This may come as a surprise, but I like the new logo! My favorite old-fashion Rotary symbol is in this BLOG's header. But examine it and our new logo from a non-Rotarian's point of view. My favorite symbol, when it is on a banner like this or a letterhead, the words "Rotary International" are legible. But let's assume a non-Rotarian is driving and glances at a project sign, billboard or a sign like the one pictured. Unless they have had some interconnection with the Rotary Organism it represents, how could they mentally connect the emblem with anything Rotary?
A logo is not a brand - it is a symbol that represents the organization's brand promises. To Rotary advocates, either logo will stimulate an emotional reaction. But our Retention and Growth Rates have been broadcasting that we - Rotarians, clubs, districts, zones, Rotary International, and The Rotary Foundation - have not, particularly in
North America, been communicating and
delivering brand promises that connect the symbol to our target audiences. The Seigel+Gale Research report and many
previous Rotatorials on this BLOG tell us why.
The first and foremost reason is that the Rotary Organism cannot agree
on what business it is in or who its target audiences are. Therefore, as of about thirty years ago,
there was no way the Organism could communicate and deliver its brand promises because brands are authenticated only by target audiences!
With this new logo, we have a visual opportunity to attract attention to Rotary. Only when Rotary leaders - club by club; district by district; zone by zone; leader by leader; R.I. and TRF - agree that the Organism's primary purpose is to create Rotarians can the Rotary brand be revitalized. Only then will it be possible for our target audiences to link the Rotary symbol with the Rotary WHY Factor - Who Rotarians Are.