Coherence Manifest
About This Book
definition and instructions
Coherence Manifest: a presentation of the verbal and visual elements that will serve as touchstones in the development of Theta Chi Fraternity’s communications materials; a mapping of Theta Chi’s essence; an attempt to articulate what is distinctively Theta Chi. The following pages will present compelling photography, design and art elements, language, and key messages that all say “Theta Chi” without saying “Theta Chi.” These elements will guide the communication of the Theta Chi brand to the Fraternity’s wide-ranging constituencies. Be careful how you use these elements. They are powerful. Not only will this Coherence Manifest bring efficiency to the creative process and establish actionable guidelines for communications across the institution, over time, pieces crafted from this creative blueprint will communicate Theta Chi’s distinctive strengths across the Fraternity’s audiences in a way that is memorable, meaningful, and above all, coherent.
Used in the 1800s, this illustration depicts one of the earliest versions of our Coat of Arms.
Sometimes mistakenly called the crest, the Fraternity’s Coat of Arms is arguably Theta Chi’s most ubiquitous symbol and also one of its most sacred. Care must be taken to ensure that the Coat of Arms is used in an appropriate way. When the Coat of Arms is reproduced in color, the bar dexter and alternate sections of the torse on which the eagle stands are military red, the helmet is silver, the scroll is gold with red lettering, and everything else is gold with black shading.
Our History
Our Values
What We Believe
pages 6–11
pages 12–19
pages 20–23
norwich, 1856 freeman and chase old south barracks fire war 1881 expansion
true friendship assisting hand a promoter of knowledge an advancer of culture truth, temperance, and tolerance usefulness of our fraternity
the creed
The Theta Chi Experience
Theta Chi Expression
Theta Chi Symbols
pages 24–31
pages 32–41
pages 42–45
pledging theta chi being a theta chi sacred purpose educational programming becoming a resolute man
our tone the stories we should tell photo selection audiences
our symbols
Vermont granite, emblematic of our founding in Norwich.
Our History
This notebook was used to record the minutes at the first meeting of Theta Chi Fraternity on April 10, 1856.
Our History
Frederick Norton Freeman
norwich, 1856 freeman and chase old south barracks fire war 1881 expansion
Arthur Chase
Badge of Founding Father, Arthur Chase
At 9 p.m. on April 10, 1856, Theta Chi Fraternity was founded by two military cadets in the Old South Barracks of Norwich University in Norwich, Vermont. Their names were Frederick Norton Freeman and Arthur Chase, and together they laid the foundation for an organization that thrives today, more than 150 years after they first took oaths declaring each other “true and accepted members� of Theta Chi.
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Our History
norwich, 1856 freeman and chase old south barracks fire war 1881 expansion
The Old South Barracks was in ruins after the 1866 fire.
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The Fraternity encountered many hardships in its early years, including being nearly eradicated by the Civil War—in which 750 Norwich cadets served—and an enormous fire that devastated both the University and the barracks in which Theta Chi was founded. By 1866, enrollment at Norwich had dropped to only 19 men. Just 25 years after Freeman and Chase founded Theta Chi, the Fraternity found itself on the brink of extinction once again. Were it not for the efforts of James Michael Holland, who, in 1881, was the organization’s only remaining member, Theta Chi would have ceased to exist. With the installation of Beta Chapter at the Massachusetts Institute of Technology in 1902, Theta Chi officially became a national fraternity. The vast majority of our membersip was affected by war once again in the 1940s, when 90% of our undergraduate brothers served their country fighting in WWII. By 1965 we had become an international fraternity. And today, we have installed 231 chapters on campuses all across North America. Throughout our proud and storied history, we have initiated more than 175,000 men as “true and accepted members” of Theta Chi.
James M. Holland
Our Values
Our Values
true friendship true friendship primacy of alma mater a promoter of knowledge an advancer of culture truth, temperance, and tolerance usefulness of our fraternity
We believe in true friendship. To us, brotherhood is more than a word—it’s a way of life. Theta Chi brothers understand that the Assisting Hand (sometimes called the “Helping Hand”) is more than just our motto. It is a powerful symbol, emblematic of the sturdy manhood to which we aspire: manhood born of respect, compassion, patience, loyalty, and helpfulness. The result of living by these ideals is living in exact harmony with one another, mindful of the contributions of every brother.
primacy of alma mater Our maxim is “Alma Mater First and Theta Chi for Alma Mater.” We take these words to heart and strive always to advance the missions of the institutions of higher learning where our hundreds of chapters have found homes these past 150+ years. This means that Theta Chis are called to participate actively both in campus affairs and within the campus community. Just as our members are Theta Chis for life, so should they be lifelong stewards of their college or university.
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Our Values
a promoter of knowledge true friendship primacy of alma mater a promoter of knowledge an advancer of culture truth, temperance, and tolerance usefulness of our fraternity
Theta Chi would not exist were it not for the proud educational tradition that first emboldened its founders at Norwich University those many years ago. The men of Theta Chi seek to learn and share knowledge, to empower themselves and others through education, and to demonstrate the benefits of well-rounded scholarship.
an advancer of culture With knowledge comes culture and the civic duty to advance it. Theta Chi Fraternity members strive to enhance the local communities in which they live, both in the immediate spheres of their chapters and in the broader spheres of the institutions they attend and the towns or cities where those institutions are located.
This brick was salvaged from the ruins of the Old South Barracks and dates back to the 1800s.
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The Stanford Trophy is presented each year to the recipient of the Grand Chapter Scholarship Award.
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truth, temperance, and tolerance true friendship primacy of alma mater a promoter of knowledge an advancer of culture truth, temperance, and tolerance usefulness of our fraternity
As Theta Chis, we seek to be honest even when it is inconvenient, responsible and accountable even when others around us are not, and welcoming of differences, diversity, and dialogue. Truth, Temperance, and Tolerance are virtues that we hold sacred. To be true means to be honest, sincere, and good. Temperance means exercising moderation and having self-control. And while tolerance can be misconstrued to mean putting up with destructive behavior, we adhere to its simplest definition: fairness and respect for freedom.
usefulness of our fraternity We are called to be of service to each other and to our communities. Theta Chis positively influence their environment both during and after college through their volunteer efforts, partnerships with groups like the USO (United Service Organizations), career contributions, and civic involvements.
The University Reveille, published in 1861, included one of the earliest printed mentions of Theta Chi.
Our official Fraternity Anthem, “It Is To Thee, Dear Old Theta Chi� was written by F.W. Kurtz (Delta/RPI 1913) and C.C. Finch (Delta/RPI 1914).
What We Believe
What We Believe
the creed
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Our Creed, written by Frank Schrenk (Kappa/Pennsylvania 1915), is an authentic and time-honored expression of our core beliefs:
I believe in Theta Chi, its traditions and its ideals. Born of sturdy manhood, nurtured by resolute men, ennobled by high and sacred purpose, it has taken its place among the educational institutions of America as a promoter of knowledge, an advancer of culture and a builder of character. It inspires true friendship: teaches Truth, Temperance and Tolerance, extols virtue, exacts harmony, and extends a helping hand to all who seek it.
In 1946, the Grand Chapter directed that The Creed be hung in every chapter house of the Fraternity.
I believe in the primacy of Alma Mater: in the usefulness of my Fraternity, in its influence and its accomplishments and I shall do all in my power to perpetuate its ideals, thereby serving my God, my country and my fellow-man.
The Theta Chi Experience
pledging theta chi being a theta chi
The Theta Chi Experience
sacred purpose educational programming becoming a resolute man
“It’s not that you were a Theta Chi. You are a Theta Chi. This bond is forever.” —Alumnus Member
Being a Theta Chi is about much more than forming four years of undergraduate memories; it’s about making a commitment to a lifestyle for a lifetime. It’s about making choices that reflect an understanding of and an allegiance to our Creed. Being a Theta Chi is about being of service, being respectful, and being a man who lives our values in such a way that others are inspired to do the same. Becoming such a man takes time, passion, and dedication, and it begins with an early and important encounter.
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Pledging Theta Chi Before a man becomes an initiated member of Theta Chi, he has an experience with our Fraternity that solidifies his desire to join our brotherhood. Just as we are looking for potential in him—demonstrated through his commitment to academics, helping others, being a true friend, and serving as a productive member of his college community—so too is he looking for potential in us.
He wants to see that we are truly committed to brotherhood, and his first encounter with us should reflect that. We should welcome him into warm conversation and acknowledge his value as an individual beyond what his value to the Fraternity could be. We should learn—and remember—his name. In short, we should model our values and behave in a way that aligns with our Creed.
“During my first recruitment event at Theta Chi, I felt a connection between the brothers and wanted to be a part of that. I also felt that their values aligned with my own.” —Collegiate Member
This Pledge Button is entrusted to a young man who has demonstrated his readiness to join our brotherhood. Through his words and actions, he has shown a true understanding of and commitment to becoming a contributing member of Theta Chi.
The Theta Chi Experience
“I had a tight group of friends before I joined Theta Chi, but as we got into sophomore year, they kept doing the same thing every weekend. Now [that I’m a Theta Chi], one weekend I’m out helping clean up the city and the next I’m hanging out with new people or going to a Reds game.”—Collegiate Member
Being a Theta Chi The chapter experience is the heart of the Theta Chi experience. When a man is invited to move from being a Theta Chi pledge to becoming a Theta Chi member, he is initiated into a tradition of leadership, service, friendship, and accountability. These values find daily expression at the chapter level. Members strengthen their ties to each other and to our organization by participating in weekly meetings, serving in chapter leadership roles, actively participating in our signature Sacred Purpose initiative, and advancing our recruitment efforts.
Their bonds are also strengthened through the more social aspects of chapter life: service, intramurals, weekend activities, and the like. No matter the experience, however, the underlying goal is to reinforce the skills that members learn from our educational programming.
The Badge of Theta Chi is presented to a Theta Chi pledge after he has proven himself worthy of becoming a Theta Chi member. He is initiated into full brotherhood after he has executed the Theta Chi Honor Code, lived by the Theta Chi Creed and Constitution and Bylaws, and proven his understanding of Theta Chi’s rites of passage.
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Sacred Purpose Sacred Purpose is a critical movement to improve the health, safety, and overall well-being of Theta Chi members. As Theta Chis, we know that the highest expression of brotherhood and true friendship is caring for and helping others. We have been called to live out this higher purpose, to lead a more noble life, and to inspire a better brotherhood.
Sacred Purpose is a movement that does more than assist and protect members—it helps every member live his very best life. It teaches every member to live with intention. By connecting the chapter and its members to expert resources within their local campuses and communities, offering programmatic support at the chapter and international levels, and creating new leadership positions that help us care for and better understand one another, we can live up to our highest calling. Inspired by our most deeply cherished fraternal value— the Assisting Hand—the mission of Sacred Purpose is simple: to inspire a better brotherhood and a deeper level of mutual caring for one another.
“Theta Chi helped me become a leader and the man I am today. I wouldn’t be the person I am today if it weren’t for Theta Chi. I will continue to be grateful for the rest of my life.”—Alumnus Member
The Theta Chi Experience
Educational Programming Theta Chi’s educational programming encompasses every piece of our curriculum that is designed to prepare Theta Chi members to become Resolute Men: members who, at the time of graduation, embody our Fraternity’s ideals and inspire others to do the same.
Theta Chi’s programming provides all members with the formal education required to become Resolute Men: • Mid-Year Leadership Conferences • Mid-Year Leadership Summits • The Initiative Academy (a conference geared toward young emerging leaders) • The Sasser Presidents Conference (a funded, mandatory three-day event for all Chapter Presidents) • Recruitment Boot Camp (a hugely successful workshop that is open to all members who would like to learn more about relationship building and improve their recruitment numbers) • Online learning opportunities • A Speaker Series that occurs yearly alongside our National Convention and at the local level
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“To me, being a member of Theta Chi means being held to a higher standard and being able to develop as a person among brothers who will challenge you to become better every day.”—Collegiate Member
Becoming a Resolute Man By the time he reaches the midpoint of his senior year, a Theta Chi member who is prepared to become a Resolute Man will have demonstrated that he truly understands what it means to be a Theta Chi. He will have prepared for life after college while deepening his commitment to our brotherhood. He is ready to accept the responsibility that comes with ending his undergraduate career, and is prepared to carry his commitment to our Creed with him not only to this next phase of his life, but throughout his life.
His dedication to our Fraternity and its ideals—particularly those espoused by Sacred Purpose—is clear. He knows that leaving college does not mean leaving Theta Chi, and he is committed to remaining involved with the Fraternity both literally and financially.
The Resolute Man Guard is awarded to a Theta Chi brother who, at the time of graduation, truly embodies everything our Fraternity ideals call him to be. He is able to demonstrate his achievement in five areas: social competence, leadership and teamwork ability, passion for his Alma Mater, passion for Theta Chi, and readiness for life after college. He is prepared to excel in these five areas through our educational programming and his chapter experiences.
Theta Chi Expression
Theta Chi Expression
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our tone our tone the stories we should tell photo selection audiences
Theta Chi is a fraternity that honors brotherhood, friendship, serving a higher purpose, and lending an Assisting Hand. Our members are united by their shared commitment to each other, to our Creed, and to their alma maters. Our organization is more than 150 years old, and the tone of our communications should honor not only that history, but the proud traditions that have developed over those many years. Our voice should strive to be sophisticated, inspirational, and authoritative.
“One of our chapter’s missions was to change stereotypes about fraternities in general. One thing that attracted me to Theta Chi was trying to challenge that and be better than that and more than that.” —Collegiate Member
This ribbon commemorates our 75th Anniversary Convention. A piece of Vermont granite—also used in the construction of the Theta Chi Monument erected near the site of the Old South Barracks in Norwich, VT—is affixed.
our tone the stories we should tell photo selection audiences
the stories we should tell Our collegiate members, alumnus members, and Founders have provided us with an abundance of amazing stories to tell. When choosing which ones to share, we should think back to our values:
Theta Chi Expression
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true friendship
an advancer of culture
We should share stories of current and alumnus members engaged in activities that foster and sustain brotherhood: golf outings, formals, retreats, singing competitions, etc.
We should tell the stories of collegiate and alumnus members who are contributing or have contributed something of value to the culture, whether that be a member who displayed a painting on campus or an alumnus who won an Academy Award (or three).
primacy of alma mater We should tell stories that highlight our members’ service to their alma maters—stories of the Reginald E.F. Colley Award winners, stories of students who serve in leadership roles on campus, and stories of alumni who still actively give back to their alma maters.
truth, temperance, and tolerance
a promoter of knowledge
usefulness of our fraternity
We should tell stories of students who are committed to scholastic excellence and alumni whose contributions to learning and knowledge have affected the world in powerful ways, like Nobel Prize winner Dr. Owen Chamberlain (Alpha Theta/Dartmouth 1941) or noted journalist Bob Woodruff (Iota/Colgate 1983).
We should tell stories that demonstrate our commitment to service and lending an Assisting Hand. Our members and alumni routinely participate in volunteer activities, fundraising initiatives, and service projects. We should tell the world about them.
We should tell the story of Sacred Purpose and our commitment to providing all of our members with practical life skills that will help them remain responsible, safe, and empowered to pursue their highest callings.
Theta Chi Expression
photo selection our tone the stories we should tell photo selection audiences
We select photos that showcase authentic experiences and capture the distinctiveness of the Theta Chi experience. Consider the audience for your particular communications piece and, when possible, use the highest quality professional photography available. If high-quality photos are unavailable, employ the judicious use of toning and cropping to make the most of your source material. It’s important to wear many hats when selecting the best images for your communications piece. You must consider your photographs from the point of view of a designer: resolution, ownership, crop, color, and contrast. You must also consider them from the point of view of a storyteller: activity, singularity, interest, and fit. Finally, you must see them as an editor would: Should the image be used as a black-and-white— or toned as a black and white—for added contrast, historical connection, to quiet it down, for a more emotional reading, etc.?
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Theta Chi Expression
audiences our tone the stories we should tell photo selection audiences
In order to communicate coherently with the audiences that are most important to Theta Chi, we first have to have a clear understanding of who those audiences are. Then we can devise strategies for how to reach them with messages that are specifically tailored to address their needs. The following Audience Chart identifies all of the audiences we serve.
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Each ring represents a priority level; the closer the ring is to the center, the higher its degree of priority. primary: Audiences for whom our mission was written and the individuals who facilitate our mission on a daily basis. tier one: Audiences who generate income for our organization. tier two: Audiences who influence our core audiences. tier three: Audiences who have a recognizable interest in our work.
Theta Chi Symbols
Theta Chi Symbols
our symbols
When contemplating what types of designs and imagery you would like to incorporate into your communications, consider these symbols of the Fraternity, which are imbued with meaning for every brother: Red Carnations The Fraternity flower is the red carnation; it, too, is imbued with significant meaning for all our members. The Fraternity Flag The Fraternity Flag, adopted at the 64th Anniversary Convention in 1920, features a double-sided banner with a white field with a military red border. The Greek letters theta and chi are centered within the white field with the year 1856 at the top left and a coiled rattlesnake on the bottom right.
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The Badge of Theta Chi This is the symbol for our Fraternity. It cannot be bartered, sold, or given away. The Badge carries within it several important symbols, known only to our members.
I am the Badge of Theta Chi. I was born among the granite hills of Vermont. I am as old as the ideals of humanity. I am everlasting youth. I am the symbol of the Fraternity. I am two Greek letters, Θ and X. My constitution is pure gold. I represent truth, honor, character, integrity, brotherhood, faith in God. I stand for justice, unity, courage, strength, achievement. I cannot be given away. I cannot be exchanged. I cannot be sold in barter or trade. Once accepted, I remain a possession forever. I am worn over the heart. My intrinsic value cannot be estimated. I am cherished, treasured, honored. My influence continues throughout life. I am proud of my patriotic devotion and service. I shall remain always undivided in my loyalty to my flag—my country. I am the Badge of Theta Chi.
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“These are friendships that stay with you for the rest of your life. It’s a bond that certainly can’t be replaced.” —Alumnus Member
The men of Theta Chi are, in their own words, leaders, brothers, and true friends. They serve their alma maters, their communities, and each other. Their bond is profound, as is their commitment to the Fraternity that unites them. When gathered together, their camaraderie is clear. They tell stories about service, brotherhood, and a lifelong bond that can only be understood by the other men who also wear the Badge.
They are Resolute Men. Men of character. Men of Truth, Temperance, and Tolerance. They are the men of Theta Chi, and it is our duty to share their stories with the world.
International Headquarters P.O. Box 503 Carmel, IN 46082
317-848-1856 ihq@thetachi.org