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The ESA Spirit

Why do we need identity standards?

We increase a consistent awareness of the organization by keeping the identity and image of Epsilon Sigma Alpha International uniform and clear. Constantly changing wording or logos creates confusion among readers.

Our ability to communicate a unified identity to the public and within the organization is essential. By doing this, we help define ESA as a professional organization and communicate the character and values of our organization.

These identity standards outline the rules and guidelines that we must apply to all areas of the ESA identity. Our identity is unique to our organization; we must protect it, reinforce it and communicate it consistently in all communications.

What’s most important?

 Read these standards thoroughly. Be sure other communicators on your team have a copy of these standards.

 When writing, refer to Epsilon Sigma Alpha and St. Jude Children’s Research Hospital correctly and in a consistent way. See Writing Standards (page 2) for further explanation.

 The ESA logo is available for your use, but it may not be altered or changed in any way. We have posted stationery and business paper templates on the ESA web site for your use (www.epsilonsigmaalpha.org) under Chapter & Council Management > Publicity/Presentations.

 By law, ESA logos may not be placed on logo items or merchandise that is intended to be resold.

 For consistency, convention and presidential logos need to include the letters “ESA” and comply with ESA logo standards.

Writing Standards

All written communication should be professional and consistent. This includes letters, newsletters, publicity/promotion, web sites, materials, posters, and presentations at all levels of the organization. The following writing standards (in accordance with the Associated Press Stylebook) apply at all times:

 Spell out Epsilon Sigma Alpha International or Epsilon Sigma Alpha on first reference. The acronym ESA is acceptable thereafter within the same letter or story.

 Spell out St. Jude Children’s Research Hospital® on first reference. St. Jude is acceptable thereafter within the same document. St. Jude’s, St. Judes or St. Jude Hospital is not acceptable at any time.

 Use fundraiser to describe a person; fundraiser or fundraising to describe an event/campaign; and fundraising to describe the action.

 The accent mark over “Agapé” is created by highlighting the “e”, and holding the control button on the computer keypad while hitting the apostrophe button, then the letter “E”.

 When typing on a computer, it is customary to place only one space between sentences.

Logo Usage

The official ESA logo is trademarked, along with the ESA Crest and Greek letters. You may not change nor alter the logo. By law, ESA logos and other insignia may not be placed on logo items/merchandise that are intended to be resold.

Colors

The Pantone® Matching System (PMS) colors used for the ESA logo are as follows: PMS 647 dark blue and 100% cyan light blue. Note: when printing a color version of the ESA logo from your home printer, it will automatically default to the colors that most closely match the true PMS colors. The logo may also be reproduced in black and white.

Structure

Both the horizontal format and stacked format are acceptable.

Don’ts

 Don’t stretch or compress the logo. It must be reproduced in its appropriate proportions.

 Don’t create a new logo or chapter logo by using all or part of any ESA logos.

 Don’t use the logo as part of a sentence or phrase. Such as:

We love

Guidelines for Presidential and Convention Logos

A good logo is simple and easily remembered, visually appealing and includes the theme. Art lines must be clean and the typography must be clear. Strong, vibrant colors are best and no more than one or two colors can be used in the design. The logo must be easily reproduced in both color and black and white, large and small. Consider that it will need to be reproduced in a variety of applications including: print, charms, pins, and T-shirts, and therefore must not be too detailed.

W Start by putting your ideas on paper and then contact a professional graphic designer with your ideas. e There are many freelance designers, advertising agencies and graphic design students skilled at creating logos. Ask friends for references. Expect to pay a fee for the design; however, it will be well worth the l expense to create a professional logo that can be used for the many applications. o Different applications may require different formats of thev logo, and thus the logo must be designed as a piece of artwork. It is recommended to have the logo createde in PhotoShop or Illustrator and saved as an eps.

For consistency of ESA’s identity, be sure to use the ESA logo along with your logo on printed pieces such as stationery. There will be instances where your logo will be used by itself. For this reason, include the letters “ESA” as part of the logo design.

Logo Items and Merchandise

By law, ESA logos and insignia may not be placed on logo items/merchandise that are intended to be resold. Only ESA Headquarters reserves the right to sell logo items/merchandise. Visit the shopping link at www.epsilonsigmaalpha.org/merchandise to purchase authentic logo items/merchandise. The International Council, regional councils and chapters may reproduce the logos on items/merchandise for promotional purposes only, AND with prior written permission from ESA Headquarters. Please contact ESA Headquarters if you have any questions regarding the use of our logos.

Print Materials

ESA’s stationery set or business papers must comply with a uniformed look. This includes letterhead, envelopes and business cards. Headquarters utilizes a consistent design for such materials. International Council (IC), regional councils, officers, and chapters are allowed to use a template design to customize their materials. Note: It is not acceptable to create your own version of ESA stationery.

Design Specifications

Design

The following colors are exact matches to the colors and fonts used on the ESA website. These can be used to ensure a match on a state page or in printed materials.

Colors: Light blue, 100% cyan

Dark blue, PMS 647