Rotary International

BRAND
Rotary International

OWNED BY
Rotary International

LOGO DESIGNER
Siegel+Gale

OFFICIAL DESIGN BRIEF
“Rotary has an identity that’s recognized around the world. The team didn’t set out to reinvent the wheel (logo). On the contrary, the goal was to celebrate the wheel’s heritage and build upon an identity that has unified and inspired Rotarians for over a century. The new identity enables the organization to move forward with a stronger, more consistent visual expression. While the design system better aligns Rotary communications, it also provides enough flexibility that each club can have its own creative voice within the framework.”

“Elevating the Rotary name was the first critical step in re-energizing the logo. Not only did scaling up the word Rotary in proportion to the wheel symbol put the more proprietary identity component front and center, it unified the two parts of the organization–Rotary International and The Rotary Foundation–under one powerful banner. The wheel is applied boldly as a mark of excellence–a pledge of commitment, a symbol of leadership, a sign of social and ethical responsibility. We also made sure that it was optimized for digital use.”

“With a stronger primary logo in place, the team set out to build a bolder, easier-to-manage visual system that would continue to inspire creativity while enabling strategic decision-making and visual consistency across communications, media types and geographies. Together, a refreshed color palette, typography system and re-inspired approach to using photography–capturing the spirit of Rotarians around the world and the communities they serve–enable the organization to move forward with a more consistent visual expression.”

LOGO RELEASE
17 September 2013

PREVIOUS LOGOS

Relevant Links

1. Rotary History: How Rotary’s emblem evolved
2. Rotary Launches Its “Strengthening Rotary” Global Public Image Initiative
3. This Rotary Factoid #6: The origins and history of the Rotary Wheel (PDF)
4. The Rotarian (Jan 1920): Redesigning the Rotary Wheel
5. Siegel+Gale: Q+A about the Rotary brand strengthening
6. Siegel+Gale: Making responsive design happen: the Rotary digital brand experience
7. LinkedIn Pulse: Lessons in Branding a 1.2 Million Member Organization
8. BRAND NEW: In Wheel We Trust