Pi Kappa Alpha Fraternity

How We Helped

Animated launch video
Branding
Business system
Focus groups
Messaging system
Research & strategy
Social media marketing
Tagline
Website

Group of Pike brothers smiling sitting on steps

Founded on Friendship

Since their founding in 1868, Pi Kappa Alpha has aimed to foster a lifelong fraternal experience by developing men of integrity, intellect, success and high moral character. And they have been successful, having grown into one of the largest fraternal organizations in the world. The brotherhood, colloquially known as PIKE, boasts 313,000+ lifetime members and 15,000+ active undergraduate members on more than 200 campuses.

PIKE badge icon, glossy on garnet background

Why the Rebrand?

In order to communicate the benefits of brotherhood to the next generation of potential members, PIKE’s leadership recognized the value of repositioning the Fraternity without sacrificing the history and core principles of their founders.

PIKE legacy graphics and new icon side-by-side — Legacy imagery and symbols (left) inspired the new mark (right)

The Fraternity’s new brand icon was crafted from legacy symbols that hold deep meaning amongst members: the Coat of Arms and the Membership Badge.

Video still from the PIKE Launch Video, showcasing the new tagline

A New Tagline: Courage to be More

This new call to action was selected to empower members to reach beyond the status quo, stand up for what is right and to speak up when something is wrong.

A unified brand landscape

The new Fraternity brand brought the opportunity to inform the sub-brands: Pi Kappa Alpha Foundation and PIKE University. Each sub-brand logo has a distinct icon and color palette to help them stand on their own, while the typography serves as a through-line across all three.

The Foundation logomark

PIKE University logomark

PIKE letterhead, business card, folded card and envelope

Young man wearing PIKE hoodie — 1868 logo alternate for apparel

PIKE Powerpoint Deck design — Powerpoint deck design

Video still from the PIKE Launch Video, discussing 155 years of history

An Epic Launch

The comprehensive organizational rebrand was revealed on July 27, 2023 at the Pi Kappa Alpha Leadership Academy with incredible reception.

Watch the full launch video

PIKE social media teaser launch post designs

The Results

The re-envisioned brand gilded the Fraternity with sophistication while the fresh tagline rallied members to harken back to the founding principles of truth, love and friendship. By establishing a concrete brand identity for the Fraternity and its supporting entities, Pi Kappa Alpha has positioned itself as a contemporary and meaningful experience for the modern man.

Client Love

"Where do I even begin when trying to describe the amazing collaborative relationship Pi Kappa Alpha has built with Rhyme & Reason? Our initial anxiety around the daunting process of rebranding a 150-year-old organization quickly slipped away when R&R came along. Their team stepped into our organization with an eagerness to learn and fully understand what young men are seeking from their PIKE experience. From the research and immersion process to the design and messaging development, we felt like R&R was a genuine extension of our team. We were impressed by the way their team embraced PIKE’s mission and sought to bring our brand into the modern era. R&R helped us find the courage to be more than just a fraternity."
- Aranda Hanks Gehringer, Director of Marketing & Communications | Pi Kappa Alpha Fraternity