Phi Kappa Tau is excited to relaunch its brand. The branding rollout was revealed during the Fraternity’s Presidents Academy and Volunteer Development Institute in Dallas, Texas.
Phi Kappa Tau has a long-standing and well-earned reputation for providing men an opportunity to enjoy all the benefits that come from a lifelong commitment to brotherhood through fellowship, service, and principled leadership.
Over the past 24 months, Phi Kappa Tau has remained focused on its evolution. In 2016, Phi Kappa Tau 2020, the Fraternity’s strategic plan was created and ratified by the 62nd National Convention in Sacramento, California. The previous year, the Foundation approved its strategic plan. Both plans placed a strong emphasis on strengthening Phi Kappa Tau’s overall brand and communication.
Phi Kappa Tau and its brand have evolved over time and this version is a further refinement of the previous brand standards.
As the result of a comprehensive, professional process, a new tagline was developed to honor Phi Kappa Tau’s distinguished past and capture its bright future – developing men of character into MEN OF DISTINCTION.
The Phi Kappa Tau logo and brand has undergone a significant transformation. The new identity satisfies all existing expectations of what the original marks stood for, while simultaneously moving the brand forward.
The Fraternity National Council and Foundation Board of Trustees created the Joint Communication Taskforce. This taskforce was led by Anthony Marucci, Mississippi State ’89, a highly-accomplished communications professional with over 25 years of experience working with organizations and clients to develop focused communication strategies and marketing plans.
Joining Marucci as members of the taskforce were Foundation Trustee Charlie Ball, Miami ’82, National Councilor Tom Skena, Bethany ’86, and CEO Tim Hudson, Truman State ’97. Throughout the process, the taskforce utilized the skills and expertness of many members of the Fraternity National Council, Foundation Board of Trustees, Undergraduate Advisory Board and Executive Offices staff.
To communicate the new brand, the Fraternity has published an updated Branding Standards Manual, which can be viewed online at phikappatau.org/brand. This manual outlined the primary visual elements of Phi Kappa Tau’s brand identity and provided basic instructions for the successful execution of the identity across multiple platforms.
In addition to the launch of the Branding Standards Manual, a branding website has been created that houses many visual assets which can be used by members and chapters. The website includes downloadable, press ready versions of Phi Kappa Tau’s logo, Coat of Arms and wordmarks.
Phi Kappa Tau will continue to unveil many of the visual assets of the brand during the first quarter of 2017. Some of these resources will include communication templates (letterhead, envelopes, certificate paper, and presentations) along with chapter specific visual asset kit (chapter logos, social media icons, and social media assets). A revised Style Manual will aid in writing, unified phrasing, and inform publishing standards. Phi Kappa Tau Gear, the best place to order customized Phi Kappa Tau merchandise, will also receive new branded items for purchase. When available, you can purchase gear with the new Phi Kappa Tau brand identity at phikappataugear.com.
Consistency is key for good brand management. The Fraternity’s updated marketing approach, including the updated brand, will give Phi Kappa Tau better brand recognition, increased success at every level, and an overall cohesive look and feel.