October Brand and Rotary's Visual Identity. Working Draft

1. 1
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2. ROTARY’S BRAND
AND VISUAL
IDENTITY
October2019
GrowRotaryOnlineWorkshopSeries
District5890MembershipMarketingPilot

3. 3
Nancy
Davidson
IN CONVERSATION WITH:
Tommie
Buscemi
Emily
Tucker
Liz
Thiam

4. 4
HOW TO PARTICIPATE IN THE WEBINAR
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5. 5
HOW TO PARTICIPATE IN THE WEBINAR
Use the question pod to type in your
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6. WHY IS PUBLIC IMAGE IMPORTANT?
Membership
Public Image
Projects &
Programs

7. 7
• Components of strong brands
• How a strong brand benefits
your club
• How correctly & consistently
using club logos strengthens
and builds awareness of the
Rotary brand
• Resources available to help
LEARNING OBJECTIVES

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The Rotary brand is much
bigger than its wheel.
BRAND: MORE THAN A LOGO

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 Perception
CHARACTERISTICS OF STRONG BRANDS
 Emotional Connection
 Promise
 Distinctive
 Recognizable

10. 1 0
We understand the strength of Rotary:
 Perception
Rotary brings together leaders from all continents, cultures, and occupations
to exchange ideas and take action
 Emotional Bond
Trust and service above self
 Distinct
Network of 1.2 million volunteers around the world
 Promise
Committed to creating lasting change
 Recognizable
Iconic visual identity
THE ROTARY BRAND

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When we measured awareness of the Rotary
brand, we found that it varies greatly across
the globe.
Source: U.S. omnibus research July 2019
BRAND RECOGNITION

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UNDERSTANDING OF ROTARY
47%
Have heard
of Rotary
Similarly, when we asked the general public what they knew about Rotary,
we got many different answers.
Source: U.S. omnibus research July 2019

13. 1 3
Perception
Rotary joins leaders from all continents, cultures and
occupations
Emotional Bond
Trust and service above self
Distinct
Network of 1.2 million members in communities around the
world
Promise
Committed to using our connections and experience to take
action and create lasting change
We understand the strength of Rotary:
Recognizable
Iconic visual identity
THE ROTARY BRAND

15. LOGO EVOLUTION
Then and Now

16. 1 6
POLL

17. TOMMIE BUSCEMI – WHY BRAND IS IMPORTANT TO ME
• Rotary’s visual brand evokes a
feeling
• Rotary’s program logos all contain
the wheel. Easy recognition.
• Brush up your personal Rotary
impact speech.

18. PUBLIC IMAGE: CONSISTENCY IS KEY
Our brand
makes us distinct
Consistent logos
= recognition
Our brand is
strong
Now is the time
for change

19. PUBLIC IMAGE: CONSISTENCY IS KEY

20. PUBLIC IMAGE: CONSISTENCY IS KEY

21. PUBLIC IMAGE: CONSISTENCY IS KEY

22. WHAT CAN CLUBS DO?
Use Rotary’s Brand Center
Update your digital presence, especially your club website and
social media channels
Customize your club brochure

23. PUT THE PLANS IN ACTION
First impressions matter
Be on brand

24. HOW I CAN HELP
• We are all brand champions
• Tommie and Charlie are your
district’s co-Public Image Chairs
• We’re just an email away

25. POLL

26. Rotary International logos
Masterbrand signature Heritage logo,
retired in 2013

27. Club and district logos
Club logo District logo

28. RE-CAP: THE WHY
1. Credit and recognition for Rotarians,
clubs, districts for the good work they do
at the local level.
2. Protect Rotary’s good name and
intellectual property
3. Present Rotary’s story in a consistent way.
4. Incorrect use only weakens our brand.

29. YOUR BRAND IN ACTION
Event
planning
Club
website
Social
media pages
Club
brochures
Club
experience!

30. https://my.rotary.org/en/member-center/licensed-vendors
ROTARY INTERNATIONAL LICENSED VENDORS

31. RESOURCES
Your District Public Image Chair- Tommie Buscemi and her team
Rotary’s Brand Center
Rotary’s Voice and Visual Identity Guide
Rotary’s Quick Start Guide for Club Websites
Rotary’s Learning Center

32. Q & A

33. THANK YOU!
• Next up: Tues, Nov 19th, 4-5pm – Social Media
• Tell your friends! All members of D5890
welcome.
• Questions? Contact GrowRotary@rotary.org