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WIKIMEDIA BRAND STRATEGY by August 2020 BRAND and RESEARCH DISCOVERY in 2030 MOVEMENT BRAND PROJECT WIKIMEDIA BRANDS EVOLUTION By

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WIKIMEDIA BRAND STRATEGY by August 2020 BRAND and RESEARCH DISCOVERY in 2030 MOVEMENT BRAND PROJECT WIKIMEDIA BRANDS EVOLUTION By Proposal WIKIMEDIA BRAND STRATEGY by August 2020 BRAND AND RESEARCH DISCOVERY IN 2030 MOVEMENT BRAND PROJECT WIKIMEDIA BRANDS EVOLUTION by AND Vladimir Medeyko [[drbug]] NEW BRAND and Nikolai Litvinov GUIDELINES [[niklitov]] INTRODUCTION BACKGROUND AND PURPOSES Due to the long-term evolution of Wikimedia brands, they are now a bit chaotic. We propose a relatively simple solution, that is based on past success and ideas, and reflects modern trends in branding. We’re going to add effectiveness to the brand value, using a hybrid approach mostly based on the endorsed brand and monolithic brand architecture. On one hand, it should allow to improve communication with users and donors, and on the other hand, it should retain the feeling of autonomy which is a key advantage of the Wikimedia communities. 2 • Wikimedia Brands Evolution and New Brand Guidelines Vladimir Medeyko, Nikolai Litvinov / Wikimedia RU / Aug 2020 WHY W WIKIPEDIA FAVICON The brand evolution often utilises former solutions, providing them with a new value. And often a mixture of rebranding and restyling is more effective than pure rebranding. We propose building a bridge from chaotic complicated brands to a simple W sign, as indeed it already unites the values and the specifics of the Wikimedia brands. W W is Wikipedia. W is Wikidata. W is Wikimedia. W is MediaWiki. W is Wiki-everything. W is even a meme. 3 • Wikimedia Brands Evolution and New Brand Guidelines Vladimir Medeyko, Nikolai Litvinov / Wikimedia RU / Aug 2020 W AS GLOBAL BRAND WE ARE CHOOSING BRAND SIGNATURE Modern branding strategies mostly infer transition from individual brands to a family brand or a monolithic brand. W W WIKIPEDIA ВИКИПЕДИЯ проект Викимедиа Hence, we are proposing all Wikimedia a Wikimedia project projects brands should evolve to hybrid of endorsed brand and monolithic brand architecture. The Brand Signature (with Hoefler font): — Brand icon: W favicon WIKIPEDIA a Wikimedia project W — Brand logotype: project name W 维基百科 (‘Wikipedia’) 维基媒体項目 — Tagline: Endorsment (‘a Wikimedia project’) or Brandline (‘The Free Encyclopedia’) 4 • Wikimedia Brands Evolution and New Brand Guidelines Vladimir Medeyko, Nikolai Litvinov / Wikimedia RU / Aug 2020 WIKIPEDIA = THE FREE ENCYCLOPEDIA WIKIPEDIA DYNAMICS Wiki now means not only “express”, but universally associated with free knowledge. Everybody knows that Wikipedia is the free W encyclopedia, like everybody knows that GNU/Linux is a free WIKIPEDIA operating system, and so there’s no need to stress it every time. a Wikimedia project Using “a Wikimedia project” tagline together with Wikipedia name should quickly and effectively improve people’s awareness about Wikimedia. W WIKIPEDIA On the other hand, it’s a great slogan that could be retained in specific The Free Encyclopedia contexts, when it’s still important to emphasise the nature of Wikipedia. 5 • Wikimedia Brands Evolution and New Brand Guidelines Vladimir Medeyko, Nikolai Litvinov / Wikimedia RU / Aug 2020 CORE OF BRAND ARCHITECTURE (B/W) W BSTRAC WIKIMEDIA CONTENT PROJECTS A T WIKIPEDIA a Wikimedia project W W W W W W WIKIPEDIA WIKIMEDIA WIKIDATA WIKIMEDIA WIKINEWS WIKISOURCE a Wikimedia project INCUBATOR a Wikimedia project COMMONS a Wikimedia project a Wikimedia project a Wikimedia project a Wikimedia project W W W W W W WIKTIONARY WIKIVOYAGE WIKIVERSITY WIKIBOOKS WIKIQUOTE WIKISPECIES a Wikimedia project a Wikimedia project a Wikimedia project a Wikimedia project a Wikimedia project a Wikimedia project AND WIKIMEDIA COORDINATION AND INFRASTRUCTURE PROJECTS W W W W WIKIMEDIA META-WIKI MEDIAWIKI WIKITECH FOUNDATION a Wikimedia project a Wikimedia project a Wikimedia project free, multilingual content 6 • Wikimedia Brands Evolution and New Brand Guidelines Vladimir Medeyko, Nikolai Litvinov / Wikimedia RU / Aug 2020 CORE OF BRAND ARCHITECTURE (COLOR*) W BSTRAC WIKIMEDIA CONTENT PROJECTS A T WIKIPEDIA *Colors taken from the page: https://meta.wikimedia.org/wiki/Our_projects a wikimedia project W W W W W W WIKIPEDIA WIKIMEDIA WIKIDATA WIKIMEDIA WIKINEWS WIKISOURCE a Wikimedia project INCUBATOR a Wikimedia project COMMONS a Wikimedia project a Wikimedia project a Wikimedia project a Wikimedia project W W W W W W WIKTIONARY WIKIVOYAGE WIKIVERSITY WIKIBOOKS WIKIQUOTE WIKISPECIES a Wikimedia project a Wikimedia project a Wikimedia project a Wikimedia project a Wikimedia project a Wikimedia project WIKIMEDIA COORDINATION AND INFRASTRUCTURE PROJECTS W W W W WIKIMEDIA META-WIKI MEDIAWIKI WIKITECH FOUNDATION a Wikimedia project a Wikimedia project a Wikimedia project free, multilingual content 7 • Wikimedia Brands Evolution and New Brand Guidelines Vladimir Medeyko, Nikolai Litvinov / Wikimedia RU / Aug 2020 WIKIMEDIA MOVEMENT BRAND ARCHITECTURE BRANDOGRAM (BASE ON HYBRID BRANDS) IN SCOPE 2030 MOVEMENT BRAND PROJECT W 39 2 135 1 WIKIMEDIA THEMATIC WIKIMEDIA THE WIKIMEDIA CHAPTERS ORGANIZATIONS USER GROUPS FOUNDATION Derivative signatures (brandorgams), based on the hybrid branding. They combine the W W W corporative brand with RU-SPB WIKIMEDIANS WIKIMEDIA the Wikimedia movement elements of a territorial OF SAINT PETERSBURG FOUNDATION USER GROUP free, multilingual content or thematic symbol. the Wikimedia movement 8 • Wikimedia Brands Evolution and New Brand Guidelines Vladimir Medeyko, Nikolai Litvinov / Wikimedia RU / Aug 2020 WIKIPEDIA BRAND PROBLEMS BRAND CHOICE BEHAVIOUR No doubt, Wikipedia is by far the best known Wikimedia brand. But at the same time Not neutral Wikipedia is an extremely negative brand for many organisations (including some scientific I love it? institutions and governments), many famous people and scientists, etc. Clear distinction Aggression between the Wikimedia organizations and Wikimedia projects is very important. Wikipedia without Wikimedia has a limited brand power. Blocking The Wikimedia brand itself is neutral and has a big perspective. Yes, most people don’t know Not scientific, etc. what Wikimedia is, but they understand that ‘media’ is something modern and interesting for partnership and cooperation. 9 • Wikimedia Brands Evolution and New Brand Guidelines Vladimir Medeyko, Nikolai Litvinov / Wikimedia RU / Aug 2020 BRAND LOYALTY WIKIPEDIA AND WIKIMEDIA CORPORATE BRAND POTENTIAL A corporative brand needs not only recognizability, but also high brand loyalty: brand allegiance and brand insistence. We don’t see them in the Wikipedia brand. In terms of a brand loyalty system, the Wikipedia brand is not stable; while the Wikimedia brand, despite being less recognizable, unites very loyal users. 10 • Wikimedia Brands Evolution and New Brand Guidelines Vladimir Medeyko, Nikolai Litvinov / Wikimedia RU / Aug 2020 WIKIPEDIA ≠ WIKIMEDIA NOW WIKIMEDIA STRONG SUPPORT WIKIPROJECT Wikimedia is a much broader global population entity than Wikipedia. Wikimedia Money specified by the donor for an entity, e.g. WMDE people becoming editors of a wiki-website Weltbevölkerung Geld, das der Spender einem Menschen, die Bearbeiter einer Wiki-Website werden bestimmten Verein wie WMDE spendet people becoming a member movement includes a lot more Menschen, die Mitglied werden values, ideas, approaches, people, polls other Wikipedia Abstimmg. users with language Money not specified by the donor Wikimedia Deutschland voting rights versions for a specific entity, given usually board Präsidium admins Benutzer mit (more than 280) via Wikipedia organizations and communities Admins Stimmrecht Geld, das vom Spender für eine edit andere nicht näher bestimmte Organisation members bearbeiten COMMUNITY Wikipedia- (GA) gegeben wurde, in der Regel WIKIMEDIA Sprachversionen Director GEMEINSCHAFT über die Wikipedia DEUTSCHLAND Mitglieder (mehr als 280) Vorstand (MV) than the Wikipedia encyclopedic Wikipedia in German Wikipedia auf Deutsch content projects Inhaltsprojekte Entities support the project volunteers, but have no say on the content Vereine unterstützen die Ehrenamtlichen project and its community. more chapters der Projekte, bestimmen aber nicht die Inhalte weitere nationale Vereine Wiktionary Wikibooks Wikiquote Wikisource 2002 2003 2003 2003 Wikispecies Wikinews Wikiversity Wikivoyage Money specified 2004 2004 2006 2012 by the donor for WMF thematic Geld, das der Spender für organizations Narrowing Wikimedia movement die WMF bestimmt hat thematische central central content projects Funds Funds requested by organisational Zentrale Inhaltsprojekte Disseminating individual entities Vereine wiki Geld von einzelnen zentrales Committee Vereinen beantragt to Wikipedia would mean more Organisations- Spendenverteilungs- Wiki Meta Wiki Ausschuss Wikimedia user groups 2001 Wikimedia Commons Wikidata Funds to the WMF Wikimedia-Benutzergruppen 2003 2012 for core business Geld an die WMF misundestanding for its users and WIKIMEDIA PROJECTS für Kernaufgaben Funds requested WIKIMEDIA ENTITIES by WMF WIKIMEDIA-PROJEKTE Geld von der WIKIMEDIA-VEREINE others about our movement’s WMF beantragt elect wählen select suchen aus WIKIMEDIA WMF allows use of activities that are not relating WMF runs the FOUNDATION Wikimedia trademarks projects technically (committee advises board) WMF ist der WMF erlaubt Gebrauch der technische Betreiber staff 3 persons elected by 5 persons coopted by all 2 persons selected Affiliation Committee Wikimedia-Marken (Ausschuss berät Vorstand) Mitarbeiter the communities 5 von allen hinzugewählte by the chapters Ausschuss für Vereine directly to Wikipedia project. 3 von den Personen 2 von den Vereinen Gemeinschaften gewählte Personen gewählte Personen executive director other committees
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