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 proposed brand system is approved by the Board for use, it will be adopted by the Foundation and it will be available for affiliates to opt in based on their needs.


Video introducing the Interconnection unified concept (check the report.)
Video of the Movement Brand Project office hour on 2020-04-21 (check the report).

A list of the most recent project activities and updates. For a complete list, see the Timeline.

Problem statement[edit]

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?


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. To achieve this objective, the project uses our movement’s best-known brand, Wikipedia, as a central concept. 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)[edit]

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. Several of these points have been reinforced in 2020 by the volunteer-initiated RfC Should the Foundation call itself Wikipedia.

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

  • 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.
  • 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 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.

Get involved[edit]

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(_AT_) Check the Frequently Asked Questions!


Brand Project LIVE Concept Presentation

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)
  • Branding designs for discussion - (July)

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

Roles and Responsibilities[edit]

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

  • 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[edit]