547Aen

8/10/2019 547Aen

1/35

Voice and VisualIdentity Guidelinesfor Rotarians

TELL

ROTARYSSTORY

8/10/2019 547Aen

2/35

THE GREATEST OF ALLACHIEVEMENTS...ARE THERESULT OF THE COMBINED

EFFORT OF HEART AND HEADAND HAND WORKING INPERFECT COORDINATION.

PAUL P. HARRIS, FOUNDER

8/10/2019 547Aen

3/35

Contents

INTRODUCTION

4 Background Why were strengthening

our image What weve done What we need to do

WHO WE ARE

5 How we got here6 Our values and our essence 7 Our voice

OUR LOOK

9 Visual toolkit overview10 Logos Configurations Color variations,

masterbrandColor variations,

mark of excellence Using the mark of

excellence Clear space and minimum

sizes for print anddigital

Signature system for clubs, districts,

and zones Best practices18 Color palette

Overview Formula codes Best practices21 Typography

Primary, secondary,and alternate type

Best practices23 Imagery Style overview and

subject matter24 Icons and information

graphics Overview Areas of Focus icons

BRINGING THE PIECESTOGETHER

26 Design inspiration Brochure covers Interior spreads Posters, vertical Posters, horizontal Pamphlets Billboards

Digital E-newsletters

CONTACT INFORMATION

35 [email protected]

@rotary.org

COMING UP

Tools and templates will beavailable online in the comingmonths. These resources willmake it easy to apply ournew look to your brochures,

PowerPoints, and other printand digital communications.
mailto:[email protected]:[email protected]

8/10/2019 547Aen

4/35

Voice and VisualRotary Guidelines

21 August 2013 4INTRODUCTIONBackground

Why werestrengthening our image

For more than 100 years, Rotary has unitedleaders committed to applying their expertise tobetter their communities. Despite over a century ofimpact in communities around the world, Rotarydoes not get the recognition it deserves. Weneed to rethink how we tell our story so peopleeverywhere understand what Rotary stands for,

how were different, and why it matters.In 2011, Rotary embarked on a multiyear initiativeof unprecedented scale to strengthen our image.In addition to expanding public understanding ofwhat Rotary does, we want to motivate, engage,and inspire current and prospective members,donors, partners, and staff.

What weve done

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

Defined our essenceto identify how Rotary is differentfrom other organizations

Brought our values to lifeto ensure our actions supportour words

Established our voiceto reflect our distinct character

Clarified how we presentour offerings so peopleunderstand what we do and

how they can engage

Refreshed our visual identityto energize our look and feelwhile 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.

Its up to all of us to protect,promote, and deliver on that storyin all our interactions.

This guide will help you apply our new look andvoice. More resources will be available onlinein the coming months. Look for new tools andtemplates that will help you apply our new look toyour brochures, PowerPoints, and other print anddigital communications.

Through a unified Rotary image and message,were not just enhancing our reputation, were

elevating the entire Rotary experience.

8/10/2019 547Aen

5/35


21 August 2013 5WHO WE AREHow WeGot Here

AN UNPRECEDENTED EVALUATION OF OUR IMAGE FRAMING OUR STRENGTHS FOR CLARITY AND IMPACT

Our global research revealed three insights. Our research insights define who we are (responsible leaders),what we do (connect), and why it matters (community impact).Validation research revealed how to articulate these strengths ina compelling way.

Rotarians are responsible

leaders both sociallyand ethically

Define leadership by

mindset and approach,not labels or titles

Connecting has andalways will be the drivingforce behind Rotary

Highlight connectionsand communities,not the individual

Its not just aboutglobal impact we impact communitieson a global scale

Clarify the type of impactRotary makes (i.e., communityimpact scaled globally;lasting change)

8/10/2019 547Aen

6/35


21 August 2013 6WHO WE AREOur Values andOur Essence

What are values?

Values drive our behavior. Theyrepresent our beliefs, what we do,and how we act.

How did we defineour values?

Our values are rooted in guidingprinciples that have alwaysdefined Rotary. Now, we want tobring our values to life by showinghow we demonstrate them incommunities around the world.

What do we meanby essence?

Our essence defines what we do:

Unite leaders from all continents,cultures, and occupations

Exchange ideasTake action to improve ourcommunities around the world

OUR VALUES HOW WE LIVE OUR VALUES

Fellowship andGlobal Understanding We build lifelongrelationships

Ethics and Integrity We honor ourcommitments

Diversity

We connect diverseperspectives

Vocational Expertise,Service, and Leadership

We apply our leadershipand expertise to solvesocial issues

8/10/2019 547Aen

7/35


21 August 2013 7WHO WE AREOur Voice

What is our voice?

Our voice is the unique tone andstyle in which we communicate.

Why is a distinctive voiceimportant for Rotary?

There is no organization quitelike Rotary. To ensure ourcommunications capture ourdistinct character and howpeople experience Rotary we need to use a unified voicein all of our interactions. Byspeaking, writing, and designingin one voice, our communicationswill look, feel, and soundunmistakably like Rotary.

How should we useour voice?

Our voice attributes serve as a

guide for how we speak, write,and design. Use them as criteriato evaluate your communications.A variety of visual and verbaltools (e.g., copy, imagery,information graphics, etc.) canhelp us infuse our voice into all ofour communications. For detailsabout how to apply visual identityelements, see pages 9-25.

OUR VOICE IS... THIS MEANS... OUR COMMUNICATIONS ARE...

Smart We look at problems from different angles andapply our expertise to address social issues in waysothers cannot. We are insightful and discerning.

Knowledgeable

Perceptive

Confident

Compassionate

Tackling the worlds toughest challenges requiresempathy. We champion real people and storiesthat are relatable and universal.

Thoughtful

SincereEngaging

Persevering We find lasting solutions to systemic problemsat home and abroad. We speak with clarity andconviction.

Bold

Purposeful

Courageous

Inspiring Motivated by the enduring connections andpositive change we bring to communities andthe world, we encourage others to take action.We convey hope, enthusiasm, and passion.

Upbeat

Hopeful

Visionary

8/10/2019 547Aen

8/35


21 August 2013 8WHO WE AREOur VoiceExamples

Here are a couple of examplesto demonstrate how our voicestrengthens our message:

EXAMPLES BEFORE(without Rotarys voice) AFTER(in Rotarys voice) WHY ITS EFFECTIVE

Invitation toprospective membersto visit a local club

Rotary is ordinary people around theworld working together to cleanthe environment, end polio, improveour communities, and accomplishother extraordinary things.

Learn more at rotary.org.

Its amazing what we canaccomplish when hearts andminds work together. Seehow leaders from countries,cultures, and occupationsaround the world are takingaction to enhance health,

empower youth, promotepeace, and advancecommunity.

Join leaders at aRotary club near you.

Is active, inspiring,and inviting

Balances compassion (hearts)and intelligence (minds)

Defines leadership by mindset(diverse perspectives) and action

Clarifies our impact

Includes a clear call-to-action

Excerpt fromRotary.org

Rotarys Anniversary

Rotarys 108th anniversary marksa year of both achievements in thefight to eradicate polio anda stepped-up commitment to finishthe job. You can help by learninghow to use advocacy to encouragegovernments to fund the vital workof polio eradication.

Another year, another chanceto make history

Were closer than ever toeradicating polio. But even aswe celebrate our 108th yearof community impact, werereminded that there is muchto do. Become an effectiveadvocate so together we canfinish the job.

Headline is inspiring versusdescriptive

Highlights Rotaryspersevering spirit

Is more compassionateand human (i.e., uses thecollective we)

Has a clear call-to-action
http://localhost/var/www/apps/conversion/tmp/scratch_3/rotary.orghttp://localhost/var/www/apps/conversion/tmp/scratch_3/Rotary.orghttp://localhost/var/www/apps/conversion/tmp/scratch_3/Rotary.orghttp://localhost/var/www/apps/conversion/tmp/scratch_3/rotary.org

8/10/2019 547Aen

9/35


21 August 2013 9OUR LOOKVisual ToolkitOverview

Focused, purposeful, inspiring,with a touch of gold.

Our visual toolkit contains the basicelements in our visual system.

It includes our logos, color palette,typography, iconography, andinformation graphic styles, along withphotography style and suggestedsubject matter.

Each element is designed to

work in harmony with the otherswhile providing flexibility within aframework. When combined, theyclearly convey our active leadership,our persevering spirit, andour compassion.

FRUTIGER BLACKCONDENSEDALL CAPS FORHEADLINES

AND MAIN NAV

Frutigerfor subheads,secondary nav,info graphics,and lockupsLight ItalicRoman ItalicBold ItalicBlack Italic

Ultra Black

Sentinel

for body text,

secondary heads,

captions,

and callouts

LightItalic

BookItalic

MediumItalic

SemiboldItalic

BoldItalic

Typography p. 21-22

Primary Secondary

Colors p. 18-20

Rotary Leadership Colors

Secondary Pastels Neutrals Logos p. 10-17

Masterbrand Signature Mark of Excellence

Imagery p. 23

Rotarians Uniting and Exchanging Ideas MetaphoricalRotarians Taking Action for Community

Information Graphics p. 24

72%

25% 50% 75%

Iconography Style p. 24

8/10/2019 547Aen

10/35


21 August 2013 10OUR LOOKLogosConfigurations

Masterbrand Signature Mark of Excellence

Rotary Wordmark Rotary Emblem

Our logo has recently evolved toinclude our wordmark, which is theword Rotary, and our emblem, theRotary wheel.

The word Rotary always appearsbefore our emblem in all of oursignatures.

This official logo is our masterbrandsignature, which should be usedwherever possible. Our mark ofexcellence should not appear alone,

but can be used in proximity to themasterbrand signature and should bescaled up to make greater impact.

It is crucial to maintain theconsistency of our signatures.Positioning and proportionalrelationships of all componentswithin the signature arefixed and should never be altered.

8/10/2019 547Aen

11/35


21 August 2013 11OUR LOOKLogosColor Variations,Masterbrand

Positive (for light or white backgrounds only)

Reversed (for dark backgrounds only)

Full color One color (100% white)

Full color

One color

100% black 100% Rotary AzureRotary Royal Blue Rotary Gold

The full-color Rotary signature is ourofficial, preferred version. Alwaysuse it in digital environments andwhenever printing with at least twocolors. Our emblem must alwaysappear in Rotary Gold, unless two-color printing is not possible.

Do not alter or switch any signaturecomponent colors.

One-color variations of the Rotarysignatures are supplied in black,

Rotary Azure, and white for reversetype. These can be applied for one-color printing or on very complexbackgrounds that may hinder legibilityor appearance of colors.

Use the appropriate color versionto maintain the best contrast andlegibility: positive for light or whitebackgrounds and reversed for darkbackgrounds.

Comparable metallic versions ofRotary colors shown on this page mayalso be used for special circumstances.For more details regarding our colorpalette, see pages 18-20.

8/10/2019 547Aen

12/35


21 August 2013 12OUR LOOKLogosColor Variations,Mark of Excellence

Full Color

One Color

Acceptable solid background colors

Rotary Gold

Our mark of excellence should alwaysappear in Rotary Gold, unless two-color printing is not possible.

One-color variations of the markof excellence are supplied in black,Rotary Azure, and white for reversetype. These can be applied only forone-color printing.

Comparable metallic versions ofRotary Gold may also be used forspecial circumstances. For more

details regarding our color palette,see pages 18-20.

100% Rotary Azure 100% white (reversed)

Light image

100% black

Dark image

8/10/2019 547Aen

13/35


21 August 2013 13OUR LOOKLogosUsing theMark of Excellence

Size

Size relationship of mark of excellence and masterbrand signature

Examples (mark of excellence always in proximity to masterbrand signature)

Single-page communications

Opacity

100% opaque on solids

Multipage (front/back)

Always BIGOur mark of excellence is a symbol ofour leadership. It should appear largeon high-impact communications tomake a bold statement and promote asense of urgency.

Always near masterbrandsignatureThe mark of excellence should alwaysappear with one of our signatures, andnever appear alone.

Do not overuseReserve for covers or single-pagemarketing materials such as postersor advertising, if appropriate. Refrainfrom repeating it too many timeswithin any communication or using it insubordinate situations such as interiorspreads or secondary web pages.

For color options, refer to page 12.

4x minimumx

8/10/2019 547Aen

14/35


21 August 2013 14OUR LOOKLogosClear Spaceand MinimumSizes for Print

LOGO MINIMUM SIZE FOR PRINT

Masterbrand signature

Minimum size is13mm / 0.5"

No restrictionon maximum height

13mm0.5"

Mark of excellenceMinimum size is 4x heightof the emblem in the nearbymasterbrand signature


Minimum Ratio:

52mm / 2" when paired with themasterbrand signature

CLEAR SPACE Clear space that is,the space surrounding the

masterbrand signature is equal to the height of thecapital R in the Rotarywordmark.

8/10/2019 547Aen

15/35


21 August 2013 15OUR LOOKLogosClear Spaceand MinimumSizes for Digital

LOGO MINIMUM SIZE FOR DESKTOP/LAPTOP MINIMUM SIZE FOR MOBILE/TABLET


Minimum size is60px


60px 80px

Mark of excellence

Minimum size is 4x heightof the emblem in the nearbymasterbrand signature


Minimum ratio:

240px when paired with themasterbrand signature

120px when paired with thesimplified signature

Minimum ratio:

320px when paired with themasterbrand signature

160px when paired with thesimplified signature

Simplified signature

For digital small use andconfined spaces

Maximum height is under60px for desktop/laptop80px for mobile/tablet

Minimum size is30px for desktop/laptop40px for mobile/tablet

30px 40px

CLEAR SPACE Clear space for masterbrandsignature is equal to theheight of the lowercase oin the Rotary wordmark.

8/10/2019 547Aen

16/35


21 August 2013 16OUR LOOK

Club [of/at] [Location]

Copy above and below:Frutiger LT STD 45 Light,12pt,Rotary Royal Blueright aligned to Rotary wordmark

0.25"/ 6.4mm

0.22" / 5.6mm

0.5" / 13mm

[Location]

Club

[Location] Club [of/at]

Preferred

ROTARY CLUBS

LogosSignatureSystem forClubs, Districts,and Zones

DISTRICTS AND ZONES

Districts

Zones 21b-27

We have created special signaturesystems that allow you to identifyyour club, district, or zone on all yourcommunications materials. In the comingmonths, we will provide a tool for everyclub to create its own signature. Rotaryvendors will also be able to feature thesesignatures on Rotary merchandise.

Rotary ClubsThe Rotary club signature consists ofthe masterbrand signature plus the clubname and should be used instead of

the masterbrand signature on club-levelcommunications.

The preferred configuration is RotaryClub [of/at] [Location], with the wordRotary coming first.

Two acceptable alternatives have beenprovided to cover variations of clubnames.

The positioning and size relationshipbetween the Rotary wordmark and theemblem are fixed and should never bealtered.

Districts and ZonesDistrict and zone signatures consistof the masterbrand signature plus thedistrict or zone number and shouldreplace the masterbrand signature ondistrict and zone communications.

When creating, use the samespecifications as the club signaturesabove.

Zones 24 & 32Zone 33District 1239

Acceptable alternates

Zones

8/10/2019 547Aen

17/35



Use the masterbrand signature on abackground that has sufficient contrast.

Use a two-color masterbrand signature whenprinting in full color.

Keep the mark of excellence whole nevercropped.

Keep the masterbrand signature free of aholding shape and use the correct typefaceand symbol.

Use Rotary colors specified on page 12 for themark of excellence.

Size the mark of excellence correctly whenusing it with the logo, as shown on page 13.

Keep all elements undistorted and in theright order.

Make sure the mark of excellence iscompletely legible.

Place the mark of excellence away fromthe logo.

Keep the masterbrand signature clear ofoutlines, special effects, or other graphicelements.

LogosBest Practices


Mark of excellence

8/10/2019 547Aen

18/35


21 August 2013 18OUR LOOKColor PaletteOverview


Rotary Azure Rotary Sky Blue Rotary Royal Blue

Secondary Colors

Cranberry

Violet

Turquoise Slate

Powder Blue

Mist

Moss

Lavender

Taupe Storm Ash Platinum Cloud

Charcoal Pewter Smoke Silver Black

WhiteOrange

Pastels Neutrals

Rotary Gold

We are smart, compassionate,persevering, and inspiring, and wevechosen a set of colors to express thoseattributes.

A few shades of BLUEand a touch ofGOLDare our predominant colors. Tocreate a unified look and feel, theseleadership colors should be used moreoften than other colors in our palette.Use Rotary Azure most often, andreserve Rotary Sky Blue and RotaryRoyal Blue to complement and highlight.

Rotary Gold should be used as thejewel on a page.

Use secondary colors sparingly to createoccasional emphasis or differentiationwithin a series, if applicable.

Pastels and neutrals provide thenecessary flexibility when working withbackgrounds, layouts, and hierarchy ofinformation, without being overbearing.

All colors have been carefully chosento complement one another in mostsituations. They should be used in theirpure format, never screened.

Comparable metallic versions ofthese colors may be used for specialcircumstances, such as signage or pinsor when using foils for awards andcertificates.

8/10/2019 547Aen

19/35


21 August 2013 19OUR LOOKColor PaletteFormula Codes


Azure

PMS 2175CC99 M47 Y0 K0

PMS 2175UC99 M53 Y0 K0

Hex #005daaR0 G93 B170

Sky Blue

PMS 2202CC96 M0 Y6 K0

PMS 2202UC94 M0 Y6 K0

Hex #01b4e7R1 G180 B231

Royal Blue

PMS 286CC100 M80 Y9 K2

PMS 286UC100 M92 Y9 K2

Hex #00246cR0 G36 B108

Gold

PMS 130CC0 M26 Y100 K0

PMS 129UC0 M20 Y100 K0

Hex #febd11R254 G189 B17

Secondary Colors

Cranberry

PMS 214CC0 M100 Y22 K0

Rubine RedUC0 M100 Y22 K0

Hex #d91b5cR217 G27 B92

Turquoise

PMS 7466CC90 M0 Y38 K0

PMS 7466UC88 M0 Y27 K0

Hex #009999R0 G153 B153

Violet

PMS 2070CC57 M91 Y0 K0

PMS 2070UC54 M99 Y0 K0

Hex #872175R135 G33 B117

Orange

PMS 2018CC0 M68 Y95 K0

PMS 2018UC0 M58 Y95 K0

Hex #ff7600R255 G118 B0

Pastels

Slate

PMS 2165CC68 M43 Y30 K9

PMS 2166UC68 M46 Y30 K13

Hex #687d90R104 G125 B144

Mist

PMS 2162CC40 M23 Y18 K1

PMS 2162UC42 M26 Y18 K4

Hex #9ea6b4R158 G166 B180

Lavender

PMS 665CC17 M20 Y0 K8

PMS 665UC17 M20 Y0 K8

Hex #c6bcd0R198 G188 B208

Moss

PMS 7537CC36 M23 Y34 K0

PMS 7537UC36 M23 Y30 K0

Hex #a7aca2R167 G172 B162

Powder Blue

PMS 290CC25 M4 Y5 K0

PMS 545UC28 M4 Y0 K0

Hex #c9dee9R201 G222 B233

Taupe

PMS 7501CC13 M16 Y35 K0

PMS 7501UC13 M16 Y35 K0

Hex #d9c89eR217 G200 B158

Neutrals

Charcoal

Cool Gray 11CC48 M22 Y24 K66

Cool Gray 11UC15 M0 Y0 K60

Hex #58585aR88 G88 B90

Pewter



Hex #919295R145 G146 B149

Storm

Warm Gray 10CC51 M46 Y55 K19

Warm Gray 10UC51 M46 Y45 K19

Hex #675d58R103 G93 B88

Ash



Hex #958d85R149 G141 B133

Smoke



Hex #bcbdc0R188 G189 B192

Silver



Hex #e7e7e8R231 G231 B232

Platinum



Hex #c5c1bbR197 G193 B187

Black

C0 M0 Y0 K100

Hex #000000R0 G0 B0

Cloud



Hex #e6e5d8R230 G229 B216

White

C0 M0 Y0 K0

Hex #ffffffR255 G255 B255

When using our color palette, besure to apply the appropriateformulations listed on this page.

Our colors should never bescreened or adjusted.

Coated and uncoated formulas areshown here for the following:

Pantone colorsCMYKfor 4-color processRGBfor digitalHexadecimalfor web

To obain ASE files for latestpalette swatches, please [email protected].

8/10/2019 547Aen

20/35



JOINLEADERS EXCHANGE IDEAS TAKE ACTION

Join leaders, exchange ideas, andtake action forcommunity.

magnidoloreseos quiratione et

tatemsequi nesciunt. Neque

porroquisquamet su doloremet.



porroquisquamet su doloremet.



porroquisquamet su doloremet. porroquisquamet su doloremet

GETINVOLVED

| | n n

c

. .

OUR SHARED PURPOSEOUR SHARED PURPOSE

.

.

.

S


magnidoloreseosquiratione ettatemsequinesciunt. Neque

porroquisquametsu doloremet.

magnidoloreseosquiratione ettatemsequinesciunt. Neque


magnidoloreseosquiratione et

tatemsequinesciunt. Nequeporroquisquametsu doloremet.

GETINVOLVED

Where social meets change.Where social meets change.magni doloreseosqui rationeet tatemsequi nescint neque

quisquamet sudoloremet magni doloreseosqui rationeet tatemsequi

nesciunt.Nequeestresimtoq porroquisquamet sudoloremetre.

OURSHAREDPURPOSEOURSHAREDPURPOSE

WHATWEREDOING

INTERESTED?

Findaclubnearyou.

INTERESTED?INTERESTED?

magnidolores eos quiratione ettatemsequi

nesciunt.Neque porro quisquametsudoloremet.magnidolores eos quiratione et

tatemsequinesciunt.

SEARCH

enter postal code|

iPad 8:35 PM

OUR FOUNDATION

Non perum fuga. Et restior est

eseque dolores reperia.

ASK THE EXPERT

Ediatem qui sit dis volor molos

um que ipiendande venintin.

DISTRICT CORNER

Corem consequi que postiostis

aute cumquatur, vestre desist

idendebit quam.

I

.

.


Join leaders, exchange ideas, andtake action forcommunity.


tatemsequinesciunt. Neque







porroquisquametsu doloremet. porroquisquametsu doloremet

GETINVOLVED

r i t | i v | i n l n u

rch

Where social meets change.Where social meets change.magni doloreseosqui rationeet tatemsequi nescint neque

quisquamet sudoloremet magni doloreseosqui rationeet tatemsequi

nesciunt.Nequeestresimtoq porroquisquamet sudoloremetre.

OURSHAREDPURPOSEOURSHAREDPURPOSE

ni l r u ir i n u i

n c iu n. u r r u i u u

l r . ni l r ui r i nu i n c i un .

C

n r l c |

JOIN FOR OUR

COMMUNITY.STAY FOR THE

WORLD.

JOIN FOR OUR


WORLD.

JOIN FOR OUR


WORLD.

RORTORT

T FF

JOIN LEADERS: www.rotary.oorg

LEADWITH YOUR

HEAD,HEARTANDHANDS.

OURFOUNDATIONNon perum fuga.Etrestior estesequedolores reperia.

ASK THE EXPERTEdiatem qui sitdis volormolosum queipiendandevenintin.

DISTRICTCORNERCorem consequi quepostiostisautecumquatur,vestredesistidendebitquam.

THE FUTURE ISNOWLoredmoloritasitaspeliquo etullam venis debitfugitet.

YOURROTARYTem fugitatemoditas as sinostresaeribusaesconquatersdestistom maxes imilluptis.

,

.

,

.

:

. .

Nigeria Afghanistan Pakistan

Only three countries

remaining:

Use colors in our palette. Use colors that offer sufficient contrast forreadability.

Use colors that complement one another;use leadership colors for large areas.

Keep the background the same color ratherthan creating gradients.

Use fully saturated rather than tints orscreened colors in our palette.

Highlight headings, subheads, icons, andbuttons with colors from our palette.

Reserve Rotary Gold for pops of color. Use the blues in our leadership colors as thepredominant palette.

Use the secondary colors to highlightelements, but never as a dominant color.

Use neutrals and white space to achievebalance and clarity.

Lorem ipsum dolor sit amet,consectetuer adipiscingelit,sed diam nonummy nibh euismod tincidunt ut laoreetdoloremagna aliquam erat volutpat.Ut wisi enim adminim veniam,quis nostrud exerci tation ullamcorper

suscipit lobortis nisl ut aliquipex ea commodoconsequat.

Duis autemvel eumiriure dolor in hendreritin

vulputate velitesse molestie consequat,vel illum

dolore eu feugiatnullafacilisis atvero eros et

accumsan etiusto odio dignissimqui blanditpraesent

luptatumzril delenitaugue duis dolore te feugaitnulla

facilisi.Namliber tempor cumsolutanobis eleifend

option congue nihil imperdietdoming idquodmazim

placeratfacer possim.

Typinon habentclaritateminsitam;estusus legentis

in ii s qui faciteorumclaritatem.Investigationes

demonstraveruntlectores legere me lius quodiilegun.

Claritas estetiamprocessus dynamicus,quisequitur

mutationemconsuetudiumlectorum.Mirumest

notare quamlitteragothica,quamnuncputamus

parumclaram,anteposueritlitterarumformas

humanitatis per seaculaquartadecimaetquinta

decima.Eodemmodo typi, quinuncnobis videntur

parumclari,fiantsollemne.

Loremipsumdolor sitamet,consectetuer adipiscing

elit,seddiamnonummy nibh euismodtinciduntut

laoreetdolore magnaaliquameratvolutpat.

Loremipsumdolor sitamet.

C I :

. r t r . r

Typi non habentclaritatem

insitam; estususlegentis

72%

Joinleadersfromall

continentsand cultures

totakeactionin

ourcommunitiesand

aroundtheworld.

Loremipsumdolorem

suin vulputatevelit. OUR FOUNDATIONNon perum fuga. Et restior est

eseque doloresreperia.

ASK THE EXPERTEdiatemquisitdis volormolosumque ipiendande venintin.

DISTRIT CORNERCoremconsequiquepostiostis

aute cumquatur, vestredesist

idendebitquam.

THE FUTURE IS NOWLoredmoloritasitaspeliquoet

ullamvenisdebitfugitet.

YOUR ROTARYTemfugitatemoditasassi

nostresaeribusaesconquaters

destistommaxesimilluptis.

.

.

.

,

.

.

.

Color PaletteBest Practices

8/10/2019 547Aen

21/35


21 August 2013 21OUR LOOKTypographyPrimary, Secondary,and Alternate Type

Alternate Typefaces To be used when the primary and secondary typefaces are not availablePrimary Typeface

Primary*, use ALL CAPS condensedstyle for headlines and main navigation.Use regular style for secondaryheadlines, secondary navigation, infographics, lockups, identifiers, or densebody copy.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

47 Light Condensed57 Condensed67 Bold Condensed77 Black Condensed

ABCDEFGHIJKLMNO

PQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

45 Light46 Light Italic55 Roman56 Italic65 Bold66 Bold Italic

75 Black

76 Black Italic95 Ultra Black

FRUTIGER

LT STD

Alternate, for digital (web) applications orwhen Frutiger LT STD is not available

Alternate, for Microsoft Officeapplications or when Open SansCondensed is not available

OPEN SANS

CONDENSED

ARIAL

NARROWABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Condensed LightCondensed Light ItalicCondensed Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890

LightLight ItalicRegularItalic

Semibold

Semibold Italic

Bold

Bold Italic

Extra BoldExtra Bold Italic

ABCDEFGHIJKLMNO

PQRSTUVWXYZ

abcdefghijklmnopqrstu

vwxyz1234567890

Regular

Italic

Bold

Bold Italic

Secondary*, use for body text,secondary headlines, captions, callo uts,or identifiers.

ABCDEFGHIJKLMNO

PQRSTUVWXYZ

abcdefghijklmnopqrstu

vwxyz1234567890

Light

Light Italic

Book

Book Italic

Medium

Medium ItalicSemibold

Semibold Italic

Bold

Bold Italic

Black

Black Italic

Sentinel

Alternate, for digital (web) applicationsand Microsoft Office applications,or when Sentinel is not available

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Regular

Italic

Bold

Bold Italic

Georgia

*For information to purchasethese typefaces, please [email protected].

Secondary Typeface

8/10/2019 547Aen

22/35



i i

i

i i i

i i i i . i i

i i i

i i i

i i .

. i .

Through Rotary,

Im leading

my community

forward.

Lorem Ipsum DolorSit.

Loremipsum dolor sit amet,

consectetuer adipiscingelit,

sed diamnonummy nibh

euismod tincidunt ut laoreet

doloremagna aliquamerat

volutpat.Ut wisi enimad

minimveniam, quisnostrud

exerci tationullamcorper

suscipit lobortisnislut aliquip

exea commodoconsequat.

For emphasis, highlight one or two wordsusing a larger type size or light-weight italic.When using italic, use a light weightand set all type to one size. Keep leadingand kerning consistent.

Use uppercase typography in headlines orsubheads.

Use Frutiger rather than Sentinel for headlinetext.

Watch your leading and kerning so that itdoesn't look overly open, too tight, or uneven.Keep letterforms proportionate.

Use lighter weights for body copy. Use colored type that has sufficient contrast.

Use Frutiger styles for documents with densebody copy.

Use bold or italic for emphasis only.Use Sentinel for subheads and body copy. Use Frutiger in large point sizes for calloutsand data visualization.

USE FRUTIGERCONDENSEDBOLD, BLACK OREXTRA BLACK

ALL CAPSFOR HEADLINES

HIGHLIGHTONE OR TWO WORDSWITH LARGER TYPE

RotaryFood Drive

All residents can give by

placing non-perishable food at

their doors.

Pick-up begins at 10:00 a.m.

Saturday, October 6th.

Pre-packaged bags of items

are available at the local IGA

i iri r r i r r i i

i i i

r i i i i r r

i i i i i i i r

ri i i r i

i i i. i r r i i

i i i i r i i i i

r r i .

i ri i i i

i ii i i r ri . i i

r r r r i ii .

ri i r i i i r

i i r . ir

r i r i

r r ri i r r r

i i r r i i

i . i i i i r

r ri .

r i r i r i i i

i i i i i i

r r i r .

r i r i .

i non habentclaritatem

tam; estusus legentis

72%

i l i , i i i li ,

i i i i i ll li l . i i i

i i i , i i i ll

i i l i il l i i.

Duis autem vel eum iriure dolorinhendreritin vulputate velitesse molestieconsequat,vel illum dolore eu feugiatnulla facilisis atveroeros etaccumsan etiustoodio dignissim qui blanditpraesentluptatum zril delenitaugue duis dolore tefeugaitnulla facilisi.Nam libertemporcum soluta nobis eleifendoption conguenihil imperdietdomingid quodmazimplaceratfacerpossim.

fruhumanitatis perseacula quarta decimaetquinta decima.Eodem modotypi, quinunc nobis videnturparum clari,fiantsollemne.

Lorem ipsum dolorsitamet,consectetueradipiscingelit,sed diam nonummy nibheuismodtinciduntut laoreetdoloremagna aliquam eratvolutpat.

. . .

T t t t

t ; t t

our communities and

around the world.

TypographyBest Practices

ALL CAPSCONDENSEDHEADLINEWITHITALICSALL SAMEPOINT SIZE

8/10/2019 547Aen

23/35



Single Rotarian

Single Rotarian With beneficiaries Without RotariansLarge groupsSmall groups

Small groups Large groups

ImageryStyle Overview andSubject Matter

Our photography focuses on connectionsand community.

Whenever possible, try to use shotsdepicting multiple Rotarians of diverseethnicities and age ranges. Refrain fromfocusing on an individual, unless he orshe is profiled or featured in a story.

If shot indoors, keep backgrounds blurryor nondescript so unattractive objectslike drop-ceilings, dated chandeliers, exitsigns, etc., are rendered less visible.

When beneficiaries are depicted, theyshould appear actively engaged withRotarians or like active participants ina scene, not incidental observers in thebackground.

When choosing or shooting newphotography, aim for the following:

- editorial or reportage style(fly-on-the-wall)

- candid poses or natural portraits- real, natural, sincere, endearing

expressions

- demonstrations of active leadershipand impact

- special moments of camaraderie,friendship, warmth, and celebration

- movement and momentum- rich full color, or black and white- short depth of field with

selective focus (people shotthrough crowds)

- wide angles- natural backgrounds and real context

(not solid portraiture backdrops orstudio photography)

Rotarians Uniting and Exchanging Ideas

Rotarians Taking Action for Community

Metaphorical/Conceptual

8/10/2019 547Aen

24/35


21 August 2013 24OUR LOOKIcons andInformationGraphicsOverview

72%

25% 50% 75%

When choosing or creating iconographyand information graphics, look for stylesthat are simple, modern, and informative.

When housing icons in shapes, usecircles to reinforce the shape of theRotary emblem.

Use icons and information graphics toillustrate facts or aid in navigation, butdo not apply them as logos.

Organizing principles

Iconography Style

Information Graphics

Examples

Join Leaders Exchange Ideas Take Action

8/10/2019 547Aen

25/35



Minimum sizes

Print Digital for desktop/laptop Digital for mobile/table

Icons andInformationGraphicsAreas ofFocus Icons

Rotary has identified six areas of focusthat reflect critical humanitarian issuesand needs that Rotarians are addressingworldwide. Each icon to the rightrepresents one facet of Rotaryssix areas of focus:

1 Peace and conflictprevention/resolution

2 Disease prevention and treatment3 Water and sanitation4 Maternal and child health5 Basic education and literacy6 Economic and community

development

Always show all six icons togetheruniformly in one Rotary neutral color.

When discussing one specific area offocus, highlight that icon using anyRotary leadership or secondary color.All other icons should remain neutral.

When all areas are being discussed

simultaneously, highlight all six iconsusing a single Rotary leadership orsecondary color.

Always use the same color to highlightthe icons within a single document orcommunication.

Do not color code the six areas of focus,and do not alter proportions or theshape of the circle housing the symbols.

AREAS OF FOCUS

Horizontal configuration Stacked configurationVertical configuration

Enclose the icons in circles only. Use one Rotary color

as background in the circles and another Rotarycolor to highlight the appropriate icons, as shown atthe top of the page.

13mm0.5"

60px

80px

Single icon highlightedusing any Rotary leadership

or secondary color0.5"13mm

0.125"3mm

0.125"3mm

Neutral color

8/10/2019 547Aen

26/35


21 August 2013 26BRINGING THE PIECES TOGETHERDesignInspirationBrochure Covers

8/10/2019 547Aen

27/35

8/10/2019 547Aen

28/35


21 August 2013 28BRINGING THE PIECES TOGETHERDesignInspirationPosters, Vertical

LISBOA2013

CELEBRATE DIVERSE

PERSPECTIVES.DISCOVER SHARED

INTERESTS.

RotaryFood Drive


placing non-perishable food at

their doors.

Pick-up begins at 10:00 a.m.

Saturday, October 6th.

Pre-packaged bags of items

are available at the local IGA

in varying dollar amounts.

Volunteers will check every

front door in your town.

NO ONE IN OUR

COMMUNITYSHOULD GO

HUNGRY.WITH OUR HELP,

NO ONE WILL.


8/10/2019 547Aen

29/35


21 August 2013 29BRINGING THE PIECES TOGETHERDesignInspirationPosters, Horizontal


NO ONE IN OUR

COMMUNITYSHOULD GO


NO ONE WILL.

RotaryFood Drive


placing non-perishable foodat

their doors.

Pick-upbegins at10:00 a.m.

Saturday,October 6th.

Pre-packagedbags of items

are available atthe local IGA in

varying dollar amounts.

Volunteers will checkevery

frontdoor in your town.


NO ONE IN OUR

COMMUNITYSHOULD GO


NO ONE WILL.

RotaryFood Drive


placing non-perishable foodat

their doors.



Pre-packagedbags of items

are available atthe local IGA in

varying dollar amounts.




NO ONE IN OUR

COMMUNITYSHOULD BE COLD

THIS WINTER.WITH OUR HELP,

NO ONE WILL.

RotaryCoat Drive


placing coats attheir doors.






NO ONE IN OUR

COMMUNITYSHOULD BE COLD

THIS WINTER.WITH OUR HELP,

NO ONE WILL.

RotaryCoat Drive


placing coats attheir doors.





TAKE ACTION: www.rotary.org

8/10/2019 547Aen

30/35


21 August 2013 30BRINGING THE PIECES TOGETHERDesignInspirationPamphlets

Lorem ipsum dolor sit amet, consectetuer adipiscing elit,

sed diam nonummy nibh euismod tincidunt ut laoreet

dolore magna aliquam erat volutpat. Ut wisi enim adminim veniam, quis nostrud exerci tation ullamcorper

suscipit lobortis nisl ut aliquip ex ea commodo

consequat.

Duis autemvel eumiriure dolor in hendreritin

vulputate velitesse molestie consequat,vel illum

dolore eu feugiatnullafacilisis atvero eros et

accumsan etiusto odio dignissimqui blanditpraesent

luptatumzril delenitaugue duis dolore te feugaitnulla

facilisi.Namliber tempor cumsoluta nobis eleifend

option congue nihil imperdietdoming idquodmazim

placeratfacer possim.

Typinon habentclaritateminsitam;est usus legentis

in iis quifacit eorumclaritatem. Investigationes

demonstraveruntlectores legere me lius quodii legun.

Claritas estetiamprocessus dynamicus,qui sequitur

mutationemconsuetudiumlectorum.Mirumest

notare quamlittera gothica,quam nuncputamus

parumclaram, anteposueritlitterarumformas

humanitatis per seaculaquarta decimaet quinta

decima.Eodemmodo typi,quinunc nobis videntur

parumclari, fiantsollemne.

Loremipsumdolor sit amet,consectetuer adipiscing

elit,sed diamnonummy nibh euismodtinciduntut

laoreetdolore magnaaliquam eratvolutpat.

Loremipsumdolor sitamet.

TAKE ACTION:

www.rotary.org

Rotary International

One Rotary Center1560 Sherman Ave.

Evanston, IL 60201-3698, USA

Tel: +1 866-976-8279 (toll-free)Tel: +1 847-866-3000Fax: +1 847-328-4101





















Typi non habentclaritatem

insitam; estusus legentis

72%

Join leaders from all

continents and cultures

to take action in

our communities and

around the world.

Lorem ipsumdolorem

su in vulputate velit.THEROTARY

EFFECT

THEROTARY

EFFECT

8/10/2019 547Aen

31/35


21 August 2013 31BRINGING THE PIECES TOGETHERDesignInspirationBillboards

BRINGING THE PIECES TOGETHERDesignInspirationBillboards


21 August 2013 31

8/10/2019 547Aen

32/35


21 August 2013 32BRINGING THE PIECES TOGETHERDesignInspirationDigital

8/10/2019 547Aen

33/35


21 August 2013 33BRINGING THE PIECES TOGETHERDesignInspirationE-NewsletterCover

8/10/2019 547Aen

34/35


21 August 2013 34BRINGING THE PIECES TOGETHERDesignInspirationE-NewsletterPage

8/10/2019 547Aen

35/35

CONTACTINFORMATIONInquiries

For general questions or questions about purchasing/downloading PantoneTM

color swatches or purchasing recommended typefaces:

[email protected]

Licensing inquiries

For manufacturer/distributor interested in selling or distributing Rotary emblem merchandise

and Rotary clubs wishing to sell Rotary emblem merchandise for fundraising purposes:

[email protected]

547A-EN(813)
mailto:[email protected]:[email protected]:[email protected]:[email protected]

Documents

547Aen