Zeta Psi Brand Standards Manual

Brand Standards Manual

Zeta Psi Fraternity

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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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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.

Mission Statement

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Visual Identity

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Guidelines18

Creation Tools14

Table ofContents

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VisualIdentity

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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FORMATTINGIDENTITIES

IDENTITIESThe 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.

The name can be written: Zeta Psi Fraternity,

ΖΨ Fraternity, or simply ΖΨ.

VERTICAL IDENTITY

HORIZONTAL IDENTITY

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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.

TWO-COLORIDENTITY

Primary 2-Color

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The positive and negative one-color identities are for usages where the two-color identity is not possible or

visually appealing.

ONE-COLORIDENTITIES

Positive Stamp

Inverted Stamp

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ΖΨ

It is acceptable to write the Fraternity

name as ΖΨ or Zeta Psi. However one

should make every attempt to use the

identities with Zeta Psi spelled out to

promote better brand recognition among

those who may not be familiar with the

Greek alphabet. The letters should always

be presented in Trajan Pro 3 font-face.

FRATERNITY GREEK LETTERSBRAND COMPONENTSThe consistency of how brand elements

are presented is critical to the creation of

a cohesive identity for Zeta Psi. Elements

ranging from Greek letters to the Fraternity

Escutcheon all must be carefully considered

when used to represent Zeta Psi.

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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.

FRATERNITY BADGE

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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.

FRATERNITY Escutcheon

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ΖΨThe 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

vertically in flag or banner

format as well. The letters

should always be presented in

Trajan Pro 3 font-face.

FRATERNITY FLAG

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ΤΚΦ

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.

FRATERNITY MOTTO

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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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TYPOGRAPHYThree typefaces have been chosen to

officially represent Zeta Psi Fraternity and the

International Headquarters. These typefaces are

Trajan Pro 3 (headline text), Minion Pro (serif

body text) and Avenir Next (sans serif body

text).

Both Avenir Next and Minion Pro can be used as

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.

Headline Text

Regular

ABCDEFGHIJKLMNOPQRSTUVWYXZabcdefghijklmnopqrstuvwxyz 1234567890

Bold


Light


TR

AJA

N P

RO

3

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Sans Serif Body Copy Serif Body Copy

Regular

ABCDEFGHIJKLMNOPQRSTUVWYXZ

abcdefghijklmnopqrstuvwxyz 1234567890

Bold



Ultra Light



AV

EN

IR N

EX

T

MIN

ION

PRO

Regular


abcdefghijklmnopqrstuvwxyz1234567890

Bold



Medium



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COLOR PALETTES

White is the primary color of Zeta Psi. Gold and

black are secondary colors. The use of both the

primary and secondary colors is acceptable in

branded design.

FOR PRINT & WEB

Zeta Psi Gold

CMYKC:0 M:30 Y:100 K:0

RGBR:255 G:179 B:0

HEX#FFB300

Pure White

CMYKC:0 M:0 Y:0 K:0

RGBR:255 G:255 B:255

HEX#FFFFFF

Pure Black

CMYKC:0 M:0 Y:0 K:100

RGBR:0 G:0 B:0

HEX#0000000

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GuidelinesThe 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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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.

PROTECTED SPACE

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UNACCEPTABLE USES

Brand success greatly depends on proper use

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.

6. Do not flip the arrangement so that the

Greek letters are on the right.

7. Do not change the color of the identity.

Example 1

Example 2

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Example 5

Example 6 Example 7

Example 3 Example 4

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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.

ACCEPTABLE COLOR COMBINATIONS

Vertical Identity

Light

Zeta Psi Gold & Pure Black

None

Vertical Identity

Dark

Zeta Psi Gold & Pure White

None

Type:

Background:

Fill:

Stroke:

Type:

Background:

Fill:

Stroke:

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Example 1

Vertical Identity

Light

Pure Black

None

Vertical Identity

Dark

Pure White

None

Vertical Identity

Light


None

Vertical Identity

Dark


None

Type:

Background:

Fill:

Stroke:

Type:

Background:

Fill:

Stroke:

Type:

Background:

Fill:

Stroke:

Type:

Background:

Fill:

Stroke:

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Example 1

Horizontal Identity

Light


None

Type:

Background:

Fill:

Stroke:

Horizontal Identity

Dark


None

Type:

Background:

Fill:

Stroke:

Horizontal Identity

Light

Pure Black & Zeta Psi Gold

None

Type:

Background:

Fill:

Stroke:

Horizontal Identity

Dark

Pure White & Zeta Psi Gold

None

Type:

Background:

Fill:

Stroke:

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ΖΨΖΨΖΨ ΖΨ

ΖΨΖΨ

Greek Letters

Light

Pure Black

None

Greek Letters

Dark

Pure Black

None

Greek Letters

Light

Zeta Psi Gold

None

Greek Letters

Zeta Psi Gold

Pure Black

None

Greek Letters

Light

Zeta Psi Gold

Pure Black

Greek Letters

Pure Black

Zeta Psi Gold

None

Type:

Background:

Fill:

Stroke:

Type:

Background:

Fill:

Stroke:

Type:

Background:

Fill:

Stroke:

Type:

Background:

Fill:

Stroke:

Type:

Background:

Fill:

Stroke:

Type:

Background:

Fill:

Stroke:

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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.

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 [email protected]

Documents

Zeta Psi Brand Standards Manual