graphic standards manual
Transcription
graphic standards manual
2012 EDITION GRAPHIC STANDARDS MANUAL BETA THETA PI / 2013 02 BETA THETA PI GRAPHIC STANDARDS MANUAL 03 BETA THETA PI GRAPHIC STANDARDS MANUAL CONTENTS 04 INTRODUCTION 07 BRAND & STANDARDS 08 BRAND POSITION 09 IDENTITIES 28 STATIONERY 31 TYPOGRAPHY 34 BETA CLASSICS 38 COLOR PALETTES 48 DIGITAL MEDIA 53 CUSTOM DESIGNS 55 CONTACTS 04 BETA THETA PI GRAPHIC STANDARDS MANUAL INTRODUCTION In an effort to provide a viable resource that’s intended to assist members, volunteers, designers and licensed vendors to help manage and implement Beta Theta Pi’s brand identity, the Beta Theta Pi Foundation and Administrative Office has compiled this graphic standards manual. This manual outlines the primary visual elements of Beta’s brand identity and provides basic instructions for the successful execution of the identity across a myriad of platforms and mediums. It should also be noted that, like the Fraternity, Beta’s brand identity will evolve over time. These guidelines and brand elements are regularly reviewed and assessed to determine if changes are needed. Please check the General Fraternity website at www.betathetapi. org to ensure you have the most up-to-date version of this manual. Please note that all other visual elements not appearing in this manual have been retired and should not be used under any circumstances. If you have any questions beyond what is covered in this manual, please contact the Communication Department at the Beta Theta Pi Foundation and Administrative Office at 800.800.BETA (2382). MISSION To develop men of principle for a principled life. VISION Every member will live Beta Theta Pi’s values. CORE VALUES Mutual Assistance Betas believe that men are mutually obligated to help others in the honorable labors and aspirations of life. Intellectual Growth Betas are devoted to continually cultivating their minds, including high standards of academic achievement. Trust Betas develop absolute faith and confidence in one another by being true to themselves and others. Responsible Conduct Betas choose to act responsibly, weighing the consequences of their actions on themselves and those around them. Integrity Betas preserve their character by doing what is morally right and demanding the same from their brothers. 05 BETA THETA PI GRAPHIC STANDARDS MANUAL 06 BETA THETA PI GRAPHIC STANDARDS MANUAL 07 BETA THETA PI GRAPHIC STANDARDS MANUAL BRAND A “brand” is an intangible collection of perceptions that exist in people’s minds. A brand is not simply a logo, a color scheme, a mission and vision statement or a strategic plan developed in a board meeting. A brand is not a rule book, advertising campaign or a simplified listing of attributes. A brand is every association and experience, active and intentional. It is how people think and feel about something. In our case, it is how people think and feel about a fraternity. It is the awareness and relevance of Beta Theta Pi in the minds of students, alumni, university faculty and the community at large. A brand is not only built through effective communications or appealing graphic identities, but through the total experience that it offers. This graphic identity system is simply a reflection of our brand. STANDARDS Consistency is key to successfully conveying the Beta Theta Pi brand to the rest of the world. A strong and consistent graphic identity system helps shape the way constituents view our Fraternity, both now and in the future. An effective graphic identity system begins with this Graphic Standards Manual. This manual will help differentiate the Beta Theta Pi brand from other organizations, student groups and campus clubs by helping us clearly define Beta Theta Pi visually and maintain the consistency necessary for effective communication to the public. 08 BETA THETA PI GRAPHIC STANDARDS MANUAL BRAND POSITION The following statement is Beta Theta Pi’s brand position statement. It was created after a lengthy qualitative and quantitative research study and summarizes the essence of the BetaTheta Pi brand.Please note that this statement, which encapsulates the Beta experience, serves as an internal reference to guide marketing communications and should not appear on outward facing materials. With a history of more than 173 years, Beta Theta Pi is a leading, internationally recognized Fraternity that challenges itself to become a new paradigm among college fraternities by seeking to develop men of principle for a principled life who live out our core values of mutual assistance, intellectual growth, trust, responsible conduct and integrity. This statement is informed by the following tonal words that reflect the personality of Beta: BrotherhoodGentlemen Established Fidelity IntegrityHelpful Friendship TrustworthyIntellectual Leadership ResponsibleApproachable Tradition ConfidentSupportive 09 BETA THETA PI GRAPHIC STANDARDS MANUAL IDENTITIES 10 BETA THETA PI GRAPHIC STANDARDS MANUAL VERTICAL IDENTITY The vertical identity, as shown above, is the primary visual element for Beta Theta Pi’s brand identity and must appear on all official Beta communications. It may not be modified in any way (i.e., the colors must remain the same and the words “Men of Principle” may not be replaced with Fraternity, a chapter or university name). However, the shield icon may be used as a standalone element. This and the other identities shown in this manual are available in various electronic formats appropriate to one’s usage needs at www.betathetapi.org. 11 BETA THETA PI GRAPHIC STANDARDS MANUAL HORIZONTAL IDENTITY FRATERNITY WORDMARK Alternatively, the horizontal identity and wordmark may also be used. They are the secondary and tertiary visual elements for Beta’s brand identity and may not be modified in any way (i.e., the colors must remain the same, no iconic elements may be added to the wordmark and the words “Men of Principle” may not be replaced with Fraternity, a chapter or university name).The horizontal identity and wordmark are well suited for landscape formats or where vertical space is limited. 12 BETA THETA PI GRAPHIC STANDARDS MANUAL TWO-COLOR IDENTITY Sometimes in print production, it is cost effective to use fewer colors than the four-color process necessary to reproduce the identities on the previous page. The two-color identity is well suited for screen printing on apparel items and on two- to three-color printed pieces. Additionally, some low-end printers have difficulty in replicating the chrome and blue gradient in the main identity, therefore using the two-color identity would be preferred. 13 BETA THETA PI GRAPHIC STANDARDS MANUAL ONE-COLOR IDENTITIES Positive Stamp Inverted Stamp The one color identities (positive stamp and inverted stamp) may be used in place of the full color or two-color identities. The positive stamp in black may be used on solid white or other light colored backgrounds. Whereas, the inverted stamp in white may be used on solid black or dark colored backgrounds. It’s important to note that one may use either the positive stamp and inverted stamp on some mid-range colors like red or royal blue. Regardless, it is important to make certain that the text in the identity is completely legible on whichever background is used. 14 BETA THETA PI GRAPHIC STANDARDS MANUAL DIGITAL MEDIA The digital media icon to the left may be used on any social media network (including Facebook, Twitter, LinkedIn, YouTube, Vimeo, etc). This icon may also be used as a favicon on web pages. Alternatively, chapters have the option of using the icon on the right that’s personalized with their chapter designation. Please contact the Administrative Office to obtain your chapter’s digital media icon. Colonies, without a Greek letter designation, should use the general digital media icon. Do not alter these designs or change the colors. For legibility reasons, do not use the chapter digital media icon as a favicon. 15 BETA THETA PI GRAPHIC STANDARDS MANUAL WHITE SPACE All of Beta’s brand identities should have some “white space” or breathing room surrounding the identity so that it does not feel too crowed or busy. If one takes the letter “B” from “Beta” and positions it around the maximum extent of the graphical and textual elements of the identity, this will provide a general idea of how much space should be around the brand identity. The size of the “B” should be relative to the size of “Beta Theta Pi” on the identity. 16 BETA THETA PI GRAPHIC STANDARDS MANUAL FOUNDATION IDENTITY The Beta Theta Pi Foundation identity, as shown above, is the primary visual element for the Foundation and must appear on all official Foundation communications. It may not be modified in any way (i.e., the colors must remain the same and the words “Foundation” may not be replaced with any other text). However, the shield icon may be used as a standalone element. This and the other Foundation identities shown in this manual are intended for Foundation staff only. Limited exceptions may apply, please contact the Director of Brand Management for more information. 17 BETA THETA PI GRAPHIC STANDARDS MANUAL HORIZONTAL IDENTITY FOUNDATION WORDMARK Alternatively, the horizontal identity and wordmark may also be used. They are the secondary and tertiary visual elements for the Foundation identity and may not be modified in any way (i.e., the colors must remain the same, no iconic elements may be added to the wordmark and the words “Foundation” may not be replaced with other text).The horizontal identity and wordmark are well suited for landscape formats or where vertical space is limited. 18 BETA THETA PI GRAPHIC STANDARDS MANUAL TWO-COLOR IDENTITY Sometimes in print production, it is cost effective to use fewer colors than the four-color process necessary to reproduce the identities on the previous page. The two-color identity is well suited for two- to three-color printed pieces. Additionally, some low-end printers have difficulty in replicating the chrome and blue gradient in the main Foundation identity, therefore using the two-color identity would be preferred. 19 BETA THETA PI GRAPHIC STANDARDS MANUAL ONE-COLOR IDENTITIES Positive Stamp Inverted Stamp The one color identities (positive stamp and inverted stamp) may be used in place of the full color or two-color identities. The positive stamp in black may be used on solid white or other light colored backgrounds. Whereas, the inverted stamp in white may be used on solid black or dark colored backgrounds. It’s important to note that one may use either the positive stamp and inverted stamp on some mid-range colors like red or royal blue. Regardless, it is important to make certain that the text in the identity is completely legible on whichever background is used. 20 BETA THETA PI GRAPHIC STANDARDS MANUAL UNACCEPTABLE USES It is extremely important for brand success that the Beta Theta Pi brand identity, Foundation marks, program logos and other graphic elements be displayed correctly. This includes always using the correct typefaces and the correct relative positioning and size of all graphical elements. The examples on this and the following pages illustrate unacceptable displays. 1. Do not distort any portion of the identity. 2. Do not crop any portion of the identity. 3. Do not tilt the identity. Example 1 4. Do not rotate the identity. 5. Do not rearrange components in the identity. 6. Do not alter the alignment of any component in the identity. 7. Do not flip the dragon so that it faces to the right. 8. Do not change the color of the identity. 9. Do not replace “Men of Principle” with a university name. To do so would infringe upon the rights of that academic institution. 10. Do not replace “Men of Principle” with a chapter name. Listing a chapter designation does not help to advance Beta’s unified brand. Example 2 21 BETA THETA PI GRAPHIC STANDARDS MANUAL Example 3 Example 4 Example 5 Example 6 Example 7 Example 8 Example 9 Example 10 22 BETA THETA PI GRAPHIC STANDARDS MANUAL EVENT IDENTITIES The Beta Theta Pi Fraternity and Foundation sponsors a number of events throughout the year that support the mission, vision and core values of the Fraternity. The identities shown in this section are available upon request for all chapters to use in their promotional materials. 23 BETA THETA PI GRAPHIC STANDARDS MANUAL CONVENTION SYMPOSIUM LEADERSHIP COLLEGE WOODEN INSTITUTE The primary color for the award-winning Wooden Institute is Pantone® Plus Series 5473 or #197889 for HTML. Shown above is the full color version (top), with grayscale (center) and positive stamp (bottom). The two-tone and inverted stamp versions may also be used as well (not shown). The primary color for the Peter F. Greiner Leadership College is Pantone® Plus Series 1595 or #E36307 for HTML. Shown above is the full color version (top), with grayscale (center) and positive stamp (bottom). The two-tone and inverted stamp versions may also be used as well (not shown). The primary color for Convention Symposium is Pantone® Plus Series 288 or #163F8B for HTML. Shown above is the full color version (top), with grayscale (center) and positive stamp (bottom). The two-tone and inverted stamp versions may also be used as well (not shown). 24 BETA THETA PI GRAPHIC STANDARDS MANUAL PRESIDENTS ACADEMY CORNERSTONE HOUSING SUMMIT The primary color for the Cornerstone Housing Summit is Pantone® Plus Series 444 or #717C7D for HTML. Shown above is the full color version (top), with grayscale (center) and positive stamp (bottom). The two-tone and inverted stamp versions may also be used as well (not shown). The primary color for the award-winning Miller Nichols Chapter Presidents Leadership Academy (CPLA) is Pantone® Plus Series 1788 or #C51315 for HTML. Shown above is the full color version (top), with grayscale (center) and positive stamp (bottom). The two-tone and inverted stamp versions may also be used as well (not shown). 25 BETA THETA PI GRAPHIC STANDARDS MANUAL KEYSTONE CONFERENCES LEADERSHIP SUMMIT The primary color for the award-winning Hugh E. Stephenson Jr. Leadership Summit is Pantone® Plus Series 513 or #8C1C82 for HTML.Shown above is the full color version (top), with grayscale (center) and positive stamp (bottom). The two-tone and inverted stamp versions may also be used as well (not shown). The primary color for the Keystone Regional Leadership Conferences is Pantone® Plus Series 349 or #004519 for HTML. Shown above is the full color version (top), with grayscale (center) and positive stamp (bottom).The twotone and inverted stamp versions may also be used as well (not shown). 26 BETA THETA PI GRAPHIC STANDARDS MANUAL FOUNDATION PROGRAM IDENTITIES In addition to the event identities, Beta Theta Pi sponsors a number of other key programs and initiatives that support the mission, vision and core values of the Fraternity and Foundation. These identities may not be distributed for general use by the public or membership. 27 BETA THETA PI GRAPHIC STANDARDS MANUAL SUPPORT WEBSITES Beta Theta Pi maintains and operates a supporting website called MyBeta at my.betathetapi.org. MyBeta allows members and chapters to update contact information, submit reports, update communication preferences and more. It also serves as a chapter and member directory. Beta Spirit is Beta’s official online store and can be accessed at BetaSpirit.com. 28 BETA THETA PI GRAPHIC STANDARDS MANUAL FRATERNITY LETTERHEAD The Fraternity’s vertical identity should be placed approximately 2/3 to 3/4 of an inch from the top of the letter and aligned to the center. The identity is not to exceed 2.5 inches in width. The body copy should have an inch margin on either side of the letter and justified to the left. The return address is to be placed approximately a half inch from the bottom of the stationery. This line is to be aligned to the center and should include chapter designation; University name; street address; city, state/province, zip code; chapter phone number; and the chapter website URL or country (if room permits). A vertical bar “ | ” with two spaces before and after each segment should be used as separators. The text in this line must be in 8 point Arial or Helvetica regular type. This stationery may be purchased online at BetaSpirit.com. 29 BETA THETA PI GRAPHIC STANDARDS MANUAL FRATERNITY ENVELOPE The Fraternity’s horizontal identity is to placed at 1/3 of an inch margin from the top and left side of the envelope. The identity is not to exceed 3 inches in length. The address block is to be placed 1 inch to the right of the horizontal identity with a single line or separator placed 1/8 of inch to the left of the address block. The text in the address block must be in 8 point Arial or Helvetica regular type. The first line should include the chapter designation, followed by “at” and the academic institution name. The second line will include the street address, followed city, state/province and zip code on the third line. The fourth line may include either the country, chapter phone number or chapter website URL. The words “developing men of principle for a principled life” is to be placed at the bottom-right of the envelope, with 1/3 inch margin. The type should be in Helvetica light at 24 points with leading set to 21 points. All text is in lower case. This envelope, as well as other envelope options, can be purchased online at BetaSpirit.com. 30 BETA THETA PI GRAPHIC STANDARDS MANUAL BUSINESS CARD The horizontal identity should be used on a business card with the format shown below and should not exceed 2.25 inches in length. The identity should be placed 1/4 of an inch from the top-center of the card. The name and title block is to be centered 3/4 on an inch from the top of the card. The name is to be in 8 point Arial or Helvetica bold. Whereas the title should be in 6 point Arial or Helvetica regular. The chapter name, school and address is to be placed to the left of the card (justified left). All other contact information should be placed to the right of the card (justified right). Contact information should be in 5 point Arial or Helvetica regular with 3/16 of inch margin. This business card, as well as several other approved business cards, may be purchased on BetaSpirit.com. 31 BETA THETA PI GRAPHIC STANDARDS MANUAL TYPOGRAPHY Two typefaces have been chosen to represent the Beta Theta Pi brand. These typefaces are Friz Quadrata (serif) for headline text and Helvetica (sans serif) for body copy. While these two primary typefaces are highly recommended, there are two alternative typefaces that may be used. We recommend Gotham (sans serif) for headline text and Arial (sans serif) for body copy. However, all attempts should be made to use Friz Quadrata and Helvetica. Headlines should be set in all caps and utilize either Friz Quadrata Regular, Helvetica Regular or Gotham Regular. The weight may vary based on the length of the headline in relation to the layout. Do not use other typefaces in place of what is outlined here. Should one want to purchase these typefaces independently, they are available for both Windows and Macintosh platforms and may be purchased from the following websites, among other sources: Friz Quadrata: ITC or Linotype www.itcfonts.com www.linotype.com Helvetica: Linotype www.linotype.com Gotham:Arial: Hoefler & Frere-Jones Monotype Imaging www.typeography.com www.fonts.com 32 BETA THETA PI GRAPHIC STANDARDS MANUAL HEADLINE TEXT FRIZ QUADRATA Regular GOTHAM Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 *Do not use italics with this typeface. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 *Do not use italics with this typeface. 33 BETA THETA PI GRAPHIC STANDARDS MANUAL BODY COPY ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 *Do not use italics with this typeface. GOTHAM HELVETICAARIAL Regular or Roman Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 *Do not use italics with this typeface. 34 BETA THETA PI GRAPHIC STANDARDS MANUAL BETA CLASSICS FRATERNITY COAT OF ARMS FRATERNITY GREAT SEAL The Fraternity’s Great Seal was adopted in 1897, thanks to the design of John I. Covington, Miami 1870. Its design consists of the Coat of Arms supported by two rose springs, which are encircled by the words: “THE GREAT SEAL OF BETA THETA PI — 1839.” It is primarily used on charters and other official documents of the General Fraternity. The Beta Theta Pi Coat of Arms was adopted in 1897, thanks to the design of George M. Chandler, Michigan 1898. The Coat of Arms may be used on internal communications (i.e., member to member), collegiate apparel items, individual recognition awards and certificates. 35 BETA THETA PI GRAPHIC STANDARDS MANUAL BETA THETA PI FLAG FRATERNITY CREST The Fraternity Crest, as shown above, may be used on apparel items and official Fraternity documents, such as stationery or certificates. Chapters may use this form, the outline form or silhouette form (not shown). Alternatively, it’s acceptable to use this version with the dragon seated on the “torse” (red and white ribbon underneath the dragon) and without the “torse” (not shown). The Beta Theta Pi flag was designed by George M. Chandler, Michigan 1898 and adopted in 1902. The flag has three equal horizontal stripes of blue, white and blue. The upper blue stripe bears a single white fivepointed star; the lower blue stripe, two similar stars, the three forming an equilateral triangle about the Beta crest (dragon) in red. In addition to being used as an actual flag, the design may also be placed on apparel items, promotional products and other types of ephemera. The blue stripes use Pantone® Plus Series 295 and the crest is in Pantone® Plus Series 7621. The Beta flag may be downloaded from the Beta Theta Pi website at www.betathetapi.org and may not be altered in any way. 36 BETA THETA PI GRAPHIC STANDARDS MANUAL BETA BADGE & PLEDGE PIN Shown above are the Chandler badge (left), Kirby or President’s badge (center) and pledge pin (right). Per the Code of BetaTheta Pi, Chapter XV, Seals and Emblems, Section 10, Use of Emblems:(a)The use of all emblems of the fraternity (except the badge) shall be permitted on jewelry, stationery, novelties, and wearing apparel. (b) No reproduction of the badge shall be used for any purpose except that the Board of Trustees may, upon written application to it, approve specific and limited uses of such a reproduction. If you would like to seek permission from the Board of Trustees, please contact the Director of Brand Management at the Administrative Office. 37 BETA THETA PI GRAPHIC STANDARDS MANUAL FRATERNITY GREEK LETTERS In an effort to facilitate better brand recognition, one should always use the graphic identities with Beta Theta Pi spelled out. Especially on printed and digital materials geared towards recruitment, the campus community at large and all other non-Greek affiliated organizations and companies. However, the Greek letters may be used on intramural athletic gear and apparel items specific to the Greek lettered organizations. These letters, with Beta’s official typeface, may be downloaded from the Beta Theta Pi website at www.betathetapi.org. 38 BETA THETA PI GRAPHIC STANDARDS MANUAL COLOR PALETTES 39 BETA THETA PI GRAPHIC STANDARDS MANUAL PRINT COLORS Beta’s primary graphic identity colors for print are Pantone® Plus Series 294, Pantone® Plus Series 2945, Pantone® Plus Series Process Blue, Pantone® Plus Series Cool Gray 1 and Pantone® Plus Series 7621. Equivalent color formulas for digital media are provided on pages 19 and 20. PANTONE® PANTONE® 2945 PANTONE® PROCESS BLUE PANTONE® COOL GRAY 1 PANTONE® CMYK CMYK C100 M53 Y2 K16 CMYK CMYK C100 M69 Y7 K30 C100 M13 Y1 K2 C4 M2 Y4 K8 CMYK RGB RGB RGB RGB 294 R0 G47 B108 R0 G76 B151 R0 G133 B202 R217 G217 B214 7621 C0 M98 Y91 K30 RGB R171 G35 B40 This supplementary set of gray colors has been selected to complement the primary color palette. The colors shown to the right are the delicate shades of pink and blue and should not be used with the primary palette. PANTONE® BLACK 6 PANTONE® COOL GRAY 10 PANTONE® COOL GRAY 8 PANTONE® COOL GRAY 5 PANTONE® COOL GRAY 3 PANTONE® PANTONE® CMYK CMYK CMYK C100 M13 Y1 K2 CMYK CMYK CMYK CMYK C100 M53 Y2 K16 RGB RGB RGB RGB RGB RGB C100 M69 Y7 K30 RGB R0 G47 B108 R0 G76 B151 R0 G133 B202 C4 M2 Y4 K8 R217 G217 B214 C0 M98 Y91 K30 R171 G35 B40 210 C0 M45 Y4 K0 R249 G159 B201 277 C35 M9 Y0 K0 R171 G202 B233 40 BETA THETA PI GRAPHIC STANDARDS MANUAL DIGITAL COLORS Beta’s primary graphic identity colors for digital media are Deep Phthalo Blue (#00062D), Sapphire Blue (#003287), Azure Blue (#006DC8), Timberwolf Gray (#D9D9D9) and Firebrick Red (#992013). Equivalent color formulas for print media may be found on pages 17 and 18. DEEP PHTHALO BLUE SAPPHIRE BLUE AZURE BLUE TIMBERWOLF FIREBRICK RED RGB RGB RGB RGB RGB HTML HTML HTML HTML HTML R0 G6 B45 00062D R0 G50 B135 003287 R0 G109 B200 006DC8 R217 G217 B217 D9D9D9 R153 G32 B19 992013 This supplementary set of gray colors has been selected to complement the primary color palette. The colors shown to the right are the delicate shades of pink and blue and should not be used with the primary palette. BLACK GUNMETAL GRAY TAUPE GRAY ARGOS GRAY SILVER GRAY PANTONE® PANTONE® RGB RGB R51 G51 B51 RGB RGB RGB RGB RGB R0 G0 B0 HTML HTML HTML HTML HTML HTML HTML 000000 333333 R102 G102 B102 666666 R153 G153 B153 999999 R188 G188 B188 BCBCBC 210 R249 G159 B201 F99FC9 277 R171 G202 B233 ABCAE9 41 BETA THETA PI GRAPHIC STANDARDS MANUAL ACCEPTABLE COLOR COMBINATIONS The following pages lists acceptable color combinations. Below are the best combinations for the vertical identity. The next page shows the best color combinations for the horizontal identity. Unless specified otherwise, do not deviate from what is shown here. Color combinations are specific to identity type and background. Top Left Vertical Identity Background: White or #FFFFFF Top Right White Wordmark Background: PANTONE Cool Gray 10 or Gunmetal Gray #333333 Middle Left Vertical Identity Background: PANTONE Cool Gray 1 or Timberwolf #D9D9D6 Middle Right White Wordmark Background: PANTONE 2945 or Sapphire Blue #003287 Bottom Left Vertical Identity Background: PANTONE Cool Gray 3 or Silver Gray #BCBCBC Bottom Right White Wordmark Background: PANTONE 294 or Deep Phthalo Blue #00062D 42 BETA THETA PI GRAPHIC STANDARDS MANUAL Top Left Horizontal or Vertical Identity Background: White or #FFFFFF Top Right White Wordmark Background: PANTONE Process Blue or Azure Blue #006DC8 Middle Left Horizontal Identity Background: PANTONE Cool Gray 1 or Timberwolf #D9D9D6 Middle Right White Wordmark Background: PANTONE 2945 or Sapphire Blue #003287 Bottom Left Horizontal Identity Background: PANTONE Cool Gray 3 or Silver Gray #BCBCBC Bottom Right White Wordmark Background: PANTONE 294 or Deep Phthalo Blue #00062D 43 BETA THETA PI GRAPHIC STANDARDS MANUAL ACCEPTABLE COLOR COMBINATIONS Top Left Two-Tone Vertical or Horizontal Identity Background: White or #FFFFFF Top Right Two-Tone Vertical or Horizontal Identity with White Wordmark Background: PANTONE Process Blue or Azure Blue #006DC8 Middle Left Two-Tone Vertical or Horizontal Identity Background: PANTONE Cool Gray 1 or Timberwolf #D9D9D6 Middle Right Two-Tone Vertical or Horizontal Identity with White Wordmark Background: PANTONE 2945 or Sapphire Blue #003287 Bottom Left Two-Tone Vertical or Horizontal Identity Background: PANTONE Cool Gray 3 or Silver Gray #BCBCBC Bottom Right Two-Tone Vertical or Horizontal Identity with White Wordmark Background: PANTONE 294 or Deep Phthalo Blue #00062D 44 BETA THETA PI GRAPHIC STANDARDS MANUAL Top Left Fraternity Wordmark Background: White or #FFFFFF Top Right White Wordmark Background: PANTONE 2945 or Sapphire Blue #003287 Upper Middle Left Fraternity Wordmark Background: PANTONE Cool Gray 1 or Timberwolf #D9D9D6 Upper Middle Right White Wordmark Background: PANTONE 294 or Deep Phthalo Blue #00062D Lower Middle Left White Wordmark Background: PANTONE Cool Gray 8 or Taupe Gray #666666 Lower Middle Right White Wordmark Background: PANTONE Black 6 or Black #000000 White Wordmark Background: PANTONE Cool Gray 10 or Gunmetal Gray #333333 White Wordmark Background: PANTONE 7621 or Firebrick Red #992013 45 BETA THETA PI GRAPHIC STANDARDS MANUAL ACCEPTABLE COLOR COMBINATIONS Top Left One-Tone Vertical or Horizontal Stamp Inverted Background: PANTONE Process Blue or Azure Blue #006DC8 Top Right One-Tone Vertical or Horizontal Stamp Inverted Background: PANTONE Cool Gray 10 or Gunmetal Gray #333333 Middle Left One-Tone Vertical or Horizontal Stamp Inverted Background: PANTONE 2945 or Sapphire Blue #003287 Middle Right One-Tone Vertical or Horizontal Stamp Inverted Background: PANTONE Black 6or Black #000000 Bottom Left One-Tone Vertical or Horizontal Stamp Inverted Background: PANTONE 294 or Deep Phthalo Blue #00062D Bottom Right One-Tone Vertical or Horizontal Stamp Inverted Background: PANTONE 7621 or Firebrick Red #992013 46 BETA THETA PI GRAPHIC STANDARDS MANUAL Top Left One-Tone Vertical or Horizontal Stampwith PANTONE 2945 or Sapphire Blue #003287 Background: White or #FFFFFF Top Right One-Tone Vertical or Horizontal Stamp with PANTONE 2945 or Sapphire Blue #003287 Background: PANTONE Cool Gray 1 or Timberwolf #D9D9D6 Upper Middle Left One-Tone Vertical or Horizontal Stamp PANTONE Black 6 or Black #000000 Background: White or #FFFFFF Upper Middle Right One-Tone Vertical or Horizontal Stamp with PANTONE 294 or Deep Phthalo Blue #00062D Background: White or #FFFFFF Lower Middle Left One-Tone Vertical or Horizontal Stamp PANTONE Black 6 or Black #000000 Background: PANTONE Cool Gray 1 or Timberwolf #D9D9D6 Lower Middle Right One-Tone Vertical or Horizontal Stamp with PANTONE 294 or Deep Phthalo Blue #00062D Background: PANTONE Cool Gray 1 or Timberwolf #D9D9D6 Bottom Left One-Tone Vertical or Horizontal Stamp PANTONE Black 6 or Black #000000 Background: PANTONE Cool Gray 3 or Silver Gray #BCBCBC Bottom Right One-Tone Vertical or Horizontal Stamp with PANTONE 294 or Deep Phthalo Blue #00062D Background: PANTONE Cool Gray 3 or Silver Gray #BCBCBC 47 BETA THETA PI GRAPHIC STANDARDS MANUAL Top Left Greek Letters: PANTONE 294 or Deep Phthalo Blue #00062D Background: White or #FFFFFF Top Right Greek Letters: PANTONE Cool Gray 3 or Silver Gray #BCBCBC Background: White or #FFFFFF Upper Middle Left Greek Letters: PANTONE Process Blue or Azure Blue #006DC8 Background: PANTONE 294 or Deep Phthalo Blue #00062D Upper Middle Right Greek Letters: White Background: PANTONE Cool Gray 8 or Taupe Gray #666666 Lower Middle Left Greek Letters: White Background: PANTONE Process Blue or Azure Blue #006DC8 Lower Middle Right Greek Letters: White Background: PANTONE Black 6 or Black #000000 Bottom Left Greek Letters: White Background: PANTONE 294 or Deep Phthalo Blue #00062D Bottom Right Greek Letters: White Background: PANTONE 7621 or Firebrick Red #992013 48 BETA THETA PI GRAPHIC STANDARDS MANUAL DIGITAL MEDIA 49 BETA THETA PI GRAPHIC STANDARDS MANUAL SAMPLE This example features the horizontal identity with the chapter designation and academic institution name in italics on the upper-right hand side of the page. 50 BETA THETA PI GRAPHIC STANDARDS MANUAL Here’s an example of a layout that utilizes the vertical identity with the chapter designation and university name in a cell above the marquee image. This design uses Azure Blue (HTML 006DC8) as the accent color and the secondary colors from the digital color palette. Chapter should feel free to use any of the other primary colors in the digital color palette. This layout features the horizontal stamp identity with the chapter designation on one line and the university name on a second line. Both lines of text are separated from the main identity with a vertical line. This page uses Azure Blue (HTML 006DC8) as the accent color and the secondary colors from the digital color palette. Feel free to use the inverted stamp identity on darker layouts. 51 BETA THETA PI GRAPHIC STANDARDS MANUAL CHAPTER FACEBOOK PAGE This Facebook page uses the chapter social media icon from the Administrative Office as the profile picture. The cover picture features a photograph of the members with a semi-transparent bar and the chapter designation with university name on a single line that’s aligned to center-right. The text is in 14 point Helvetica light and bold. The cover picture dimensions are 850 px by 350 px. The bar is 850 px by 36 px. 52 BETA THETA PI GRAPHIC STANDARDS MANUAL CHAPTER TWITTER ACCOUNT Here’s an example of a chaper Twitter account using the proper Style Guide recommendations regarding naming standards. In addtion, this layout utilizes the chapter social media icon from the Administrative Office and a gray web 2.0 background that’s consistant with the General Fraternity’s Twitter account. Furthermore, all links and hashtags are in Firebrick Red (HTML 992013). Chapters may wish to experiment with other colors within the digital color palette for links, hashtags and web 2.0 backgrounds. 53 BETA THETA PI GRAPHIC STANDARDS MANUAL CUSTOM DESIGNS There are a number of licensed vendors that can facilitate the production of a custom design for apparel items, printed materials and other ephemera products. This section outlines the approval process for customized designs, inappropriate usage and the appeal process. Licensed vendors have a contractual obligation to abide by Beta’s branding standards and have expressed permission use our name, crest, letters, coat of arms, brand identities (logos) and other insignia. Unlicensed vendors may be found guilty of infringing upon our rights if discovered to be using any of Beta’s registered trademarks on their products. Therefore, it is incumbent upon all members of Beta Theta Pi to only use licensed vendors that carry the “Official Licensed Product” logos on their products and websites from www.greeklicensing.com. Approval Process 1. 2. 3. 4. 5. A member contacts a licensed vendor to create a customized product. The licensed vendor develops a new design or accepts a design from the member. The vendor submits the design to Affinity Marketing Consultants (AMC) for approval. If the design meets Beta Theta Pi’s branding standards, then AMC approves the design. If not, the design is submitted to the Administrative Office for review. Unacceptable Usage • • • • • References to alcohol or drug use. Sexual innuendo or the belittling/objectifying a particular group based on gender or sexual orientation. Demeaning any cultural segment based on religious affiliation, race, or socioeconomic status. Manipulation or alteration of any Beta Theta Pi brand identity or insignia. Infringement upon another brand’s graphic identities or trademarks. Appeals Contact the Director of Brand Management at 800.800.BETA to have a decision appealed. 54 BETA THETA PI GRAPHIC STANDARDS MANUAL 55 BETA THETA PI GRAPHIC STANDARDS MANUAL CONTACTS Staff, Volunteers and Friends of Beta The Communications Department at the Beta Theta Pi Foundation and Administrative Office is responsible for managing the Fraternity’s identity and is available to respond to inquiries regarding its use. Feel free to contact the Director of Brand Management below. Beta Theta Pi Foundation & Administrative Office c/o Communication Department, Director of Brand Management 5134 Bonham Road Oxford, OH 45056 800.800.BETA (2382) Trademark Licensing for Vendors Affinity Marketing Consultants regulates the use of the Fraternity’s name and identifying marks for the purposes of selling merchandise and other ephemeral items. To become a license vendor, please visit greeklicensing.com or contact Affinity Consultants below. Affinity Marketing Consultants 3231-C Business Park Drive, #300 Vista, CA 92081 760.734.6764 Version: March 2013 Beta Theta Pi Foundation & Administrative Office | 5134 Bonham Road | PO Box 6277 | Oxford, Ohio 45056 | 800.800.2382 | www.betathetapi.org