BRAND GUIDELINES.1:0 – 9.12.17

About Phi Delta Chi

Key Brand Elements

Business System

Examples & Templates

Contents.1:01:11:2

2:02:12:22:32:42:52:62:72:82:92:102:112:12

3:03:13:23:3

4:04:14:24:34:44:54:64:74:84:9

IntroductionBrand StoryBrand Voice

Master LogoLogo FormattingStandard LogoBrand Line LogoLogo MisuseBrand LineBrand WordsColor PaletteCrestTypographyType TreatmentsLogo Type TreatmentsSecondary Color Usage

Business IdentityStationeryEmail SignaturePowerPoint

BannersBackdropRecruitment PostersBooth DisplayTable ClothEmail TemplatesWebsiteWallpapersLogo MerchandiseApparel

ABOUT PHI DELTA CHI.

About Phi Delta Chi

Introduction.

1:0

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.

About Phi Delta Chi

Brand Story.

1:1

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.

About Phi Delta Chi

Brand Voice.

1:2

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.

KEY BRAND ELEMENTS.

Key Brand Elements

Master Logo.

2:0

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.

Key Brand Elements

Logo Formatting.

2:1

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 = 1/2 of “X” in logo emblem

A

A

A

A

To maximize readability, the smallest usable size of the logo with brand line is:Print 0.85” x 0.7413” Digital 61px x 53px

Key Brand Elements

Standard Logo.

2:2

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.

Key Brand Elements

Brand Line Logo.

2:3

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.

Key Brand Elements

Logo Misuse.

2:4

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.

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.

Key Brand Elements

Brand Line.

2:5

“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.

The brand line as standalone copy.Always in all caps.

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.

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

FOR LIFE.

Key Brand Elements

Brand Words.

2:6

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.

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.”

Member-Focused Organization-Focused

Key Brand Elements

Color Palette.

2:7

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.

Dregs of WineP 202CMYK 9 100 64 48RGB 106 2 34HEX #6a0222

Primary Colors

Secondary Colors

RoséP 489CMYK 0 20 21 0RGB 236 195 178HEX #fcd2bf

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.

New GoldP 7556CMYK 7 35 99 19RGB 195 143 27HEX #c38f1b

Golden GlowP 1205CMYK 0 3 43 0RGB 248 224 142HEX #fff0a4

Key Brand Elements

Crest.

2:8

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.

Dregs of WineP 202CMYK 9 100 64 48RGB 134 38 51HEX #840028

Crest colors

Old GoldP DS11-3CMYK 10 20 65 30RGB 171 148 86HEX #aa9456

1883

1883

1883

Key Brand Elements

Typography.

2:9

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.

Aa Aa

AaSubheads & CTA Replacement Standard / Web Safe

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 Za 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

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 Za 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

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 Za 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

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

Headline Blocks & Headlines

Key Brand Elements

Type Treatments.

2:10

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.

Ingra Bold

Abadi MT Condensed Extra Bold

Note: “For Life” in white to create emphasis.

Headline blocks must be left aligned.

Key Brand Elements

Logo Type Treatments.

2:11

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 Refinedleft-aligned

Almaq Refinedright-aligned

Key Brand Elements

Secondary Color Usage.

2:12

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.

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.

Secondary colors may also be used as a subhead or call-to-action if the headline block uses a primary color.

BUSINESS SYSTEM.

Business System

Business Identity.

3:0

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.

Letterhead front, optional back and second page.

#10 Envelope front and back.

Business card front and backs.

Business System

Stationery.

3:1

Front of letterhead, first page. 8.5” x 11” stationery with copy in place.

Back of letterhead.Optional for important letters or presentations.

Business System

Email Signature.

3:2

Phi Delta Chi logo with brand line. Phi Delta Chi

website in New Gold.

Name in Dregs of Wine.

Standard sign-off email for Phi Delta Chi Executive Council.

Social icons in Dregs of Wine.

Mac and PC users have different methods of uploading the signature to their email. For specific instructions on how to upload your signature, please refer to the links below:Upload Email Signature For MacUpload Email Signature For PC Upload Email Signature For Gmail

Business System

PowerPoint.

3:3

Phi Delta Chi PowerPoint title slide.

Phi Delta Chi PowerPoint break slide. Phi Delta Chi PowerPoint content slide with chart.

Phi Delta Chi PowerPoint content slide.

Offered in 4:3 and 16:9 aspect ratios. Note: Colors are in RGB.

EXAMPLES & TEMPLATES.

Examples & Templates

Banners.

4:0

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’

Examples & Templates

Backdrop.

4:1

Branded photo backdrop. The size is 12’x8’

Examples & Templates

Recruitment Posters.

4:2

Editable portion of the poster.

Use the Calibri Bold font if Ingra Bold is not available.

Editable portion of the poster.

CTA is locked and cannot be edited.

Headline block is locked and

cannot be edited.

Logo is locked and cannot be

edited.

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.

Branded recruitment poster after editing.Branded recruitment poster prior to editing.

Examples & Templates

Booth Display.

4:3

Branded booth display.

Examples & Templates

Table Cloth.

4:4

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

Branded table cloth. Top view.

Branded table cloth. Front and side views.

Examples & Templates

Email Templates.

4:5Template design for a newsletter-style email. Template design for a single topic email.

Note: Colors are in RGB.

Examples & Templates

Website.

4:6

Website home page.

Note: Colors are in RGB.

Examples & Templates

Wallpapers.

4:7

Desktop wallpaper. Tablet wallpaper. Phone wallpaper.

Digital wallpapers are available in a variety of sizes. Note: Colors are in RGB.

Examples & Templates

Logo Merchandise.

4:8

Branded notebooks. The size is 4.25”x5.5”

Branded lapel pins. The size is 1.25”

Branded car decal.Branded lanyards.

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Examples & Templates

Apparel.

4:9

Branded T-shirt. Branded long sleeve shirt.

Contact

If you need help with or have any questions about assets or the Phi Delta Chi brand identity please contact: office@phideltachi.org

FOR EDUCATION.FOR TEAMWORK.FOR ACHIEVEMENT.FOR EXCELLENCEFOR VISION.FOR PASSION.FOR PURPOSE.FOR CHANGE.FOR PRIDE.FOR PHARMACY.FOR CHEMISTRY.FOR EQUALITY.FOR US.PHI DELTA CHI. FOR LIFE.