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The Rotary Brand

Many people don’t know much about Rotary. Together, we can change that.

Despite more than a century of Rotarians creating change in communities around the globe, many people don’t understand what Rotary is, how we’re different, and why they should engage with us. To thrive in the 21st century, Rotary needs a strong identity. And while every Rotarian’s experience is unique, how we tell Rotary’s story should be consistent. You can help by following these simple steps.

Celebrate our new look and feel

How can you help keep Rotary’s identity strong?

Around the world, you find the Rotary wheel along roadsides, in parks, and on sponsored projects. While no two clubs are exactly alike, our wheel signals that what Rotary represents – people coming together to move our communities forward – is the same everywhere.

Like the Nike swoosh, the power of the Rotary wheel is in its consistency. When an organization refreshes its logo, as Rotary did in 2013, using the updated mark is critically important.

That’s why Rotary International created the Brand Center to help clubs use Rotary’s refreshed logo consistently and correctly.

Visit often to find:

  • High-resolution logos and graphics you can download

  • A quick start guide to refreshing your club website

  • Photos and videos you can use on your website and on social media to promote membership, Rotary’s areas of focus, and polio eradication

  • Templates for brochures, newsletters, press releases, and other materials that you can customize to promote your club, project, or event

  • Sample ads for print, billboards, and television

When someone asks, “What is Rotary?” we have a clear, compelling, and consistent answer: Rotary joins leaders from all continents, cultures, and occupations to exchange ideas and take action for communities around the world.

Define the value of what your club does

Do the people in your community know about your club’s work?

An international survey found that 40 percent of the public has never heard of Rotary. Another 40 percent say they recognize the name but don’t know what Rotary does.

This means they don’t understand all that your club has achieved in your community. Or how, together, we’re tackling global challenges. Like German and Sri Lankan Rotarians rebuilding a maternity hospital after the 2004 tsunami, so mothers and their children can be healthy and strong. Or Austrian Rotarians welcoming refugees to their small town. Or clubs in Belize, Guatemala, and Honduras working on sustainable ways to bring clean water to more people every day.

Or how we’re uniting the world to end polio once and for all.

That makes it harder to attract and inspire new members, prospective donors, and volunteers.

To help you get the message out, we’ve created a messaging tool kit, which offers clear principles and compelling talking points that you can adapt and make your own. Spread the word in your community. Find the messaging tool kit at

Share your story with the world

What makes Rotary different?

Every Rotarian brings something distinct and indispensable to our community, whether it’s personality, passion, or professional experience. That multidisciplinary perspective allows us to see and solve challenges in ways others can’t.

We represent our local communities but tackle projects of every scale and on every continent, and inspire our friends, neighbors, and partners to join us. We do this by connecting different points of view, exchanging fresh ideas, forging lifelong friendships – and taking action. Because we are people of action who are tackling our communities’ most persistent problems with fresh thinking and enduring solutions.

So what is changing? Only how we tell our story. As Rotarians, you are Rotary’s strongest champions. And Rotarians have all experienced life-changing moments when they realize the extent of our impact. These personal moments are why people join and stay with Rotary.

Take the first step: Share your Rotary experience with two friends and colleagues this month – in person, on social media, or at the office – and encourage them to visit for more information. And learn other ways you can share your stories at

From the August 2016 issue of The Rotarian


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