Typography 101

The Fraternity typeface is “Open Sans.” It has a friendly, professional, and versatile style, making it appropriate for both formal documents and casual marketing materials. When in doubt, use Open Sans.

In general, Open Sans should always be somewhere on a design. In most cases, it will make up 90%+ of the text on any page. Open Sans is also the only typeface that you should use for logotypes (both with and without the Shield). Alternate typefaces should be considered decorative accents.

Which weights to use

A “font weight” is the degree to which a typeface is bold. For Open Sans, these include Light, Normal, Semibold, Bold, and Black. As you go from light to black, the character strokes thicken.

The most common combination of weights is normal and bold. If you wish to use other weights, try to keep your styles “two weights apart.” This gives the two contrast when used together.

For example, regular is two weights away from bold (semibold comes between them). If you were to use light instead of regular, use it with either semibold, bold, or black—not with regular.

Finally, avoid using the light weight too often. Never apply it to body copy; it becomes too hard to read, especially in large paragraphs.

How to download Open Sans

Google Fonts hosts up-to-date copies of Open Sans (all weights). From that link, click the “Open Open Sans in Google Fonts” link in the top-right corner.

On the next page, you will see a list of font weights and styles (“Light 300,” “Light Italic 300,” “Normal 400,” etc.). Check all the weights and styles, then click the down arrow button in the top-right corner. This will download the entire Open Sans type family as one package.

When the download finishes, locate the new files on your computer (e.g. in the “Downloads” folder on both OS X and Windows). Select all the files, right-click on them, and select “Install.”

You should see “Open Sans” in your font selector in any program now—for example, Microsoft Word or Adobe Photoshop. If you do not, first try restarting the program that you’re using. If that does not fix it, restart your whole computer. If that also does not make them show up, try repeating this process from the beginning.

Open Sans alternatives

Always use Open Sans when possible. Install it to your computer as a system font. In rare emergencies when Open Sans is not immediately available, Verdana may be used as a substitute.


The Shield Logo vs. the Crest

The Shield is our main marketing image. We use it for promotional material, including both print and online content. It was created by the Design Team and approved by Convention as a symbol of the Fraternity. Variations of the Shield, including those that represent specific subordinate organizations, particular offices, events, or projects, or that are short-term or time-limited in nature, may be created and, per Board policy, are not considered symbols of the Fraternity. However, any variations must be reviewed by the Office of Operations prior to usage.

The Crest is a serious image and should be used less frequently. It represents the Fraternity in more formal situations. Unlike the Shield, the Crest has no variations. The Crest is also considered an official symbol of the Fraternity.

Before the introduction of the Shield, the Crest often stood in as the Fraternity’s “logo.” This, however, led to rampant overuse of an otherwise special Symbol on everything from websites to Chapter Rush posters to formal Chapter documents. Furthermore, the Crest had other limitations; it doesn’t print well at small sizes or in black and white. The Office of Operations created the Shield logo to address all of these concerns, allowing the Brotherhood to reserve our Crest for truly special occasions and to preserve its significance.

For any promotional items—posters, websites, business cards, or shirts—the Shield is probably the most appropriate. If you are unsure about one of your designs, please contact the Fraternity Office.

Using the Shield and the Crest together

It is acceptable to put the Shield and the Crest on the same page/design. Try not to put them right next to each other. For example, consider using the Shield (and logotype) at the top and the Crest in a bottom corner. If the document has multiple pages, try putting one on the cover and the other on the back.


How to use the Shield and logotype

For this Standard, “logo” refers to the Shield itself, while the “logotype” is the accompanying text—e.g. “Delta Lambda Phi Fraternity Office.”

Writing logotypes

When the Shield logo is present, logotypes should always be two lines. The Fraternity name should always be boldface, whether you use “Delta Lambda Phi” or “DLP;” the rest uses regular or “normal” font weight.

There are three possible combinations:

The full, custom logotype
Use this logotype for major bodies and offices, Chapters, Colonies, important programs, and events.

Examples:

Delta Lambda Phi
Board of Directors

Delta Lambda Phi
Gamma Chapter

Delta Lambda Phi
David L. West Scholarship

Delta Lambda Phi
Convention 2015

The abbreviated, custom logotype
Use this logotype for minor bodies and offices, programs, and events that are put on by larger bodies, such as departments within larger offices and events that are hosted by Chapters/Colonies.

Examples:

DLP Board of Directors
Rituals, Symbols, and Traditions

DLP Gamma Chapter
Fall 2015 Rush

The official logotype
Should not be modified at all. This is the official logotype to represent the overall Brotherhood.

No sample modifications.

When using just the logotype style without the Shield logo, you can also use a single-line, modified version of the “abbreviated, custom logotype.” You can also use any of the two-line logotypes discussed above.

Examples:

DLP Board of Directors

DLP Gamma Chapter

DLP David L. West Scholarship

DLP Convention 2015

Even if using this single line style without an attached logo, the Shield should still be present somewhere on the same page or poster (even at the very bottom).

All about trademarks

As you may have noticed, the “®” (registered trademark symbol) follows our “Delta Lambda Phi” text. Delta Lambda Phi currently holds the trademark for “Delta Lambda Phi” and “DLP.” As an organization, we are obligated to properly notify the public anytime we use these trademarked names for advertising or promotional purposes. This does not apply to our greek-letter name. With our other symbols of the Fraternity (that aren't yet officially registered), we can use “TM” next to the images, such as our Centaur and our Crest.

The rule of thumb: a ® symbol, the words “Registered U.S. Patent Office,” or “Reg. U.S. Pat. Off.” has to appear somewhere on the page. You can leave it off the logo-logotype combination at the top of the page, website, or poster, but you must include it at the end. If designing something with multiple pages, such as a booklet or slide presentation, try to put the ® or trademark notice on the first page/slide. When following “Delta Lambda Phi,” the preferred justification is to the upper right of “Phi.”

The following copyright text can be used, but you must still include a general trademark notice somewhere on the page:

© 2015 Delta Lambda Phi Social Fraternity. All rights reserved.

Additionally, it's important that we not abuse the trademarks of other entities. Avoid using copyrighted images, fonts, and designs.

For questions about our trademarks, please contact Legal Services.

The rule of thumb: a ® or registered trademark notice has to be somewhere on the page. You can leave it off the logo-logotype combination at the top of the page, website, or poster, but you have to include it at the end.

Layout, alignment, and spacing

The Shield logo and logotype have two approved layouts: the Shield on the left and above. The following illustrations demonstrate good and bad practices:

When the logo is on the left of the text, the logotype should be left- aligned.
When the logo is on top of the text, the logotype should be centered.
The logo should never go to the right or below the logotype. Don’t mix the text alignments either.

The following guidelines describe how to set the type size and spacing around both the logo and logotype:

Alignment

When the logotype has two lines, the line-height should be set to 1.2em (or 1.2 times the type size). E.g. if the logotype uses a 10pt font, the line- height is 12pt.

Avoid single line logotypes when possible, and never use three lines. Two lines are always best.

When the logotype has two lines, the first line’s “cap-height” (the top of the capital letters) aligns with the top-right cutout on the Shield.

The second line’s “baseline” (the bottom edge under most letters) should align to the bottom of the Shield’s chevron.

If the logotype has only one line, vertically center it with the logo.

When using the Shield (or a Shield-logotype combination), keep it about “Shield-width” away from all other elements and the page edge.

Avoid placing the Shield on complex backgrounds; it should be clear and identifiable at all times.

Leave ample space around the logo-logotype combination; a good guideline is about one "Shield-width" on all four sides, as shown to the right.

To keep our brand strong, the Shield logo (or any of our other symbols) should not be covered by a design element. Whether it be a simple ribbon or something that comes in front of the shield, it erodes our image. Instead, consider building design elements around the Shield or off to the sides.

Using the logo on the web

On the web, follow typical design conventions: the logo and logotype go either in the top-left corner or in the center at the top.

If using the top-left corner, use the format with the Shield floated to the left of the logotype. If using the top-center, use the format with the Shield sitting on top of the logotype.


Additional Shield considerations

Using the Shield in color

In most cases, the Shield logo should be either black or white. Use black when the background is white or another light color, and vice versa for a white Shield. (fig. 1a)

If using a different color (such a DLP Green), the whole Shield should be the same color. For example, do not set the Shield’s base in one color and the stars in another. (fig. 1b)

If using a gradient, apply it to the entire Shield as a unit. Do not apply the gradient to the Shield base and each star individually. (fig. 1c)

Finally, the Shield and the logotype should be the same color; they are a unit. For example, do not use a DLP Green Shield with a black/white logotype. (fig. 1d)

Using the hollow and solid Shields

Hollow vs. solid
Above, hollow. Below, solid. Both can be used, but the hollow is more common.

There are two styles of the Shield: a hollow and a solid one. Which one to use is up to personal preference, though the hollow one is more common.

The following are recommendations based on the overall design:

  1. Hollow icons are more difficult to discern at small sizes. Solid is much more noticeable. If the Shield will appear tiny (less than a half-inch tall), consider using the solid shield.
  2. For very dark or very light backgrounds, the hollow Shield is fine because the two will have high contrast. When the Shield and background colors are closer, however, consider using the solid Shield so that it doesn’t get lost.
  3. When in doubt, or if you have no strong preference, use the hollow Shield for consistency. The hollow version appears in most Fraternity marketing materials.

Multiple Shield logos

In most cases, never use the Shield twice on the same page of a design.


Color

Our Fraternity colors are green, gold, and white, but what does that mean, exactly? If you polled 100 brothers, you would not get a single, consistent answer. For just “DLP green,” some prefer hunter green, or mint green, or Kelly green, or olive.

Also, different designs require specific greens. For example, a predominantly yellow/gold design may look better with olive green instead of hunter green. Use good judgment when selecting a version of each.

The following are basic versions of each green and gold. Each option has both a bright code and a darker version. These are good places to start:

Bright Green

Hex: #4DCC33
RGB: 77 (R), 204 (G), 51 (B)
CMYK: 66 (C), 0 (M), 100 (Y), 0 (K)
Hex: #399926
RGB: 57 (R), 153 (G), 38 (B)
CMYK: 78 (C), 16 (M), 100 (Y), 28 (K)
Hex: #26661A
RGB: 38 (R), 102 (G), 26 (B)
CMYK: 83 (C), 35 (M), 100 (Y), 28 (K)

Mint Green

Hex: #33CC80
RGB: 51 (R), 204 (G), 128 (B)
CMYK: 67 (C), 0 (M), 69 (Y), 0 (K)
Hex: #269960
RGB: 38 (R), 153 (G), 96 (B)
CMYK: 81 (C), 16 (M), 81 (Y), 2 (K)
Hex: #1A6640
RGB: 26 (R), 102 (G), 64 (B)
CMYK: 87 (C), 35 (M), 87 (Y), 27 (K)

Olive Green

Hex: #99CC33
RGB: 153 (R), 204 (G), 51 (B)
CMYK: 45 (C), 0 (M), 100 (Y), 0 (K)
Hex: #739926
RGB: 115 (R), 153 (G), 38 (B)
CMYK: 60 (C), 22 (M), 100 (Y), 4 (K)
Hex: #4C661A
RGB: 76 (R), 102 (G), 26 (B)
CMYK: 69 (C), 39 (M), 100 (Y), 28 (K)

Regular Gold

Hex: #FFEA00
RGB: 255 (R), 234 (G), 0 (B)
CMYK: 3 (C), 2 (M), 98 (Y), 0 (K)
Hex: #CCBB00
RGB: 204 (R), 187 (G), 0 (B)
CMYK: 24 (C), 19 (M), 100 (Y), 0 (K)
Hex: #998C00
RGB: 153 (R), 140 (G), 0 (B)
CMYK: 41 (C), 35 (M), 100 (Y), 8 (K)

Rich Gold

Hex: #FFD400
RGB: 255 (R), 212 (G), 0 (B)
CMYK: 1 (C), 14 (M), 100 (Y), 0 (K)
Hex: #E6BF00
RGB: 230 (R), 191 (G), 0 (B)
CMYK: 11 (C), 22 (M), 100 (Y), 0 (K)
Hex: #B39500
RGB: 179 (R), 149 (G), 0 (B)
CMYK: 31 (C), 36 (M), 100 (Y), 4 (K)

Champagne Gold

Hex: #FFF2B2
RGB: 255 (R), 242 (G), 178 (B)
CMYK: 1 (C), 2 (M), 37 (Y), 0 (K)
Hex: #E6D68A
RGB: 230 (R), 214 (G), 138 (B)
CMYK: 11 (C), 11 (M), 55 (Y), 0 (K)
Hex: #CCB852
RGB: 204 (R), 184 (G), 82 (B)
CMYK: 22 (C), 22 (M), 82 (Y), 0 (K)

Black

Hex: #000000
RGB: 0 (R), 0 (G), 0 (B)
CMYK: 75 (C), 68 (M), 67 (Y), 90 (K)

White

Hex: #FFFFFF
RGB: 255 (R), 255 (G), 255 (B)
CMYK: 0 (C), 0 (M), 0 (Y), 0 (K)

Looking Ahead

It is our hope that this Communication Standard will help to foster consistent and clear messaging throughout Delta Lambda Phi. Whether designing a rush poster, press kit, website, or anything else, these guidelines will help our diverse Brotherhood communicate with a unified voice.

We consider this to be an evolving document. If you have any questions regarding this document, or suggestions for improvement, please contact the Office of Operations.