Theta Tau Professional Engineering Fraternity Style Guide

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

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.

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.

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, members shall not intimidate or ridicule groups based on race, gender or gender expression, sexuality, ethnicity, nationality, cultural practices, physical or mental disability, or socioeconomic status. Most importantly, any themed event should be consistent with our brand values. 5

Visual Identity

Fraternity Coat of Arms The oldest symbol of the fraternity still in use is the Coat of Arms adopted in 1906. It may only be worn by members. The Coat of Arms should be reproduced in black, dark red, or if in color, only in its true and official colors. It should never appear in screen tints and must always appear in the solid color combinations described below. Do not angle or rotate the Coat of Arms. Do not add a shadow, dimension, or distort it. Do not refer to the Coat of Arms as the “Crest” – it is not.

Fraternity Crest, Shield, and Ribbon Scroll The Coat of Arms can be described as consisting of three main parts: Crest, shield, and ribbon scroll. The ribbon scroll is beneath the shield and contains the letters Q and T. The shield is the largest portion of the Coat of Arms. The Crest consists of hand clasping the hammer and tongs, sleeve, and torsade in alternating dark red and gold strands. In some cases, it may be desirable or necessary to use the Crest instead of the entire Coat of Arms. If doing so, please use it in the same dignified manner as the Coat of Arms.

Fraternity Word Mark The word mark (shown below) is a unique typographic element displaying the name of our fraternity in a customized typeface based on Times New Roman Regular. The word mark may be used on its own or in combination with the logo. It may be rendered in black, dark red, or gold font color. When used in conjunction with our official description (per Constitution, Article I, Section 2), it can be rendered on a single line or on multiple lines using the Times New Roman, Cambria, Arial, or Tahoma fonts. While there are countless other number of other fonts, it is wise to avoid the use of trendy or overly artistic fonts that may in fact be very difficult to read.

Times New Roman Theta Tau Theta Tau Professional Engineering Fraternity

Cambria Theta Tau Theta Tau Professional Engineering Fraternity

Arial Theta Tau Theta Tau Professional Engineering Fraternity

Tahoma Theta Tau Theta Tau Professional Engineering Fraternity

Theta Tau Theta Tau Professional Engineering Fraternity Professional Engineering Fraternity

Fraternity Greek Letter Mark The Greek letter mark (shown below) is a unique typographic element displaying the fraternity letters using the Symbol font. It is often obtained using the Q and T strokes on a standard keyboard. The letter mark may be used on its own or in combination with the logo. It can be rendered horizontally or vertically, and may be rendered in black, dark red, or gold font color,

QT Q QT Q QT Q T T T

Optional Tagline The phrase “Engineering Leaders for Service, Profession, and Brotherhood” should be used for advertising and other marketing materials. When the tagline is used, it must conform in typestyle as shown below.

Times New Roman Engineering Leaders for Service, Profession, and Brotherhood.

Cambia Engineering Leaders for Service, Profession, and Brotherhood.

Arial Engineering Leaders for Service, Profession, and Brotherhood.

Tahoma Engineering Leaders for Service, Profession, and Brotherhood. Official Colors Differences in color appearance may occur depending on the printer, the quality of paper, the paper finish (vellum, glossy, etc) or product material used. The final product should match the official PMS colors shown here. The national fraternity has determined that the following colors present the best appearance on the widest range of potential materials (ie, the “dark red” does not too appear too purple on some materials or too brown on others).

Color Palette and Color Options Theta Tau's primary colors are dark red and gold. These two colors should be present in all applications, since they are the principle color-based elements of the Theta Tau brand. Off- white (along with black and white) can be used to complete the Theta Tau color palette.

Color Dark Red Gold Off-White Metallic Gold Hex # 8B0000 FFCC33 EDEAB5 PMS 202C 122 600 873C RBG 137;32;52 253;212;79 238;235;182 CMYK 30;97;72;30 1;15;80;0 7;3;35;0

Note that “metallic” colors cannot be reproduced electronically, and can only be produced in print as a “spot color.” Metallic colors cannot be produced by the customary 3 (RBG) or 4 (CMYK) color print processes, nor as a hexadecimal code. Use of metallic colors usually adds expense to a project, but when used sparingly can add richness to your project.

PANTONE® (PMS) is Pantone, Inc.™s check-standard trademark for color reproduction and color reproduction materials.

Theta Tau Badges The original badge was a gold skull with the letters Θ and Τ on its forehead, and a crossed hammer and tongs beneath. Use of the first badge is generally reserved for historical purposes and should not be used in publications, t-shirts, webpage, etc. Our earliest members, including the Founders, decided in 1911 that it was not unique and did not positively represent Theta Tau to the outside world. That conclusion is as true today as it was in 1911. A vintage reproduction of that original badge is available for an individual to wear for those who wish to do so. If one wearing it meets someone, they at least have the opportunity to explain the historical esoteric nature of fraternal organizations. Such opportunity for explanation does not present itself when the original badge is used on clothing or in a print or electronic publication. Simply, its use is never necessary and should be avoided.

The Official Badge in use since 1911 may only be worn by Theta Tau members. It is a circular gear wheel with a crossed hammer and tongs atop it, and with the letters Θ and Τ. 12 pearls and 1 dark red garnet are inlaid into the badge. According to our laws, the Official Badge may not be turned into any other form of jewelry. In keeping with this principle, the national fraternity believes that the badge should not be represented on shirts, websites, 8 publications, etc. When considering use of a representation of a badge for such a purpose, a simple gear wheel will always look more attractive and appealing. Examples of Unacceptable Use of the Marks Do not angle or rotate the Coat of Arms. Do not add a shadow, dimension, or distort it. Use the original, high quality graphic files. Do not scan or recreate the Coat of Arms. Do not use bitmapped images such as TIFF or PICT file formats for offset printed materials because of their poor reproduction quality. The EPS file format is scalable and provides better reproduction for offset printing.

Typography/Fonts The following typefaces are recommended for use in publications and other communication documents, whenever appropriate: Times New Roman, Constantia, Cambria, Georgia, Arial, Tahoma

Serif Family Times New Roman, Constantia, Cambria, or Georgia in regular, italic, and bold can be used for headlines, subheads, text, and address blocks.

Sans Serif Family Arial or Tahoma in italic, bold, bold italic, and black can be used in headlines, subheads, and text to complement the Times New Roman typeface.

Glossary active / actives Lowercase. It does NOT refer to student members only, and its use should simply be avoided. Instead say “student members” or “alumni.”

academic courses Lowercase in all uses except languages. A business course. an English course

academic degrees Only necessary to establish someone’s credentials. The preferred use is a phrase instead of an abbreviation. Degrees should be lowercase in phrase form. Scott, who has a bachelor’s degree in math, will teach today.

When abbreviated, degrees are capitalized and, when used after a full name, set off by commas. Never abbreviate after only a last name. John Doe, Ph.D., attended the lecture.

academic titles Capitalize and spell out formal titles such as professor, chairman, etc. only when they precede a full name. Lowercase in all other instances.

9 academic years Lowercase designations for academic years. freshman, sophomore, junior, senior adviser Not advisor unless someone’s title explicitly states that it is advisor. Capitalize chapter adviser, Greek adviser or alumni adviser only when the title directly precedes an individual’s full name. Lowercase when used in a general reference.

alumnus, alumni, alumna, alumnae Alumnus and alumna are singular. Alumni and alumnae are plural. The alumnus brother attended the alumni event. Use of the term “alumni” is appropriate for a mixed gender group.

bachelor of arts, bachelor of science A bachelor’s degree or bachelor’s is acceptable in any reference.

Brother or brotherhood One word. Lowercase. Capitalize “Brother” only when it is followed by a specific brother’s name (ie, Brother Jones). Do not use the term “bro” or “bros” except as a title in print just as one uses the term Mr. , Dr., Prof., etc. (ie, Bro. John Smith).

bylaws/National Bylaws Not bi-laws or by-laws. Capitalize when referring to a specific set of rules by which to govern. For example: Kyle wondered if it was in a part of the Theta Tau National Bylaws or Eta Gamma Chapter Bylaws. Kim said bylaws are a set of governing rules.

chapter, house Lowercase. A chapter is a group of members from a particular college; a house is a physical space. Do not use house when you mean chapter. That chapter’s house is small. The chapter made a decision regarding house maintenance.

chapter names Capitalized when following the name of a chapter. For example: Alpha Eta Chapter held a Choose Children event.

When referring to a particular chapter, avoid using the as an article. For example: Rho Chapter; not The Rho Chapter.

coed/coeducational

Lowercase, no hyphens. “Coed” is NOT part of our Fraternity’s name or description. Please see Constitution, Article, I, Section 2.

colony Always lowercase, except when referring to a specific colony.

conference titles Full official names of conferences should be capitalized. The Democratic National Convention

Do not treat appendages such as “annual meetings” as part of titles; lowercase them. The annual Republican National Convention

A title given to a conference is enclosed in quotation marks. “Best Foot Forward” leadership convention

frat Never use this term, not even as an abbreviation. It is often used by those who are prejudiced against fraternal organizations to stereotype, stigmatize, and denigrate us.

fraternal Used as an adjective and is not capitalized.

fraternity, fraternities Lowercase when referring vaguely without reference to a particular organization.

Nationals Never use this term as it has no obvious or universal meaning. Instead, say what you mean, such as National Convention, national fraternity, national officers, the Central Office, etc.

party Brotherhood or social event is preferred. For example: The chapter is planning a social event with another fraternity.

philanthropy, philanthropic Philanthropy describes efforts and institutions, not events. A charitable event should be called a philanthropic event, not philanthropy. The team’s commitment to philanthropy is commendable. The team worked with a children’s philanthropy to raise funds. The team held a philanthropic event last Friday. 11

regional director/XX Regional Director Do not capitalize regional director as a title unless a specific region is identified in the title. For example: The regional director is visiting next week. The Atlantic Regional Director will be at the chapter meeting on Monday

ritual Capitalize “Ritual” when referring to a specific Fraternity Ritual ceremony or the Fraternity’s Ritual book as a whole. For example: Let’s strive to keep the Ritual alive in our daily lives. In this example, ‘Ritual’ refers to our book of ceremonies as it should.

Use lowercase when referring to other types of habitual activities. Eating at Bart’s Pizza on Mondays is becoming a ritual. Here, ‘ritual’ really means ‘habit.’ It would be preferable to use the word ‘habit’ in that sentence.

Those bigoted toward fraternities have recently adopted the practice of using the word ‘ritual’ to describe any type of activity of which they disapprove. The word’s use in this manner is deliberately intended to provoke fraternity members, to cast aspersions upon our purpose and members, and to sow doubt about the worthy nature of our Ritual.

The Gear The Gear, or The Gear of Theta Tau, is the fraternity’s biannual member magazine, should always be capitalized and italicized.

titles of people In general, confine capitalization to formal titles used directly before an individual’s full name. Set in lowercase and spell out titles when they are not used with an individual’s name and in constructions that set them off from a name by commas. Corporate, professional, and government titles are capitalized only when they immediately precede a person’s full name. The titles of employees are always capitalized. exception 1 In formal usages, such as acknowledgements and lists of contributors, titles following a personal name are usually capitalized. exception 2 Titles used in place of names in direct address are capitalized. exception 3 Titles of person and events may be capitalized when in a list or as a heading. Multiple titles are not capitalized when they are strung together with another title or simple label in front of a person’s name. 12

Senate majority leader and presidential candidate Bob Dole

titles of publications Titles of books, magazines, newspapers, manuals, movies and videos are capitalized and italicized, or underlined only if italics are not available. All Fraternity publications are capitalized and italicized. The initial article that is part of a title may be omitted if it would be awkward in context. When it is included, it is capitalized and italicized. Kevin read Monday’s The New York Times. Use quotation marks, not italics, to identify articles.

t-shirt Hyphenated. Do not capitalize the t.

university names, college Capitalize only when used with the actual school name. When abbreviating the university or college name, do not use periods. For example, USC. Avoid use of such abbreviations when doing so may represent more than one likely campus to the reader. For example, a chapter newsletter from Alpha Chapter may frequently refer to UM without confusion. In contrast, an issue of The Gear which refers to UM could potentially refer to the University of Minnesota, University of Michigan, etc.

University names are usually abbreviated after they have been spelled out on their first occurrence in the text, unless the abbreviation is expected to be instantly recognizable. Use the but do not capitalize it unless you are certain that it is part of the school’s official name. She attends the University of Michigan, while her brother attends Michigan State University. Their neighbor will enter The Ohio State University this fall.

In writing, if a university has more than one campus, use “at” and not a comma, hyphen or slash to delineate unless you are certain that the school’s official name includes such punctuation. Eliminating the punctuation makes the reader’s task easier. He is visiting the University of California at Los Angeles this weekend. He is visiting the University of California, Los Angeles this weekend.

In the second sample sentence above, the comma implies a pause and leads the reader to believe that “…,Los Angeles this weekend…” is a phrase of its own. In less formal situations, the commonly accepted name. UCLA, for example, is acceptable.