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Tell Rotary's Story

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Tell Rotary's Story September 2016 1 547A-EN—(916) TELL ROTARY’S STORY VOICE AND VISUAL IDENTITY GUIDELINES September 2016 2 “ THE GREATEST OF ALL ACHIEVEMENTS...ARE THE RESULT OF THE COMBINED EFFORT OF HEART AND HEAD AND HAND WORKING IN PERFECT COORDINATION.” PAUL P. HARRIS, FOUNDER Contents INTRODUCTION OUR LOOK BRINGING THE PIECES TOGETHER 4 Background 12 Visual toolkit overview Why we’re strengthening 13 Logos 31 Design inspiration our image Configurations Brochure covers What we’ve done Color variations, Interior spreads What we need to do masterbrand Posters, vertical Color variations, Posters, horizontal mark of excellence Pamphlets WHO WE ARE Using the mark of Billboards excellence Digital 5 How we got here Clear space and minimum E-newsletters 6 Our values sizes for print and Merchandise 7 Our voice digital Signature system for ADDENDUM YOUR ROTARY MEMBER PIN HOW WE ORGANIZE AND clubs, districts, and zones PRESENT OUR OFFERINGS 54 Message to licensees of Best practices merchandise 9 Our essence and organizing 23 Color palette Logo registered trademark principles Overview usage 10 Signature system Formula codes 55 Message to the Rotary 11 What we call ourselves Best practices world magazine press 26 Typography Recognized by Rotarians the Primary, secondary, world over, your Rotary pin and alternate type CONTACT INFORMATION remains unchanged as a proud Best practices symbol of membership. 28 Imagery 56 [email protected] Style overview and rilicensingservices subject matter @rotary.org 29 Icons and information COMING UP graphics Tools and templates will be Overview available online in the coming Areas of Focus icons months. These resources will make it easy to apply our new look to your brochures, PowerPoints, and other print and digital communications. Background INTRODUCTION September 2016 4 Why we’re strengthening our image What we’ve done What we need to do For more than 100 years, Rotary has united To tell our story better, we first need to define it. Bringing our story to life is our next charge — leaders committed to applying their expertise to Based on extensive global research, we: and one that requires champions across levels, better their communities. Despite over a century of groups, and functions. impact in communities around the world, Rotary Defined our essence does not get the recognition it deserves. We to identify how Rotary is different We are Rotary, and we have a great story to tell. need to rethink how we tell our story so people from other organizations everywhere understand what Rotary stands for, It’s up to all of us to protect, how we’re different, and why it matters. promote, and deliver on that story Brought our values to life in all our interactions. In 2011, Rotary embarked on a multiyear initiative to ensure our actions support of unprecedented scale to strengthen our image. our words This guide will help you apply our new look and In addition to expanding public understanding of voice. More resources will be available online what Rotary does, we want to motivate, engage, Established our voice in the coming months. Look for new tools and and inspire current and prospective members, to reflect our distinct character templates that will help you apply our new look to donors, partners, and staff. your brochures, PowerPoints, and other print and Clarified how we present digital communications. our offerings so people Through a unified Rotary image and message, understand what we do and we’re not just enhancing our reputation, we’re how they can engage elevating the entire Rotary experience. Refreshed our visual identity to energize our look and feel while celebrating our heritage How We September 2016 5 Got Here AN UNPRECEDENTED EVALUATION OF OUR IMAGE FRAMING OUR STRENGTHS FOR CLARITY AND IMPACT Our global research revealed three insights. Our research insights define who we are (responsible leaders), what we do (connect), and why it matters (community impact). Validation research revealed how to articulate these strengths in a compelling way. Rotarians are responsible Define leadership by leaders — both socially mindset and approach, and ethically › not labels or titles Connecting has and Highlight connections always will be the driving and communities, force behind Rotary › not the individual It’s not just about Clarify the type of impact global impact — Rotary makes (i.e., community we impact communities › impact scaled globally; on a global scale lasting change) Our Values September 2016 6 What are “values?” OUR VALUES HOW WE LIVE OUR VALUES Values drive our behavior. They represent our beliefs, what we do, and how we act. Fellowship and We build lifelong How did we define our values? Global Understanding › relationships Our values are rooted in guiding principles that have always defined Rotary. Now, we want to bring our values to life by showing how we demonstrate them in We honor our communities around the world. Ethics and Integrity › commitments We connect diverse Diversity › perspectives We apply our leadership Vocational Expertise, and expertise to solve Service, and Leadership › social issues Our Voice September 2016 7 What is our voice? OUR VOICE IS... THIS MEANS... OUR COMMUNICATIONS ARE... Our voice is the unique tone and style in which we communicate. We look at problems from different angles and Knowledgeable Smart apply our expertise to address social issues in ways Why is a distinctive voice others cannot. We are insightful and discerning. Perceptive important for Rotary? Confident There is no organization quite like Rotary. By using a unified voice in all our interactions, we ensure Tackling the world’s toughest challenges requires Thoughtful our communications capture our Compassionate empathy. We champion real people and stories distinct character — and how that are relatable and universal. Sincere people experience Rotary. By speaking, writing, and designing Engaging in one voice, our communications will look, feel, and sound unmistakably like Rotary. We find lasting solutions to systemic problems Bold Persevering at home and abroad. We speak with clarity and How should we use conviction. Purposeful our voice? Courageous Our voice attributes serve as a guide for how we speak, write, and design. Use them as criteria Motivated by the enduring connections and Upbeat to evaluate your communications. Inspiring positive change we bring to communities and A variety of visual and verbal the world, we encourage others to take action. Hopeful tools (e.g., copy, imagery, We convey hope, enthusiasm, and passion. information graphics, etc.) can Visionary help us infuse our voice into all of our communications. For details about how to apply visual identity elements, see pages 12-30. Our Voice September 2016 8 Examples Here are a couple of examples to demonstrate how our voice EXAMPLES BEFORE (without Rotary’s voice) AFTER (in Rotary’s voice) WHY IT’S EFFECTIVE strengthens our message: Invitation to Rotary is ordinary people around the It’s amazing what we can • Is active, inspiring, prospective members world working together to clean accomplish when hearts and and inviting to visit a local club the environment, end polio, improve minds work together. See our communities, and accomplish • Balances compassion (hearts) › how leaders from countries, and intelligence (minds) other extraordinary things. cultures, and occupations Learn more at rotary.org. • Defines leadership by mindset around the world are taking (diverse perspectives) and action action — to enhance health, empower youth, promote • Clarifies our impact peace, and improve their • Includes a clear call-to-action community. Join leaders at a Rotary club near you. Excerpt from Rotary’s Anniversary Another year, another chance • Headline is inspiring versus Rotary.org descriptive Rotary’s 108th anniversary marks to make history a year of both achievements in the • Highlights Rotary’s We’re closer than ever to fight to eradicate polio and › persevering spirit a stepped-up commitment to finish eradicating polio. But even as the job. You can help by learning we celebrate our 108th year • Is more compassionate how to use advocacy to encourage and human (i.e., uses the of community impact, we’re collective “we”) governments to fund the vital work reminded that there is much of polio eradication. to do. Become an effective • Has a clear call-to-action advocate for government funding so together we can finish the job. Our Essence September 2016 9 and Organizing Principles Our essence provides clarity Organizing Principle Three core ideas provide the clarity and JOIN EXCHANGE TAKE focus to help every Rotary member LEADERS IDEAS ACTION answer the question, “What is Rotary?” 1 Rotary joins leaders from all continents, cultures, and Sub-categories Emerging Leaders Shared Cultural Global Local Global occupations. Leaders Interests Exchange Understanding 2 We exchange ideas, bringing our expertise and diverse Definition Connect with leaders from Discover and celebrate Create positive change in perspectives to help solve some of all continents, cultures and diverse perspectives our communities the world’s toughest problems. 3 And we take action to occupations bring lasting change to our communities around the world. Engagement Level By centering our communications on JOIN LEADERS EXCHANGE IDEAS TAKE ACTION our three core ideas, we reinforce is the entry point. This is is the next level of engagement. It encompasses service-related what Rotary stands for, how we’re where Rotary, Rotaract, and encompasses events and programs where activities for highly
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