Komunikasi/Merek Wikimedia/Proyek jenama gerakan 2030

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Proyek pengetahuan gratis kita dibuat oleh sebuah gerakan global. Sejak 2003, kita menggunakan istilah "Wikimedia" untuk merujuk pada gerakan ini. Namun, setelah 15 tahun, nama "Wikimedia" tetap tidak dikenal dan membingungkan dunia luar. Hal ini membuatnya menjadi alat yang tidak efektif untuk menjelaskan siapa kita, mendemonstrasikan dampak pekerjaan kita, dan mengundang orang baru untuk bergabung. Sebaliknya, Wikipedia diakui secara global, tetapi tidak dipahami secara luas sebagai bagian dari ekosistem proyek dan komunitas yang lebih besar. Proyek Jenama Gerakan 2030 mengajukan proposal untuk mengubah nama dan desain gerakan berdasarkan merek kita yang paling terkenal, Wikipedia.

Jenama gerakan yang diusulkan akan terdiri dari konvensi penamaan dan sistem desain untuk gerakan, afiliasi, dan WMF. Semua komunitas dan afiliasinya diundang untuk terlibat dalam pengembangannya. Jika penggunaan sistem jenama yang diusulkan ini disetujui oleh Dewan Pengawas, WMF akan menggunakan nama tersebut dan afiliasi dapat memilih menggunakannya berdasarkan kebutuhan mereka.


Video yang memperkenalkan konsep menyatu "Interkoneksi" (lihat laporan.)
Presentasi Proposal Konvensi Penamaan

Daftar kegiatan dan pembaruan proyek terbaru. Untuk daftar lengkapnya, lihat Linimasa.

Problem statement

How do you capture an ecosystem of people, projects, technology, content, and values? How do you do that in a single name? Or a design?

In 2003, we started using “Wikimedia” to describe the interconnected knowledge across projects as well as the communities and affiliates who make that knowledge available. But we learned, based on research, that “Wikimedia” is not a name that is well-understood or recognized by many people around the world.

This disconnect impacts our ability to fulfill our 2030 strategic direction: if the world does not know who we are, how can we guarantee that anyone who shares our vision can join us? If the world does not understand our movement’s interconnected projects and communities, how can we become the essential infrastructure of the ecosystem of free knowledge? Creating a compelling, unified brand will communicate who we are and what we do, inspiring people of all backgrounds to join us and helping us reach our shared movement goals.


This project has the objective of evolving our movement brand in order to clarify who we are, simplify entry points for newcomers, and grow participation. The development of this project is informed by the qualities for good movement branding that emerged in the 2019 research and consultation (see below), and integrates new feedback as the project advances.

The brand system to be proposed will consist of a naming convention and brand design. The brand design is expected to include logos and design styles such as typefaces, colors and ready-to-use templates. This brand system, if approved for use, will be adopted by the Foundation and will be available for affiliates to opt in. It will not propose changes to the content projects.

This project supports the Brand Awareness priority in the Wikimedia Foundation's medium-term plan.

The qualities of good movement branding (Movement Branding Criteria)

In 2019, the results of the 2030 research and planning community review presented six qualities/criteria surfaced by the community review that should guide the 2030 Movement Brand Project.

These qualities are also being referred to as the seven Movement Branding Criteria.

  1. Branding should reduce confusion about the distinction between organizations and projects, clearly identifying what roles platforms, volunteers, affiliates, and the Foundation play in the movement.
  2. Branding should protect and improve the reputation of the movement, increasing trust in our content and contributors.
  3. Branding should benefit all projects, so that Wikipedia's international popularity and centrality to our movement are used to improve usage and participation in related projects.
  4. Branding should mitigate legal and government risks to movement participants and affiliates, so that volunteers are not blamed or punished for project content in places hostile to project content and our policies of free speech.
  5. 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.
  6. Branding should be adaptable and adopted gradually, allowing community groups to opt-in to the system in a way that is personalized and localized, at their own pace, with support from the Foundation.

Several of these points have been reinforced in 2020 by the volunteer-initiated RfC Should the Foundation call itself Wikipedia, with a seventh quality being added at the conclusion of that RfC:

  1. The Foundation should not use the name Wikipedia, as a significant majority of the community has found it unacceptable for the Foundation to use the name Wikipedia to refer to itself.

Get involved

We invite everyone to get involved. We encourage especially the participation of all movement affiliates because they are the target users of the evolved brand system being developed by this project.

Feedback and questions are welcome on the project talk page. You can write to the project team privately at brandproject wikimedia.org. Check the Frequently Asked Questions!


This is an open branding process. 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 solutions.

These are rough project milestones and may change.

  • Concept development - completed (January to April)
  • Naming conventions for discussion (June - July)
    • Foundation participation paused through at least March 2021

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

Roles and Responsibilities

Wikimedia Movement

  • Brand Network - Guides brand concepting and design process in collaboration with Snøhetta (the project design partner) and Foundation staff.
  • 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 (Participation paused through at least March 2021)

  • Steering Committee - Informs brand development. Representatives from Fundraising, Legal/Policy, Technology, Product, Finance & Administration.
  • Brand Project team - Leads project development and documentation, and coordinates between movement, Foundation, and Snøhetta.
  • Executive Leadership and Board of Trustees - Vet and review brand proposals.

Snøhetta (project design partner)

  • Leads design work. Crafts brand proposals for Movement review.

See also