ArtsMarketing.org

For arts organizations, the ability to skillfully brand art and artists is key to success. Through the celebration and translation of artists' iconic works into a distinctive brand identity, arts organizations can draw more attention to their art, artists, and offers. Additionally, arts organizations should strive to keep their branding simple, streamlined, and secondary, resisting the impulse to overshadow their art.

When you see the words Van Gogh, what comes to your mind? Could it be stars in the night? Warm glowing yellows and deep rich blues? The Museum of Modern Art's 2008 exhibition, Van Gogh and the Colors of the Night is a good example of translating an artist's iconic work into an impactful and unique brand identity. The online exhibition features engaging and strategic visual assets that stem from Van Gogh's iconic works. See examples here: http://www.moma.org/exhibitions/2008/vangoghnight/

First, we have Van Gogh's iconic nighttime color palate; sharp yellows and dark blues. Second, we have reproduction images on a big scale, big enough for the viewer to really experience the brush strokes. MoMA's zoom feature and canvas clarity should set the standards for online size and virtual details. Thirdly, the font is a classic serif font that is fitting to Van Gogh's period. Brand identity is most successful in cases like this, when all the vital parts that make an identity - color palate, key images/graphics, fonts, and audio - work together to create an experience that's clearly tied to artists' iconic works.

Other situations can call for the unity of many artists, works of art, meanings, and mediums. Phillips de Pury, the provocative auction house, is a prime example of an organization that keeps a streamlined monochromatic brand identity and lets their iconic art and artists thrive in the spotlight. Phillips's font and branding are clean and modern. The black and white color palate allows the artists work and identities shine brightest. Phillips is a model example of how having a simple organizational identity can celebrate and visually raise the iconic details and scale of an artist or work of art. See examples here: www.phillipsdepury.com

In closing, my key advice to arts organizations when creating brand identities is:

1) Let your art and your artists speak the loudest
2) Keep your branding simple, streamlined, and secondary

Below is a dynamic link list of iconic art sites that were recommended by my art world network, when asked the question, "What sites come to mind when you think of the successful celebration and translation of an artist's iconic works, style, identity - no matter the medium?" I hope they may serve as useful examples and I encourage you to add to and share the list broadly.

ICONIC ARTS LINK LIST
Creative Time (Public Art) www.creativetime.org
Criterion Collection (Film) www.criterion.com
Guggenheim (Fine Art) www.guggenheim.org
Hackett Freedman (Fine Art) www.hackettfreedman.com
Jim Denevan (Landscape Artist) www.jimdenevan.com
MoMA (Fine Art) www.moma.org
Philips de Pury (Auction House) www.phillipsdepury.com