LSU Brand Guidelines
This guide is intended to be a resource so as to define our national brand and bring together the identity of our regions and chapters. It also serves as a resource to anyone who may be designing and producing communications or marketing materials for our organization.
This is intended for any brothers with the need to create documents for public consumption, including social media, such as letters, reports, presentations, flyers, or announcements. It may also be used by any 3rd party entrusted with using our brand. Any media in direct violation of any of the guidelines set forth may result in disciplinary or civil actions.
We, the brothers of Lambda Sigma Upsilon Latino Fraternity, Inc., strongly believe that many individual and collective successes can be achieved through the efforts of a culturally diverse brotherhood of college and university men who, through close association with each other, maintain honesty, commitment, respect, and trust.
The maintenance of these qualities is nurtured in large part through the diversity of culture and through self-awareness and self-respect.
Among the results of actions taken in these states of being are the promotion of friendship and Brotherhood, the development of individual character, the advancement of justice and opportunity, and the acquisition of soundness and excellence in education.
This is the foundation of our brotherhood!
Our logo is our most central identifiable symbol to the public and it is a universal signature by which we sign all of our visual communications. The proper usage of our logo is most integral to our identity.
A shield or a coat of arms is a distinctive heraldic design of a person, family, corporation, or country usually on a shield. A coat of arms was traditionally used by medieval knights to cover, protect, and identify the wearer. Shields are most often used by Greek Lettered organizations as an identity.
It is very important that our shield on our logo show exactly as shown below as our shield holds significant symbolic meaning to our membership.
The shield should only be used by itself in internal facing communications or if used as a decorating device and used on paraphernalia purchased by our members.
It is vital that our shield is always displayed with the registered trademark symbol (®) as shown below. This symbol is used to provide notice that the symbol is a trademark that has been registered with US Patent & Trademark Office and that any disallowed use of the symbol is subject to legal action.
The parent brand of the fraternity sits on top of the organizations central leadership, consisting of the National Executive Board and Regions. On the bottom of the brand hierarchy sit Chapters representing the core of our membership intake and activities.
The only allowable variation of our logo is a horizontally stacked version with the shield positioned above the logotype. This variation can be seen below along with variations for the sub-division logo as well.
If there is a need for our brand to be placed on a non-white background or a limitation on the colors that can be used on a desired medium, it is acceptable to use as an alternative our name in combination with our Greek Letter representation (Λ Σ Υ). This alternative could not be used on any paraphernalia or worn clothing.
To ensure that the logo is clearly visible surround it with adequate clear space free of type, graphics, or any visual elements which might add visual clutter to the logo. Doing so will make certain to maximize the recognition and impact of our identity. Please use the shield at at least 1/4 scale as a reference object to provide clear space as seen below.
Our logos should only sit on a white background color.
Unacceptable Logo Treatments
To maintain the integrity of the logo, and to promote the consistency of the brand, it is important to use the logo as described in these guidelines. The examples shown here illustrate misuses of the logo that should be avoided.
This primary palette is what we use for foundational elements. These colors, especially White and Baby Blue, act as core recall elements to help consistently reinforce our brand.
- Baby blue (#64A9E3)
- White (#FFFFFF)
- Black (#444)
- Gray (#707070)
- Light gray (#E6E6E6)
- Red (#FF2A2A)
- Use black for paragraph text
- Use white, or black for headlines
- Use baby blue or red for highlight colors
- Use gray or light gray for footer elements or instances where less text contrast is needed such as body text on a website.
The official main font of the fraternity is Lato. Fallbacks for Lato, in order of preference, are Helvetica and Arial. Lato may be used for headings, display text, and body copy.
The serif alternative is PT Serif. It is only to be used for body copy.
- Body text point size should be 10-12 point in print or 15-25 pixels on the web
- Body text line spacing should be 120%-150% of the point size
- Body text line length should be an average of 45-90 characters or 2-3 lowercase alphabets
- There should only be one space between sentences
- Limit yourself to two levels of headings; three at the most
- Add 5-12% extra letter spacing to text in all caps
- All caps are only suitable for headings shorter than one line
- Use either bold or italic for emphasis never both
- Instead of underlining; consider using bold or italic, all caps, or larger point sizes
- On printed documents always use black for body text
- Use tiered numbers for hierarchical headings
- Centered text is only acceptable when used for short phrases or titles
- If not using first line indents for paragraphs provide space between paragraphs amount to 50-100% of the body text size
- More information can be found at Butterick’s Practical Typography
Standard Letter Head
Below is the standard letter head for the fraternity that is in line with our brand.
Standard Business Card
Below is the standard business card for the fraternity that is in line with our brand.
Unacceptable Brand Uses
Our brand represents how this organization, as a whole, is portrayed to the public. It is important that any use of our brand is in line with our mission and core values. To ensure that our public image is not tarnished or misrepresented please make sure that the marketing in question avoid the misuses below.
- The material is not offending or demeaning to any race or gender.
- The material does not contain images of initiate members in uniform.
- The material does not depict the fraternity as being violent or lethal.
- The material has no associations with drugs or drug paraphernalia.
- The material is not sexually degrading.
- The material does not promote or insinuate a culture of hazing.
The images below are considered trademarks of the fraternity. The use of these marks should follow the guidelines for acceptable use of our brand.
Paraphernalia refers to any article of clothing such as sweaters, shirts, jackets, etc., that is used to identify the wearer as being an initiating member of our organization. Below are some guidelines on paraphernalia design and acceptable uses of our colors and trademarks on these items.
- The only acceptable colors for our greek letters "Λ Σ Υ" are baby blue or white.
- The only acceptable colors for the articles of clothing are baby blue, white, or black.
- The use of our shield without the logo type is allowed.
- The design of the paraphernalia shall adhere to the acceptable uses of our brand.