Assignment: Kappa Kappa Gamma is a women’s fraternity with a rich tradition and history. As the organization approaches its 150th anniversary in 2020, it sought to update its brand story and visual expression to emphasize its relevancy for women in the future.
Approach: We helped realign the brand around ideals that are not only authentic to Kappa’s past, but ones that resonate with where today’s Kappas are heading. As part of that effort, we redesigned Kappa’s visual identity using what were once fragmented, classic symbols in a unified system. The organization’s primary symbols include the golden key and blue fleur-de-lis flower. We reestablished the key as the logo’s focal point, and supported it with the fleur-de-lis to create a dynamic new symbol for the fraternity. We additionally redesigned other traditional symbols, including the fraternity’s coat-of-arms, to complement the logo.
Results: The effort resulted in a more cohesive identity that helps tell the story of Kappa Kappa Gamma in a more meaningful way, allowing the brand to make stronger connections to its members. It was launched last summer to member leadership at their national convention meeting to an enthusiastic response, and it is currently being rolled out to over 225,000 collegiate and alumna members nationwide.