BRAND GUIDELINES. 1:

Transcription

1 BRAND GUIDELINES. 1:

2 Contents. About Phi Delta Chi 1:0 1:1 1:2 Introduction Brand Story Brand Voice Key Brand Elements 2:0 2:1 2:2 2:3 2:4 2:5 2:6 2:7 2:8 2:9 2:10 2:11 2:12 Master Logo Logo Formatting Standard Logo Brand Line Logo Logo Misuse Brand Line Brand Words Color Palette Crest Typography Type Treatments Logo Type Treatments Secondary Color Usage Business System 3:0 3:1 3:2 3:3 Business Identity Stationery Signature PowerPoint Examples & Templates 4:0 4:1 4:2 4:3 4:4 4:5 4:6 4:7 4:8 4:9 Banners Backdrop Recruitment Posters Booth Display Table Cloth Templates Website Wallpapers Logo Merchandise Apparel

3 ABOUT PHI DELTA CHI.

4 About Phi Delta Chi Introduction. Building a brand is a journey that never ends. Because there s always more to a brand s story. And there are always new audiences to hear it. With the launch of our bold new brand look, Phi Delta Chi is introducing something fresh, assertive and thought-provoking to the world of professional fraternities... in pharmacy and beyond. We re breaking out of the traditional collegiate look to create a brand identity that will help us share our story everywhere it can go and be of value to our members throughout their careers. This document is your guide to our new branding, showcasing how to use the new look and new tools at your disposal. It will help us unify everything we do as we build a successful future for Phi Delta Chi and all our members. Yes, building a brand is a journey. At Phi Delta Chi, it s a journey we re taking together. 1:0

5 About Phi Delta Chi Brand Story. As the first professional pharmacy fraternity founded by pharmacy students, Phi Delta Chi has a long and proud history. Founded in 1883, this organization has helped generations of students and pharmacists lead and succeed in their academic and professional lives. Every day, we keep this rich heritage in mind. But we re also moving confidently into our future. Because what defines our brand isn t just our history, it s our leadership in the world of pharmacy and the lives and careers of our members. Leadership is at the heart of Phi Delta Chi s mission leading pharmacy students into their professional lives and helping pharmacists build the skills they need to lead in their careers, their workplaces and their communities. Our new brand platform was created to help us continue that mission for new generations of students and pharmacists. 1:1

6 About Phi Delta Chi Brand Voice. Because leadership is such an essential element to the mission and spirit of Phi Delta Chi, our new branding was created to showcase this brand as a leader in our field and to set the example of how we should, as an organization and as individuals, engage the world around us. Our brand is bold and assertive without being overbearing. Our brand is proud but determined never to rely solely on pride in our past. Our brand celebrates the lives and careers of all who have been members... and encourages our new members to be the best pharmacy students and pharmacists they can be. Like our members, our brand is confident and determined to succeed. 1:2

7 KEY BRAND ELEMENTS.

8 Key Brand Elements Master Logo. The Phi Delta Chi master logo is our key brand asset and the primary visual element of our communication. The logo has been specifically designed and should never be typeset, recreated or altered. It can be used in variations with and without the brand line depending on the placement and type of communication that it s being used for. Logo with brand line. Logo without brand line. 2:0

9 Key Brand Elements Logo Formatting. Always maintain a minimum clear space around the logo. This clear space isolates the logo from competing graphic elements (such as copy) or other logos that may divert attention and dilute the legibility and visual clarity of the Phi Delta Chi logo. Using clear space around the logo to provide maximum impact, the area (shown here as A, half the height of the X in the logo emblem) serves as breathing room around the logo. Please note that this clear space should be proportionally maintained when the logo is enlarged or reduced in size. Minimum size is the smallest size at which the logo may be reproduced to ensure its legibility. The logo should not be reproduced in a height smaller than 0.35 for the logo or 0.85 for the logo with brand line, as illustrated. A A A A = 1/2 of X in logo emblem A To maximize readability, the smallest usable size of the logo with brand line is: Print 0.85 x Digital 61px x 53px 2:1

10 Key Brand Elements Standard Logo. The logo is available in a variety of file formats as well as Pantone, CMYK and RGB color options. Standard Phi Delta Chi logos. While the New Gold emblem is preferred for maximum impact, both color options are appropriate for daily usage. Standard Reversed Phi Delta Chi logos. The New Gold emblem option should be used only on a Dregs of Wine background and the Dregs of Wine emblem options should be used only on a New Gold background. Standard 100% Black Single Color and 100% Reversed logos. These are available whenever reproduction is black and white or there are strong limitations on production and readability. However, the color logos are preferred in any situation when they can be legibly used. 2:2

11 Key Brand Elements Brand Line Logo. The logo is available in a variety of file formats as well as Pantone, CMYK and RGB color options. All variations are available with a left-aligned brand line and a right-aligned brand line and should be used appropriately according to the layout of the artwork. Phi Delta Chi logos with brand line. While the New Gold emblem is preferred for maximum impact, both color options are appropriate for daily usage. Reversed Phi Delta Chi logos with brand line. The New Gold emblem option should be used only on a Dregs of Wine background and the Dregs of Wine emblem options should be used only on a New Gold background. Standard 100% Black Single Color and 100% Reversed logos with brand line. These are available whenever reproduction is black and white or there are strong limitations on production and readability. However, the color logos are preferred in any situation when they can be legibly used. 2:3

12 Key Brand Elements Logo Misuse. Incorrect usage of the Phi Delta Chi logo compromises its integrity and effectiveness. The examples shown here are just a small sample of possible misuses of the logo. To ensure accurate, consistent reproduction of the Phi Delta Chi logo, never alter, add to or attempt to recreate it. Always use the approved digital artwork. Do not stretch or scale the logo in a way that makes it lose the original proportions. Do not rotate the logo. Always keep it horizontal and straight. Do not change the color of the logo. Do not change the typeface of the brand line. Do not shift or scale individual elements that make up the logo. Watch out for legibility. Use the version of the logo that offers the strongest contrast with the background. 2:4

13 Key Brand Elements Brand Line. For Life. It s more than a brand line. It s the most succinct expression of our community model, brand proposition and the difference we make in our members lives. Adaptated from our previous line, Brothers For Life, the line speaks more to the life-long benefits of membership and to the life-enhancing role pharmacists play in their careers. The brand line should be used as a complement to our logo or as a part of the brand voice by being included within a headline block. Original brand line lock up. FOR LIFE. FOR PHARMACY. FOR CHEMISTRY. FOR EQUALITY. FOR TALENT. FOR LEARNING. FOR SKILL. FOR ACHIEVEMENT. FOR EXCELLENCE. FOR HEALTH. FOR WELLNESS. FOR TODAY. FOR TOMORROW. FOR YOU. PHI DELTA CHI. FOR LIFE. phideltachi.org The brand line being used within a headline block. When the brand line appears within a headline block, it needs to be white to create emphasis. The logo without brand line should be used to avoid repetition. The brand line as standalone copy. Always in all caps. 2:5

14 Key Brand Elements Brand Words. Brand words are used in conjunction with the brand line For Life to create a single unit, referred to as a headline block. By combining these thoughts we tell a story about our mission and the benefit we bring to our members. Note: All words used in these headline blocks must be nouns. The words Pharmacy, Chemistry and Equality should be varied in use. Either start or finish a headline block with them. While there is a broad list of words to draw from, there are two main themes which should be chosen according to the audience: Member-Focused and Organization-Focused. Member-Focused Organization-Focused FOR PHARMACY. FOR CHEMISTRY. FOR EQUALITY. FOR TALENT. FOR LEARNING. FOR SKILL. FOR ACHIEVEMENT. FOR EXCELLENCE. FOR HEALTH. FOR WELLNESS. FOR TODAY. FOR TOMORROW. FOR GENERATIONS. FOR YOU. PHI DELTA CHI. FOR LIFE. FOR EDUCATION. FOR TEAMWORK. FOR ACHIEVEMENT. FOR KNOWLEDGE. FOR EXCELLENCE. FOR VISION. FOR PASSION. FOR PURPOSE. FOR CHANGE. FOR PRIDE. FOR PHARMACY. FOR CHEMISTRY. FOR EQUALITY. FOR US. PHI DELTA CHI. FOR LIFE. More career-oriented, more achievement-oriented, more human. More mission-oriented, more teamwork-oriented, more organization. 2:6

15 Key Brand Elements Color Palette. Consistent use of these colors will help bring a cohesive and distinctive look to Phi Delta Chi communication across all media. These colors have been adapted from the original crest colors for a more vibrant and bold effect. For 4-color process printing, refer to the CMYK values shown here. For on-screen and web applications (PowerPoint, video, broadcast, web sites, intranets, extranets), refer to the RGB values specified. Primary Colors Dregs of Wine P 202 CMYK RGB HEX # New Gold P 7556 CMYK RGB HEX #c38f1b Secondary Colors Rosé P 489 CMYK RGB HEX #fcd2bf Golden Glow P 1205 CMYK RGB HEX #fff0a4 Note: Rosé should be used only on top of a Dregs of Wine background. Note: Golden Glow should be used only on top of a New Gold background. 2:7

16 Key Brand Elements Crest. While the new Phi Delta Chi logo is preferred in all marketing materials, there will be certain instances in which the Phi Delta Chi crest will be used. The crest features the original Dregs of Wine and Old Gold colors. The lamp, retort, fleur-de-lis and torch symbolize pharmacy, knowledge and devotion to duty. Crest colors 1883 Dregs of Wine P 202 CMYK RGB HEX # Old Gold P DS11-3 CMYK RGB HEX #aa9456 2:8

17 Key Brand Elements Typography. To help provide a unified look in typography, a consistent usage of brand fonts is essential. Avoid bringing new fonts into branded communication. The essential typographical element in branded communication is the headline block. This device conveys strength, confidence and unity. Abadi MT Condensed Extra Bold is used for headline blocks and headlines, giving the brand a more iconic and bold look. Abadi MT Condensed Extra Bold should be used only in ALL CAPS within a headline block. For subheads and copy, Ingra is the preferred typeface. When using Ingra, the recommended weight for the majority of copy is Regular. For call-to-action lines, subheads or instances in which extra emphasis is needed, Bold or SemiBold should be used. For captions, Thin can be used. The Calibri font family may be used if the Ingra or Abadi MT Condensed Extra Bold fonts are unavailable and where web safe fonts are needed. Headline Blocks & Headlines A ABADI MT CONDENSED EXTRA BOLD A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Copy Aa Ingra Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z Subheads & CTA Replacement Standard / Web Safe Aa Ingra Bold / SemiBold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z Aa Calibri Regular / Bold / Light A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 2:9

18 Key Brand Elements Type Treatments. Typography is a crucial element in Phi Delta Chi materials as it is used as the primary visual element. When using Phi Delta Chi fonts and creating headline blocks, be sure to look at samples of work in the following section to understand the relationship between the sizes and scale of the fonts being used, spacing between the lines (leading) and color usage. Headline blocks should occupy most of the space for a very bold look. Abadi MT Condensed Extra Bold Note: For Life in white to create emphasis. Headline blocks must be left aligned. Ingra Bold 2:10

19 Key Brand Elements Logo Type Treatments. The fonts used in the logo (for the brand name and brand line) are provided for reference. As a rule, these typefaces should be used ONLY in the logo. This protects the uniqueness of the logo as the fundamental representation of the Phi Delta Chi brand. Futura Medium Almaq Refined left-aligned Almaq Refined right-aligned 2:11

20 Key Brand Elements Secondary Color Usage. Secondary colors should be used only in headline blocks, subheads or as a call to action. Secondary colors should never be used as a background or logo color. Secondary colors may also be used as a subhead or call-to-action if the headline block uses a primary color. Rosé should be used only on top of a Dregs of Wine background. For Life is presented in white to create emphasis. Golden Glow should be used only on top of a New Gold background. For Life is presented in white to create emphasis. 2:12

21 BUSINESS SYSTEM.

22 Business System Business Identity. Our bold brand look is extended to our letterhead, envelope and business card designs, leveraging Phi Delta Chi colors, typography and brand line to create a cohesive look. #10 Envelope front and back. Letterhead front, optional back and second page. Business card front and backs. 3:0

23 Business System Stationery. Front of letterhead, first page. 8.5 x 11 stationery with copy in place. Back of letterhead. Optional for important letters or presentations. 3:1

24 Business System Signature. Mac and PC users have different methods of uploading the signature to their . For specific instructions on how to upload your signature, please refer to the links below: Upload Signature For Mac Upload Signature For PC Upload Signature For Gmail Standard sign-off for Phi Delta Chi Executive Council. Phi Delta Chi logo with brand line. Name in Dregs of Wine. Phi Delta Chi website in New Gold. Social icons in Dregs of Wine. 3:2

25 Business System PowerPoint. Offered in 4:3 and 16:9 aspect ratios. Note: Colors are in RGB. Phi Delta Chi PowerPoint title slide. Phi Delta Chi PowerPoint content slide. Phi Delta Chi PowerPoint break slide. Phi Delta Chi PowerPoint content slide with chart. 3:3

26 EXAMPLES & TEMPLATES.

27 Examples & Templates Banners. Branded pop-up banners using the primary colors. The size is 37.5 x91.5 Branded hanging banners using the secondary colors. The size is 3 x7 4:0

28 Examples & Templates Backdrop. Branded photo backdrop. The size is 12 x8 4:1

29 Examples & Templates Recruitment Posters. Recruitment posters are offered as a partially-editable PDF, InDesign template or EPS. The format chosen will depend on your software availability and/or print vendor chosen. These templates are provided so individual Phi Delta Chi chapters can edit the date, time and location of events quickly and efficiently. Refer to the Recruitment Poster Guidelines PDF included with the poster download package for instructions on how to edit. Headline block is locked and cannot be edited. Editable portion of the poster. Editable portion of the poster. Logo is locked and cannot be edited. Branded recruitment poster prior to editing. CTA is locked and cannot be edited. Branded recruitment poster after editing. Use the Calibri Bold font if Ingra Bold is not available. 4:2

30 Examples & Templates Booth Display. Branded booth display. 4:3

31 Examples & Templates Table Cloth. Branded table cloth. Front and side views. Branded table cloth. Top view. Branded table cloth. Front and back views. Table cloth size options include 96 l x 24 w x 41 h and 96 l x 30 w x 28.5 h 4:4

32 Examples & Templates Templates. Note: Colors are in RGB. Template design for a newsletter-style . Template design for a single topic . 4:5

33 Examples & Templates Website. Note: Colors are in RGB. Website home page. 4:6

34 Examples & Templates Wallpapers. Digital wallpapers are available in a variety of sizes. Note: Colors are in RGB. Desktop wallpaper. Tablet wallpaper. Phone wallpaper. 4:7

35 Examples & Templates Logo Merchandise. FOR PHARMACY. FOR EQUALITY. FOR CHEMISTRY. FOR LEARNING. FOR EXCELLENCE. FOR ACHIEVEMENT. FOR SUCCESS. FOR HEALTH. FOR WELLNESS. FOR YOU. PHI DELTA CHI. FOR LIFE. FOR PHARMACY. FOR EQUALITY. FOR CHEMISTRY. FOR LEARNING. FOR EXCELLENCE. FOR ACHIEVEMENT. FOR SUCCESS. FOR HEALTH. FOR WELLNESS. FOR YOU. PHI DELTA CHI. FOR LIFE. Branded lanyards. Branded car decal. Branded lapel pins. The size is 1.25 Branded notebooks. The size is 4.25 x5.5 4:8

36 Examples & Templates Apparel. Branded T-shirt. Branded long sleeve shirt. 4:9

37 FOR EDUCATION. FOR TEAMWORK. FOR ACHIEVEMENT. FOR EXCELLENCE FOR VISION. FOR PASSION. FOR PURPOSE. FOR CHANGE. FOR PRIDE. FOR PHARMACY. FOR CHEMISTRY. FOR EQUALITY. FOR US. PHI DELTA CHI. FOR LIFE. Contact If you need help with or have any questions about assets or the Phi Delta Chi brand identity please contact: