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This is 99% Invisible. I'm Roman Mars.

Hello. We are anonymous. Over the years. We have been watching you.

First off, we should describe what anonymous is.

It's not an organization. It is a non-organization.

A sort of ever-changing band of individuals.

Sometimes describe as hackers or activists or free expression zealots or just internet troublemakers.

You can't even call them a group. We are anonymous.

And for someone who writes extensively about brands and brand identity, Rob Walker became intrigued.

My name is Rob Walker. I'm a contributing writer for the New York Times magazine and for design observer.

Because this non-group called anonymous somehow created its own visual identity.

Which is a task that corporations or political campaigns.

It's been millions and millions of dollars to achieve.

And these people seem to have done something very effective without any organization or any budget or even any coherent plan.

There are two basic images used for anonymous. One is a logo.

A headless figure in a suit juxtaposed against a kind of world map that's very blatantly derived from the United Nations.

It's a globe logo with a question mark where his head should be.

The other major visual image is a mask.

That is a sort of stylized visage based on guy-fawks, although no one really recognizes guy-fawks.

...