1. STRENGTHEN ROTARY’S BRAND
TITLE
Christina Bredin, Västerås-Rudbeckius RC
Rotary Public Image Coordinator

2. HARDER TO REACH OUR FULL POTENTIAL
Not earning full credit for our good work
HARDER TO REACH OUR FULL POTENTIAL
The findings concluded that Rotary is not earning full credit for the good work it does in communities around the world.
As a result…it is HARDER for Rotary to attract the new members and volunteers needed to ACHIEVE OUR FULL POTENTIAL.
This is important because we want people to understand the great work we do…so they want to join us…and we can grow and increase our impact.
To attract new members and donators, but also to keep the existing members, we need to tell the world about all the humanitarian project around the world where Rotary in involved.
You have surely seen one part of that change in our new logo. Nearly half of all Districts report that districts and clubs are already adopting the new voice and visual identity. The new website for the Netherlands is in my opinion a very good example with all districts and clubs in place.
But the logo is a small part of our effort to strengthen Rotary clubs worldwide.

3. THE POWER OF A BRAND We all know these brands.
Brands build an emotional relationship with their audience…a connection. For each of these world class brands there is a simple formula for success… When people see these brands they think about the promise this corporation made.
CLARITY = STRENGTH.
Apple - easy, intuitive, creative. BMW - “ultimate” driving experience. Coke - refreshment, freedom and fun. Red Cross…IS disaster relief. Red Cross draws you in with emotion
How about Rotary? What is our promise?

4. WHAT IS ROTARY?
“What is Rotary?” It’s a simple question…but extensive research with Rotary members in more than 167 countries shows few of us give a clear and confident response.
In most cases when someone asks, “What is Rotary?” we start with, “Um,” or a hesitation.
We need greater clarity.
Our research helps again…because it identifies three ideas that represent the essence of Rotary…

5. and take action to improve communities
Unites leaders
to exchange ideas
and take action to improve communities
everywhere.
Great brands build their story around simple ideas. This is what we have now done with Rotary… Simple…and clear.
UNITES LEADERS… Connecting will always be our driving force. We’re a membership organization. We are leaders not just because of our titles…we are leaders because we step forward as Rotarians to…
EXCHANGE IDEAS…
and then we TAKE ACTION…to improve our local communities…everywhere in the world.
THIS is the where we gain the greatest value from Strengthening Rotary.
This phrase is NOT a slogan...it’s our essence…our core. And as our essence, it provides three simple ideas…that will help your club…will help every Rotary club...tell your story with greater strength and consistency.

6. TELL A COMPELLING STORY
Local and global projects

7. YOU ARE THE ROTARY BRAND
Reflect our brand
One-to-one experience
You see, Rotary’s brand isn’t a logo. It isn’t any of our offices. It isn’t your District It’s YOU. You are the Rotary brand. And so is your club. So ask yourself…
Would you join your club today if you were not already a member? Is your club vibrant? Fun? Involving?
Would you invite your best friend to join? Would other members of your club?
Is your club appealing to younger professionals? To Women? To retirees?
You are the key. Building enthusiasm for Rotary starts with you…and your club. When you talk with a colleague about Rotary, this one-to-one experience is the primary driver of new membership. In effect, you are a one-to-one marketer for Rotary. And that’s the best kind of marketing we could possibly have.

8. NEW VISUAL IDENTITY
Rotary’s entire visual identity system has consisted of our wheel and a couple colors. No templates.
We have not provided enough tools for clubs and districts to tell their story in a consistent way.
Rotary will now have a robust visual identity toolkit built on our heritage colors and upon the Rotary wheel.
Our official signature (logo) consists of the word “Rotary” beside the traditional Rotary wheel…to strengthen the ability to read the word “Rotary” much as we have done for years in our advertising.
Our official colors are built on Rotary’s approved Royal Blue and our heritage Gold. Plus our primary color palette adds Sky Blue (which we use on our Future Visual materials) and Azure, an in-between blue, to give us greater flexibility. We also have a full palette of secondary colors and neutrals.
The full color Rotary signature in Rotary Royal Blue and Rotary Gold is our official, preferred version. Use it in digital environments and when you print with at least two colors. In the case of one-color printing or when there may be legibility issues, you can use one of our one-color versions in black or Rotary Azure. All positive versions of our signature should be used on light backgrounds only.
Our reversed signature is intended for dark backgrounds only. The reversed signature comes in two versions: full color in white and Rotary Gold, and one color in 100% white. Use the full-color version for digital environments and when printing with at least two colors. Use the 100% white version only in one-color printing or when legibility may be an issue.

9. brandcenter.rotary.org

12. and take action to improve communities
Unites leaders
to exchange ideas
and take action to improve communities
everywhere.
Great brands build their story around simple ideas. This is what we have now done with Rotary… Simple…and clear.
UNITES LEADERS… Connecting will always be our driving force. We’re a membership organization. We are leaders not just because of our titles…we are leaders because we step forward as Rotarians to…
EXCHANGE IDEAS…
and then we TAKE ACTION…to improve our local communities…everywhere in the world.
THIS is the where we gain the greatest value from Strengthening Rotary.
This phrase is NOT a slogan...it’s our essence…our core. And as our essence, it provides three simple ideas…that will help your club…will help every Rotary club...tell your story with greater strength and consistency.

13. THE END RESULT
What do we aim to achieve? Our long-term success will be measured by the increased understanding of Rotary in our membership base and the general public.
BUT WE ALL MUST SPEAK AND LIVE ROTARY’S VOICE. We all need to be “on message”…to use the same language, voice, and kinds of stories when we talk about the Rotary experience.
The increased awareness and understanding of Rotary will have significant results to help us:
Increase membership and retention.
Increase impact in the communities served by Rotary.
Increase donor support to clubs, districts, and The Rotary Foundation.
Increase partnerships at the local and global levels to provide more funding, more relationships, and more expertise to the Rotary cause.