Alpha Chi Omega

📋 1 Guidelines

🔗 Connections

Sector

Education Ngo

Region

Usa

Guideline Year

2020

Language

English

Tags

Community

Official Websites

Brand Guidelines

2020

Brand Summary

Mission
  • To represent and empower women through a strong, authentic, and visually consistent brand identity, encapsulated by the tagline ‘REAL. STRONG. WOMEN.’
Core Values
  • strength
  • authenticity
  • empowerment
  • community
Target Audience
  • Women, particularly those affiliated with Alpha Chi Omega and its associated organizations, including collegiate and alumnae members.
Personality Traits
  • real
  • strong
  • elegant
  • empowering
  • feminine
Visual Identity Overview
  • The brand features a minimalist and elegant visual style, with a focus on a stylized lyre logo, a sophisticated color palette (scarlet, olive, and accent colors), distinct typography (serif, sans-serif, and script), and consistent use of patterns, textures, and photo treatments to reinforce brand recognition and personality.

Categories

Logo Usage
  • The Alpha Chi Omega Fraternity logo is a direct representation of the organization and must be used with care. Multiple variations of the logo exist for the variety of mediums on which the logo may need to appear. When choosing which logo to use in a specific instance, consider legibility and readability before all else.
  • The logo with the tagline should never be used in instances where it is smaller than 2 inches in width for the primary horizontal logo, and 2 inches in height for the primary vertical logo. This will ensure legibility. If a logo needs to be used in instances smaller than 2 inches, please use the secondary logos (version without the tagline).
  • An adequate amount of clear space must surround the logo at all times. The space should equal the x-height of the “O” in Omega. The example shown is for the primary vertical logo, but the guidelines should be applied to all primary, secondary and additional logos within the brand family.
  • Do not condense or stretch the logo mark.
  • Never alter colors of the logo. Only use the provided color variations.
  • Do not use the logo mark on backgrounds that compromise the legibility of the logo mark.
  • Never rearrange elements of the logo.
  • Never rotate the logo.
  • The logo should never be placed directly on top of the patterns. The logo must have a solid color background directly behind it.
Color Palette
  • The Alpha Chi Omega Enterprise color palette is an important part of the brand. Use only the following colors on all marketing pieces across print, web and social.
  • These two colors are central to the brand identity. They should be used to represent AXQ in all print and digital materials, including document cover pages, slide deck title pages, icons, headers and more.
  • These colors should be used minimally to accent the primary colors.
  • Each color can be used at different tones or opacities to create more vibrant or muted designs, depending on the audience.
  • If a shimmer finish is desired for a printed piece, we suggest using a metallic PMS. This is only intended for the Lyre Pantone.
  • Patterns can be used in any color in the brand color palette OR used in white on top of any color in the brand color palette (shown on the following pages).
  • Only use the patterns presented in this book and with the colors in the Alpha Chi Omega brand color palette. Any other uses are a violation of the brand guidelines.
  • Each pattern can be used in white over a colored background. If combining with text, the pattern must be taken down to 15% opacity for legibility reasons.
  • Each pattern can be used in any color from the AXQ color palette, including shades and lighter opacities, to create unique designs.
  • Patterns in color may be used on top of a contrasting background color (i.e. Hera on Scarlet, Olive on Greencastle, Vega on Olympus), but be careful of color pairing and use best judgment for legibility.
Typography
  • Distinct, consistent typography use is an essential element of any strong brand. We use a combination of sophisticated serifs for headers and body copy, an easy-reading sans serif for secondary titles and a curvy script to add playfulness to the brand.
  • Le Monde Livre Classic A B C D E F G H I J K L M N O P Q R S T U V W XYZ abcdefghijklmnopqrstuv wxyz 1234567890 THREE STYLES USED BY ALPHA CHI OMEGA: Realigned equestrian. REGULAR Realigned equestrian. DEMI Realigned equestrian. BOLD Use Le Monde Livre Classic for headlines and body copy.
  • If you don’t see “Bold” or “Bold italic” as an option, you may force bold/italicize this font.
  • For the omega symbol, go to Symbols and select from there. Do not use the keyboard shortcut.
  • Web and print-friendly.
  • IF LE MONDE LIVRE ISN’T AN OPTION FOR DIGITAL INSTANCES, LIKE EMAIL, PLEASE USE GEORGIA INSTEAD.
  • Brandon Grotesque ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 THREE STYLES USED BY ALPHA CHI OMEGA: REALIGNED EQUESTRIAN. REGULAR REALIGNED EQUESTRIAN. MEDIUM REALIGNED EQUESTRIAN. BOLD Use Brandon Grotesque for secondary headlines, eyebrow text and footnotes.
  • IF BRANDON GROTESQUE ISN’T AN OPTION FOR DIGITAL INSTANCES, LIKE EMAIL, PLEASE USE ARIAL INSTEAD.
  • Marshmallow ONE STYLE USED BY ALPHA CHI OMEGA: Realigned equestrian. REGULAR Use Marshmallow for special instances only.
  • It should not be used for a string of more than four words, and it should never be used at a size smaller than 15 pts.
  • Oh Wonder Sans TWO STYLES USED BY ALPHA CHI OMEGA: Realigned equestrian. SANS REGULAR Realigned equestrian. SANS BOLD Use Oh Wonder Sans for special instances only.
  • It can be used in conjunction with the other font options, but should be used sparingly.
  • Brandon Grotesque Regular All caps | Size: 8 pt. Tracking: 250 (Word: 1.5) H5 PREHEADER Le Monde Classic Demi Title case | Size: 40 pt. Tracking: 0 H1 This is a Title Brandon Grotesque Bold All caps | Size: 14 pt. Tracking: 210 (Word: 1.2) H2 A SUBHEADLINE FOR YOU Brandon Grotesque Medium All caps | Size: 12 pt. Tracking: 0 H4 IN CASE YOU NEED A SECONDARY SUBHEADLINE. Le Monde Classic Regular/bold Sentence case | Size: 12 pt. Leading: 18 (Word/Docs: 1) Tracking: 0 P1 Paragraph Style 1: Body copy is optimized for easy reading, and provides a nice texture on the page. Marshmallow Regular Title case | Size: 40 pt. Tracking: 0 H1 Here is a Headline Oh Wonder Sans Regular All caps | Size: 20 pt. Tracking: 0 H2 A SUBHEADLINE FOR YOU
  • TRACKING IS THE SPACING BETW EEN LET TERS, OR “CHARACTER SPA CING” IN MS WORD. AS OF 2019, CHARA CTER SPACING ISN’ T A FEATURE W ITH GOOGLE PL ATFORMS.
  • LEADING IS THE SPACING BETW EEN LINES, OFTEN SEEN AS “LINE SPA CING” IN MS WORD AND GOOGLE.
Visual Style
  • The Alpha Chi Omega Fraternity logo is a direct representation of the organization and must be used with care. Multiple variations of the logo exist for the variety of mediums on which the logo may need to appear. When choosing which logo to use in a specific instance, consider legibility and readability before all else.
  • The logo with the tagline should never be used in instances where it is smaller than 2 inches in width for the primary horizontal logo, and 2 inches in height for the primary vertical logo. This will ensure legibility. If a logo needs to be used in instances smaller than 2 inches, please use the secondary logos (version without the tagline).
  • An adequate amount of clear space must surround the logo at all times. The space should equal the x-height of the “O” in Omega. The example shown is for the primary vertical logo, but the guidelines should be applied to all primary, secondary and additional logos within the brand family.
  • Do not condense or stretch the logo mark.
  • Never alter colors of the logo. Only use the provided color variations.
  • Do not use the logo mark on backgrounds that compromise the legibility of the logo mark.
  • Never rearrange elements of the logo.
  • Never rotate the logo.
  • Patterns can be used in any color in the brand color palette OR used in white on top of any color in the brand color palette (shown on the following pages).
  • The logo should never be placed directly on top of the patterns. The logo must have a solid color background directly behind it.
  • Elements can be taken from the patterns to be used for design purposes.
  • Only use the patterns presented in this book and with the colors in the Alpha Chi Omega brand color palette. Any other uses are a violation of the brand guidelines.
  • Each pattern can be used in white over a colored background. If combining with text, the pattern must be taken down to 15% opacity for legibility reasons.
  • Each pattern can be used in any color from the AXQ color palette, including shades and lighter opacities, to create unique designs.
  • Patterns in color may be used on top of a contrasting background color (i.e. Hera on Scarlet, Olive on Greencastle, Vega on Olympus), but be careful of color pairing and use best judgment for legibility.
  • If combining text and full opacity patterns, a solid white must be overlayed on top of the pattern for full legibility of text.
  • Text can be placed directly on the pattern, but the pattern image must be lowered to 15% opacity. Best practices for text color and size should be considered for legibility.
  • Part of a pattern in this treatment is used as a secondary element. The element must be a contrasting color from the brand palette to the image and placed on the edge of the image where it doesn’t cover faces or vital parts of the image.
  • Best practices for color and size should be considered for legibility when using across print and digital platforms.
Brand Imagery
  • Patterns can be used in any color in the brand color palette OR used in white on top of any color in the brand color palette (shown on the following pages).
  • The logo should never be placed directly on top of the patterns. The logo must have a solid color background directly behind it.
  • Elements can be taken from the patterns to be used for design purposes.
  • Only use the patterns presented in this book and with the colors in the Alpha Chi Omega brand color palette. Any other uses are a violation of the brand guidelines.
  • Each pattern can be used in white over a colored background. If combining with text, the pattern must be taken down to 15% opacity for legibility reasons.
  • Each pattern can be used in any color from the AXQ color palette, including shades and lighter opacities, to create unique designs.
  • Patterns in color may be used on top of a contrasting background color (i.e. Hera on Scarlet, Olive on Greencastle, Vega on Olympus), but be careful of color pairing and use best judgment for legibility.
  • If combining text and full opacity patterns, a solid white must be overlayed on top of the pattern for full legibility of text.
  • Text can be placed directly on the pattern, but the pattern image must be lowered to 15% opacity. Best practices for text color and size should be considered for legibility.
  • Part of a pattern in this treatment is used as a secondary element. The element must be a contrasting color from the brand palette to the image and placed on the edge of the image where it doesn’t cover faces or vital parts of the image.
  • The watercolor textures can be used with reversed-out patterns and text to create print or digital pieces. Best practices for text color and pattern size should be considered for legibility.
  • Text, partial pattern elements and additional elements specific to a design can be used to overlay photos.Just be sure faces and vital parts of the images aren’t covered.
  • The border around an image should be proportional to the image itself and the medium it is used on.
  • Best practices for line color and width should be considered for legibility.
  • Best practices for color and size should be considered for legibility when using across print and digital platforms.
Stationery
  • LETTERHEAD 8.S"xll" Color: 2/0 Bleed: None Special Finishing: None Paper: 70# Text
  • ENVELOPE Standard No. 10 Color: 2/0 Bleed: None Special Finishing: None Paper: 60# Text
  • BUSINESS CARD 3.S"x 2" Color: 1/2 Bleed: On one side Special Finishing: None Paper: 130# Double Thick Cover
Co Branding
  • The Foundation, National Housing Corporation and Pearl Stone Partners logos have been co-branded with the Fraternity logo to align the organizations visually.
  • Similar to the primary and secondary Fraternity logos, the Foundation logo can be used with or without the tagline, in full color, in black or in white.
  • Similar to the primary and secondary Fraternity logos, the NHC logo can be used with or without the tagline, in full color, in black or in white.
  • Similar to the primary and secondary Fraternity logos, the Pearl Stone Partners logo can be used in one color (Scarlet), in black or in white.
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