Free and independent
Knowledge without ads or paywalls, paid for mostly by readers, so it stays independent. Observed
The system
Fixed, everywhere
- Logo in black or white, wordmark in Montserrat
- Montserrat Bold headlines
- Colours from the Core, Legacy and Creative palettes
- White text only on strong red, blue, green, dark green or purple
- Credit every image
- Plain, neutral, translatable copy
The one thing that varies
Which palette colours lead: each affiliate (and each campaign) picks its own 4-6, and the Foundation site rotates them section by section.
Source: meta.wikimedia.org/wiki/Brand/colourswikimediafoundation.org
How loud each format gets
Silent
QuietProduct UI
CalmPresentation
WarmLanding pageAudio and video
LoudSocial post
Loudest
Our engine's setting, built from their rules.
Every piece passes 4 checks
Contrast
White text only on strong red, blue, green, dark green or purple; black on everything else
Logo
Black or white, Montserrat wordmark, clear space 1x small circle, 36 px minimum
Credits
Every image credited with title, author, source and licence
Copy
Plain English, sentence case, no please/sorry/just/simply
Strategy
For everyone who reads, writes or relies on Wikipedia, the Wikimedia Foundation is the nonprofit that keeps it free, reliable and independent, because it is funded by readers and built by volunteers rather than run for profit. Our reading
Built by people
Volunteers from all backgrounds write, check and fix Wikipedia; the Foundation supports them. Observed
The backbone of the internet's knowledge
Reliable information at internet scale, in hundreds of languages, used by students and chatbots alike. Observed
Protecting the right to knowledge
Legal and advocacy work to protect access to free knowledge. Observed
We support human knowledge
Built for people, by people
Help expand human knowledge
Knowledge is human.
Full spec
- For Our reading
- Readers and donors, volunteer editors, partners and policymakers
- Problem Our reading
- Reliable, free information online is under pressure from paywalls, misinformation and AI systems that reuse it without credit
- Promise Observed
- Reliable information shared with the world, free of ads and paywalls
- Mission Published
- Empower and engage people around the world to collect and develop educational content under a free license or in the public domain, and to disseminate it effectively and globally.
Proof behind each pillar
- Free and independent. Most funding comes from readers; the average single donation is around $10 (USD)
- Free and independent. The only website among the top 10 most visited that is hosted by a nonprofit
- Built by people. The Wikimedia Foundation supports nearly 265,000 volunteers every month
- Built by people. Every minute 324 new edits are made to Wikipedia
- The backbone of the internet's knowledge. Wikipedia receives nearly 15 billion views each month
- The backbone of the internet's knowledge. Over 67 million articles in 300+ languages
- Protecting the right to knowledge. Legal and advocacy efforts to protect people's right to free knowledge
Story Published
Founded in 2003, the Foundation hosts Wikipedia and the other Wikimedia projects and supports the hundreds of thousands of volunteers who edit them. The Wikimedia brandmark shows a vaguely human figure raising its arms in celebration; the Foundation logo, drawn in 2005 by Neolux, shows a figure holding an open book.
Values
Knowledge
Images and stories should communicate knowledge
PublishedEquity
Representative and diverse, without tokenising people or cultures
PublishedCommunity
Shared moments between people; a Wikimedia family album
PublishedCategory. Nonprofit that hosts Wikipedia and the Wikimedia projects Observed
Why them
- The only top-10 website hosted by a nonprofit Observed
- Written and fact-checked by volunteers under a neutral point of view Observed
- No advertising or paywalls; funded mostly by small reader donations Observed
- Over 300 languages Observed
- Everything freely licensed (CC BY-SA) Observed
Instead of
Ad-funded platforms and paywalled publishersAI chatbots that answer without attribution
Boilerplate Observed
The Wikimedia Foundation is the nonprofit that hosts Wikipedia and the other Wikimedia projects. It supports the volunteers who write and check them, the technology that keeps them fast and private, and the legal and policy work that protects everyone's right to free knowledge.
Taglines
We support human knowledge Observed
Imagine a world in which every single human being can freely share in the sum of all knowledge. Published
Built for people, by people Observed
They never claim
- The Foundation does not make content decisions on Wikipedia: volunteers do (never claim the Foundation writes Wikipedia) Observed
- Affiliates are independent: never "local chapter of the Wikimedia Foundation" or "local representative" Published
The homepage leads with the Foundation's job ("We support human knowledge"), proves it with five numbers, then turns every section into an invitation: donate, edit, participate, advocate, subscribe.
Source: wikimediafoundation.orgwikimediafoundation.org/who-we-arewikimediafoundation.org/about/missionmeta.wikimedia.org/wiki/Brand/Create
Personality and voice
Neutralbut not OpinionatedPublished
Clearbut not CleverPublished
Trustworthybut not AlarmingPublished
Joyfulbut not ChildishPublished
For everyonebut not ExclusivePublished
Refresh the page to load the data
Please try simply refreshing the page to load the data
Copy is translated into hundreds of languages and read by people who need to trust it, so clarity and neutrality beat cleverness.
Full spec
- Sentence case headlines
- Write as “we”, to “you”
- No exclamation marks
- Plain English: short, easy-to-understand words and simple phrases; it also helps translation
- No idioms, slang, jokes, metaphors or pop-culture references (copy must translate)
- Never: please, sorry, just, simply, try. Say the direct instruction
- Say “turn on / turn off”, not “enable” or “disable”
- Say “allowlist / denylist”, not “whitelist” or “blacklist”
- Say “incorrect”, not “invalid”
- Verbs for actions (bare infinitive: Upload, Publish, Share, Donate), nouns for places
- Avoid directional words like below or above; not everyone sees the layout
- Do not assume pronouns; use they, you or we when gender is unknown
- Serial comma ("the people, technology, and policies")
- Taglines: the shorter the better, no more than 10 words in English
NeutralClearWarmTrustworthyJoyful
Plain, neutral and warm. Codex sets the rules for UI copy (plain English, no idioms, no please/sorry/just, neutral point of view); the homepage speaks as "we" to "you" in short declarative sentences with no exclamation marks.
- Sentence case for headings and buttons (observed)
- Bare-infinitive verbs on actions: Donate, Edit, Participate, Advocate, Subscribe
- Short words and simple phrases; no idioms, slang or jokes
- Neutral point of view; no personal opinions
- Tone follows the task: plain for warnings, celebratory for success
- Use they, you or we when gender is unknown
- Codex names four design principles that govern copy: content first, design for consistency, this is for everyone, trustworthy yet joyful (published, Codex writing guide).
- The point of view is neutral: no personal opinions in product copy; third person, active voice for content; second person when telling the reader to act (published, Codex voice and tone).
- Tone shifts with the task: plain and neutral for warnings, celebratory and informative on success (published).
- The Foundation site speaks as "we" (the Foundation) to "you" (reader, donor, volunteer): "We support human knowledge", "Help us support everyone's access" (observed).
- Numbers do the persuading on the homepage: 15 billion views, 265,000 volunteers, 324 edits a minute, 300+ languages (observed).
- The brand guide pages themselves are chattier ("That's pretty sweet.") because they address affiliates; a landing page follows the homepage voice: plain, institutional, warm, no exclamation marks (observed).
- Two voices, scoped: Codex rules govern product UI copy; the Foundation homepage voice governs landing pages. They agree on plain English and neutrality.
Their words
free knowledgeopen knowledgesum of all human knowledgereliable informationvolunteersnonprofithuman knowledge
Never
pleasesorrysimplywhitelistblacklistinvalid
Source: doc.wikimedia.org/codex/latest/style-guide/voice-and-tone.htmldoc.wikimedia.org/codex/latest/style-guide/writing-for-copy.htmlmeta.wikimedia.org/wiki/Brand/logo
- Don’t use please, sorry, just, simply or try
- Don’t say enable/disable, whitelist/blacklist or invalid
- Don’t use directional words like above or below
Source: doc.wikimedia.org/codex/latest/style-guide/writing-for-copy.htmldoc.wikimedia.org/codex/latest/style-guide/voice-and-tone.htmlwikimediafoundation.org
Logo
Logo files are Wikimedia trademarks, shown for study; use is subject to the trademark policy.
One-colour marks work everywhere, from favicons to merch, and leave colour to the content.
Full spec
- Keep the relationship of mark and text the same
- Keep the wordmark in Montserrat
- Black or white only
- Clear space: at least 1x the height of the small circle in the brandmark on every side
- Minimum width 12 mm / 0.5 in / 36 px
- Preferred placement top left or bottom left; top right or bottom right allowed
- On photos or colour only with enough contrast
- Right-to-left scripts: flip the order (mark first, read first) but never mirror the mark
- Next to Wikipedia: Wikipedia width equals Foundation logo height, at least half the puzzle-globe width between them, bottom-aligned on white
- Chapter logos replace FOUNDATION with the chapter name, with approval from trademarks@wikimedia.org
- Favicons: the whole brandmark, uncropped
- Don’t set the wordmark in another font (e.g. a script)
- Don’t put the mark after the wordmark
- Don’t recolour the logo in multiple colours
- Don’t replace the brandmark with another figure
- Don’t italicise or skew the logo
- Don’t change the size relationship of mark and text
| Versions | horizontal, vertical; brandmark alone |
|---|---|
| Colours | black, white |
| Clear space | 1x small-circle height |
| Minimum size | 36 px / 12 mm wide |
The Foundation logo is the brandmark (a figure holding an open book, drawn in 2005 by Neolux) plus WIKIMEDIA / FOUNDATION in Montserrat, in a horizontal and a vertical version, only in black or white. The wider movement shares the Wikimedia brandmark (a figure raising its arms) and a tricolour Community logo for user groups.
Source: meta.wikimedia.org/wiki/Brand/logofoundation.wikimedia.org/wiki/Policy:Trademark_policy
Color
A shared palette keeps a decentralised movement recognisable while letting each affiliate pick 4-6 colours that fit their culture.
Full spec
- Limit a brand to 4-6 colours: primary, secondary, tertiary, accent
- Black text on most colours
- White text only on red, blue, green, dark green and purple (strong)
- Light tints take black text only and never go in logos
- Use the AAA Legacy versions when white text sits on green, blue or red
- Legacy colours suit backgrounds, headlines and apparel
- Developers building MediaWiki interfaces use the Codex palette instead
- Don’t set grey or coloured text on colour blocks
- Don’t combine strong and light Creative colours in text (too little contrast)
| Core | FFFFFF, 000000, 404040, 7F7F7F, BFBFBF |
|---|---|
| Legacy | 339966, 0063BF, 990000; AAA 246342, 0C57A8, 970302 |
| Creative strong | 970302, E679A6, EE8019, F0BC00, 5748B5, 305D70, 0E65C0, 049DFF, E9E7C4, 308557, 71D1B3 |
| Creative light | E5C0C0, F9DDE9, FBDFC5, FBEEBF, D5D1EC, CBD6DB, C3D8EF, C0E6FF, F9F9F0, CBE0D5, DBF3EC |
Three palettes: Core (black, white and three greys), Legacy (the movement's green, blue and red, each with an AAA version for white text) and Creative (11 strong colours from community groups and the Wikipedia 20 birthday, each with a light tint). The site runs on white and black, with Blue AAA for links and the donation bar, Green AAA for Donate, strong colours for action cards and light tints for highlight chips and band grounds.
Not published: colour proportions or ratios; which colour is the primary for the Foundation itself.
Source: meta.wikimedia.org/wiki/Brand/colourswikimediafoundation.org
Typography
We support human knowledge
Open-licensed fonts anyone in the movement can download; Montserrat's width reads well big and translates well.
Full spec
| Their face | Use | License | Open stand-in |
|---|---|---|---|
| Montserrat | Logo wordmark, headlines, stat numbers, post titles | SIL Open Font License 1.1 (Google Fonts) | Montserrat The real face is open: load Montserrat itself from Google Fonts (weights 400, 600, 700, 900). |
| Inter | Site body, nav, buttons, meta (observed). The guide names Source Serif 4 for extended body copy | SIL Open Font License 1.1 (Google Fonts) | Inter The site's own body face, open: load Inter itself (400, 600, 700). |
| Source Serif 4 | Long-form body copy in print and documents (not used on the website) | SIL Open Font License 1.1 (Google Fonts) | Source Serif 4 Open: load Source Serif 4 itself. |
- Montserrat Bold for headlines, set big
- Mainly Regular and Bold weights
- Subheadline at about 50% of the headline size in Montserrat Regular (colour usage examples)
- As few sizes and weights at once as possible
- Emphasise a word by colour, not by another font
- Codex: lines up to 75 characters, line height about 1.6x the font size for reading text
- Don’t mix in other display faces
- Don’t use thin or black weights for body copy
| Display | Montserrat 700 (OFL) |
|---|---|
| Body (guide) | Source Serif 4 400 |
| Body (site) | Inter 400/600/700 |
| Non-Latin | Noto |
Two free faces: Montserrat (wide, large x-height, humanist touches) for the logo, headlines and branded content, and Source Serif 4 for long reading. Noto covers non-Latin scripts. The website pairs Montserrat headings with Inter for body, nav and buttons.
Source: meta.wikimedia.org/wiki/Brand/Typographydoc.wikimedia.org/codex/latest/style-guide/typography.htmlwikimediafoundation.org
Graphic elements
We support human knowledge
One word in a colour chip · the hero headline (and the guide's own campaign posters)
Do Flat Legacy and Creative strong colours as whole surfaces, each carrying white Montserrat Bold (on Green AAA #246342, Red #990000, Blue AAA #0C57A8, Purple #5748B5, Blue #0063BF) or black text (on Yellow #F0BC00). Radius 4px or full-bleed; no gradients, no shadows. Each block one colour; neighbours never repeat a colour.
Saturated movement-colour blocks · action cards, donation bar, subscribe band, volunteer panel
Do Every image carries its title, author and licence (TASL), linked to the source; Commons files get the Commons icon. On a landing page: a full-width off-white (#F9F9F0) band of small thumbnails with credits in three columns.
Credit every image · a Photo credits block before the footer, and captions
Do Continuous, fluid, uniform pen-like black stroke, not too thick, with one flat palette colour or a circular shape behind; light ink/pencil texture at most; used large and in one colour.
Hand-drawn line illustration with one colour · stats, spot illustrations
Do Core palette carries the frame: black logo and type on white, white reverse logo on Black 75 #404040; colour enters in blocks, chips and photos, never in the logo.
Black, white and the logo in black · nav, headings, logo
Specimens use sample copy, not Wikimedia’s.
The content is the brand; graphics stay simple enough for any volunteer to reproduce.
Full spec
- Flat colour blocks, no gradients
- Simple shapes, holding devices and textures can set a mood around type
- Diff-style reveals (from the editing interface) for storytelling
No ornament system: the recognisable pieces are flat colour blocks, the coloured highlight chip on one word, hand-drawn line illustrations, the puzzle-piece globe from Wikipedia, and attribution credits. The guide also borrows Wikipedia's diff interface as a storytelling device.
Source: meta.wikimedia.org/wiki/Brand/Typographywikimediafoundation.org
Iconography
Neutral, universal symbols that work across cultures and right-to-left scripts.
Full spec
- Reduce to the essential form
- Universal, not culture-specific (no $ for money)
- No text inside icons (language icons excepted)
- Avoid gestures, animals, religion, humour, ethnicity and gender
- Sizes 20, 16, 12 px
- Make RTL variants only where direction changes meaning
Codex icons: monochrome, geometric, front-facing outlines on a 20 dp canvas with a 2 dp stroke, sharp corners, freely licensed.
Source: doc.wikimedia.org/codex/latest/style-guide/icons.html
Illustration
Feels made by people, which is the point of the movement.
Full spec
- Continuous, fluid, uniform stroke; not too thick
- Subtle ink, pencil, crayon, paint or chalk texture at most
- One colour, used big
- Add colour with a slight misprint offset or a circle behind
- Representative and diverse without tokenising
- One illustration style per execution
- Never smaller than 1.25 in / 31.75 mm wide
- Don’t make it childish
- Don’t mix illustration and photo heavily in one execution
Line illustrations from the Wikipedia 20 campaign by Karabo Poppy Moletsane and Jasmina El Bouamraoui: continuous, uniform pen-like strokes, hand-made feel, often one colour or a circle of colour behind.
Photography
An insider's family album builds trust and shows the community behind the content.
Full spec
- Subjects that say knowledge, equity and community
- Candid, close, unposed; imperfection welcome
- Natural light, light source behind the photographer
- Bright, saturated grade; echo Creative palette colours
- At least 1920x1080 for screen
- Credit title, author, source and licence
- Text on photos only with clear black or white contrast and never over faces or the focal point
- Avoid retouching; if you do, do it with the people pictured
Real moments at events: people engaged with each other and with Wikipedia, not looking at the camera; natural light, bright saturated colour, imperfect framing allowed.
Source: meta.wikimedia.org/wiki/Brand/Imagerymeta.wikimedia.org/wiki/Brand/Attribution
Motion
Calm interfaces for reading; a sound logo identifies Wikimedia knowledge in voice assistants and audio.
Full spec
- UI transitions 100 ms (ease) or 250 ms (ease-out)
- Sound logo after all other audio, never mixed, 250 ms silence either side
- 15 s+ content: 4 s logo; 6-15 s: 2 s; under 6 s: 1 s
- Start the sound logo when a visual logo is static and fully visible
- Respect prefers-reduced-motion (the site shows card sublines without animation)
Motion is minimal in UI (Codex: 100 ms and 250 ms transitions) and the brand's richest motion asset is sonic: a 4-second sound logo with 2 s and 1 s cutdowns.
Source: doc.wikimedia.org/codex/latest/design-tokens/transition.htmlmeta.wikimedia.org/wiki/Brand/logowikimediafoundation.org
Interface & layout
The page, band by band
Navigation
Hero Primary action
We support human knowledge
Donation bar
Birthday campaign
By the numbers
Our work
Built for people, by people
Help expand human knowledge
Subscribe for news
Photo credits
Buttons
Full spec
A 1200px container with 120px margins at 1440, sections in alternating white, lavender, yellow and off-white bands, intro rows with a heading column and a paragraph column, and grids of 3 x 373 or 4 x 288.
Measured from wikimediafoundation.org's Playwright computed styles at 1440 and 390 on 2026-10-31, plus the theme CSS and the brand pages on Meta-Wiki.
Spacing
| Measure | Desktop | Phone |
|---|---|---|
| Page margin | 120px | 17px |
| Section padding | 80px | 43px |
| Hero text width | max 580px, centered | full width |
| Card gap | 16px | 16px |
| Navigation | 76px | 76px |
Type, at size
Hero and campaign H2
Montserrat · 48px (phone 33.27) · line 1.333 · weight 700
Stat number
Montserrat · 48px (phone 33.27) · line 1.333 · weight 600
Section H2, action-card label
Montserrat · 32px (phone 24.64) · line 1.25 · weight 700
Post title
Montserrat · 24px (phone 20.32) · line 1.4 · weight 600
Hero lead
Montserrat · 24px (phone 20.32) · line 1.333 · weight 400
Photo credits heading
Montserrat · 24px (phone 20.32) · line 1.333 · weight 600
Donation appeal
Montserrat · 20px (phone 18.16) · line 1.4 · weight 700
Body large (section intros, stats, card copy)
Inter · 20px (phone 18.16) · line 1.4 · weight 400
Button
Inter · 20px (phone 18.16) · line 1.25 · weight 700
Nav and footer links
Inter · 16px (phone 18.16) · line 1.5 · weight 600
Body (volunteer bio, footer text)
Inter · 16px (phone 14.16) · line 1.5 · weight 400
Credit link
Inter · 16px (phone 14.16) · line 1.4 · weight 400
Meta (category, credit author, consent, legal)
Inter · 14px · line 1.4 · weight 400
- Motion
- Quiet: colour/underline transitions 0.1-0.35s; no parallax; the only moving pieces are the hero video and the rotating highlight word
- Buttons
- rounded
Page anatomy
How Wikimedia’s own landing pages are built, observed on wikimediafoundation.org, 2026-10-31. The full measurements are in spec.md.
- Navigation
- White sticky bar 76px tall with a 1px #E5E5E5 bottom border: horizontal black Wikimedia Foundation logo at left, four mega-menu labels, then a search icon, a bordered language button and a green Donate now button at right. Phone: hamburger at left, logo, EN button and a short green Donate button.
- Hero
- White hero: at left a two-line 48px Montserrat headline "We support / human knowledge" where the verb sits in a pale pink highlight chip, then a 24px Montserrat lead; at right a 580x326 muted, looping video with a round pause button.
- Donation bar
- Full-width Blue AAA strip: a two-line bold Montserrat appeal with an underlined "Why donate?" link at left, and at right an amount field, two radio options and a white outline Donate now button.
- Birthday campaign band
- A 480px band filled with the Wikipedia 25 puzzle-piece artwork (pale blue ground, blue jigsaw pieces forming a giant W on the right) with a white card at left holding a 48px headline, a paragraph and a blue arrow link.
- By the numbers
- White stats section: a 32px heading at left and a 20px intro at right, then a 3-column row of illustrated stats with big Montserrat numbers, a full-width hairline, and a 2-column row of sentence stats; thin vertical rules separate the columns.
- Our work
- Lavender band with a 32px heading and intro, then a carousel of three news cards (photo, coloured category dot, Montserrat title) with round arrow buttons outside the content edges.
- Built for people, by people
- White section with heading and intro, then a 1200x600 module: a grey world map with black volunteer markers (one orange, active) at left and a Legacy Blue panel at right holding a volunteer photo, name, country and a short bio with round previous/next buttons.
- Help expand human knowledge
- White section with heading and intro, then four equal colour-block action cards (Green AAA, Red, Blue AAA, Purple) each with a white 32px Montserrat label at the bottom-left.
- Subscribe for news
- Full-width Creative Yellow band: heading and one-line pitch at left, an email field with a black Subscribe button, a consent checkbox and a privacy line at right.
- Photo credits
- Off-white band listing every image on the page with its title, author and licence, in three columns of small thumbnail + text items. Attribution is a brand rule, so the credits are part of the page design.
- Footer
- Charcoal (#404040) footer: two social blocks (white stacked Wikimedia Foundation logo + text + 4 icons; white Wikipedia logo + text + 6 icons) split by a faint vertical rule, an app-download row, four link columns, and the CC BY-SA licence line, with grey hairlines between rows.
Source: wikimediafoundation.orgdoc.wikimedia.org/codex/latest/style-guide/typography.html
In use
Wikipedia 25 · 2026
Turns the Wikipedia globe into a pattern anyone recognises. Our reading
Wikipedia 20 · 2021
Gave the movement a reusable, human illustration language. Our reading
Full spec
How loud the system gets by format. Landing pages follow the homepage: black and white frame, colour in blocks and chips.
- Wikipedia 25. Birthday campaign for Wikipedia's 25th year, promoted on the homepage with a puzzle-piece artwork band. wikimediafoundation.org
- Wikipedia 20. Birthday campaign whose colours and line illustrations became the Creative palette and the illustration library. meta.wikimedia.org/wiki/Brand/Imagery
| Format | What they did | Source |
|---|---|---|
| Social templates | Canva templates for Facebook, Instagram, X and WhatsApp formats | meta.wikimedia.org/wiki/Brand/Create |
| Presentations | Google Slides affiliate template | meta.wikimedia.org/wiki/Brand/Create |
| Logos | Figma templates for affiliate logos | meta.wikimedia.org/wiki/Brand/Create |
| Documents | Letterhead and digital document templates | meta.wikimedia.org/wiki/Brand/Create |
Our setting for each format
| Format | Loudness | Must appear | What varies |
|---|---|---|---|
| Landing page | Black horizontal logo top left, Montserrat Bold headings, Inter body, one highlighted word, flat colour-block bands, Photo credits band before a #404040 footer | Which palette colours fill the bands and cards | |
| Social post | Montserrat Bold headline, subhead ~50% Montserrat Regular, logo bottom left, palette ground | Ground colour, photo or illustration | |
| Presentation | Affiliate template, Montserrat, logo | Accent colour | |
| Product UI | Codex tokens, components and icons | none | |
| Audio and video | Sound logo at the end, after all other audio | Cutdown length |
Ads
Rules
Do
- Keep the logo in Montserrat and in black or white
- Clear space 1x the small circle; minimum 36 px
- White text only on strong red, blue, green, dark green or purple
- Credit every image (title, author, source, licence)
- Photos: candid, natural light, no text over faces
- Illustrations: uniform line, one colour, at least 31.75 mm
- Sound logo: never altered, always after other audio
- Affiliate wording shows independence from the Foundation
Don’t
- mirror the brandmark in RTL layouts
- use maps of regions or countries in logos (they can read as political statements)
- create your own sound logo
Source: meta.wikimedia.org/wiki/Brand/logometa.wikimedia.org/wiki/Brand/coloursmeta.wikimedia.org/wiki/Brand/Imagerymeta.wikimedia.org/wiki/Brand/Attributionmeta.wikimedia.org/wiki/Brand/Create
Steal this kit
Your name and logo, Wikimedia’s system.
Comes with you
- Color roles and how much of each
- Type pairing, with open fonts
- Voice rules the writing check enforces
- Icon, photo, illustration and motion recipes
- The strategy frame, to fill with yours
Stays yours
- Your name and logo
- Your proof: numbers, customers, quotes
- Your purpose and claims. Theirs aren’t yours to make
Use this kit for my brand Use this brand in Claude
Hand it to a developer
- spec.mdEvery value and rule
- tokens.cssCSS variables
- tokens.jsonDesign tokens (DTCG)
- kit.jsonWhat our engines read
Your brand next
Get your brand audit Put your brand in Claude What goes in a brand book
What Wikimedia doesn’t publish
- Colour proportions or ratios: not published
- A Foundation-specific primary colour: not published (the site uses Blue AAA and Green AAA as its working accents, observed)
- Web type scale, spacing and grid for marketing pages: not published (all page values here are observed on wikimediafoundation.org, 2026-10-31)
- Logo clear space and minimum size are published; logo construction geometry is not
- Motion principles for visuals beyond Codex UI transitions and the sound logo: not published
- Inter (the site body face) is not named in the guide; the guide names Source Serif 4 for body text
- A messaging framework (pillars, proof): not published; pillars here are read from the homepage and Who we are page
Each value is marked published, observed, our reading or our recipe, with its source. Checked 2026-10-31. Not affiliated with Wikimedia.