By: Ashley Reid
Recognition is valid for large target consumption and or fame by way of branding. Branding has proven to increase name recognition in and outside art museums. One well known art museum that takes advantage of branding is Tate Britain Museum of Guggenheim UK mentioned in this article. Not all museums take advantage of branding yet as an associate with Art Storm, I personally encourage both artist and museums to practice branding.
Tate museum uses the name Tate as the “stamp” if you will, to brand the museum. Branding museums includes name, slogan, logo, and packaging. Tate is successful in branding by originally shortening ‘The Tate gallery’ to Tate. Tate’s slogan ‘look again, think again’ which has changed many time before, was agreed upon to cogitate deeper thoughts from viewers of the art in the museum.
Artist stamp vary from the signature to the art style. The signature could be both the final touch on an art piece that says ‘made by …’ to the style of that art that viewers instantly recognize such as Jackson Pollock’s Drip paintings. The stamp can be made as a signature such as the scrawled name on the bottom right hand corner to a symbol that is indicative of the artist. In branding of artist the art is usually the stamp that viewers and collectors recognize the artist.
The Tate brand varies from negative and positive space for lettering to a variety of colors that blurs or sharpens from stamp to stamp. The assortment of stamps that the Tate brand introduces gains instant recognition as the Tate logo. Like Starbucks Tate advertises itself by putting the Tate logo on many consumer products, or partnering up with licensing agencies with royalties.
At Art Storm we promote our artists through social media such as Twitter, Facebook, and Pinterest. Art Storm connects an assortment of agencies according to the needs of the artist. Possibilities are endless, today the Vincent Van Gogh’s Starry Night is found on everyday objects like T-shirts, mugs, puzzles, and more. Art storm connects artist with collectors, galleries, and a larger art and non-art community.
Publicity is important also for a museum to be successful. One way Tate is well publicized is by placing positive stories that recognizes happenings in the museum to who and what is featured in the galleries of the museum. All press is good weather good or not for all press gives the subject a spotlight. Tate in this case has the ability to kill hostile press coverage.
The museum in the age of globalization is are the most marketed, this is why Tate is the most recognized museum just as BBC is the most recognized news broadcast. Though Tate is both powerful and public its self-fashioning serves the ‘new spirit of capitalism’. With the qualities of branding Tate is the most famous art museum. Visitors and audiences of the museums are cognitively enticed as they view the featured art but were first draw in by the gained recognition Tate attracted.
Stallabrass, Julian“ Branding of the Museum.” Tate Modern Shop. 23 Oct. 2013. Web. Jan 2014.