FYI, this conversation would greatly benefit from your experience as GLAM
or Libraries outreach leaders and allies. I encourage folks to check it
---------- Forwarded message ---------
From: Zack McCune <zmccune(a)wikimedia.org>
Date: Mon, Feb 25, 2019 at 10:14 PM
Subject: [Wikimedia-l] Reviewing our brand system for our 2030 goals
To: <wikimediaannounce-l(a)lists.wikimedia.org>rg>, Wikimedia Mailing List <
:: Apologies for cross-posting to multiple mailing lists. We want to ensure
we spread the word about this opportunity to as many people as possible. ::
We are writing today to invite you to be a part of a community review on
Wikimedia brand research and strategy.
Recently, the Wikimedia Foundation set out to better understand how the
world sees Wikimedia and Wikimedia projects as brands. We wanted to get
a sense of the general visibility of our different projects, and evaluate
public support of our mission to spread free knowledge.
We launched a global brand study to research these questions, as part of
our planning toward our 2030 strategic goals. The study was commissioned
by the Board, carried out by the brand consultancy Wolff Olins, and
directed by the Foundation’s Communications team. It collected
perspectives from the internet users of seven countries (India, China,
Nigeria, Egypt, Germany, Mexico and the US) on Wikimedia projects and
The study revealed some interesting trends:
- Awareness of Wikipedia is above 80% in Western Europe and North America.
- Awareness of Wikipedia averages above 40% in emerging markets, and is
- There is awareness of other projects, but was significantly lower. For
example, awareness of Wikisource was at 30%, Wiktionary at 25%, Wikidata at
20%, and Wikivoyage at 8%.
- There was significant confusion around the name Wikimedia. Respondents
reported they had either not heard of it, or extrapolated its relationship
- In spite of lack of awareness about Wikimedia, respondents showed a high
level of support for our mission.
Following from these research insights, the Wolff Olins team also made a
strategic suggestion to refine the Wikimedia brand system. The
- Use Wikipedia as the central movement brand rather than Wikimedia.
- Provide clearer connections to the Movement projects from Wikipedia to
drive increased awareness, usage and contributions to smaller projects.
- Retain Wikimedia project names, with the exception of Wikimedia Commons
which is recommended to be shortened to Wikicommons to be consistent with
- Explore new naming conventions for the Foundation and affiliate groups
that use Wikipedia rather than Wikimedia.
- Consider expository taglines and other naming conventions to reassert the
connections between projects (e.g. “______ - A Wikipedia project”).
This is not a new idea.
By definition, Wikimedia brands are shared among the communities who give
them meaning. So in considering this change, the Wikimedia Foundation is
collecting feedback from across our communities. Our goal is to speak with
more than 80% of affiliates and as many individual contributors as possible
before May 2019, when we will offer the Board of Trustees a summary of
We invite you to look at a project summary , the brand research ,
and the brand strategy suggestion  Wolff Olins prepared working with us.
For feedback, please add comments on the Community Review talk page  or
email brandproject(a)wikimedia.org with direct feedback. You can also use
either of these channels to request to join a group meeting.
We know this is big topic and we’re excited to hear from you!
- Zack McCune and the Wikimedia Foundation Communications department
Zack McCune (he/him)
Senior Global Brand Manager
Wikimedia Foundation <https://wikimediafoundation.org/>
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