"IS YOUR CLUB'S BRAND MESSAGING CONSISTENT AND UP TO DATE?"  - What You need to Know

Nearly a decade ago, while Jennifer Jones was the chair of the Strengthen Rotary’s Brand Committee, Rotary International conducted in-depth research to better understand how the public viewed Rotary, our members, and our work. What we learned was that we needed to reposition the Rotary brand by focusing on clear, consistent messages and a unified visual identity. Based on the committee’s recommendation, the Rotary International Board of Directors approved new brand guidelines, which included how clubs should use the Rotary logo.......

Here is what Jennifer Jones said: Simply put, club logos should include the club name either above or below the Rotary logo, like this:

 

 

 

 

 

 

 

A brand is more than just a logo, but a logo is a big part of our visual identity. When the public sees it throughout their community, they begin to think of Rotary members as people of action. Using the same visual elements unites Rotary, Rotaract, and Interact and allows us, as a diverse global organization, to tell our story with one voice.

The RI Board of Directors is asking every club to update its logo to align with Rotary’s brand guidelines. We are asking you to:

  • Help clubs in your district understand why we all need to use the Rotary logo correctly

  • Show clubs how to create their own logo and use it consistently on their website, social media accounts, and other marketing materials, like banners, brochures, signs, and clothing

You can use the resources below, as well as those in the newly updated Brand Center, for assistance. 

During her year a Rotary International President, Jennifer Jones'  "Imagine Impact"  tour highlighted how Rotary members are creating positive, lasting change while it also introduced Rotary to new audiences and potential partners. She asked us all for our help . She said, "Think of how much more impact these stories will have when they’re shared with one global voice!
Let’s continue to help our clubs attract the next generation of people of action as we increase our impact around the world."

Thank you for your support.

Jennifer Jones
RI President, 2022-23

 

Resources:

One Voice, Every Club - Your Club Logos - https://www.slideshare.net/RILearn/using-rotarys-logospptx

Our Logo: Representing Rotary (Learning Course) - https://rotary7070.org/stories/what-s-new-in-the-learning-centre-a-new-course-our-logo-representing-rotary

Talking Points -  https://msgfocus.rotary.org/c/19po1N4HM1zqtF35hOQYncZ4rWYXg

https://brandcenter.rotary.org/en/our-brand/brand-elements/logos-and-graphics

 

ROTARY INTERNATIONAL BOARD OF DIRECTORS DECISION  ON CONSISTENT BRAND MESSAGING - MAY 2023

The 2022–23 RI Board of Directors met on 25 May 2023 and reviewed six committee reports and recorded 28 decisions. The 2023–24 Board met on 2 June 2023 to adopt various operational decisions before taking office on 1 July, with such decisions being effective only on 1 July.

Here is the decision regarding CONSISTENT BRAND MESSAGING:

  • in recognizing that consistent brand messaging and visual identity are critical to improving awareness and understanding of Rotary,
    • urged that “visual identity” be part of Rotary training for club presidents, district governors, and public image coordinators;
    •  
    • agreed that Rotary public image coordinators and district governors are responsible and accountable for maintaining brand fidelity in their districts/regions;
    •  
    • encouraged a culture of brand champions among club leaders;
    •  
    • added Rotary image and brand compliance goals to the Goal Center on Rotary Club Central to foster brand compliance accountability among Rotary club leaders;
    •  
    • requested that only those clubs (or Rotary-affiliated entities) that are brand compliant be featured in Rotary media outlets;
    •  
    • agreed that all Rotary events be “on brand” compliant and requested the general secretary to enforce this brand compliance.


The Rotary International Board of Directors has made it very clear. A brand is more than just a logo, but a logo is a big part of our visual identity. When the public sees it throughout their community, they begin to think of Rotary members as people of action. Using the same visual elements unites Rotary, Rotaract, and Interact and allows us, as a diverse global organization, to tell our story with one voice.


The RI Board of Directors is asking every club to update its logo to align with Rotary’s brand guidelines

Unfortunately, I have  noticed that some Rotary Clubs in our District are altering the Rotary logo for use in the marketing and promotion of their various events and projects.

This sends the wrong signal to the public. Many do not know who we are now and different “looks” to our logo just makes it worse. Please use the Rotary Brand Center ( see : https://brandcenter.rotary.org/en-us ) and USE ONLY THE ONE ROTARY LOGO in your marketing and public relations initiatives. That would include your website , all social media sites and any signs you may have created.  

A consistent voice and unified visual identity are essential components of a strong brand. Learn how to use Rotary’s communication and design elements to build awareness and recognition of Rotary and to tell the story of people of action. We continue to strive for One clear consistent look and message in all that we do, to ensure that everyone knows our “Rotary” message.....

For many years, our Rotary wheel stood alone as our logo on signage and communications materials. Although the words Rotary International were embedded in the wheel, they were hard to read from a distance. As a result, the general public did not always recognize Rotary’s involvement in a project or activity. That’s why we decided to expand our official logo to include the word “Rotary” next to the wheel. (That was 13 years ago). 

This is our official logo and our masterbrand signature, which should be used whenever possible.


 

The Rotary wheel is our mark of excellence. In addition to being a component of our official logo, it may be scaled up for greater impact and used separately but in close proximity to the masterbrand signature.

Here are some Do's and Dont's from the Rotary Brand Center: https://brandcenter.rotary.org/en-us/our-brand/brand-elements/logos-and-graphics/dos-and-donts

Check out "Your logos at a Glance": https://brandcenter.rotary.org/en-us/asset?id=118066325&lang=EN

Take the Learning Center course Our Logo: Representing Rotary to learn more about using club logos.

Please be careful not to incorporate the use of these ideas into the Rotary logo. 

Time to revisit your club logo?

Want to refresh your club logo? Or are you wondering if you’re using it correctly? It’s easy to make updates and create new logos with our Brand Center templates. Review guidelines and do’s and don’ts on the Logos and Graphics page. You’ll also find a link to a Learning Center course, Our Logo: Representing Rotary, where you can learn why it’s important to use Rotary’s logos correctly and consistently in all your communications.  Click HERE to Find our logo guidelines.