Brand Project

The Brand Project

Phi Mu Delta

In Pursuit Of The Common Good.

Enshrining the very essence of what it is to be a Phi Mu Delta man is a near-impossible challenge. A brand is not a logo. It's not a color palette. It's the visible expression of all brothers past, present, and future, and if we are being honest with ourselves, in the past, we have struggled to express that essence to the depth of our commitment to what we carry.

Creating this brand wasn't an effort we took lightly. It began in earnest in the summer of 2024 with a simple question: What does Phi Mu Delta look like when the outside matches the inside? Not a reinvention of who we are, a restoration. How can we create an outward-facing brand that spans generations, each of which can call home? The answer was clear: We went back to the ritual, back to the founding, retraced the footsteps of those who came before us. From the founding of the Commons Clubs at the Universities of Connecticut, New Hampshire, and Vermont to our values being passed from brother to brother since 1918, and today.

Our efforts here are intended to be a roadmap, a silver lining that spans over a century, brings the brotherhood closer, and paves the way for the next century and more. Every element you'll see here is rooted in who we are. The Coat of Arms. The lion. The shield. The colors. The words. Nothing was chosen for aesthetics alone; it carries a deep meaning to who we are.

This is yours. It belongs to every brother who has ever worn the badge and every man who will.

Heraldry

Our Coat of Arms

Restoring our coat of arms.

Over the Years

1919

Nu Beta — "The Granite," UNH

1925

Mu Alpha — "The Lanthom," Susquehanna

1933

Nu Beta — Winter House Party

1947

Nu Alpha — "The Nutmeg," post-WW2

Nu Zeta

From an old ΦΜΔ manual

1996

Mu Alpha — Class gift

2025

Restored & digitized

Blazon

Sable, three scales of justice Or arranged two and one. On a wreath of the colors, Or and Sable, a demi-lion rampant regardant Or, holding the Shield of the United States with both forepaws, the dexter paw atop the sinister, paleways of thirteen Argent and Gules, a chief Azure; on a scroll Sable lined Or, inscribed "Φι Μυ Δελτα" in Argent, positioned below the shield.

The Elements

The Crest

The demi-lion rampant regardant holding the Shield of the United States. The lion should never be depicted in any other pose. A wreath in gold and black forms the base.

The Shield

A black heater shield with three scales of justice as charges in gold, arranged two by one. The shield shall not be displayed in any other way.

The Scroll

Black, gold-lined, and inscribed with our Greek letters in white. Only the letters Phi, Mu, and Delta are capitalized.

The Meaning

Chosen for action, not status.

The Lion Rampant Regardant

Strength, courage, power, and a readiness to defend. The regardant posture signifies vigilance and clarity on the ideals enshrined in our founding.

The Shield of the United States

First adopted by Congress in 1782. The red and white stripes represent the 13 original states joined into one compact, with the blue chief at top.

No Helm or Crown

Purposefully omitted — symbolizing our commitment to democracy, freedom of opportunity, and recognizing no color, race, creed, or position.

Three Scales of Justice

An ever-present reminder of the charge given to every brother and the oath we pledged to uphold.

Brand Colors

Our foundation. Not a restriction — a common ground.

Primary

Black

Pantone 419 C
Hex #212322
RGB (33, 35, 34)

Lucent White

Pantone 11-0700 TCX
Hex #F4F7FF
RGB (244, 247, 255)

Secondary

Orange

Pantone 716 C
Hex #ea7600
RGB (234, 118, 0)

Gold

Pantone 20-0041 TPM
Hex #f1d44b
RGB (241, 212, 75)

Sapphire Blue

Pantone 2935 C
Hex #0057b8
RGB (0, 87, 184)

Additional

Old Glory Red

Pantone 193 C

Hex #bf0d3e

RGB (191, 13, 62)

Old Glory Blue

Pantone 281 C

Hex #00205b

RGB (0, 32, 91)

UVM Green

Pantone 7484 U
#007155
RGB (0, 113, 86)