Public image and awareness is the third goal of Rotary International and goes hand in hand with the first two goals which are supporting and strengthening clubs and focussing and increasing humanitarian service. It is important that we communicate a consistent brand and think about ways to tell our Rotary story more effectively. When we’re better able to communicate who we are in Rotary, what we stand for, and what we do, we’re much more likely to attract new members who will fit into our organisation and new partners who will help us increase our service to achieve even more.
Our visual identity contains the basic elements of our logos, colour palette, typography, iconography, and information graphic styles, along with photography style and suggested subject matter. This identity shows that Rotarians are people who actively lead, who share ideas and who take action.
Our voice is the unique tone and style in which we communicate. A distinctive voice is important because there is no organisation quite like Rotary. A unified voice helps us to portray our character and how people experience Rotary. By speaking, writing, and designing in one voice, our communications will look, feel and sound unmistakably like Rotary.
Three core ideas provide the clarity and focus to help every Rotary member answer the question, “What is Rotary?” Rotary joins leaders from all continents, cultures, and occupations. We exchange ideas, bringing our expertise and diverse perspectives to help solve some of the world’s toughest problems. We take action to bring lasting change to our communities around the world.
When developing communications, think about who we’re targeting and what we’re asking them to do. Tailor your communications to suit the audience, tell them what they want to hear and most importantly provide very clear calls to action, be that a phone number, email address or website address.
Our photography focuses on connections and community. Whenever possible, try to use shots depicting multiple Rotarians. Don’t focus on an individual, unless he or she is profiled or featured in a story. If shot indoors, keep backgrounds blurry or nondescript so unattractive objects like drop-ceilings, dated chandeliers, exit signs and banners are rendered less visible. When beneficiaries are depicted, they should appear actively engaged with Rotarians or active participants in a scene, not incidental observers in the background. Remember RIBI advice for the photography of children.
You will find lots of useful information on Public Image in the RIBI Brand Centre. You will need to log in. https://www.rotarygbi.org/members/public-image/ You can also log in to the RI Brand Center. https://brandcenter.rotary.org/en-GB
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