Be a Brand Champion!
When a club logo isn’t used properly, it can create confusion and mistrust. In 2012, Coca-Cola temporarily replaced the iconic red can with white cans that featured polar bears on it for the holidays. But they had to pull them from shelves when retailers and customers reported being confused. The cans looked too much like Diet Coke cans, and that’s not what consumers wanted.

This is one example of what happens when a logo is altered. By just changing the can color, the public was frustrated. They didn’t trust the product anymore. And that impacts the brand.

Now imagine that each Rotary, Rotaract, and Interact club had its own logo. How would the public know which Rotary club to trust, to join, or to donate money to?

When a club alters the Rotary logo – like turning the Rotary wheel into a pancake, changing the fonts, or adding additional colors – it weakens our global brand. That can impact our ability to attract future members, earn the trust of donors, encourage volunteers to help on our service projects, and even secure partnership opportunities. Old branding tells the public that this club is outdated. Inconsistent branding sends mixed messages of who we are.

Studies show that consistent logo use builds organizational trust and awareness. Isn’t that something we all want for Rotary — to be a trusted organization in our communities?"

The above is an extract from Jan 2021 Rotary International Blog on Branding


Does your club logo look like this?  If not, your District 7430 Public Image Team can help - just send an email to the PI Chair and we'll get to work on an update for your club!



  • Need Zoom background images, business cards, stationery, or even a club newsletter template? You can find them in the Club Resources section of Brand Center. Brand Center is your place to go for public image resources.
  • Why should all Rotarians care about branding? Check out the RI blog.
  • Need the guidelines for creating your club’s People of Action stories, club website, and general look and feel? They are all available in Brand Center.
  • Learn more about the concepts behind Rotary’s brand identity and the importance of promoting and communicating our brand and core messages in a consistent way in the Public Image Courses on the Learning Center (my.rotary login needed) Learning Plan, available from the Learning Center.