The Wikimedia Foundation, the nonprofit behind Wikipedia, embarked on a journey to craft a sonic logo that captured the brand’s ethos, spirit, and vast community.

Together with MassiveMusic, they launched a first-of-its-kind contest to discover 'The Sound of All Human Knowledge'.

Challenge

Recognising the growing trend of voice search and audio consumption – where one in three people search for information using their voices – The Wikimedia Foundation needed a distinctive audio identity they could truly own.

This sound would not only enhance brand recognition, but become an instantly recognisable audio cue to signify one of the world’s most trusted sources of information.

Their objectives included:

Be instantly recognised everywhere
As voice assistants and smart speakers proliferate, Wikimedia needed a sound that signals “this is us” – even when no screen is in sight.

Global inclusivity
To cater to Wikimedia's global audience, the sonic identity had to resonate across every corner of the world.

Community engagement
Aligning with their mission to democratise knowledge, the sonic identity needed to be crafted for the community, by the community.

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Approach

To reflect the Wikimedia global community and its unwavering commitment to free knowledge, we launched an ambitious contest, inviting people across the globe to contribute their creative ideas for a Wikimedia sound logo.

We developed the contest in close collaboration with Wikimedia community members and with support from a Diversity, Equity & Inclusion consultant to ensure the contest was accessible to all.

A musical brief inspired people around the world to translate the Wikimedia movement’s values into sound. In the weeks leading to the launch, we held music production masterclasses and drop-in sessions to ensure that even those with no prior musical experience would feel empowered to enter.

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Solution

The contest received over 3,000 submissions from 135 different countries. From Honduras to Greenland, Rwanda to Papua New Guinea, the world united to shape the sound of Wikimedia.

We carefully evaluated each entry through multiple rounds conducted by a selection committee of sonic branding experts from MassiveMusic. Together with a panel from the Wikimedia community, we narrowed down the submissions to the top 10 finalists.

The global Wikimedia community voted on the 10 finalists, ensuring the final selection represented the spirit of the Wikimedia movement.

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The winning sound logo, crafted by Thaddeus Osborne, a nuclear engineer from Virginia, USA, beautifully captures the essence of the Wikimedia mission.

The sound features the harmonious blend of book page turns, keyboard clicks and a synthesiser chime, symbolising the transition from traditional knowledge sources to digital platforms. Instantly recognisable through the 5-note “Wikimedia” motif, it embodies the vast, knowledge resource that is freely accessible through Wikipedia and the projects.

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Results

The winning sound logo is more than an audio signature, it’s a new way for audiences to recognise and connect with one of the world’s most trusted sources of free knowledge.

Through the collective creativity and wisdom of its community, the Wikimedia movement has successfully evolved its brand to meet the modern needs of content consumption while celebrating the diversity and unity of its global movement.



Take a look ↗

By incorporating my sound, I hope to make Wikipedia even more accessible and engaging, enabling readers (and now listeners) to embark on their own journey of discovery and knowledge."
THADDEUS OSBORNECOMPOSER
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