1. Rotary Club of Portland
Branding Guidelines

2. Rotary Club of Portland Branding Guidelines
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Rotary Club of Portland
Branding Guidelines and Usage
Contents
Introduction……………………………………………………………………………………………………………………………………………..…. ………… 3
Mission….………………………………………………………………………………………………………………………………………………..………….…. 4
Vision………………………………………………………………………………………………………………………………………………………………….…. 4
Description………………………………………………………………………………………………………………………………………………………….…. 5
Name……………………………………………………………………………………………………………………………………………………….................. 5
Taglines……………………………………………………………………………………………………………………………………………………….............. 5
History……………………………………………………………………………………………………………………………………………………………………. 6
Guidelines…………………………………………………………………………………………………………………………………………………..………..… 8
Colors………………………………………………………………………………………………………………………………………………….……................ 9
Backgrounds………………………………………………………………………………………………………………………………………….………….……. 9
Size………………………………………………………………………………………………………………………………………………………..................... 10
Clear Space………………………………………………………………………………………………………………………………………………………....... 10
Co-Branding………………………………………………………………………………………………………………………………………….……………...... 11
Usage……………………………………………………………………………………………………………………………………………………….................. 12
Typography………………………………………………………………………………………………………………………………………………….……........ 13
Photography……………………………………………………………………………………………………………………………………………….…............ 14
Web Branding…………………………………………………………………………………………………………………………………………………………. 15

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Introduction
Rotary Club of Portland creates a wide range of print publications, website content, electronic newsletters, signage, and other materials to communicate
with a variety of Rotary and non-Rotary audiences. To foster a professional and more cohesive visual identity for Rotary Club of Portland, these guidelines
have been developed for the proper use of the club name and logo, along with the design of print and electronic communications.
What is a Brand?
• A brand typically includes a name, logo and other visual elements as images or symbols.
• A brand is the symbolic embodiment of all the information connected with the Rotary Club of Portland.
• A brand will convey consistency in appearance and message to the community, eliminating clutter that is often associated with Rotary.

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Mission
Rotary Club of Portland’s mission is to be the preeminent service club in Portland by being the vehicle for developing fellowship, leadership, and service
that benefit our members, our community, and our international collaborators.
Vision
As Rotarians dedicated to “Service Above Self,” Rotary Club of Portland members will work to translate this commitment into action to improve lives in our
local and world communities by:
• Enhancing and increasing our membership through the recruitment and retention of individuals who are committed to our mission and who will expand
the fellowship we enjoy in working with like-minded individuals;
• Growing our financial and volunteer contributions in order to increase the quality of life for individuals at risk in the environs of Portland, Oregon and in
developing countries;
• Developing our members as leaders by increasing the opportunities for them to enhance their leadership skills;
• Expanding our commitment to the promotion of the highest level of integrity in Oregon business practices through increased educational and
recognition activities.
Name

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Rotary Club of Portland is the official club name.
• Putting a “The” in front of “Rotary Club of Portland” is optional, but discouraged.
• Names such as “Portland Rotary,” “downtown Rotary,” “the downtown club” or any similar derivatives are outdated and should not be used.
• When referring to Rotary Club of Portland on second mention or generically as a club, capitalize “Club,” as in: “Our Club donated $10,000.”
Standard Description
Founded over 100 years ago, Rotary Club of Portland was created as an organization of local professional and civic leaders dedicated to humanitarian
service in everyday life, and has since become Portland’s leading service club. Today, Rotary Club of Portland continues to make bold and sustainable
improvements in Portland and communities around the world.
Extended Description
Rotary Club of Portland is an organization of local professional and civic leaders dedicated to humanitarian service in everyday life, high ethical standards
in business and professions, and promoting understanding and goodwill through community programs. With 33,000 clubs and 1.2 million members
throughout the world, Rotary has an extensive network of volunteers working locally, regionally, and internationally under the motto "Service Above Self."
Members of the Rotary Club of Portland represent a cross-section of the community’s owners, leaders, executives, managers, political leaders and
professionals—people who make decisions and influence policy. Rotarians value community service and high ethical standards, and enjoy relationships
with their peers. The Rotary Club of Portland is the premier place to develop and expand personal and professional relationships.
Our Tuesday meetings offer a regular place to socialize over lunch with fellow Rotarians and enjoy a variety of speakers each week. Our committees offer
the opportunity to give back to the local community through a variety of different service opportunities. Our social events and celebrations offer diversions
from today's demanding personal and professional schedules, and the chance to enjoy our city and the community at large. Whether you are looking to
meet new friends, in search of great service opportunities, or aiming to get to know the city of Portland, Rotary is your connection.
Taglines
• “Portland’s Leading Service Club” — our oldest common tagline
• “A Century of Service” — developed during the Rotary Club of Portland Centennial campaign
• “Service Above Self”— derived from Rotary International

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Brand & Logo History
During the 2008 Joint board planning session the officers and directors identified rebranding the club as one of their top three goals. They expressed a
strong desire to elevate the club’s profile in the community from a well respected service organization to an icon in Portland. In that discussion members
were confident that rebranding the club along with the proper use of a logo would give the club a clearly recognizable visual identity thereby strengthening
the organization’s public image as a vibrant and relevant organization in Portland while honoring the Rotary traditions.
Through this process the following key words were used to describe the club: Inclusive, foundation, community, fellowship, friendship, leadership,
inspiration, passion, empowering, alliance, relationship, tradition, belonging, green, relevant, global, Portland, action-oriented, forward-looking, tradition,
simple, clean, inclusive, welcoming, heritage. These key words helped the committee develop the creative concepts that subsequently led to the new logo
(pg. 7a.), with the four major theme components of PORTLAND, GLOBAL, COMMUNITY, and SUSTAINABILITY represented by colors within a diamond shape.
Leading up to the club’s Centennial year in 2010, the club and its Centennial Marketing committee partnered with MBT Marketing to create a special
Centennial logo (b.) and marketing campaign (c.) with the theme, “Thank You, Rotary,” featuring a new website, bus backs, billboards, radio spots, TV spots,
and a special Centennial book (d.). Following the Centennial year, MBT altered the Centennial logo for 2011 and beyond (e.), still highlighting the club’s
founding in 1910.
This logo (e.) is our current club logo. It will hereafter be referred to the as the Rotary Club of Portland logo in this guide.

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(a.) (b.)
(c.)
(d.)
(e.)

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Guidelines
Please follow these guidelines when using the Rotary Club of Portland logo.
1) The Rotary Club of Portland logo is for the exclusive use of this club only. The logo, like the club name, represents the organization. We will need your
help to protect the Rotary Club of Portland’s name and intellectual property by correctly using the brand. This includes not using former club logos (see
history section in this guide) and not using Rotary International’s logo to represent our club.
2) Club projects, committees and programs are encouraged to use the logo subject to these guidelines. These guidelines govern the use of the logo on all
merchandise, promotional materials, publications and web sites. Members who discover a project, committee or program incorrectly using the logo or
club name—on anything ranging from fliers to e-mails to websites—should contact the Communications & Event Coordinator. The Communications &
Event Coordinator will advise the project, committee or program representative to correct the materials.
3) The Rotary Club of Portland logo can not be altered, modified, or obstructed in any way. Any reproduction of the logo must meet the Club’s
specifications and must always appear in its complete form.
a. Never use only one or more of the quarter sections of the logo.
b. Never use non-Rotary colors in the logo.
c. Never add elements or text to the logo sections.
d. Never distort the shape or proportions of the logo.
e. Never place the logo over complicated graphics or photographs.
4) When the logo is used with the Club name, the Club name should appear directly adjacent to the logo. The Club name should be of a size of equal
prominence to the logo.
5) Rotary Club of Portland discourages any joint use of the logo with the logo of another organization for any commercial purpose. When it is necessary to
have logos on the same document or sign, please refer to the “Co-Branding” category in this guide.
6) In addition should any questions arise regarding logo usage, please contact the Communications & Event Coordinator at the Rotary office:
503.228.1542 or 619 SW 11th Ave., Suite 123, Portland, OR 97205

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Logo colors
The logo should appear in these colors on web sites, in four-color publications, and in any other application where full color is possible. The tables below
show exact color specifications. When reproduction in full color is not possible, the Rotary logo may be printed in blue, and the logo may appear in reverse
on a single-color background. The logo may be printed in black and white when color is not available.

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Size
Always reproduce the logo at a recognizable size. The minimum recommended sizes are 45 pixels for Web sites and 0.5 inches in print.
Clear Space
In order for the logo to have its desired impact and strength, a minimum of clear space should surround it. Other graphic elements should not invade the
space. The minimum space is a set measurement of the height of the banner in the logo and is defined as X (see below visual). The X will change
proportionally as the mark increases and decreases in size.

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Co-Branding
Rotary Club of Portland discourages any joint use of the logo with the logo of another organization for any commercial purpose.
When the Rotary Club of Portland logo must appear in conjunction with a logo of a partner, ensure that the Rotary Club of Portland logo has equal bearing
with the partner’s logo on the document, and has an equal visual impact:
Rotary Club of Portland :: 619 SW 11th Avenue, Portland, OR 97205 :: www.rotarypdx.org
Place the Rotary Club of Portland logo in the upper right hand corner of printed documents whenever possible.

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Usage
The following is a list of promotional materials, website, and print and electronic materials that are scheduled for development using the Rotary Club of
Portland logo:
1) Spokes newsletter
2) Website: www.rotarypdx.org
3) Electronic letterhead
4) Letterhead and envelopes
5) Billing statements
6) PowerPoint Slides and banner behind podium at Tuesday meetings
7) Staff business cards
8) Member name tags
9) Club and committee brochures and materials
10) Annual Report
11) Club banners
12) Special event signage
The Rotary Club of Portland name and emblem should appear on club and district stationery and other printed materials, but never on member business
stationery or member business cards.

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Typography
Franklin Gothic Book
Arial
The official font of the text of all Rotary Club of Portland documents is Franklin Gothic Book, 11 pt.
Titles and headlines in documents, as well as smaller headlines in the Spokes newsletter, should be Franklin Gothic Book, bold, 14 pt.
Arial is used in e-mails, on the web, and in all instances where Franklin Gothic Book is not available.
Single spaces are used between sentences on all written documents – do not hit the space bar twice.
The fonts used in the Rotary Club of Portland logo are
Trade Gothic Condensed
Minion Pro Semibold Italic
Rosewood

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Photography
Ensure that all photos are high quality, in good focus, easily interpreted, and not distorted. Avoid large group shots and posed shots, and focus on
individuals and service.
Photographs should be interesting, inspirational, and represent or symbolize one or more of the Rotary Club of Portland themes:
PORTLAND, GLOBAL, COMMUNITY, and SUSTAINABILITY.
Examples of good photos:

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Web Branding
All branding guidelines hold for online content, especially guidelines 4 (d) and 4 (e) on page 8 of this document:
• Never distort the shape or proportions of the logo.
• Never place the logo over complicated graphics or photographs.
The font Arial is used for all web-based materials.
If the Rotary Club of Portland logo is displayed on any website, it must be used with a clickable link to www.rotarypdx.org to drive traffic back to the site.