As a global community-service organization, Kiwanis International reaches out to the underserved in every inhabited continent of the world. A scope of this size demands a consistency of purpose and of action.

To that end, the Kiwanis International Graphic Standards Manual was created. In it you will find the essence of our graphic vision for the organization, a look and feel that communicates to the world who we are and where we are going. Kiwanians worldwide and the International staff have invested a significant amount of time and resources to develop this manual, a set of exacting standards by which the identity of Kiwanis International must be maintained. Presenting ourselves in a uniform and consistent manner is a requirement of maintaining the integrity and image of Kiwanis International in all parts of the world. By upholding the integrity of our visual standards, we ensure that Kiwanis International’s mission, to serve the children of the world, will endure.

We need you to do your part. By adhering to the graphic vision outlined in this manual, you help ensure that we will put forth a consistent image of who we are and what we do as Kiwanis International. It must be a commitment of every member to acknowledge, refer to, and abide by these guidelines set forth in the standards
manual, as well as to keeping a watchful eye for the breaching of these standards by other members.

Within our standard guidelines we appreciate the different requirements of the multinational geographic locations of our various Kiwanis members and have made accommodations for these specific needs. Whenever appropriate you will find specific standards that address each unique location’s requirements while continuing to maintain an overall consistency that is so important to an enduring Kiwanis International identity.

Inside this manual you will find basic design rules and implementation standards for such applications as logo usage and identity materials including letterhead, tagline, marketing materials, and photo usage. Each section is clearly organized for easy access to information. We also illustrate uses by example.

We appreciate your commitment to implementing this graphic vision for Kiwanis International as we seek to carry out our mission of serving the children of the world.

Please help protect your emblems!
Public recognition and trust of the Kiwanis name and the several other Kiwanis-family registered trademarks (shown below) are among the most valuable assets of our organization.

The trust that the public places in Kiwanis-family service projects and fund-raising efforts can be threatened if unauthorized use of Kiwanis-family marks is permitted. A basic principle of international trademark law is that organizations can lose their exclusive rights to use their registered trademarks if they fail to adequately protect the marks from unauthorized use.

Failure to protect our marks could result in outsiders jeopardizing the public's trust in Kiwanis. It is the responsibility of every Kiwanian and other Kiwanis-family members to ensure that the registered marks continue to epitomize the respect and reputation that Kiwanis entities have earned over the years. Protecting these trademarks from unauthorized use demands the highest priority.

To improve the protection of Kiwanis trademarks while still allowing latitude for Kiwanis-family members to use the marks, the International Board revised the "Use of Name of Emblem" Policy C., 4. in October 1992 to require that all merchandise that is:

1. marked with a Kiwanis-family (Kiwanis, Key Club, Circle K, or Builders Club) name or emblem, and
2. purchased or manufactured for resale at a profit or for fund raising must be purchased exclusively from the Kiwanis Family Store or from an official licensee authorized by Kiwanis International to manufacture, sell, or distribute merchandise bearing a Kiwanis-family emblem

If your club purchases merchandise marked with a Kiwanis-family emblem for resale or for fund-raising purposes, your supplier (or your Kiwanis organization) must have a license to produce and sell these items. License applications are available upon request from the Supplies Department, extension 390. (See list of licensees.)

Another important reason for making your purchase only from approved sources is that each licensee carries product liability insurance that protects your club and Kiwanis International. If, for instance, a person became ill or was injured due to the consumption or use of your Kiwanis-family marked product, the licensee's insurance would cover the liability. Kiwanis-family members are further urged to report to the International Executive Director suspected unauthorized use of the trademarks.