Theta Tau Professional Engineering Fraternity Style Guide – the Theta
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Theta Tau Professional Engineering Fraternity Style Guide – The Theta Tau Brand The Theta Tau Brand A successful brand is much more than a logo or a color scheme. How we present ourselves and how we communicate to our audience is very important in the public's perception of our integrity. In order to ensure a consistent, clean brand and to uphold the integrity of the organization, we expect our members to adhere to these guidelines when referring to the fraternity. The images provided in this guide have been chosen based on our organization’s rich history and heritage—while keeping a modern, professional approach in mind for our communications plan. Deviations from any of these elements break the style, undermine our brand, harm our heritage, and in some cases violate our trademark. The following guide is a resource for members with the intent of unifying our communication. The success of the Theta Tau brand depends on communicating with consistency and effectiveness. Table of Contents Importance of the Theta Tau Brand ........................................................................................ 3 Usage of the Theta Tau Name and Insignia ............................................................................ 3 Brand Values .............................................................................................................................4 Brand Language ........................................................................................................................ 5 Obscene Language .................................................................................................................... 5 Visual Identity ...........................................................................................................................6 Fraternity Coat of Arms ....................................................................................................6 Fraternity Word Mark....................................................................................................... 7 Fraternity Greek Letters Mark .......................................................................................... 7 Optional Tagline ................................................................................................................... 7 Official Colors .......................................................................................................................8 Color Palette and Color Options ......................................Error! Bookmark not defined. Badges of Theta Tau ..............................................................................................................8 Examples of Unacceptable Use of the Marks ......................................................................9 Typography/Fonts .................................................................................................................9 Glossary ..................................................................................................................................... 9 2 Importance of the Theta Tau Brand All Theta Tau-branded communications should follow the Theta Tau style guidelines. In addition to meeting these requirements, using the recommended Theta Tau fonts, colors, and images is the best way to give all Theta Tau communication efforts a successful, timeless brand identity. Most importantly, it maintains a consistency across all Theta Tau communications that fosters a sense of familiarity and confidence in its diverse audience. The graphic identity of an organization embodies its goals and objectives. Since our graphic identity is the cornerstone of all communication efforts, it is essential that its integrity is protected. Use of the graphic identity carries with it the responsibility to uphold the ideals of our mission. It benefits everyone involved when the identity is applied consistently to convey one clear message. Usage of the Theta Tau Name and Insignia The name Theta Tau, the Greek letters, badge, and the fraternity’s Coat of Arms are all registered trademarks of the national fraternity. Theta Tau grants a limited right to its chapters and members in good standing to use the Greek letters, Fraternity name, and vision in conjunction with their communications vehicles, such as magazines, websites, e- mails, and other print or electronic publications that further the mission of the fraternity and add value to our brand. Based on trademark protection, any non-member or member not in good standing must obtain permission in writing from the national fraternity for usage of these names and logos for any purpose, including posting on the Internet. Furthermore, uses of our trademarks by chapters and/or members in good standing which at the sole discretion of the national fraternity undermine our brand, harm our good name, or simply may not further our mission must be prevented, removed, or stopped at the national fraternity’s request. As the sole owner of its trademarks, Theta Tau has the legal right and obligation to request the removal of objectionable/illegal content from websites and any Internet service if the name Theta Tau or one of its registered trademarks is used. 3 Brand Values Brand values are the core values represented by a brand. These build an emotional connection with members, as well as external audiences, and influence how others perceive and interact with us. From recruitment, through pledging, to lifelong brotherhood, our members are: • Honest & Ethical • Dependable & Trustworthy • Respectful of Ourselves and Each Other • Generous of Time, Talent, & Treasure for each Other, Theta Tau, and our Community • Proud that we are the oldest, largest, and foremost Fraternity for Engineers Guiding Principles • Culture of brotherhood, lifelong relationships, and connection • Mutual respect and professionalism • Balance of social, service, and professional activities • Diversity of engineering disciplines and demographics Our Goals for our Brotherhood: We forge lifelong bonds of fraternal friendship, a journey that develops and delivers a network of lasting personal and professional relationships. We foster an inviting, safe, and social environment in which our members become lifelong friends. Our Goals for our Profession: We develop and nurture engineers with strong communication, problem-solving, collaboration, and leadership skills that we demonstrate in our profession, our community, and in our lives. Our Goals for our Communities: We are known for our service to our college, university and the larger community. Our service projects create a unifying environment for learning and personal growth for our members. 4 Brand Language Language is a very powerful tool in communicating the Theta Tau message, particularly in our print and online communications. By consistently incorporating messages that support the fraternity’s initiatives and brand values, we reinforce to our audiences the good we are doing. As a membership organization, Theta Tau holds certain standards of conduct to which all members are required to adhere. These standards apply to all forms of communication, including but not limited to: chapter newsletters, invitations, correspondence, flyers, t-shirts, banners, websites, social networking sites, and online forums. Members should never disclose privileged information, such as information concerning ceremonies, the Fraternity’s Ritual, or membership selection, which is reserved only for members of Theta Tau. As technology continues to develop and expand the audience of Internet-based communications, these membership standards must extend to the Internet and the posting of information related to, and concerning, the national fraternity and its membership. Although Theta Tau cannot restrict what members post and communicate online, it can set policy on what its members say and communicate in relation to the Fraternity, its chapters and the organization as a whole. Individual members who identify themselves as Theta Tau members and post negative, insulting, threatening information, or engage in any behavior that harms our good name may be subject to discipline at the chapter or national level. If you are ever unsure of whether a piece of communication is acceptable, consider this: • Is it consistent with the ideals and objectives of the fraternity? • Are there references to alcohol in text or pictures? There should be none. • Would the text or pictures be seen as offensive to a minority or population segment? • Are people portrayed with proper dignity and respect? • What would segments of the public think of the shirt (website, banner, or posting)? • What would my university or dean think of the shirt (website, banner, or posting)? • Would my “alumni brothers” who have families with children or are in their 40’s, 50s, or even 70’s or 80’s think of our newsletter, website, or the homecoming invitation? • What would my parents or grandparents think of the shirt (website, banner or posting)? Obscene & Discriminatory Language We are committed to providing an inclusive and welcoming environment for all members and guests. A few awful words spoken in jest to someone close, may be overhead by others who just “aren’t in” on your “joke” – and they have good reason for not wanting to be. Fraternity members should be mindful of their language and conduct and keep away from offensive behavior, comments, and remarks. We expect that you will avoid terms or expressions that are patronizing and demeaning as well as obscene language. To uphold Theta Tau’s integrity,