The movement has events a couple of magnitudes more important and
urgent to spend time on.

As for being invited to take part in a "brand network" discussion, of
all places on *Facebook*, this is so fundamentally wrong, I would
think it was a joke.

WMF management, stop flushing away the donor's money on this, please.
It has already been overwhelmingly rejected, failed, and not firmly
ending it makes you appear unable to stop paying consultants to make
up more marketing jargon nonsense to justify their invoice.


On Fri, 13 Mar 2020 at 17:33, Essie Zar <> wrote:
> Hello Everyone,
> There are some new updates and opportunities to engage with the Brand
> project. Thank you to Lodewijk for bringing some attention to a few of
> these opportunities. We were actively drafting this update for this group
> when your email went out.
> As Zack indicated in September,[1] we have been regularly discussing with
> the members of the brand network (which people can still join )[2] ideas
> around an evolved brand system with "Wikipedia" as a center point. To
> assist in this evolution of the movement brand, we chose to partner with
> Snøhetta,[3] an internationally renowned design firm known for working on
> complex and multi-stakeholder projects like the modern Library of
> Alexandria (Bibliotheca Alexandrina) and the 9/11 Memorial in New York
> City. Snøhetta has been tasked with figuring out precisely what this
> improved brand system will look like. They will release a proposed naming
> convention for movement-wide feedback in April, and a proposed design for
> movement-wide feedback in May. [4] The result of this process will be a new
> branding system that will be opt-in for affiliates.
> In order to have enough knowledge and context to arrive at these proposals,
> Snøhetta is reviewing feedback from the many points at which it has already
> been given, and has created a process with built-in community involvement. The
> process thus far has included workshops in Norway, India and online with 97
> volunteers from the brand network (movement affiliates, volunteers,
> foundation staff, and board members) reflecting 41 nations. At the
> workshops, community participants were asked to break into small groups to
> answer the question "Who are we?". Through these workshops, groups
> developed rich concepts* that they think best represent who we are as a
> movement.
> Now, we would like to invite you to review the 23 concepts that came out of
> the community workshops by “liking” and providing feedback on the one(s)
> you think best represent the Wikimedia movement. You can click on any
> concept to see an expanded explanation and photos of the actual concepts
> built or selected by workshop participants.
> Approximate time to complete this exercise is around 10-15 min.
> Feel free to leave feedback directly on Snøhetta’s website, on the project
> talk page on Meta [5], or on the Brand Network [2], which will also be
> available on Meta starting next month.
> Snøhetta will use the feedback from the concepts to develop one single
> concept to act as a tool that will help guide the proposals around naming
> (expected for April) and around design (expected around May). They are
> scheduled to begin reviewing feedback on Tuesday, 17 March, but can
> continue taking feedback for a few more days if there is interest.
> We also invite you to share what free knowledge means to you in Snøhetta's
> open exercise. Please take a moment and share your thoughts in any of the
> channels mentioned.
> Finally, we want to acknowledge that we have feedback, from various points
> in this process so far, from several communities and in several areas of
> the wikis, including Meta. We understand that some people believe that we
> don’t need this project. Our shared vision is for every single human being
> to freely share in the sum of all knowledge -- and that means billions of
> people. There are many people and cultures we still need to reach and
> include. We will need a strong well known brand to achieve the goals the
> movement has set for itself and we have a lot of work to do to get us there.
> Want to learn more? Check out the project hub at and
> the project page on Meta [5]. Participate in discussions on the project
> talk page, or by joining the Brand Network [2]. Also feel free to drop us a
> note at if you have questions.
> Thanks!
> Essie Zar
> (from the movement brand identity project team)
> [1]
> [2]
> [3]
> [4]
> [5]
> * What is a concept?
> A tool making the complex more understandable.
> Concepts make complex subjects more understandable. They manage to
> consolidate vast amounts of facts, data and details into a singular
> definition in its context. By creating concepts we allow ourselves to
> acknowledge the complexity yet dare to step away from differences and look
> for similarities that binds it all together.
> --
> *Essie Zar* (she/her)
> Brand Manager
> Wikimedia Foundation <>

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