identity is the primary and preferred web identity of Zeta Psi. It consists of the letters Zeta and Psi in gold on the left, with Zeta Psi spelled out in gold to the right, and the word Fraternity below Zeta Psi in black.
Primary 2-Color
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ONE-COLOR IDENTITIES The positive and negative one-color identities are for usages where the two-color identity is not possible or visually appealing.
Positive Stamp
Inverted Stamp
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BRAND COMPONENTS
FRATERNITY GREEK LETTERS It is acceptable to write the Fraternity
The consistency of how brand elements
name as ΖΨ or Zeta Psi. However one
are presented is critical to the creation of
should make every attempt to use the
a cohesive identity for Zeta Psi. Elements
identities with Zeta Psi spelled out to
ranging from Greek letters to the Fraternity
promote better brand recognition among
Escutcheon all must be carefully considered
those who may not be familiar with the
when used to represent Zeta Psi.
Greek alphabet. The letters should always be presented in Trajan Pro 3 font-face.
ΖΨ 9
FRATERNITY BADGE The Badge is a visual identity that may be used by any initiated Brother. Since it is not a “logo� but instead a ritualistic item of Zeta Psi, it is recommended to minimize use of the Badge in print or digital publishing.
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FRATERNITY Escutcheon The Escutcheon is the official coat of arms of the Fraternity, which functions as the de facto logo of Zeta Psi. The Escutcheon may be used in brothers only apparel and in print for official purposes. Do not use individual quadrants or design elements from the Escutcheon, as it should always be used in its entirety.
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FRATERNITY FLAG The flag of Zeta Psi consists of gold Zeta Psi letters, outlined in black, on a white field. The most commonly used orientation of the flag and letters is horizontal. The Flag can also be presented
ΖΨ
vertically in flag or banner format as well. The letters should always be presented in Trajan Pro 3 font-face.
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FRATERNITY MOTTO The motto of Zeta Psi consists of the Greek letters Tau, Kappa and Phi (TKΦ). It can be expressed in either capital letters (Greek) or in capitalized words (Tau Kappa Phi). The motto should only be used in correspondences with other Active or Elder Brothers. The letters should always be presented in Trajan Pro 3 font-face.
ΤΚΦ 13
Creation Tools
Use of standard color and typography is an important complement to the proper use of Zeta Psi's symbols and identities.
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TYPOGRAPHY Three typefaces have been chosen to
Headline Text
officially represent Zeta Psi Fraternity and the International Headquarters. These typefaces are Trajan Pro 3 (headline text), Minion Pro (serif
Regular
body text) and Avenir Next (sans serif body
ABCDEFGHIJKLMNOPQRSTUVWYXZ
text).
headline text provided they are presented in all caps. Other non-official fonts can be used in consultation with Zeta Psi's Director of Communications.
TRAJAN PRO 3
Both Avenir Next and Minion Pro can be used as
abcdefghijklmnopqrstuvwxyz 1234567890 Light ABCDEFGHIJKLMNOPQRSTUVWYXZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold ABCDEFGHIJKLMNOPQRSTUVWYXZ abcdefghijklmnopqrstuvwxyz 1234567890
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Sans Serif Body Copy
Serif Body Copy
Regular
Regular
ABCDEFGHIJKLMNOPQRSTUVWYXZ
ABCDEFGHIJKLMNOPQRSTUVWYXZ
abcdefghijklmnopqrstuvwxyz 1234567890
abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWYXZ abcdefghijklmnopqrstuvwxyz 1234567890
MINION PRO
AVENIR NEXT
Ultra Light
Medium ABCDEFGHIJKLMNOPQRSTUVWYXZ abcdefghijklmnopqrstuvwxyz 1234567890
Bold
Bold
ABCDEFGHIJKLMNOPQRSTUVWYXZ
ABCDEFGHIJKLMNOPQRSTUVWYXZ
abcdefghijklmnopqrstuvwxyz 1234567890
abcdefghijklmnopqrstuvwxyz 1234567890
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COLOR PALETTES
CMYK
FOR PRINT & WEB
C:0 M:30 Y:100 K:0
Zeta Psi Gold
RGB
R:255 G:179 B:0
HEX
White is the primary color of Zeta Psi. Gold and
#FFB300
black are secondary colors. The use of both the primary and secondary colors is acceptable in branded design.
CMYK
C:0 M:0 Y:0 K:0
Pure White
RGB
R:255 G:255 B:255
HEX
#FFFFFF
CMYK
C:0 M:0 Y:0 K:100
Pure Black
RGB
R:0 G:0 B:0
HEX
#0000000
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Guidelines
The proper use and implementation of Zeta Psi brand elements and procedures is an integral part of conveying the identity of Zeta Psi. Adherence to brand usage standards preserves the consistency (and therefore strength) of the brand.
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PROTECTED SPACE Critical to the presentation of graphical elements, protected space allows for the carefully designed marks and symbols of Zeta Psi to be presented in a visually appealing way.
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UNACCEPTABLE USES Brand success greatly depends on proper use
Example 1
of Zeta Psi related brand identity, logos, marks and graphical elements. This includes correct typefaces, relative positioning as well as proper sizing of all graphical elements. 1. Do not distort any portion of the identity. 2. Do not crop any portion of the identity. 3. Do not tilt the identity. 4. Do not rotate the identity. 5. Do not rearrange components in the identity.
Example 2
6. Do not flip the arrangement so that the Greek letters are on the right. 7. Do not change the color of the identity.
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Example 3
Example 6
Example 4
Example 5
Example 7
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ACCEPTABLE COLOR COMBINATIONS Whether using a one-tone or multi-tone version of each Zeta Psi mark or identity, care must be taken to present each item in a standardized manner. Each acceptable use of Zeta Psi's brand marks is presented in this section. For each graphic, only use one of the iterations offered, and do not modify the image in any way.
Type: Background: Fill: Stroke:
Type: Background: Fill: Stroke:
Vertical Identity Light Zeta Psi Gold & Pure Black None
Vertical Identity Dark Zeta Psi Gold & Pure White None
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Type: Background: Fill: Stroke:
Type: Background: Fill: Stroke:
Type: Background: Fill: Stroke:
Type: Background: Fill: Stroke:
Vertical Identity Light Pure Black None
Vertical Identity Dark Pure White None
Vertical Identity Light Zeta Psi Gold & Pure Black None
Vertical Identity Dark Zeta Psi Gold & Pure White None
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Type: Background: Fill: Stroke:
Type: Background: Fill: Stroke:
Type: Background: Fill: Stroke:
Type: Background: Fill: Stroke:
Horizontal Identity Dark Zeta Psi Gold & Pure White None
Horizontal Identity Light Zeta Psi Gold & Pure Black None
Horizontal Identity Dark Pure White & Zeta Psi Gold None
Horizontal Identity Light Pure Black & Zeta Psi Gold None
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ΖΨ ΖΨ ΖΨ
Type: Background: Fill: Stroke:
Type: Background: Fill: Stroke:
Type: Background: Fill: Stroke:
Greek Letters Light Pure Black None
Greek Letters Light Zeta Psi Gold None
Greek Letters Light Zeta Psi Gold Pure Black
ΖΨ ΖΨ ΖΨ
Type: Background: Fill: Stroke:
Greek Letters Dark Pure Black None
Type:
Greek Letters
Background:
Zeta Psi Gold
Fill: Stroke:
Type: Background: Fill: Stroke:
Pure Black None
Greek Letters Pure Black Zeta Psi Gold None
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The Badge can be presented in one of three different ways:
•
The Full Color Badge which is generally used over lighter colored backgrounds.
•
The Black Clear Badge is similar in that it too is used on lighter background.
•
The White Clear Badge is generally used on darker backgrounds.
The appropriate version for use is based on where the Badge will be presented, and any accompanying elements.
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The Escutcheon can be presented in one of three different ways:
•
The Full Color Escutcheon which is generally used over lighter colored backgrounds.
•
The Black Clear Escutcheon is similar in that it too is used on lighter background.
•
The White Clear Escutcheon is generally used on darker backgrounds.
The appropriate version for use is based on where the Escutcheon will be presented, and any accompanying elements.
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Any creative usage of Zeta Psi images, even if only for local Chapter use, should be designed in consultation with the Director of Communications to ensure proper usage of the Zeta Psi brand.
Questions can be addressed to Communications@zetapsi.org
