Hello Essie,

Given all of the feedback so far, it seems we need a strong brand *network*,
more than a struggle over a single brand; and strong shared identity
*within* the communities and their contributors.

I am glad that recent discussions seem to be grounded in identity and
clarity.  If we want to start leading more with Wikipedia in outreach, in
every language of the world, *nothing* is stopping us.  But a* re*branding &
the resulting ongoing turmoil would have a predictable cost, at a time when
we have many other things to focus on, that needs to be balanced with
obvious gain.

<Pause to remember the projects loved and lost that tapered off within
years of a dramatic, beautiful, extensive rebrand>

Thank you (all) for your extensive work on this.  It would help to be even
more exquisitely clear about the expected outcomes in May and beyond.*

Wikilove, SJ

* I still think of the Wikidata newsletter as a model of regular clarity in
terms of setting expectations.


On Fri., Mar. 13, 2020, 1:33 p.m. Essie Zar, <e...@wikimedia.org> 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.
> https://brandingwikipedia.org/concepts/
> 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.
> https://brandingwikipedia.org/2020/02/17/what-does-free-knowledge-mean-to-you/
> 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 brandingwikipedia.org 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 brandproj...@wikimedia.org if you have questions.
> Thanks!
> Essie Zar
> (from the movement brand identity project team)
> [1]
> https://lists.wikimedia.org/pipermail/wikimedia-l/2019-September/093382.html
> [2] https://www.facebook.com/groups/wikipediabrandnetwork/
> [3] https://snohetta.com/
> [4]
> https://meta.wikimedia.org/wiki/Communications/Wikimedia_brands/2030_movement_brand_project#Process
> [5]
> https://meta.wikimedia.org/wiki/Communications/Wikimedia_brands/2030_movement_brand_project
> * 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 <https://wikimediafoundation.org/>
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