Download - Rotary March Audit Committee Update on Brand 2014

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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[email protected]

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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