Brand
PRINCIPLES & GUIDELINES
BRAND STORY
- VALUE PROPOSITION + BRAND PROMISE
- BRAND PILLARS
- BRAND BELIEFS
- BRAND PERSONALITY
- BRAND VOCABULARY
10
BRAND IDENTITY
- OUR NAME
- LEVERAGING KEY SYMBOLS
- LOGOS
- LOGO COLOR VARIATIONS
- LOGO USAGE
- LOGO RESTRICTIONS
- COLOR PALETTE
- COLOR BUILDS
- EXAMPLE PALETTES
- TERTIARY COLOR OPTIONS
- TYPOGRAPHY
- DIFFERENT TYPEFACES
PRODUCT DESIGN + VENDOR STANDARDS
- GUIDELINES FOR DESIGN ADAPTATION
- NAME / DESIGN FLEXIBILITY
- MATERIAL STANDARDS
- PRINT + DESIGN STANDARDS
- VENDOR COMPLIANCE 30
GRAPHIC ELEMENT RESOURCES
- ENHANCING THE BRAND
- CORE SYMBOL REPRESENTATION
- USE OF THE BADGE + PINS
- OFFICIAL DOCUMENTS
- VISUAL ELEMENTS
CONTACT
INTRODUCTION
Purpose of the Brand Guidelines
The Lambda Chi Alpha Fraternity brand is a powerful representation of our history, values, and mission. These guidelines serve as a comprehensive resource to ensure that all products, whether digital or physical, consistently reflect the integrity and ethos of Lambda Chi Alpha. Adhering to these guidelines will help vendors and partners produce materials that positively represent our Fraternity and avoid any misrepresentation or dilution of our brand identity.
About Lambda Chi Alpha
Lambda Chi Alpha is one of the largest fraternities in North America, with a mission to foster a spirit of brotherhood and servant leadership among its Members. We are committed to the values of loyalty, duty, respect, service, honor, integrity, and personal courage. These principles guide our actions and are at the heart of everything we do.
Brand Story
Since 1909, Lambda Chi Alpha Fraternity has helped college men pursue ethical lives of growth, service, and leadership. From day one, we’ve helped men become the best versions of themselves and seek personal growth at every stage of their journey.
We’re committed to helping more men take this courageous path. In order to do so, we’ve defined our brand to help share the Lambda Chi Alpha story with future Brothers and continue to support our collegiate Brothers and Alumni in every generation. Our brand is more than our name, logo, and colors. It goes beyond the flags we wave and the shirts we wear. It provides direction, keeps us on mission, and serves every Brother with connected programming and initiatives. It’s how we stand out from other fraternities and help our universities understand our value.
The Lambda Chi Alpha brand anchors our organization in common truths and ideals we live out every day. It helps unify our outward message to our future Brothers, institutions, and communities and helps clarify our internal message to Brothers, advisors, staff, and volunteers.
VALUE PROPOSITION
Our value proposition summarizes our brand’s primary benefits and brings clarity to the value we offer. It identifies our audience, explains why we exist, and differentiates us from our competitors.
Lambda Chi Alpha provides a unique platform to help men who want to serve, lead, and make a positive impact on themselves and society, through intentional, meaningful experiences, unlike any other organization on campus.
BRAND PROMISE
Our brand promise is the reason to choose Lambda Chi Alpha. It’s our emotional guarantee. Through this simple statement, we share a bold vision to create better Brothers for a better society. Every time we write as Lambda Chi Alpha, we convey this essence and the meaning behind this statement.
A bold way to a better world.
BRAND PILLARS
Timeless Leadership
Lambda Chi Alpha’s pillars help our brand stand tall. They are the unique attributes that collectively combine to establish our point of difference.
From the first day, we believe new Members of Lambda Chi must be treated as equals and are entitled to the full rights and privileges afforded to any Member. We foster this equality through a culture that emphasizes enduring relationships, strong mentorship and intensive instruction in our history, values and code of conduct.
Equal Membership
We welcome new Brothers for the men they are and the leaders they will become. From foreign wars to civil unrest, we believe that the men of Lambda Chi are leaders who have and always will rise to the occasion. We also recognize that because every generation faces unique challenges, their struggles, perspectives and solutions are not identical. Despite these differences, we celebrate the diversity of our thoughts, perspectives and solutions and regard all men of Lambda Chi as incredible men of consequence.
Diversity, Equity, & Inclusion
We embrace all young men, regardless of background and differences, so long as they are men of virtue that are willing to lead and live by our code of ethics. We desire our Members to feel comfortable being their authentic, whole selves. We also believe that character is derived not only from what we cherish but also from that which we do not tolerate. As a Fraternity that values diversity, pursues equity and honors inclusion, we condemn any actions of racism, misogyny and discrimination.
Total Health
We revere physical, mental and social health as a critical component of brotherhood and leadership. As a Brotherhood, we work to instill lifelong habits of health in all of our Members, young and old. As leaders and ambassadors of Lambda Chi, we believe that embracing total health also means ensuring, promoting and upholding the health and safety of ourselves and others.
Strength Through Service
Devotion to public service is a true testament to the temperament of every man and leader. Every Member of Lambda Chi has something to give to help improve his community, whether it is time, skills or resources. We believe that sacrifices borne from service build character and strength in the men who bear them.
BRAND BELIEFS
Brand beliefs are tangible proof points that support our pillars. They’re concise benefits and undeniable truths.
Hazing Free Culture
We were the first fraternity to abolish pledgeship in 1972. We have denounced hazing in all forms.
Academic Focus
Our Brothers are in school first and foremost to earn their degrees. Our Chapter programming enables Brothers to keep high GPAs and focus on timely graduation.
Associate Member Model
Our program educates men on the history of Lambda Chi Alpha and the ideals of brotherhood. We prepare men for Initiation, but they’re already considered an equal Member of the Fraternity.
Leadership Development
Our trainings, workshops, and curriculum help men learn essential leadership qualities for their personal growth and future careers.
Institutional Ties
Our universities and colleges give us the privilege to join their campus, and we prioritize maintaining a positive relationship with campus leadership.
Servant Leaders
Our philanthropic partners, like Movember and the American Red Cross, help people facing society’s most pressing issues like mental illness, blood shortages, and substance abuse.
BRAND PERSONALITY
Like a person, Lambda Chi Alpha has a personality. We speak with one, distinct voice that is our own. Our tone is consistent and frequent across all media, messages and moments. It is personified and real.
A Bold Visionary
We’re passionate about our bold way to a better world. We envision a world with bravery and equality and speak to the future with confidence.
An Empowering Advocate
We believe in our Brothers and fight for our causes. We support those within us and around us and elevate awareness where needed.
A Credible Influencer
We exemplify leadership. We do what we set our minds to, and we instill confidence in others. When others see us, they see stewards of character, honor, and courage.
Brand Messaging
Key Messages: Focus on themes that emphasize the strength of brotherhood, leadership qualities, and the Fraternity’s commitment to personal and collective achievement. Every message should inspire Members to live by the Fraternity’s values and encourage potential Members and partners to engage with Lambda Chi Alpha.
Confident, not competitive
Worthy, not arrogant
Proactive, yet adaptable
Collaborative, not divisive
Smart, but relatable Classic, yet modern
BRAND VOCABULARY
Tone
The tone should be formal, respectful, and aspirational, speaking to the Fraternity’s traditions while also looking toward the future. The language used should convey confidence, optimism, and a sense of purpose. Messages should reflect a collective spirit of achievement and a drive for personal growth, ensuring they resonate with both current and prospective Members, Alumni, and stakeholders.
Our language is built on our brand vocabulary. These words, or attributes, reinforce our brand promise to the world with relevance, consistency and frequency.
Brand Identity
OUR NAME
Full Name
It is essential to use the correct representation of Lambda Chi Alpha’s name in the appropriate context to maintain and protect its integrity.
Our full name, “Lambda Chi Alpha,” should be used as much as possible, especially in formal instances. It should be used at least one time in every official Fraternity communication.
Abbreviation
The approved English abbreviated version of “Lambda Chi Alpha” is “LCA.” The approved Greek abbreviated version are the letters “Lambda”, “Chi”, and “Alpha”. Either abbreviation is approved for informal use. Only “LCA” may be used in formal instances once “Lambda Chi Alpha” has been referenced at least once before.
Shorthand
“Lambda Chi” is a common shorthand version of our full name. It should never be used in formal instances, but can be used in any informal or verbal instances.
Much like the abbreviation, the shorthand version of our name should only be used in an instance where our formal name has been used at least one time.
The shorthand version of our name should never be combined with a “Fraternity” descriptor except in the instance of our recruitment specific logo.
Lambda Chi Alpha
FULL NAME
ENGLISH ABBREVIATION
GREEK ABBREVIATION
Lambda
INFORMAL SHORTHAND
Lambda Chi Fraternity
SHORTHAND WITH “FRATERNITY” DESCRIPTOR
Chi
LEVERAGING KEY SYMBOLS
Use of Symbols from the Coat of Arms
Greek Lamp
Lambda Chi Alpha’s Coat of Arms contains several meaningful symbols that reflect the Fraternity’s Core Values and heritage. These key marks—the Greek Lamp, Open Bible, Scales, and Clasped Hands—serve as powerful visual elements that can enhance brand identity when used as accents in designs. Additionally, the simple use of the words “Brotherhood, Service, and Integrity,” accompanied by the Cross and Crescent, can create a distinctive lock-up that further reinforces the Fraternity’s values.
• The Greek Lamp symbolizes enlightenment and knowledge, representing the pursuit of education and personal growth. This element can be subtly integrated into designs on apparel, stationery, and digital media to emphasize the Fraternity’s commitment to academic excellence and lifelong learning.
• Example: The Greek Lamp can be used as a small emblem on the cuffs of Chapter jackets or subtly embossed on the cover of Fraternity notebooks.
Open Bible
• The Open Bible reflects the Fraternity’s commitment to truth, morality, and faith. Incorporating this symbol as a design accent can reinforce the message that Members are guided by a moral compass in their actions.
• Example: Include the Open Bible on event programs or membership certificates to signify the Fraternity’s emphasis on ethical living.
Scales
• The Scales represent justice, fairness, and equality. Using this symbol as a brand accent can remind Members and the community of the Fraternity’s dedication to equity and balanced leadership.
• Example: Feature the Scales on banners or posters for leadership workshops and events to promote the importance of justice and fair governance.
Clasped Hands
• The Clasped Hands symbolize fellowship, unity, and the brotherhood that Lambda Chi Alpha fosters among its Members. This element can be effectively used to visually communicate the Fraternity’s strong sense of community and mutual support.
• Example: Integrate the Clasped Hands symbol into designs for recruitment materials or Chapter apparel to signify the strength of brotherhood.
BRAND ACCENTS
Brand Identity Tag: Lock-Up Option
Integrating these key symbols and phrases into Lambda Chi Alpha’s brand identity as accent elements will effectively communicate the Fraternity’s Core Values. This strategic use of symbolism, alongside the primary branding, will further solidify Lambda Chi Alpha’s unique identity and strengthen its presence across all platforms.
This lock-up would serve as a secondary branding element that complements the primary logo without replacing it.
Implementation: These lock-ups can be applied in a variety of contexts, such as the back of a Chapter T-shirt, the corner of a website banner, or on event giveaways like pins or tote bags. This versatile design would provide a consistent reminder of the Fraternity’s Core Values across all touch points.
Benefits of Using These Elements
• Reinforcing Core Values: By incorporating these symbols and key phrases, Lambda Chi Alpha can consistently highlight its foundational values in a visually engaging way. This ensures that every branded item communicates the Fraternity’s mission and ideals to both internal and external audiences.
• Creating a Unique Identity: Leveraging these unique elements allows Lambda Chi Alpha to differentiate itself from other organizations by drawing on its own rich history and symbols. This not only strengthens brand recognition but also creates a deeper emotional connection with Members and stakeholders.
• Enhancing Brand Cohesion: Using these symbols as accents alongside the primary branding ensures a cohesive look and feel across all materials. This helps maintain visual consistency, which is crucial for building and maintaining a strong brand identity.
LOGOS
Our brand uses more than words to bring Lambda Chi Alpha’s vision to life. Our visual identity is the foundation of consistent and effective communication about who we are and what we believe. Through the logo lockup with the Cross and Crescent icon, Lambda Chi Alpha reinforces its values visually at every opportunity.
Primary Logo Lockup
Our primary logo includes our full name, Lambda Chi Alpha, and the Cross and Crescent icon as a symbol of our identity.
Recruitment Logo Lockup
Our recruitment logo includes our commonly used short-hand name, Lambda Chi, the Cross and Crescent icon, and “Fraternity” clarifying descriptor.
Other Logo Variations
These are variations of our primary and recruitment logos created to allow for flexibility in a variety of use cases.
PRIMARY, HORIZONTAL
RECRUITMENT, HORIZONTAL
PRIMARY, STACKED
RECRUITMENT, STACKED
PRIMARY, STACKED WIDE
LOGO COLOR VARIATIONS
Other color combinations may be used as alternate logo options but only if they are fully monochromatic and have enough contrast from the background they are placed on.
PRIMARY, HORIZONTAL
RECRUITMENT, HORIZONTAL
PRIMARY, STACKED
RECRUITMENT, STACKED
PRIMARY, STACKED WIDE
PRIMARY, HORIZONTAL
RECRUITMENT, HORIZONTAL
PRIMARY, STACKED
RECRUITMENT, STACKED
PRIMARY, STACKED WIDE
LOGO USAGE
Logo Safe Space
It is important that you maintain an appropriate amount of clear space around the logo as to maintain the integrity of the mark.
The proper amount of clear space is defined by the height of the Cross and Crescent icon, noted as ‘X’ in this example.
Because our logo is a core element to our brand identity, it’s important that it is treated consistently and respectfully in the variety of instances it will be used. The following guidelines apply to both our primary and recruitment logo lockups.
LOGO RESTRICTIONS
Do not rearrange or redesign any aspect of the logo or logo elements.
Consistency is key when it comes to using our brand elements. Below are some common misinterpretations which should be avoided when using our logo.
Do not change, swap, or edit the color of the individual parts of the logo. Color changes must be uniform and in good taste.
Do not crop or remove part of the logo outside of the approved alternate options.
Do not place the logo on backgrounds without enough contrast between them.
Do not rearrange or redesign any aspect of the logo or logo elements.
Do not apply effects in poor taste that distract, or take away from the legibility of the logo.
COLOR PALETTE
Primary Color Palette
Our primary palette consists of purple, green, and gold. These colors should be prominent in our communications and layouts, but be used sparingly and interchanged so not to overwhelm one specific color.
The following pages contain specific color builds and example usages to ensure we’re consistent in our use of our brand colors.
Secondary Color Palette
Our secondary palette consists of darker and lighter shades of our primary purple, green, and gold. The secondary palette should be used to add variety, visual interest, and depth to our communications and layouts.
Neutral Color Palette
Our neutral palette consists of a light gray and white. The neutral palette should be used to supplement and accent our primary and secondary palettes.
Color serves as one of the most recognizable aspects of our identity. Using these colors appropriately helps ensure that our brand and communications are portrayed consistently and cohesively.
Purple Green Gold
COLOR BUILDS
Usage
Our primary color palette is essential for maintaining brand consistency and impact. The primary colors are:
Purple (#2E1A4B)
Green (#093D20)
Gold (#FFB71D)
While these colors are foundational, their usage should be balanced to avoid overwhelming the viewer. Each primary color brings a unique quality to our brand identity:
Purple provides a deep, sophisticated tone. Green offers a robust, earthy touch. Gold adds a vibrant, energetic accent.
To create a harmonious visual experience, use these colors in moderation. They should be complemented by a variety of secondary colors and neutrals. This approach prevents monotony and ensures our designs remain engaging and visually appealing. The key is not to rely solely on the primaries but to blend them with other colors for a well-rounded and dynamic presentation.
PMS 275 C
HEX #2E1A4B
RGB 46 . 26 . 75
91 . 99 . 38 . 39
PMS Blue Black -2765 C
#15002B
PMS Maximum Purple - 260 C
HEX #5E266D
94 . 38 . 109
75 . 100 . 24 . 12
PMS Pure White
HEX #FFFFFF
PMS Cool Gray - 11 C
HEX #363636
RGB 54 . 54 . 54 CMYK 69 . 63 . 62 . 56
PMS 349 C
HEX #093D20
RGB 9 . 61 . 32 CMYK 86 . 46 . 91 . 58
PMS 137 C
HEX #FFB71D
PMS Black Green - 350 C
#091606
9 . 22 . 6
73 . 58 . 74 . 82
PMS Cadmium Green - 348 C
HEX #046b37
Mango Tango - 716 C
#ED7C0E
PMS Cool Gray - 1 C HEX #E8E8E8
PMS Black - 6 C
HEX #1C1C1C
28 . 28 . 28
PMS Pure Black
HEX #000000 RGB 0 . 0 . 0
75 . 68 . 67 . 90
72 . 66 . 65 . 77 PMS Sunglow - 109 C HEX #FFD133
EXAMPLE PALETTES
Examples
These color palettes are designed to balance different shades of our primary colors—purple, green, and gold—while ensuring no single color overpowers the design. Each palette avoids pairing bold colors excessively and maintains an even distribution of hues to prevent visual overwhelm. Neutrals like white, gray, and black are used strategically to break up the bold colors, creating a sophisticated and harmonious look. These examples serve as encouraged guidelines, but they allow for creative flexibility. Similar palettes can be used as long as they uphold the brand’s positive image and ensure legibility.
In apparel design, it’s crucial to avoid overusing bold primary colors as main color blocks. This approach can overwhelm the viewer and detract from the garment’s overall aesthetic. Instead, balance bold colors with neutrals to create a harmonious look that enhances both style and legibility, ensuring the design remains appealing and wearable.
Below are a few example color palette applications to show potential color pairings and color usage ratios.
TERTIARY COLOR OPTIONS
Alternative Colors
PMS 271 C
#908CC4
7494 C
#A5AC86
#FAAF7C
These tertiary colors are excellent alternatives to use as accents in your primary palette because they add visual interest and balance without overpowering the core brand colors. Each hue offers a subtle contrast that enhances the depth and sophistication of the existing palette.
Incorporating tertiary colors for apparel and design accents can greatly enhance visual interest and balance. These hues serve as perfect bases for adding variety and depth, helping to break up the monotony of repetitive color schemes.
Usage
The use of these colors should only be used sparingly. They can highlight important elements, draw attention to specific details, and provide variety for special occasions or limited campaigns.
Their softer and more muted tones ensure they complement rather than compete with the primary colors, preserving the integrity and consistency of our core brand identity.
Blue Bell
Dark Blue Gray
Cosmic Cobalt
Laurel Green
Fern Green
Shamrock Green
Middle Yellow Red
Brick Red
Deep Red
Middle Blue
Peacock Blue
Navy
TYPOGRAPHY
Inter
“Inter” is our primary typeface and should be used whenever possible. It is a sans-serif font with an approachable but bold feel that matches the perception of our brotherhood.
Inter Black and Bold should be used for high impact display typography, headlines, and titles. Inter Medium, Regular, and Light should be used for longer form body copy.
Freight
“FreightText Pro” is our secondary typeface and should be used in combination with Inter, but never as the primary font. It is a serif font that offers a clean classic, complementary feel to Inter’s bold, modern attributes.
Freight should be used for subheadings, subtitles, and introductions.
DIN
“URW DIN” is a sans-serif font chosen as an accent to Inter and Freight, primarily for its flexibility at small sizes and wide range of weights and styles, including condensed settings.
DIN should be used as an accent font in descriptors.
Inspired by and used in tandem with our voice and tone, our typography serves as a further extension of our brand. When used appropriately, it’s a powerful way to convey meaning and mood.
Inter
Freight
DIN
USE OF DIFFERENT TYPEFACES
Usage
In non-official communications, the use of accent or alternate typefaces is permitted to add a layer of personal expression and artistic flair to social media campaigns, Chapter apparel, and other non-business related materials. Accent typefaces, such as a clean script or decorative typeface, can provide visual variety and enhance the design’s appeal.
However, they should be used sparingly and only when they complement the primary brand fonts, Inter, Freight, or DIN, without distracting from or overshadowing the core brand identity.
These accent typefaces must always remain in good taste and reflect the values of Lambda Chi Alpha, ensuring that they do not detract from the Fraternity’s image or message. Accent typefaces should primarily serve to enhance special campaigns or merchandise and not be used in standard or formal Chapter business communications.
Examples
Here are some instances where using an accent typeface can increase the visual appeal of the primary typefaces used.
Whether in social media campaigns, Chapter apparel, or other mediums, the use of other typefaces / fonts is encouraged to complement the brand fonts. These typefaces allow for personal expression and artistic flair but must remain in good taste as not to take away from the brand and representing its values.
Product Design + Vendor Standards
GUIDELINES FOR DESIGN ADAPTATION
Positive Representation
To keep the brand fresh and relevant, a more varied approach to product design is encouraged. Vendors are allowed to explore different design styles while maintaining alignment with Lambda Chi Alpha’s values and visual identity.
All designs should promote a positive and respectful image of Lambda Chi Alpha. Avoid any elements that could be construed as offensive, vulgar, or contrary to the Fraternity’s values of brotherhood, leadership, service, and integrity.
Creative Typography
Designers may use a variety of approved typefaces that align with Lambda Chi Alpha’s brand tone or introduce new fonts that convey a modern and dynamic feel, provided they complement the overall brand aesthetic.
Typography should be legible and appropriate to the garment’s context. For example, bold and blocky fonts may be suitable for hoodies or athletic wear, while script or serif fonts may suit dress shirts or event-specific apparel.
Event Branding
Banners and Posters: Balance bold and neutral colors, ensuring the primary message stands out. Incorporate official patterns or textures as background elements.
Color Adaptations
While exploring creative designs, always ensure the color palette is consistent with the color builds. Bold colors should be balanced with neutral tones (tans, whites, grays, & blacks) to create harmonious and visually appealing creations.
Size and Proportion
Design elements, whether logos, letters, or graphics, should not be oversized to the point of being distracting or lopsided. Maintain balanced proportions that ensure clarity and appeal.
Merchandise and Apparel
Clothing: Logos should be prominently placed but not distorted or skewed. Typically using neutral colors for the base, with primary colors for accents or other pairings that do not hinder our brand identity.
Accessories: Subtle incorporation of the logo or color palette, ensuring the product remains tasteful and in line with Fraternity values.
NAME / DESIGN FLEXIBILITY
Informal Name Usage
To create a dynamic and appealing product range, vendors are allowed more flexibility in how they reference Lambda Chi Alpha in designs, provided they adhere to guidelines that hold our brand in proper light.
The shorthand “Lambda Chi” is approved for casual or informal apparel, such as T-shirts, sweatshirts, and accessories. This name usage can foster a more approachable and relatable brand appeal while still representing the Fraternity accurately.
Logo Adaptations and Variations
Vendors may use all the primary or secondary logos in creative ways on apparel. For instance, placing the logo on the sleeve, chest, or back of garments is permitted. However, all logo variations must remain true to the color, size, and space guidelines.
Greek Letters
The Greek letters “ΛΧΑ” are permitted for use on all apparel types. Designs featuring the Greek letters should be bold but tasteful, ensuring they are legible and appropriately sized based on the garment type.
The letters may be stylized or arranged creatively, provided they remain clearly recognizable. This can include using the letters in a vertical or diagonal format or incorporating them into a larger graphic or design.
MATERIAL STANDARDS
This section emphasizes the importance of using high-quality materials and precise craftsmanship to uphold Lambda Chi Alpha’s standards. Ensuring durability, comfort, and appropriate material choices enhances product longevity and user experience.
Material Quality and Craftsmanship
General Standards: Vendors must prioritize selecting the highest quality materials for all Lambda Chi Alpha products. Materials should be durable, comfortable, and appropriate for the product type, ensuring a premium experience.
Durability: Use materials that are long-lasting and resistant to wear and tear. Avoid materials that degrade quickly or lose their appearance.
Design Integrity: Ensure all design elements remain intact and recognizable after production.
Appropriateness: Choose materials that fit the product’s purpose, such as moisture-wicking fabrics for sportswear or heavyweight cotton for casual wear.
Color Coordination and Design Harmony
Designs must complement the material colors to create a cohesive and visually appealing product.
Color Matching: Use colors from the approved palette that naturally complement the base material.
Avoiding Clashes: Ensure high contrast for readability and visual impact.
Monochromatic Designs: Maintain legibility and distinction against the background material.
Embroidery Quality
Embroidery on Lambda Chi Alpha products must be executed with precision and care. The embroidered elements should be clear, legible, and proportionate.
Clarity and Cleanliness: Ensure embroidery is sharp and free from loose threads or inconsistencies.
Size and Proportion: Maintain a balance between visibility and subtlety, with recommended sizes such as up to 2 inches for caps and 4 inches for jackets.
Thread Quality: Use high-quality threads that are colorfast and resistant to fading.
PRINT + DESIGN STANDARDS
Print Designs on Garments
This section ensures all printed designs, whether through screen printing or Direct-to-Garment (DTG), meet high standards of quality and accurately represent Lambda Chi Alpha’s values. Proper design techniques, clear imagery, and appropriate content help maintain the Fraternity’s positive image and avoid any representation that could harm its reputation.
Printed designs, whether through screen printing or direct-to-garment (DTG) printing, must meet the highest standards of quality and reflect the Fraternity’s identity with integrity and respect.
Design Quality: All printed designs should be crisp, with clear lines and vibrant colors that adhere to the brand’s color palette or act as a direct complement. Blurry, pixelated, or poorly executed prints are unacceptable.
Preferred Printing Techniques
Screen Printing: Best for large, solid areas of color. Ensure that screens are properly aligned and that the ink is evenly distributed.
Direct-to-Garment (DTG): Ideal for detailed designs or gradient effects. Ensure that the garment is pre-treated correctly to avoid fading or bleeding of colors.
Proportion and Placement: Designs should be well proportioned to the garment and positioned thoughtfully. Avoid placing designs in areas that may be obscured or distorted by wear (e.g., underarm areas).
Compliance with Values: Designs must highlight the Lambda Chi Alpha brand positively. Avoid any imagery or wording that could be interpreted as vulgar, disrespectful, or contrary to the Fraternity’s values.
Prohibited Content: No designs should include offensive language, inappropriate imagery, or anything that could tarnish the Fraternity’s reputation.
VENDOR COMPLIANCE
Registering as a Vendor
All vendors working with Lambda Chi Alpha are expected to uphold these standards with the highest level of commitment and professionalism. By following these guidelines, vendors help maintain the integrity and reputation of Lambda Chi Alpha, ensuring that every product bearing the Fraternity’s name is a true reflection of its values and mission.
The link to register is https://login.directlicensinghub.com
Click ‘Create an Account’ to first register for the site. You will get a verification email once registered. Once logged into DLH (login.directlicensinghub.com), click on the three-lined menu in the top right corner, then click Applications, then New Application.
For the brand, select “CLC Greek Plus”, then click the “Select Trademark” check box, and the organization (Lambda Chi Alpha) to choose from will appear.
Please only select one. Continue the process to submit the application.
Corrective Actions
Vendors will be required to make necessary adjustments at their own expense if guidelines are not followed.
Questions
For any questions regarding the use of our branding or the vendor license process, please contact marketing@lambdachi.org.
Vendor Requirements
Vendors must strictly adhere to these guidelines. Before production, all designs must be approved by the Lambda Chi Alpha Office of Administration through the Collegiate Licensing Company to ensure compliance.
Checklist: Logo use, color palette adherence, typography, and overall design balance must be reviewed.
Approval Process: Submit designs to the Lambda Chi Alpha brand management team for review and approval before final production.
Non-Compliance Consequences
Failure to adhere to these guidelines can result in the rejection of the product and potential termination of the vendor relationship
Graphic Element Resources
ENHANCING THE BRAND
To create a cohesive and dynamic visual identity, Lambda Chi Alpha utilizes a range of graphic elements that align with its Core Values and enhance brand recognition across various platforms. This section outlines the use of these elements in social media, email, recruitment efforts, philanthropy, and other contexts, ensuring consistency and impact in all communications.
Lambda / Chevron Graphic Element
The “Lambda” graphic, derived from the Greek letter form, is a versatile design element that contributes to the Fraternity’s dynamic and modern brand image.
• Color and Appearance: The “Lambda” graphic should be set in negative space or in yellow, white/ gray, a darkly contrasted opaque overlay from the background, or filled with a photograph or illustration. This ensures it stands out while maintaining consistency with the Fraternity’s color palette.
• Usage and Examples: In layout designs, the “Lambda” graphic can be used creatively as a frame, cut-out shape, overlay, mask, or background element, providing flexibility in creating engaging and energetic compositions.
These uses for the “Lambda” can be applied across all platforms such as:
- Social Media
- Recruitment Materials
- Philanthropy and Email Campaigns
CORE SYMBOL REPRESENTATION
Greek Letters
Lambda Chi Alpha’s official symbols, including the Greek Lamp, Open Bible, Scales, and Clasped Hands, can be effectively used to visually represent the Fraternity’s Core Values of knowledge, morality, justice, and brotherhood.
The Greek letters Lambda, Chi, and Alpha represent the name of the Fraternity. In LCA written work, it is preferred to either spell out Lambda Chi Alpha or use the English abbreviation LCA.
Unless otherwise noted, letters contain serifs on line ends only, thus not on top of the Lambda or Alpha. The Greek letters are one color. Outlined Greek letters are acceptable as long as there is enough contrast. In appropriate occasions, the badge letters (with the Lambda overlapping the other letters) may be used.
Coat of Arms
Coats of arms were originally family emblems, until cities, societies, and institutions adopted them. All college fraternities have them, but few institutions created their design with such faithful adherence to the laws of the ancient art of heraldry as Lambda Chi Alpha has.
Each part of the Lambda Chi Alpha Coat of Arms has a special meaning, the details of which are explained during the Initiation Ritual. Many of the public meanings of the symbols on the Coat of Arms are explained during the Associate Member Ceremony, and therefore, the Coat of Arms may be used and worn by all Members, including Associate Members. It may be used on jewelry and stationery, among other items.
Seal
Lambda Chi Alpha has adopted a seal design to serve the same purpose as the impression made by the signet rings of historic kings, and its purpose is to identify General Fraternity documents and publications. It should not be used for decoration, or as an ornament for items such as jewelry or stationery, unless it is to be used as the official stationery of the General Fraternity. It is now properly used on charters, membership certificates, and authorized publications of the General Fraternity.
The design consists of the Cross and Crescent upon which is superimposed of a shield bearing the letters of the Fraternity, above all of which appears a Gothic circle bearing, in Greek, the inscription, “Seal of the Brotherhood of Lambda Chi Alpha.” It is only to be displayed in the Fraternity colors of purple, green, and gold, unless in for black or white, or gray scale.
USE OF THE BADGE & PINS
The Badge
While certain symbols such as the Badge, Associate Member Pin, and Friendship Pin have specific uses, they can be incorporated into broader brand communications in appropriate contexts.
The Badge is a pearl-set crescent with horns turned toward the left, and enclosing a monogram of the Greek letters Lambda, Chi, and Alpha. The center of the crescent bears the Greek letters Delta Pi in gold on a black enamel. A variety of jewels may be selected for the Lambda.
Friendship Pin
The Friendship Pin as we know it today is intended to be used for several purposes. It can be used to recognize a relationship that has not yet reached the level of engagement or marriage, during informal occasions where the badge may not be suitable, by Members who prefer its design, or as a substitute by Brothers who have yet to purchase an official badge. It can be worn on a suit jacket, sport coat, or used as a tie tack. The pin can also be worn by wives, fiancés, mothers, and sisters.
Associate Member Pin
The Associate Member Pin has a most interesting history because it embodies the official badge of Theta Kappa Nu, as well as the original pin of Lambda Chi Alpha. The original Lambda Chi Alpha pin was a Gothic arch. With the union of the two fraternities, this was superimposed upon the triangles composing the official badge of Theta Kappa Nu. Thus, all meaning of that fraternity’s symbolism was added to the Lambda Chi Alpha emblem.
OFFICIAL DOCUMENTS
Official documentation from the Office of Administration is crucial for maintaining the integrity and consistency of Lambda Chi Alpha’s brand across all communications. It provides an authoritative source for all official Fraternity materials, ensuring they adhere to established standards and accurately reflect the organization’s identity and values.
Standardization of Brand Messaging
All documents issued by the Office of Administration are crafted to align with Lambda Chi Alpha’s Core Values, tone, and voice. This ensures a unified message is conveyed to all Members, Potential New Members, and external stakeholders.
Legal and Formal Recognition
Documents like membership certificates, charters, and legal agreements must come from the Office of Administration to be recognized as valid. This formal recognition is important for legal standing and to ensure that all Fraternity business is conducted in accordance with organizational policies.
Protection of Brand Integrity
Centralized control over official documentation prevents unauthorized use of logos, symbols, or other brand elements. This minimizes the risk of misrepresentation or dilution of the Lambda Chi Alpha brand.
Authenticity and Trust
Official documents, such as certificates, membership forms, and correspondence, carry the credibility of the Office of Administration. This authenticity is essential for maintaining trust and transparency within the Fraternity and with external partners.
VISUAL ELEMENTS
Leveraging these graphic elements across various platforms helps Lambda Chi Alpha maintain a strong, consistent brand presence. By thoughtfully incorporating the “Lambda” graphic, core symbols, and key phrases, the Fraternity can visually communicate its values of brotherhood, service, and integrity, creating a cohesive and engaging brand identity in all its interactions.
Resource Style Guide
Chapters can use the Lambda Chi Alpha Style Guide along with the LCA Flickr to develop customized templates for social media and operations that align with both Fraternity values and their unique identity. Additionally, the Zeta Social Media Guide provides detailed resources for Chapters to create consistent yet personalized content, enhancing engagement and streamlining the creation of branded materials. By utilizing these resources, Chapters maintain a cohesive brand presence while effectively communicating their distinct stories and reinforcing Lambda Chi Alpha’s mission. Examples:
CONTACT
If you have questions about how to best use the content in this document, need additional assistance or resources, or wish to submit a request, please use the contact information below to get in touch with our Marketing Team.
MARKETING@LAMBDACHI.ORG
For questions regarding the brand platform, brand identity, available assets, collateral, usage, etc.
OFFICE OF ADMINISTRATION
10 W. CARMEL DR. SUITE 220 CARMEL, IN 46032
(372) 872-8000
