We are Lions International
Our two historic brands, Lions Clubs International and Lions Clubs International Foundation (LCIF), are uniting under one "umbrella" brand—Lions International—so we can talk to the world about our collective service and impact. Because the world sees us as one. They see us as Lions. And the truth is, we are united in our mission of service.
What you need to know about your brand
Good things take time.
This is an exciting change that will happen over time, so no immediate action is needed by Lions. We’ll roll out the new brand over the next few years, applying the refreshed brand to new assets and providing updates along the way.
Brand essentials are ready.
Want to get to know your brand? These resources can help you learn more about it and share it with other Lions.
You’re a brand ambassador.
Lions International gives us a new way to talk to the world about Lions, but you show the world what it means to be a Lion. So keep serving, and keep showing your Lion pride!
Frequently asked questions
Here are some questions and answers for the Lions International brand. You can review the full FAQ for more information.
- Why are we moving to Lions International as our master brand?
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To strengthen our association and foundation, we needed greater integration of the two. One of the most visible ways to do this is to unify Lions Clubs International and Lions Clubs International Foundation (LCIF) under a single “umbrella” or master brand—Lions International—and align our causes to show the world that we are united in our mission of service.
- If Lions International is our master brand, does that mean we will no longer be Lions Clubs International and Lions Clubs International Foundation?
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We are introducing “Lions International” as our unified “umbrella” or master brand to represent our association and foundation together, but the individual names of the association and the foundation will not change, and they will continue to be separate legal entities. We will still use “Lions Clubs International” when referring specifically to the association, and “Lions Clubs International Foundation” when referring to our foundation. Together, they will be referred to as “Lions International.”
- Is there a deadline to update our club, district and multiple district materials with the Lions International brand?
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There’s no immediate action you need to take, and there’s no deadline for updating publications, documents and items like name badges and business cards. In fact, many materials will not need to be updated at all, as our Lions International emblem is not changing and our Lions Clubs International and Lions Clubs International Foundation brands are not going away. Over the course of the new brand roll out, we will provide updates on the brand and guidance that will help Lions align with the new Lions International brand.
- Is the Lions International emblem changing?
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No. We will not be changing the iconic Lion emblem that is recognizable around the world. We are introducing a logo with the words “Lions International” displayed with the emblem, which we’ll use as part of our Lions International branding.
- What is our mission statement?
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The international boards for the association and the foundation previously approved an aligned mission statement for Lions Clubs International, LCIF and Lions International:
To empower Lions clubs, volunteers, and partners to improve health and well-being, strengthen communities, and support those in need through humanitarian services and grants that impact lives globally, and encourage peace and international understanding.
- Is our We Serve motto changing?
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No. Our motto has been We Serve since 1954, and it will remain our motto moving forward. As part of the Lions international brand, we are introducing a new tagline: Serving a world in need. The tagline is an external or public-facing message that quickly tells the world what we do. The tagline will not be replacing We Serve.
Contact us
Please email marketing@lionsclubs.org with any questions about the new brand. We’d be happy to hear from you.
