Rotary International (“RI”) has spent a lot of time, effort and money developing a unique, recognizable, and historically linked brand, and we, as Rotary Clubs and members, need to help keep Rotary consistently recognizable and distinguishable by properly using the Rotary brand in our club logos and event promotion materials.  There are just a few things we must keep in mind to do so.  
 
Just as with any successful corporation or other organization, Rotary needs to be easily recognized and to distinguish itself from other organizations.  An important way of doing this is to have brand and to be consistent with how that brand is used (aka “branding”) on our logos, posters, websites, advertisements, and all other publications.  First off, what is a brand?
 
              “A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” (American Marketing Association)
 
 

Rotary Mark of Excellence (“MOE”)

The main element of any Rotary branding is the Rotary wheel, originally designed for the Rotary Club of Chicago, circa 1905, and which was a simple wagon wheel.  
 
By 1929, the Rotary wheel had evolved into what we know today- a sturdy working gearwheel.  It served as the official emblem of Rotary for many years. Today, it is known as the Mark of Excellence and is never to be modified in any way, is not to be used by itself (your club or district logo must be near it), and is always to appear ONLY in the Rotary Gold color, unless your print work is in a single color and then the MOE must be in either azure or black. Never overlay anything over the MOE, nor use it as a watermark.
 

Rotary Masterbrand Signature

In 2013, the word “Rotary” was made more prominent for better visibility and recognition, and so today the official logo for Rotary is more than just the wheel.  The logo is known as the Masterbrand Signature and has two versions.  The principal one, which should be used in nearly all situations, includes the words “Rotary International” on the wheel itself, and the registered trademark symbol ®.  The Simplified version omits those words and the registered trademark symbol for clarity when the logo will be less than 0.5 inches or embroidered.

Club/District/Zone Logos

Rotary clubs, districts and zones are encouraged to create official logos for themselves and should use the Masterbrand Signature in doing so, adding either your charter name or the name by which your club is known in your community.  Again, for consistent and uniform branding, we are not free to put anything on our logos except the Masterbrand Signature and the club, district, or zone name.  Since the word “Rotary” is already part of the Masterbrand, it does not need to be repeated in your club, district, or zone name, which should be aligned with the “y” in “Rotary”, be of the same color (Rotary Royal Blue for Rotary, cranberry for Rotaract, sky blue for Interact) and may be below the word “Rotary” or above it, depending on whether the name is “Rotary Club of XYZ” or “XYZ Rotary Club” (see examples).

Lockup (Joint) Logos

If your club, district, or zone is associating with another organization, such as sponsors or partners, or with an event, even if sponsoring it, you can use your Rotary club/district/zone logo in what is called a Lockup logo, but only with one other organization at a time.   The other logo or organization name must be to the right of your logo, separated from your logo by a vertical line the same height as the MOE, and must be no taller than the MOE.  Do NOT use the Masterbrand Signature logo- use only your club/district/zone logo.

Colors

As part of the necessary consistency for successful branding, the colors used in various Rotary branding elements have specific color formulas which must ALWAYS be used. Here are the important ones:
 

Typography

Even the fonts used in materials printed or posted about our Rotary/Rotaract/Interact Clubs/Districts/Zones should strive to keep our branding cohesive and distinctive.   The primary fonts Rotary recommends using for headlines and navigation labels include Frutiger, Open Sans and Ariel.  For body text, secondary headlines and captions, they suggest Sentinel or Georgia fonts.

The Rotary Name

Our ultimate brand is the word “Rotary”, which is legally trademarked (along with “Rotaract”, “Interact”, “Rotarian”, and a slew of other Rotary related names), and we need to be careful how we and others use it.  If we name a club/district/zone event or project with just the word “Rotary”, such as “Rotary Golf Tournament”, we are implying that the event is an event of Rotary International, which it is not- it is an event or project of an individual club/district/zone and should be so identified, such as “Rotary Club of XYZ Golf Tournament”.  We can only use our club/district/zone logos on an event or project if our club/district/zone is in full control of that project or event. It is also not permitted to name something, such as a park or hospital, with the word “Rotary” in it (even if including the club/district/zone name) unless we have sole ownership and operational power over the entity or organization being named (see Rotary Code of Policies, section 34.040.7).

Rotary Branding Resources

Here are a few links to Rotary International’s branding guidelines and policies: