Alpha Gam gets a
MAKEOVER A fresh new look and an updated tagline tell the world what we’ve always known: Alpha Gamma Delta is loving, leading, lasting.
W
hile there are many ways a member can discuss her Alpha Gam experience, so much of it can only be understood from the inside out. That’s why, in early 2017, we set out to develop a brand image that both visually and verbally expresses the values of Alpha Gamma Delta in a way that is more broadly understood by potential new members, parents, our philanthropic partners and those in our communities. Developed in 2011, the former tagline Live with Purpose directly referenced Alpha Gamma Delta’s Purpose, which debuted in 1921. While the Purpose is still a major tenet of the Fraternity, its deeper meaning as part of a tagline was not as evident to those outside the organization. “The Purpose continues to be extremely special to members of Alpha Gamma Delta; however, we felt the Fraternity needed a tagline that could be more easily embraced by non-members as well,” said Director of Communications and Marketing Wendy Theus Barker–Gamma Alpha, University of Georgia. “You don’t have to be a member of Alpha Gam to understand what it means to be loving, leading, lasting.” For many years, the Armorial Bearings was the only representative mark of Alpha Gamma Delta. Even throughout the 1960s and 70s, most fraternal organizations used their crest as their official logo. However, as corporate and consumer culture grew, brand images became more iconic and representational. In 1986, the Fraternity introduced what is on record as our first official logo.
12 Alpha Gamma Delta Quarterly
