Communications/Wikimedia brands/2030 movement brand project/Naming convention proposals

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The second phase of the 2030 Movement Brand Project invites affiliates, individual contributors and Wikimedia Foundation staff to provide feedback on proposed names for our movement. The proposals are a starting point, and feedback will be used to remove, refine and recombine elements of different proposals into a single proposal.

Feedback can be provided through surveys, on this talk page, and on the talk pages for each proposal (linked below).

The feedback period is from 16 June - 7 July.

Note: The survey is conducted via a third-party service, which may subject it to additional terms. For more information on privacy and data-handling, see the survey privacy statement.

A compelling brand for our movement[edit]

Our free knowledge projects are created by a global movement. Since 2003, we have used the term “Wikimedia” to refer to this movement. However, after 15 years, the name “Wikimedia” remains unknown and confusing to the outside world. This makes it an ineffective tool for explaining who we are, demonstrating the impact of our work, and inviting new people in. By contrast, Wikipedia is globally-recognized, but it is not widely understood as part of a larger ecosystem of projects and communities. The Brand Project works with communities to bridge this gap. It uses Wikipedia as a central reference point in developing a brand proposal that communicates who we are as an interconnected, global movement.

The 2030 Movement Brand Project aims to create a unified, compelling brand for our movement that shows the world who we are, elevates the critical work we are doing, and inspires new editors, partners and communities to join us in setting knowledge free.

The problem - Movement Brand Project.svg


"Wikimedia" is unknown and confusing to the outside world, making it hard for us to explain who we are, demonstrate the impact of our work, and invite people in.

What this means - Movement Brand Project.svg


Wikimedia movement branding is not serving its purpose. Branding is a powerful tool for organizations to communicate who they are and form connections with the outside world.

The solution - Movement Brand Project.svg


To create a unified, compelling movement brand–using Wikipedia as a central reference point–that shows the world who we are, elevates the critical work we are doing, and inspires others to join us in setting knowledge free.

The naming proposals[edit]

Please review the details of each proposal. Discussion specific to each proposal should be posted in the corresponding Talk page. Feedback connecting multiple proposals can be shared in this talk page.

Please note, the proposals are a starting point for discussion. The survey allows respondents to suggest variations on any of the three proposals, or recommend things for removal, refinement and recombining. It also allows respondents to submit their own proposal. Respondents can read the entire survey text before responding to the survey. Click on a proposal to be taken to its subpage.

Naming Convention Proposal - Option 1.pdf

Naming convention proposal - Option 2.pdf

Naming convention proposal - option 3.pdf

What is in scope for the naming proposals[edit]

The 2030 Movement Brand Project proposes names for the movement, the affiliates, and the Foundation. Changes are not being proposed to the names of the projects.

What happens next[edit]

All data from the surveys will be published on Meta-Wiki and will be anonymous for individual contributors. The Brand Project team will use the data to create a report synthesizing outcomes. The outcomes will be used to remove, refine and recombine elements from different proposals into one synthesized proposal.

The proposal for a naming convention resulting from this phase will move to Phase 3 project timeline: Design.

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

Updated timeline - Movement Brand Project.pdf