Communications/Wikimedia brands/2030 movement brand project

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The 2030 Movement Brand project is creating an evolved brand system using Wikipedia as a central concept. The objective is to better communicate who we are in order to attract billions of new users into our movement.

The proposed brand system will consist of a new naming convention and brand design for our movement. All communities and affiliates are invited to get involved in its development. If the proposal is approved by the Board, it will be adopted by the Foundation and it will be offered to affiliates opt-in based on their needs.


You can also follow updates watching the Timeline.

Problem statementEdit

The 2030 strategic direction is all about growth and evolution. It is not only about continuing to provide access to free knowledge, but about growing and safeguarding that access, and evolving the way that knowledge is delivered. Our strategic direction challenges us to go further and become the essential infrastructure of the ecosystem of free knowledge. The Wikimedia Foundation medium-term plan is set to grow participation globally, focusing on emerging markets.

Wikimedia branding will not help us in achieving these goals. Explaining who we are is hard. "Wikimedia" is unknown and confusing to the outside world. Affiliates and volunteers often introduce our movement through Wikipedia, because it is a strong, widely-recognized brand. How can the movement brand best raise awareness and increase participation in the Wikipedias and sister projects across languages and regions?


Some things will stay the same

Over the course of the next few months (January to June 2020) the project seeks to arrive at a new thorough brand system for the movement. This will include a set of design and naming conventions – a style guide for a new brand.

Project objectives:

  • Utilize Wikipedia’s massive brand awareness to build a new brand system for the movement using "Wikipedia" as the central reference point.
  • Develop messaging guidance to grow public perception and support to achieve our vision in its true and global sense.

This project has a clear scope: Wikimedia movement branding will be revised through this design process but Wikimedia project marks will not be adjusted. As a result, the primary impact of this project is to Affiliates who use the Wikimedia branding.

Target audience:

  • Wikimedia affiliates and their stakeholders.
  • Internet users, especially those who use Wikimedia projects.
  • Wikimedia movement stakeholders. i.e., donors, partners, and free knowledge enthusiasts.

The qualities of good Movement brandingEdit

The 2030 brand strategy proposal reached more than 9,000 people across 8 languages in 37 countries. We heard from 319 commenters, 63 of whom spoke as representatives of Wikimedia affiliates, offering their feedback across Meta wiki, mailing lists, social media, and at Wikimedia conferences. What we heard from the commenters were a guiding set of concerns and needs for Movement branding to be effective.  

The report presented six criteria voiced by global communities that should guide any decisions around branding.

  • Branding should reduce confusion about the distinction between community and projects, clearly identifying what roles platform and volunteers and affiliates play in the movement.
  • Branding should protect and improve the reputation of the movement, increasing trust in our content and contributors.
  • Branding should benefit the sister projects so that Wikipedia's international popularity and centrality to our movement are used to improve usage and participation in related projects.
  • Branding should mitigate legal and government risks to movement participants and affiliates, so that volunteers are not blamed or punished for Wikipedia content in places hostile to Wikipedia content and our policies of free speech.
  • Branding should grow our Movement by appealing to new users, contributors, donors, and partners around the world, and inviting them to join us in our 2030 direction.
  • Branding should be adopted gradually, allowing community groups to opt-in to the system at their own pace with support from the Foundation.

Get involvedEdit

If you have a comment or question, leave a note on the project talk page or write to brandproject and we will get back to you.

Want to guide concepting and design?

Want to comment on proposed brand changes?

  • Respond to mailing list and open questions posted on-wiki during project, or directly to feedback requests on (all open questions will be cross-posted to the project talk page).
  • Time commitment: 1 hour every ~2 months

Want to follow the project updates?


2030 movement brand project timeline

This is an open brand/design process. We want to work with movement participants to work in a similar method to how our wiki's work - iterative and involved with multiple opportunities to provide input and guidance.

The process is iterative, meaning that we will create, get feedback and refine as we go. There will be many open questions to answer collectively. We expect and welcome divergence before converging on any deliverables.

These are rough project milestones and may change.

  • Concept development - happening now (January to March)
  • Naming conventions and central brand concept (March to April)
  • Branding designs for discussion - (April to June)

Every step of the process is documented in the project timeline.

Roles and ResponsibilitiesEdit

Wikimedia Movement

  1. Brand network - Guides brand concepting and design process in collaboration with Snøhetta (the project design partner) and Foundation staff
  2. Volunteer communities across the movement (cross projects, community lists, and village pumps) - Comments on proposed naming, design, and brand elements to highlight concerns, needs, and suggested improvements.

Wikimedia Foundation

  1. Steering Committee - Informs brand development based on deep understandings of organization Fundraising, Legal/Policy, Technology, Product, Finance, and Administration specialties
  2. Brand Studio (team within Communications) - Leads project coordination, collaboration, strategic development, and design across Movement, Foundation, and Snøhetta members
  3. Executive Leadership - Vets and reviews Movement brand changes

Snøhetta (project design partner)

Snøhetta is the design firm who created the new Library of Alexandria, home to Wikimania 2008. They have made exhibitions for history museums, visual identities for national parks, and bank note designs inspired by wind, water, and computer pixels. They have created grand operas designed to make elite art accessible to the public, and homey cabins in public parks that offer spectacular getaways for anyone in the world to use. At the mountain where they take their name, they built a pavilion for rest and conservation that is keyless- so any and all visitors can be at home. They have offices in 5 countries, with work spanning the globe. Their team is multilingual, and women-led.
Their role in the 2030 movement brand project is to facilitate collaborative design process by running workshops, collecting perspectives, distilling recommendations, and sharing proposals for feedback. They will also lead the design work – crafting potential naming solutions, logo options, and other graphic design elements for Movement review.

Still have questions? Please see the Frequently Asked Questions (FAQ) or leave a comment on the project talk page.

See alsoEdit