I think one of the benefits of branding and taglines is to present the group to its current members. It creates a theme that can be translated through all the materials that go out to both collegians and alumni.
That being said, I also think it's just a part of modern greek life. I personally adore the original version of the Gamma Phi monogram, but I don't think it's been used regularly for a good 30 years or more. It's all part of the evolution of marketing, love it or not.
