Rotary International Rebrand
Rotary is a global organization of people who want to take action against the issues facing the world today. Through a variety of fund raising measures and volunteer opportunities, Rotary helps fight disease, hunger, and countless other causes that are picked by our members.
Rotary has stopped attracting new members. In the past 10 years alone they have lost 16% of their membership. This is a big issue because Rotary relies on young professionals to continue to run.
Date
August 22, 2024 - December 8, 2024
Parts
Logo Lock-ups
Logo Animation
Posters
Website
5 Real Applications
Stationery
Brand Book
Brief
65
Average age of male Rotarians
Why members leave:
Attract a new demographic of younger members by modernizing the look and changing the messaging while keeping the heritage.
The Solution / My Role
59
Average age of female Rotarians
Club does not represent my values
Club’s lack of impact
Cost
Time
Attract a new demographic of younger members by modernizing the look and changing the messaging while keeping the heritage. Be much more aggressive with messaging. Get rid of vague descriptions of what they stand for and replace with real examples. Give each chapter a distinct look by offering regional variations to logo to push a more grass-root / local feel.
Logo
I started off by addressing the logo. It had not been redesigned since 1923. This old logo while iconic, was not very functional at small sizes and required compromises in detail when translating to monochrome.
After many sketches and iterations. The final logo honors the heritage by resembling its circular shape and gear-like appearance while modernizing it for the 21st century. The new logo also resembles a sun which echoes the sentiment of the slogan.
