The Hong Kong Umbrella Movement as a non‐profit organization: An empirical study on the use of visual branding practices for social change

This empirical study analyzes the Hong Kong Umbrella Movement through the lens of a non-profit organization, focusing on its use of visual branding to achieve social change. It examines how the movement strategically employed symbols, imagery, and visual communication to mobilize supporters, convey messages, and build a collective identity. The authors explore the effectiveness of these branding practices in influencing public opinion and advancing the movement's objectives. The study offers insights into the role of visual branding in social movements.