Movement Brand Project��Naming Convention Proposals�June 2020

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CC BY-SA 4.0 - Push media

Today’s agenda

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• Updated timeline
• Project Overview
• The naming process
• 3 Naming convention proposals
• Feedback process
• Questions & answers

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Updated �process

2030 Movement Brand Project

Phase 0: Dec/Jan

project planning

Phase 1: Jan - April�concept development

Phase 3: July-August�design system

proposals

Phase 4: August-September�final refinement and style guide

Phase 2: �June - July�naming convention proposals

Present full proposal to Wikimedia Foundation leadership & Board of Trustees

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Create unified concept

based on community feedback from workshops and online activities. The concept will guide the rest of the process.

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Naming convention proposals released for movement-wide feedback

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Design system proposals released for movement-wide feedback

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refine

refine

Brand Research & Discovery

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Visit https://w.wiki/MvN for full timeline

Key dates

𝥀 16 June: Share out Naming Convention Proposals

𝥀 16 - 30 June: Collect movement wide feedback on Naming Convention Proposals

𝥀 23 June: Open Office Hour @ 16:30 UTC

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Project Overview

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Brand architecture

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Brand architecture

“That it is the same content as in Wikipedia, but we can find the information presented in videos or podcasts.”

– Prospect, Mexico

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“Similar to Wikipedia, but mainly a collection of videos and photos.”

– Prospect, Germany

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“Never heard of it before; not sure, maybe it is for old news and updates.”

– Prospect, United States

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“I haven't heard of these various projects before. So that confuses me if they really did exist.”

— Prospect, India

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Non-China Market n = 130

QW4. When you think of the word WIKIMEDIA what comes to mind? What would you expect it to mean or to provide?

(Source: Wikimedia Global Brand Research July 2018)

Wikimedia is unknown/unclear �to those outside our Movement

2018

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2017 - 2018

Sources: https://w.wiki/U7g + https://w.wiki/U7k

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Wikipedia in culture

“Vill du veta nåt om

mig sök på Wikipedia”

“Read about me on Wikipedia”

“Wikipedia, which I admire and support, might have seemed to Comenius, like many like-minded philosophers, the fulfillment of the dream of humanity”

85% of internet users

associate Wikipedia strongly with

“free knowledge for every person”

More than encyclopedia

2017 seven country survey - https://w.wiki/U7g

“Information on any topic.”

Egypt

Nigeria

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“A great resource for anything.”

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Germany

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“There is a lot of knowledge on almost every topic.”

Mexico

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“It is a reliable source where one can find all kinds of information.”

India

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“Authenticity; reliability, accessibility, [there are] new additions to the existing ones.”

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Quotes from 2018 study - https://w.wiki/U8g

By 2030, we will become the essential infrastructure of free knowledge, and anyone who shares our vision can join us.

CC BY-SA 3.0 - Morris Pearl

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Create a unified movement brand–using Wikipedia as a central reference point.

“Wikimedia” is unknown and confusing to the outside world

Movement branding is

not serving its purpose.

THE PROBLEM:

WHAT THIS MEANS:

THE SOLUTION:

Project summary

This is a collaboration

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Collaborating with 97 representatives

from 41 nations

CC BY SA 4.0 - Wikimedia Foundation

Our community created 23 concepts for the Wikimedia brand

23 Concepts from the Wikimedia Movement

نتكاتف

Universe

Ocean

בעבודה

Builders

Nurturing

Galaxy

Connections

Rayonnement

Mosaic

Galaxy

Beehive

Expand

Particle

Honeycomb

Ocean

Fire

وحدة

Public.Good.

Together

Sum

Collaboration

Garden

23 Concepts from the Wikimedia Movement

Connections

CC BY SA 4.0 - Samir Elsharbaty

“Interconnection”

Names for an

interconnected movement

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Movement

Movement tagline

Projects [not changing]

User groups

Chapters / Thematic organizations

Foundation

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Push media for the Wikimedia Foundation / CC BY-SA 4.0

Foundation

User group

Movement

Projects

Chapters / TO

Push media for the Wikimedia Foundation / CC BY-SA 4.0

A good naming convention is…

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• Consistent
• Clear
• Communicative

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Interconnection

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Society

Association

Community

Universe

Web

World

Alliance

Network

Inc

Nonprofit

Charity

Organization

System

Group

Base

Infrastructure

Support

Institution

Headquarters

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Assembly

Unity

Friends

Allies

Partners

Academy

Center

Branch

Institute

Commission

Collaborator

Cluster

Union

Convention

Cooperative

Party

Club

Collective

Team

Initiative

Activity

Program

Motion

Global

Alliance

Hub

International

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Central

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Affiliate

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Affiliate

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Trust

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Fund

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NGO

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United

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Wikipedia

Wikipédia

Википедия�ウィキペディア

維基百科

ويكيبيديا

ویکی‌پدیای�ויקיפדיה�Wikipedie�Viquipèdia�Vikipedi�...

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Wiki

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Free Knowledge�Fri Viden

Conhecimento Livre

Ókeypis þekkingu

المعرفة الحرة مصر

Фрее Кнов

知识无价

Slobodno znanje

دانش رایگان

Nieograniczona wiedza

免付費知識

Fri Kunnskap

Frei zugängliches Wissen

معرفة مجانية

Conoscenza Libera

സ്വതന്ത്ര വിജ്ഞാനം

मुक्त ज्ञान

知識の共有

Fri kundskab

Vrije kennis�...

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W

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Wikipedia

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Wikipedia

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Wiki perception

Perception among Wiki Brands

In April 2020, the Audience Engagement team at the Wikimedia Foundation ran a survey for internet users in Nigeria, India, Mexico, Japan, Germany, and the US. It asked what internet users most associated with the word “wiki.” Wikipedia was the overwhelming favorite among brands.

Older Americans were most likely to associate “Wiki” with “WikiLeaks” .

CC by SA 4.0, Jeff Elder

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Source: https://w.wiki/UEL

Naming terms

For an interconnected movement

Push media for the Wikimedia Foundation / CC BY-SA 4.0

Names��Wikipedia�Wiki�Free Knowledge�W

Descriptors��Network�Organization�Group�Trust�Movement�Foundation

What we learned about naming options

What we reviewed

• Wikipedia - leading with our best known brand
• Wiki - leading by association
• Free Knowledge- leading with our purpose
• W - leading with simplicity

UNWORKABLE OPTIONS

What we learned about “Wiki”

WIDELY USED BY COMMUNITY

STRONGLY ASSOCIATED WITH WIKIPEDIA WORLDWIDE

From projects (Wikidata) to events (WikiIndaba) to salutations (Wiki Love) to campaigns (Wiki Loves Earth).

92% of survey respondents from 6-countries associate “Wiki” most with Wikipedia. But Americans and internet users over 45 are more likely to conflate with Wikileaks.

CANNOT BE PROTECTED AS A TRADEMARK WITHOUT DIFFICULTY

SIMILAR CHALLENGES FOR NEW WIKI[TERM] NAMES

There are hundreds of others using “wiki”-based names, and “wiki” exists as a dictionary word, making it an uphill battle to claim for exclusive use.

Pursuing new Wiki[Term] trademarks would be time and cost-intensive, with many of the same challenges as “wiki” on its own.

Recommend “Wiki” only as informal element

3 naming conventions

for community review

Remove, Refine, Recombine

CC BY SA 4.0 - Zack McCune

Network

Trust

Foundation

Wiki

Group

Wikipedia

Org

Movement

(Remember to ride the reaction curve)

+

-

CC BY SA 4.0 - Twitter emojis

Conventions

We network around our best-known-brand to connect the movement together.

OPTION 1 - WIKIPEDIA AS A NETWORK

Wikipedia Network

Rewards

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Risks

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• Strong associations to Wikipedia that build upon existing brand awareness & equity
• “Network” clarifies that there are many interconnected parts within the movement.
• The full naming system is built horizontally around Wikipedia, with no hierarchy in the terminology.

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• Using the term “Wikipedia” outside the project may cause confusion between the organizations and the Wikipedia project.
• “Network” may be misunderstood as a media company-type name.

• “Wikipedia” is our best-protected and most well-known trademark, so it is relatively easy and straightforward to use.
• More research is needed regarding potential limitations on the use of “Trust’ in an organization name.

Legal notes

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“I am part of

Wikipedia Group Penguins”

CC BY-SA 4.0 - Twitter Emojis

“This is part of the

Wikipedia Network”

“Hi! I am contacting you from

Wikipedia Network Antarctica”

“I work as an engineer at the

Wikipedia Network Trust”

“The Wikipedia Network is committed to setting knowledge free”

We network around our best-known-brand to connect the movement together.

OPTION 1 - WIKIPEDIA AS A NETWORK

We call it what it is: a movement of groups and organizations.

OPTION 2 - WIKIPEDIA AS A MOVEMENT

Wikipedia Movement

Rewards

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Risks

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• Makes use of Wikipedia as our best known brand
• Explicitly shows that Wikipedia is defined by a movement of people
• “Organization” communicates the wide range of activities affiliates do, while still expressing our status as a non-profit (may be shortened to “org”)

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• “Organization” may be too generic, failing to communicate the institutional qualities of the Foundation and chapters
• Very close in structure to current naming system, creating possible confusion and conflation

• “Wikipedia” is our best-protected and most well-known trademark, so it is relatively easy and straightforward to use.
• More research is needed regarding the legal implications (if any) for affiliates if they use “Wikipedia” in their names

Legal notes

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“I am part of

Wikipedia Group Penguins”

CC BY-SA 4.0 - Twitter Emojis

“This is part of the

Wikipedia Movement”

“Hi! I am contacting you from

Wikipedia Organization Antarctica”

“I work as an engineer at the

Wikipedia Organization”

“The Wikipedia Movement is committed to setting knowledge free”

We call it what it is: a movement of groups and organizations.

OPTION 2 - WIKIPEDIA AS A MOVEMENT

We connect the openness of Wiki, with the strength of Wikipedia.

OPTION 3 - Wiki + Wikipedia

Wiki + Wikipedia

Rewards

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Risks

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• Creates ecosystem with Wiki as the core (joining projects, groups and organizations by four letters)
• Builds strong association to our most well known brand, Wikipedia for movement’s major groups
• Connects two strong movement names together.

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• May cause confusion with other “wiki” names (WikiHow, Wikileaks etc).
• “Wiki” may be seen as a “nickname” therefore not taken as seriously.
• Possible confusion regarding when each part of the hybrid name structure applies

• We do not own “Wiki” as a registered trademark, and it may be extremely challenging to obtain sufficient protection of “Wiki” as a stand-alone mark to be able to use it in formal contexts, and prevent others from falsely implying alignment.

Legal notes

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“I am part of

Wiki Group Penguins”

CC BY-SA 4.0 - Twitter Emojis

“This is a

Wiki Project”

“Hi! I am contacting you from

Wikipedia Foundation Antarctica”

“I work as an engineer at the

Wikipedia Foundation”

“This is a

Wiki Organization ”

“Wiki is a movement committed

to setting knowledge free”

We connect the openness of Wiki, with the strength of Wikipedia.

OPTION 3 - Wiki + Wikipedia

Everything can be localized

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Push media for the Wikimedia Foundation / CC BY-SA 4.0

Wikipedia-Netzwerk

شبكة ويكيبيديا

維基百科網絡

Сеть Википедия

What we need

from you

Naming consultation plan

Reduce confusion ✅🚫

Protect reputation ✅🚫

Support projects ✅🚫

Address legal risks ✅🚫

Grow movement ✅🚫

Adapt to affiliates ✅🚫

#2

#1

#3

#2

#1

#3

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Affiliate liaisons

Individual contributors

1. Share proposals with movement

2. Collect feedback via surveys (2 weeks)

3. Refine and combine elements

&

NAME

Foundation liaisons

Good Movement branding must...

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𝥀 Explain who we are and resolve confusion

𝥀 Protect and improve our reputation

𝥀 Support and elevate the sister projects

𝥀 Assess and address legal risks

𝥀 Support movement growth

𝥀 Be opt-in and adaptable for movement groups

From the 2019 Community Review

A bit more on the survey

Different participants

Same survey

Affiliate

Liaison

Individual Contributor

Foundation

Liaison

Give feedback on each proposal

Suggest and explain alternatives

Help us figure out what to refine

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Key dates

✓ 16 June: Share out Naming Convention Proposals

𝥀 16 - 30 June: Collect movement wide feedback on Naming Convention Proposals

𝥀 23 June: Open Office Hour @ 16:30 UTC

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Q&A

2030 Movement Brand Project

Naming Convention Proposals

Wikipedia Network

Key dates

16 - 30 June: Community review of naming conventions

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Project pages

Meta-Wiki Page - https://w.wiki/MvN

Project FAQ - https://w.wiki/MvR

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NAMING MEETING SUMMARY

Wikipedia Movement

Wiki + Wikipedia

Proposals on Meta-Wiki -> https://w.wiki/Tvh

Surveys launch @ 17:00 UTC

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Thank you!