Page 22 - ROTO Magazine Winter 2022.pub

Rotary Magazine for District 1210

You would never use this logo,

so why do so many Rotarians

continue to use this one?

Last year, then Rotary International's President-Elect Shekhar Mehta wrote “...we’ll ask Rotary,
Rotaract and Interact clubs to update their logos to align with [Rotary International’s] brand
standards.”
If you are confused by what he was talking about, that’s not surprising - so are many Rotarians.

Nine years after Rotary’s rebranding, many Rotary clubs continue to use a previous version of
Rotary’s mark of excellence (“the Rotary wheel”). Many Rotarians in District 1210 are still using the
mark of excellence that was retired in 2013.

That’s when Rotary International modernised its branding, which is something that happens with
many organisations. Well-known brands such as Pepsi Cola, VISA and Starbucks have evolved their
brands over time.
And this is not the first time that the Rotary brand has changed, as you can see in the graphic at the
top of this article.

Clubs should use only the current branding on websites, in print documents and signage, and on
social media.

In the email, current Rotary International President Shekhar pointed out that, “Repeated and
consistent use of our logos builds global recognition of what we do. Consistently using a unified bond
signals to the public—including potential members and donors—that local clubs are supporting the
community and those clubs are part of the global Rotary network.”
“Studies show that consistent logo use builds organisational trust and awareness,” Rotary brand
specialist Liz Thiam wrote in an article on the Rotary International blog Rotary Voices. “When a club
logo isn’t used properly it can create confusion and mistrust.”

In another Rotary Voices article, the vice-chair of the Rotary International Communications
Committee wrote, “In today’s world, individuals are constantly bombarded by thousands of
advertising messages. It’s vital that we have a consistent, high-quality visual presentation of our
brand to cut through all that noise.”

22 ROTO WINTER 2022