I’m on the board of the Delta Kappa Epsilon Club of New York - the only post-graduate club for any fraternity in the world. The club was founded in 1885 and has had multiple clubhouses since. Members have had associate status at the Yale Club since 1932.
For most of its 135 years, the Club has had no branding of its own, using instead the Crest of its brother organization, Delta Kappa Epsilon. However, the appeal of joining the DKE Club is very different from pledging the fraternity. While there is an obvious connection with the traditions of Delta Kappa Epsilon that form an important frame of reference, membership in the club is almost the opposite of the undergraduate experience: It is much more of an “adult” decision. Parties and events are more formal. Expectations and standards of behavior are more reserved. Membership is more aspirational.
Messaging and creative now reflect this important differentiator from the International. The Club no longer uses the full Deke crest but rather the Club’s own unique logo. The “winged disk” of the Club’s logo is a borrowed element from the DKE crest. It is a reference to the page the Club has traditionally been given in the Fraternity's Quarterly publication - called “The Wingéd Disk”.
The other important difference is that the colors the Club uses are darker than those used by the Fraternity. The blue is “Yale Blue” - in recognition of the Club’s current home. The red is “Harvard Crimson” - Yale’s rival. The gold is “Commodore Gold” in recognition of Vanderbilt University where the Fraternity’s executive director is an alum.
The tagline used in all communications is also borrowed from International yet altered slightly to reflect the transition from Fraternity membership to Club membership: “Because being a gentleman, scholar and jolly good fellow doesn't end at graduation.”
Overall design composition follows the Yale Club’s current generous use of negative space. Negative space is easier on the human eye, giving it a place to rest, allowing the mind to distinguish the message more easily, increasing the appeal of the composition through subtle means.
Examples of this entire design strategy can be found on The Delta Kappa Epsilon Club’s website, in the prospective member packet and recent advertisements.
