In 1999, a handful of industry leaders formed a global non-profit
organization with the goal of “driving the adoption of a single
worldwide accepted standard for high-speed wireless local area
networking.” They called themselves the Wireless Ethernet Compatibility
As IEEE 802.11 was the technical name for the standard, one of
WECA’s first tasks was to adopt a more memorable, user-friendly name
for marketability and relevance.
Phil Belanger, a founding member of the Wireless Ethernet Compatibility
Alliance (now known as the Wi-Fi Alliance) approached Interbrand
knowing that he “needed something that was a little catchier than IEEE
802.11b Direct Sequence.” We came up with the name Wi-Fi and then
created a logo to match the new name.
Since its launch, Wi-Fi has become globally synonymous with
wireless accessibility anywhere. Commenting on the success of the Wi-Fi
brand since its naming, Phil Belanger quipped, “So we were smart to
hire Interbrand to come up with the name and logo.”