you! n Zeta Tau Alpha, there is a saying, “You are always wearing your crown.” It reminds us that from the moment we pledge ourselves to ZTA, we are pledging ourselves to represent the Fraternity and our sisters to the world. We aim to “Seek the Noblest” in others and in ourselves. With the crown becoming the most prominent feature of ZTA’s new visual identity, there are now many more opportunities to actually wear your crown. By following our design standards, ordering from Crown & Co. and using officially licensed vendors for your ZTA merchandise, you help ZTA protect our image. But being a noble representative of ZTA involves much more than correctly using a logo.
The most visible way to show the world you are a Zeta is by wearing ZTA merchandise. Every T-shirt you wear or tote bag you carry with ZTA on it ties you to the Fraternity. It makes your reputation and ZTA’s reputation one and the same. This is why ZTA asks you to create and purchase all ZTA merchandise through an officially licensed vendor or Crown & Co., the merchandising entity of ZTA. Using licensed vendors helps ensure our marks are represented correctly and products are a positive reflection of the Fraternity.
How do you want ZTA to be perceived on your campus, in your community, to the businesses you partner with and to the world? On a personal level, how do you want others to view you?
We have all seen the T-shirt slogans—whether from ZTA or another organization—that border on or completely cross over to the inappropriate side. These items can be those that highlight alcohol or substance use, have sexist or culturally insensitive themes or jokes, or even boast pretentious slogans that promote ZTA at the expense of others. Sure, some of them might seem funny, but do they convey the message of what ZTA membership really means? If the answer is “no,” “maybe” or “I’m not sure,” choose a different slogan or theme. Even if a product doesn’t explicitly say “Zeta Tau Alpha,” if it is in our colors, uses one of our symbols or is simply worn by a group of members, it is associated with ZTA.
“We cannot expect others to view ZTA as an organization of noble, dedicated, intelligent women unless we are those women,” said ZTA National President Keeley McDonald Riddle. “Asking you—as a member of ZTA—to be a positive brand ambassador for ZTA is not about preventing you from having fun or trying to create cookie-cutter chapters. It is about helping you truly be the best woman you can be.”
ZTA’s name, marks and other terms (like Think Pink®) are trademarked with the federal government. This means all items bearing them must be reviewed and approved, and any items not approved are subject to copyright infringement laws. The same rules apply when you try to use song lyrics or pieces of another organization’s/company’s brand identity. You must have permission.
As Zetas, we are called to be ambassadors of ZTA’s brand and live the Fraternity’s values at all times. We represent who ZTA is and who ZTA wants to be. There are so many ways to be a positive representative. What are you doing to embody and promote ZTA’s brand?
Themes, T-shirts, signs and banners for philanthropy should also be selected with caution. Breast cancer is a serious disease, and we want to be respectful to those impacted. Sexualizing it in any way is inappropriate. “Save second base” and other suggestive sayings can
A brand is who an organization is. Our brand is our reputation. In short, ZTA’s brand is you—our collegiate and alumnae chapters and each of our members as individuals. How you act, what you say, how you treat people and how you represent yourself can all add to—or take away from—our brand.
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