Brand Tone

Accessible and Unpretentious, Engaging and Welcoming, Informative and Passionate, Contemporary and Experimental, Community-Oriented

Brand Values

• •Accessibility
• •Quality
• •Democratization of Art
• •Support for Artists
• •Artistic Experimentation
• •Engagement
• •Informality and Inclusivity

Best Practices

• •Speak to Your Audience, Not Above Them: Use clear, straightforward language. Avoid overly academic or elitist jargon. The goal is to be inclusive and make art feel approachable for everyone, from seasoned collectors to first-time buyers.
• •Emphasize Accessibility and Affordability (Subtly and Directly): Regularly remind your audience that owning art is within reach. Highlight the nature of editions and prints as a way to acquire high-quality work at reasonable prices.
• •Showcase Passion and Enthusiasm: Let your love for the art and the artists shine through. Use enthusiastic and engaging language that conveys excitement about new works, exhibitions, and the creative process.
• •Be Human and Relatable: Share the stories behind the art and the artists. Talk about the gallery's mission and the owner's inspiration. An unpretentious, friendly voice will resonate with the desired audience.
• •Maintain Visual and Textual Cohesion: Ensure that the visual elements (clean, contemporary design) are complemented by a tone that is equally modern, fresh, and inviting. Consistency across all platforms (website, social media, print) is key. Your font choice, for example, could reflect this – as noted by one source, their logo uses a simplified typewriter font for an 'informal and tactile expression' and to meet people 'at eye level around the tangible work of art without snobbery.'

Social Perception

Format Artspace is perceived as a welcoming and important space in the Copenhagen art scene, particularly for those interested in affordable contemporary art and works by emerging Danish artists. It's seen as an alternative to more traditional, potentially intimidating art galleries, actively working to 'break up with that prejudice' of the art world being closed off and elitist.

Copy Examples

• •Instagram Post (Image: A vibrant, affordable print): Fall in love with art (without breaking the bank!). ✨ This stunning new lithograph by [Artist Name] is part of our latest collection of exclusive editions. Own a piece of original contemporary art – because great taste shouldn't have a price tag. Swing by the gallery or explore online! #FormatArtspace #AffordableArt #DanishArt #ContemporaryPrint #ArtForEveryone #CopenhagenGallery
• •Facebook Event Promotion (Exhibition Opening): You're invited! 🎉 Join us this Friday for the opening of '[Exhibition Title]' featuring incredible new works by [Artist Name]. Discover captivating paper art, meet the artist, and enjoy a relaxed evening surrounded by creativity. At Format Artspace, we believe art is for everyone. Come as you are! #ArtOpening #CopenhagenEvents #FormatArtspace #SupportLocalArtists #ContemporaryArt #[ArtistName]
• •Website Banner (Homepage): Format Artspace: Your home for contemporary Danish art. Discover exclusive prints, ceramics, and more – high quality, fairly priced. Start your art collection today.
• •Newsletter Snippet (Highlighting a new artist): Fresh Perspectives at Format! 🤩 We're thrilled to welcome [Artist Name] to the Format Artspace family. Their innovative [mention technique, e.g., riso-prints] explore [briefly mention theme] with a unique voice. See their work online or visit us to experience it firsthand. We're all about making exciting contemporary art accessible! #NewArtist #DanishDesign #ArtCollectors #FormatArtspace
• •General Ad Copy (for online or print): Tired of art galleries that feel… stuffy? At Format Artspace, we're different. We showcase amazing contemporary art – especially prints and works on paper – from talented Danish artists, all in a welcoming, down-to-earth space. Find art you love, at prices you can afford. Visit Format Artspace in Nansensgade or at formatartspace.dk.