An extensive process that included surveying donors to gather information went into creating the new brand. The Foundation’s partner in the effort, DVL Public Relations & Advertising in Nashville, TN, thoroughly researched the Foundation, its mission and traditions and identified the key characteristics important to donors.

 

The challenge was to reflect and coordinate with the Fraternity logo, but also distinguish the Foundation from it. “The mark strongly conveys the synergy of the relationship between the Foundation, the Fraternity, and each Pi Phi sister,” said Peggy Lawrence, President of the Board of Trustees and chair of the rebranding team effort. “While there are three arrows included, there is only one mark, and it cannot stand complete without all three.  They must work together and give continually to one another, much as we do as individuals and as a corporate body, giving to and receiving from each other and the community.”

 

The rebrand was officially announced at the 2009 Biennial Convention in Grapevine, Texas, during the Foundation Dinner on Sunday, June 28, 2009.