TITLESTRENGTHENING ROTARY’S BRANDAudit CommitteeMarch 2014
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WHY?
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MANY DO NOT KNOW ROTARY
Averaged across all ten countries, 32% have “NEVER HEARD" of Rotary
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STRONG SUPPORT FOR STRENGTHENING ROTARY
Modernizing and updating Rotary terminology
Renewing RI's image through a 'Strengthening Rotary's Brand' project
Leveraging technology to deliver a consistent message to Rotarians and the general public
70%
75%
76%
24%
21%
20%
3%
3%
2%
2%
1%
1%
Appropriate Somewhat Appropriate Somewhat InappropriateInappropriate
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• Capture our most relevant points of difference
• Ensure our actions support our words
• Reflect our distinct character
• Help people understand what we do and how to engage
• Energize our look and feel while celebrating our heritage
VALUE: STRENGTHENING ROTARY’S BRAND
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OUR MESSAGE
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What is Rotary?
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STRATEGY: OUR CORE
JOIN LEADERS
EXCHANGE IDEAS
TAKE ACTION
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CLARITY
JOIN LEADERS
EXCHANGE IDEAS
TAKE ACTION
Connect with leaders from all continents,
cultures & occupations
Discover and celebrate diverse
perspectives
Create positive change in our communities
• Rotary Clubs• Rotaract Clubs• Interact Clubs
• RYLA
• International Convention• Youth Exchanges• Shared Interest
Fellowships• Peace Fellowships
• Club Service Projects• PolioPlus
• Rotary Action Groups• Rotary Community Corps
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OUR VISUAL IDENTITY
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BEFORE: A COMPLEX NETWORK OF UNRELATED PARTS
Rotary
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BEFORE: INCONSISTENT USE OF LOGO
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In June 2013, the Board adopts a return to the pre-2007 official RI Gold (yellow) of PMS 129U | PMS 130C Gold (yellow) or the equivalent color in other coloring systems, depending on the media in which it is employed;
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ROTARY.ORG
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TELL A MORE COMPELLING STORY
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INTERNATIONAL CONVENTION POSTERS
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EARLY ADOPTERS
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TRF AGREED APPROACH
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FEEDBACK AND NEXT STEPS
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FEEDBACK / ACTIONS
Feedback• Mixed• Focused on logo,
not message• Early adopters• Limited input• Past
communication has limited audience
Actions• More targeted
communication– Shift dialogue
• Brand center• Training• Simplify
guidelines• FAQ• Color exploration
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RI PROGRAMS VISUAL IDENTITY RESEARCH
RotaractRYLAYouth Exchange