A Logo is Worth 1,000 Words
By Pearl Wright, Zone Expert Hub and District Branding Specialist
For more than 100 years, Rotary has united leaders committed to applying their expertise to better their communities. Yet, despite over a century of impact in communities worldwide, Rotary does not get the recognition it deserves. We must rethink how we tell our story so people everywhere understand what Rotary stands for, how we’re different, and why it matters.
Rotary has an image problem that is evidenced by the fact that so many people do not know about Rotary. It’s possible that every Rotarian has been asked…” what is Rotary.” This is partly because clubs worldwide do not adhere to Rotary International branding guidelines, so we do not have a consistent voice, look, or feel. This is very much understood and followed in the corporate world. You can go to a Starbucks in Germany, Tokyo, and Florida, and their logo will look the same, so there is no question that it is the same organization. These brands are recognized around the world just by their logos. When people see the logo, they instantly know what it means and what to expect from the product. Building that kind of visual recognition requires effort, including years of using a logo widely and consistently. Companies work at this because earning that global recognition benefits their business. Rotary is working on becoming just as recognizable as a worldwide collective organization.
The Rotary wheel remains our mark of excellence. The Rotary emblem, like Rotary’s name and other logos, is a registered trademark. As such, they are subject to the guidelines for the use of the Rotary Marks as set forth by the RI Board of Directors.
Through a unified Rotary image and message, we’re not just enhancing our reputation; we’re elevating the entire Rotary experience.
Rotary has also created a signature system that allows clubs, districts, and zones to be recognized on materials that visually connect every Rotary club worldwide. If we all use the branded logos found in My Rotary, we can connect the Rotary mark of excellence to our good work and truly make our logo worth 1,000 words that do not include……what is Rotary?