Exactly. This is an area I think many technologists tend to glance over: "They paid how much to a 'brand consultancy' to replace an M with a P??"

And while these types of things can get "fluffy", if this branding change results in just a small percentage of additional people becoming more aware of the broader goals and projects of Wiki(m/p)edia, it was money well spent.

But they don’t advertise in the banners that they spend the money in such a way.

I may have a partial match in goals with Wikipedia. If 20% of the money goes to goals I support and 80% goes to goals I do not support or that are even contrary to my goals, how much should I give?

I decided for me to donate to projects that better serve my goals.

You raise a valid concern. How will you know If wikimedia's branding interests ultimately help them to deliver more of the goals you relate to? The means they take to improve their messaging may ultimately help them to coordinate resources more effectively and deliver more of what you support. Would the ends justify the means in that case?

I would be okay if they used 20% of my donation to venture for goals that I don’t know yet I will possibly support in the future. That also applies to messaging. But as said the rate is more 80%.