For Jaden Felix and all of LPHC.
Enjoy!
LPHC Brand Style Guide | May 2015
Table of Contents The Background & Briefing
01
Brand Marks
03
Colored Variations
04
Acceptable Logo Usages
05
Unacceptable Logo Usages
06
Color Standards
07
Brand Typefaces
09
Iconography
11
Patterns
13
Stationary System
14
Examples of Brand in Use
15
Social Media Examples
17
Questions?
21
LPHC Brand Style Guide | May 2015
The background The Latino Pan-Hellenic Council is an assembly of eight Latino/a fraternal organizations that formed at the University of Texas at Austin in the spring of 2000. They aim to promote unity and positive collaboration within the Latino Sorority and Fraternity community, and with other Greek communities.
LPHC is
LPHC isn’t
Passionate
Traditional
Cooperative
Homogenous
Fresh & Energetic
Drab, gloomy
Spirited
Boring
Previous logo
The briefing “The Latino Pan-Hellenic Council needs a new look in order to gain recognition and energize membership. The branding should reflect LPHC’s values of unity, passion and heritage in a fresh way.” 01
LPHC Brand Style Guide | May 2015
brand marks The new LPHC logo comes in four approved versions. The preferred logo – the Primary Union – should be used without alteration to help brand the organization. The alternative logos may be used when appropriate (see Acceptable Logo Usage).
Primary Union
Wordmark Sunburst
Vertical Union
03
LPHC Brand Style Guide | May 2015
Colored variations For professional documents, keep it simple with black and white. For a little variety, add some color.
B&W Brand Marks
Colored Brand Marks
LPHC Brand Style Guide | May 2015
04
Acceptable logo Usages
Online
Use the Primary Union for any print
Use the Sunburst for any profile pic-
collateral, including advertising,
tures on social media platforms, in-
packaging, posters or flyers. For
cluding, but not limited to Facebook,
vertical format items – collateral in
Twitter or Instagram. For cover photos,
which dimensions are much taller
use a pattern (see Patterns) or the
than wider – use the Vertical Union.
current LPHC group photo.
Minimum Clear Space To maintain the integrity of LPHC, never place any images or typographic elements
x
x
closer to the brand marks than the minimum clear space, as indicated below.
x
x
x x
x x
X = The “LC” width length of the Sunburst 05
LPHC Brand Style Guide | May 2015
02
03
Color Standards These are the colors of LPHC. They reflect the organization’s passion, while maintaining a sense of unity and professionalism. Aim to use these colors consistently on any LPHC-branded materials. Over time, these palettes will help build visual recognition for the organization.
Primary Palette For the logos (see Brand Marks).
Gold 01 CMYK 7/24/74/0 RGB 224/190/101 HEX #E0BE65
Gold 02 CMYK 12/34/86/0 RGB 209/168/76 HEX #D1A84C
Red CMYK 13/87/77/2 RGB 180/72/68 HEX #B44844
Secondary Palette For typography (see Brand Typefaces).
Black CMYK 0/0/0/100 RGB 38/36/37 HEX #262425
07
Gray 01 CMYK 0/0/0/90 RGB 66/66/67 HEX #424243
Gray 02 CMYK 0/0/0/40 RGB 166/167/170 HEX #A6A7AA
LPHC Brand Style Guide | May 2015
Tertiary Palette Only for the chapters that make up LPHC (see Iconography). Do not use this palette on any LPHC brand marks or typography.
LTP Brown CMYK 51/76/78/76 RGB 49/29/21 HEX #311D15
KLC Maroon CMYK 41/91/82/64 RGB 67/24/25 HEX #431819
LTA Rose CMYK 31/100/60/24 RGB 123/30/67 HEX #7B1E43
SLB Purple CMYK 67/94/0/0 RGB 102/57/144 HEX #663990
SLG Pink CMYK 0/94/6/0 RGB 204/47/134 HEX #CC2F86
ODP Red CMYK 8/99/100/1 RGB 187/39/42 HEX #BB272A
PIA Gold CMYK 24/45/100/4 RGB 177/138/55 HEX #B18A37
SDL Green CMYK 63/7/100/0 RGB 132/176/77 HEX #84B04D
LPHC Brand Style Guide | May 2015
08
Brand Typefaces Primary Body Copy The primary font for LPHC is Benton Sans (BS). While this font comes in over 20 styles, use BS Regular for body copy on any print collateral. Use BS Bold or Italic for emphasis, but do so sparingly. Body copy should always be Black. For captions, use Gray 02. Due to poor legibility, never use Gold 01 or 02 for any kind of body copy.
Aa Aa Aa 09
Benton Sans Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (!@#$%&.,?:;)
Benton Sans Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (!@#$%&.,?:;)
Benton Sans Regular Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (!@#$%&.,?:;)
LPHC Brand Style Guide | May 2015
Primary Headlines For headlines, including on flyers, posters or PowerPoints, use Nexa Rust Sans Black. Also use either of the grunge versions (Black 01, 02) for added emphasis or variety. Headlines should always be Black unless used on special print items (see Stationary System).
Ab
LPHC Brand Style Guide | May 2015
10
Iconography In addition to the Sunburst, use the icons below for smaller LPHC branding. Never use two or more different icons for the same item, whether print or online. Make sure to follow the LPHC color palettes (see Color Standards).
White
Gold
Red
B&W
Original
11
Chevron
Wordmark
Flare
LPHC Brand Style Guide | May 2015
Organization colors Due to LPHC’s small size, each Sorority & Fraternity part of it will receive a personal brand mark with their organization’s main color and the new Sunburst in white. Use these marks to promote LPHC in addition to a fraternal group.
Lambda Theta Phi
Sigma Lambda Gamma
Lambda Theta Alpha
Kappa Lambda Chi
Omega Delta Phi
Sigma Lambda Beta
Phi Iota Alpha
Sigma Delta Lambda
The eight Sororities/Fraternities that make up LPHC
LPHC Brand Style Guide | May 2015
12
Questions? Comments? Concerns? If ever unsure about how to use the LPHC branding in any way, please contact the current Sorority & Fraternity Life Advisor to LPHC or the designer of this style guide. His contact information is below.
Dylan Schnurman ADVERTI S I NG + DES I GN
dylanschnurman@gmail.com dylanschnurman.com 214.791.7589
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LPHC Brand Style Guide | May 2015
LPHC Brand Style Guide | May 2015