Why we’re strengthening our image
For more than 100 years, Rotary has united leaders committed to applying their expertise to better their communities. Despite over a century of impact in communities around the world, Rotary does not get the recognition it deserves. We need to rethink how we tell our story so people everywhere understand what Rotary stands for, how we’re different, and why it matters.
In 2011, Rotary embarked on a multiyear initiative of unprecedented scale to strengthen our image. In addition to expanding public understanding of what Rotary does, we want to motivate, engage, and inspire current and prospective members, donors, partners, and staff.
What we’ve done

To tell our story better, we first need to define it. Based on extensive global research, we:

Defined our essence   to identify how Rotary is different from other organizations

Brought our values   to life to ensure our actions support our words

Established our voice   to reflect our distinct character

Clarified how we present   our offerings so people understand what we do and how they can engage

Refreshed our visual identity   to energize our look and feel while celebrating our heritage

What we need to do

Bringing our story to life is our next charge — and one that requires champions across levels, groups, and functions.

We are Rotary, and we have a great story to tell.

It’s up to all of us to protect, promote, and deliver on that story in all our interactions.

This guide will help you apply our new look and voice. More resources will be available online in the coming months. Look for new tools and templates that will help you apply our new look to your brochures, PowerPoints, and other print and digital communications.

Through a unified Rotary image and message, we’re not just enhancing our reputation, we’re elevating the entire Rotary experience.