Tau Alpha Delta Branding Guidelines The Face We Present
Introduction Vision, Mission, What We Believe 2-5 Who We Are, What We Believe, The Impression We Leave The Perfect Combination: The Visual Elements 6-9 Consistent and Disciplined Use Elements of Our Identity Brand Architecture Quick Reference Brand Basics Signature Use and Reproduction 10-16 The Signature Integrity of the Identity Independent Use of Symbol Color Options Unauthorized Signature Usage Trademark and Copyright Ownership Statements Guidelines for Written Usage Application of the Identity 17-19 Business Systems Basics The Power of a Cohesive Brand 1 P a g e
Tau Alpha Delta Vision The vision of Tau Alpha Delta, is to serve in the spirit of excellence, with integrity and compassion for our community, our nation, and our world. We will establish a reputation for reaching the lost and broken by ministering and serving them with the utmost level of dignity, respect and integrity. Tau Alpha Delta Mission The mission of Tau Alpha Delta is to be the voice that seeks to encourage and empower women globally through community, awareness, restoration, empowerment, and service. The Method to Accomplish Mission & Vision To accomplish the mission and vision of Tau Alpha Delta, Sorors will commit to: Influencing generations by the power of our vision and by modeling the way. Being accountable for our every word and action. Treating each other with dignity and respect. Encouraging personal growth by developing and empowering women. Improving the organization and others by improving ourselves. Tau Alpha Delta Principles: What We Believe The Holy Bible to be the inspired, inerrant and only infallible, authoritative Word of God. The Old and New Testaments are God s divinely inspired Word which are profitable for doctrine, for reproof, for correction, and for instruction in righteousness (II Tim. 3:16, II Pet. 1:20). The Bible, which can be read and understood by all believers, is our final authority in faith and conduct. That there is but one God, eternally existent and manifested in the triune Godhead, three persons coequal in power and purpose--god the Father, God the Son, and God the Holy Spirit (I John 5:7, Matt. 28:19). Jesus Christ is the only mediator between God and man. He is the living Lord of the Bible and the living Lord of today. He is the head of the church. That all have sinned and come short of the glory of God and are in need of salvation (Rom. 3:23, 3:10-12). We believe in the salvation and sanctification of unbelievers through the renewal and regeneration of the Holy Spirit in the heart. We believe that God wills for no one to be lost, but that all should come to repentance (II Pet. 3:9, Jn. 3:16). 2 P a g e
That the Lord Jesus Christ is the Son of God. We believe in His deity, His virgin birth, in His perfect and sinless life, in His supernatural work in miracles and healing, in His substitutionary death, His shed blood which atones for the sins of the world, in His bodily resurrection, in His ascension to the right hand of the Father in heaven, and in His personal return in power and glory to rapture a mature Church. In the observance of the Holy Eucharist (Holy Communion or Lord s Supper), in water baptism and in the ministry and baptism of the Holy Spirit, empowering and enabling the Christian to live a holy life in this present world and to minister like Jesus did. Healing is provided in the redemptive work of the Lord Jesus Christ and is available to every believer. In the resurrection of the dead to either eternal life with Jesus for the saved or eternal damnation in hell for the unbelieving lost. 3 P a g e
The Brand of Tau Alpha Delta: Who We Are, What We Believe, the Impression We Leave Our brand identity is the face we present to our various audiences fellow sisters and brothers in Christ, partner organization, potential members and communities. When people see the Tau Alpha Delta name and logo or crest what we define as our brand it relates certain impressions of who we are, what we stand for, how we serve, and defines our overall reputation in our communities and our world. Our sorority s brand and position can be summed up like as such: The purpose of Tau Alpha Delta Christian Sorority, Inc. is to identify and join in sisterly fellowship with women who love God above all else and have a heart to minister to and serve others. Simply put, Tau Alpha Delta is in place to be the hands and feet of Jesus. We exist to represent the Kingdom of God with boldness and to positively impact our communities and our world by meeting the tripart needs of women Mental Physical Spiritual By meeting these areas of need and doing it in a non-judgmental and loving way, we encourage, we empower and we positioned those we ve served to now serve others. The Sorors of Tau Alpha Delta make the sorority what it is today and what it will be for generations to come. We are proud to have been chosen. The Tau Alpha Delta brand is more than just the collective make up of a crest and a name. We, the Sorors of Tau Alpha Delta, are our brand. What we do - serving others and sharing the gospel, is our brand. Who we partner with - organizations with like-minded goals and values, is also a part our brand. Our challenge going forward is to continually develop ourselves personally, professionally and spiritually so that we can continue to do what we are called to do and position ourselves as the sorority of choice for like-minded women seeking to serve alongside us. This is what the Tau Alpha Delta brand stands for. 4 P a g e
To preserve the value and integrity of these important assets, we need to use them consistently and correctly. Your commitment to using the Tau Alpha Delta Brand Identification Guidelines will ensure that all of our audiences, partner organizations, vendors and the public at large receive a consistent visual impression of our sorority one that reflects the characteristics of Godly excellence that sets Tau Alpha Delta apart. The Perfect Combination: Who We are and What the Visual Elements Look Like Our visual identity together with the Tau Alpha Delta Vision, Mission, Motto and Principles help communicate who we are, what we do and how we serve. Our brand and identity are important sorority assets. A strong brand can be extremely powerful and effective at helping Tau Alpha Delta accomplish the following: drawing the caliber of women we want to join our sorority; drawing the type of organizations to partner with us and help us accomplish our mission and vision; drawing the type of organizations that will sponsor and financially seed into our sorority. These identification guidelines have been created to provide a consistent framework for the development of all Tau Alpha Delta communications. They are designed to help Sorors and all partner organizations exercise care in promoting, protecting and strengthening our brand. Consistent and Disciplined Use Simple, consistent guidelines and structure govern the proper use of our trademarks, service marks, trade names, symbols, logos, legal names and colors as they appear on a range of sorority materials, signage, paraphernalia, web sites and literally anywhere the Tau Alpha Delta brand is applied. Consistency and disciplined use is required for all mediums, including print and electronic applications. Tau Alpha Delta aggressively protects and enforces the legal rights and the marketing value of our brands. You should understand the various elements of our corporate identity and rules related to their use to ensure the continued strength and legal protection of the brand. 5 P a g e
Our sorority or organization signature, composed of the crest and logotype or font, is a trademark owned by Tau Alpha Delta Christian Sorority, Inc., and licensed to the Tau Alpha Delta Alpha Omega Chapter and all other legally registered chapters that will be joined to and operate under the Grand Chapter organization. It is registered in the United States and throughout the world. Elements of Our Identify Legal Name: Tau Alpha Delta Christian Sorority, Inc. Communicative Name: Tau Alpha Delta; Tau and/or TAD Signature: Includes the symbol (crest) and the logotype (Impact) Chapter Name: An optional element that can be used as appropriate with the sorority name, but not in a standalone format. Tagline: An optional element that can be used as appropriate - Taking Authority for Change Using the Sorority Name within Text: The first mention of Tau Alpha Delta in formal written communications, such as press releases, legal contracts and checks, should be Tau Alpha Delta Christian Sorority, Inc. Subsequent references can be made as Tau Alpha Delta or TAD. Organization/Service Names: The Tau Alpha Delta Christian Sorority, Inc., name is a registered trademark and as such require either a or TM. Trademark and Copyright Ownership Statement: With the exception of stationery items and forms, all marketing communications (except radio) require a trademark/copyright ownership statement ( copyright legend ). For more information, refer to Trademark and Copyright Ownership Statement on page 15. Tagline: The sorority motto, Taking Authority for Change, is a registered trademark, and must carry the on advertising and marketing materials. 6 P a g e
Brand Architecture Tau Alpha Delta Christian Sorority, Inc. is the parent chapter of what will be several chapters around the world. The Brand Architecture chart below provides examples of how the logo/crest (signature) should be applied starting at the parent chapter level and future chapters. Parent Chapter Level Associated Chapter Level 7 P a g e
Quick Reference: Below are some of the most critical elements and/or common mistakes that are made when using the Tau Alpha Delta name, logo and other elements of the identity. For more information, refer to the appropriate section of the guidelines. Taglines: No other tagline should be used with the Tau Alpha Delta logo, with the exception of Taking Authority for Change. Logo Color: The color of the Tau Alpha Delta logo is very important in maintaining the consistency of our image. The acceptable green PMS color is 16-6138 TCX Kelly Green. The acceptable black PMS color is Black 5 U and The acceptable white PMS color is 11-0601 TCX Bright White. No other color variations should be used. Fonts: The sorority signature is composed of a symbol/crest and logotype ( Tau Alpha Delta ) in Impact font. These elements are created art and may not be duplicated from standard fonts. Web Address: Whenever appropriate, include our web address, www.taualphadelta.com, in communications. Place it just below the logo to promote association. Approvals: All marketing communications must be approved by the Tau Alpha Delta Board, Tau Alpha Delta Marketing & Media Relations or Vendor Relations teams, to assure consistent identity use and appropriate content. 8 P a g e
Brand Identity Basics As distinctive as a fingerprint, our sorority signatures are just that: a unique way of identifying ourselves to others. Simple guidelines govern the proper use of our trademarks, trade names, symbols, legal names and colors. Together, all of these elements form the cornerstone of our corporate identity. Logo Basics The sorority logo, composed of a symbol ( the crest ) and logotype ( Tau Alpha Delta ), is created art and may not be duplicated from standard fonts. The sorority logotype must not appear independent of the symbol/crest. The Tau Alpha Delta signature must appear on every piece of marketing communication. The Motto or Tagline The Tau Alpha Delta motto or tagline, Taking Authority for Change, works with the sorority signature to position our sorority. While the use of this line is optional, usage must be in compliance with specifications outlined in these guidelines The tagline may be used in copy, but as a registered trademark of Tau Alpha Delta, should be italicized and followed by the registered trademark symbol as well as claimed in the copyright legend in literature and advertising. Taking Authority for Change 9 P a g e
Signature, Use and Reproduction The Signature The Tau Alpha Delta Signature consists of two components: the Symbol or Crest and the Logotype. The graphic relationships between the elements are fixed and must never be altered. Tau Alpha Delta Christian Sorority, Inc. The Symbol The Logo Type Impact The Signature Operating Chapters A Tau Alpha Delta logo lock-up including the Tau Alpha Delta Signature and the Chapter will be created for all forthcoming operating chapter entities. These logo lock ups are composed to a sorority standard of fixed elements and may not be altered. 10 P a g e
Signature, Use and Reproduction, cont. Integrity of the Identity The Symbol should never be used by itself without the Logotype, except as stated in the guidelines noted. Never use the logo or crest as part of another logo. Do not use the logotype independent of the symbol/crest or Greek letters unless in written letter format. When using the sorority name alone, use type other than that which constitutes the logotype. Independent Use of the Symbol The Tau Alpha Delta symbol should only be used alone in instances where usage of the logotype is impractical. The Tau Alpha Delta board must approve all such uses prior to application or publication. Tau Alpha Delta Signature Versions: Vertical (Stacked) and Horizontal To provide usage flexibility, different versions of the Signature and that of operating entities have been developed. Vertical (Stacked) Version Examples Tau Alpha Delta Christian Sorority, Inc. Alpha Omega Chapter 11 P a g e
Horizontal 12 P a g e
Signature, Use and Reproduction, cont. Signature Color Options The preferred logo colors are the symbol (green, black and white and the words Tau Alpha Delta (and operating chapter name, if used) in black, green or white. The official Tau Alpha Delta Green is what we call Tau Green, and may be achieved in one of the following ways: The acceptable green PMS color is 16-6138 TCX Kelly Green. The acceptable black PMS color is Black 5 U. The acceptable white PMS color is 11-0601 TCX Bright White. No other color variations should be used. Unacceptable Color Combinations Tau Alpha Delta Christian Sorority, Inc. Alpha Omega Chapter Tau Alpha Delta Christian Sorority, Inc. Alpha Omega Chapter The Cross Cannot Be Any Other Color Than White The Leaves Cannot Be Any Other Color Than Green 13 P a g e The Banner Cannot Be Any Other Color Than White
Signature, Use and Reproduction, cont. Unauthorized Signature Usage 14 P a g e
Trademark and Copyright Statements In all marketing communications, all trademarks, with the exception of the Tau Alpha Delta Signature, should be noted with either a registered or trademark symbol, as appropriate. Copyright Ownership Statement All printed material should be marked using the copyright ownership statement:, year of printing, Tau Alpha Delta Christian Sorority, Inc. (or the name of the appropriate chapter, such as Tau Alpha Delta Christian Sorority Inc., Alpha Omega Chapter). All rights reserved. Example: 201_ Tau Alpha Delta Christian Sorority, Inc. All rights reserved. 201_ Tau Alpha Delta Christian Sorority, Inc. Alpha Omega Chapter. All rights reserved. Other Trademarks, Ownership Statement The Tau Alpha Delta Signature is owned by Tau Alpha Delta Christian Sorority, Inc. Alpha Omega Chapter and is licensed to other chapters for usage. Each future Tau Chapter that uses trademarks in marketing communications needs to be recognized in the trademark ownership statement. All written materials must be reviewed and approved by Tau Alpha Delta Board of Directors. Example: 201_ Tau Alpha Delta Christian Sorority, Inc. [Insert Future Chapter Name]. All rights reserved. Guidelines for Written Usage There are specific guidelines for using the sorority name within text: Formal Communications Tau Alpha Delta Christian Sorority, Inc. should not be abbreviated in formal communications such as press releases, labeling, legal contracts and checks. Any questions concerning the sorority s legal name should be directed to the Board of Directors. Multiple Entities If multiple Tau Alpha Delta chapters are involved, each must be named. 15 P a g e
Guidelines for Written Usage, cont. First Mention The first or most prominent mention of Tau Alpha Delta in formal written communications should be Tau Alpha Delta Christian Sorority, Inc. or the full legal name. Subsequent References Following the first mention, in communications other than those mentioned above, Tau Alpha Delta may be used. 16 P a g e
Business System Basics Stationery Stationery, including letterhead, business cards and envelopes, carries a great deal of our sorority s communications. As such, it must present both identification and information elements in a distinctive, organized manner. Tau Alpha Delta s letterhead and other stationery items are to be used for all sorority correspondence, and not modified. Tau Alpha Delta letterhead will carry the Tau Alpha Delta crest/logo and the complete name of the sorority. Business cards, envelopes and all other stationary items will carry the same consistent elements. 17 P a g e
Presenting a cohesive branding image: The Power of a Cohesive Brand Interest Flyer Retractable Banner 18 P a g e
Letterhead: First Page Letterhead: Second and Subsequent Pages Envelope 19 P a g e